THE WORK
I lead creative teams and partners to build culturally relevant entertainment at scale.
My work sits at the intersection of music, culture, brand, and emerging platforms, spanning global broadcasts, platform launches, live events, and new creative formats, always grounded in audience relevance and executional rigor.
Below is a curated selection of projects that represent how I think, what I lead, and the level I operate at — not an exhaustive archive.
various CASE STUDIES
Samsung x COLDPLAY — Global Broadcast (VR)
A first-of-its-kind global live concert broadcast, expanding what large-scale music experiences could look like across emerging platforms.
Why it matters: Demonstrates leadership across artist, brand, platform, and production teams to deliver category-defining work under extreme visibility and complexity.
Apple Music / BEATS 1 — GLOBAL CONTENT SYSTEM
Oversaw hundreds of shoots and content outputs supporting Apple Music, Beats 1 Radio, and festival programming worldwide.
Why it matters: Shows ability to build and run high-volume creative systems without sacrificing quality or brand integrity.
HULU ‘ON STAGE’ — ORIGINAL MUSIC DOCUMENTARY SERIES
An original immersive documentary series bringing audiences inside the creative worlds of major artists.
Why it matters: Early proof of applying new distribution formats to deepen artist storytelling and audience connection.
Verizon 5G — LIVE MUSIC ExperienceS (AR)
A suite of live music experiences designed to showcase Verizon’s 5G network through interactive and location-based formats.
Why it matters: Illustrates applied innovation, using new technology to solve real brand, product, and audience narratives.
Directed and executive-produced a wide range of music videos, commercials, and branded content for globally influential artists and brands.
In addition to serving as on-set Director, I led concept development, creative direction, and cross-functional collaboration across artists, agencies, and production partners — delivering culturally resonant work at scale while balancing creative ambition, budgets, and timelines.
Music Videos + BRAND STORYTELLING
Directed, executive-produced, and creatively led projects across interactive, immersive, and emerging media — often at moments when the formats themselves were still being defined.
This work includes global live broadcasts, interactive music experiences, and experimental storytelling formats, created in partnership with major brands and platforms, to explore how new tools can meaningfully enhance entertainment and culture.
EMERGING FORMATS + INTERACTIVE EXPERIENCES
The Uprising Creative — BUILDING A CREATIVE ORG
Co-founded and scaled an integrated creative agency into a multi-office, award-winning business with $10M+ annual revenue.
Why it matters: This is a leadership case — hiring, culture, systems, clients, and long-term creative sustainability.
* Recent work at Meta, Yuga Labs, and in advisory roles remains selectively private but continues this trajectory — building the next generation of music, culture, and audience experiences across evolving platforms.