Director

I directed this for Route 413 Productions. In preparation for the opening of Westfield’s new mall in NYC, the team partnered with fashion Influencer/Writer Derek Blasberg to pull celebrity fashion confessions for this digital content series. I wanted this to feel more high fashion and less commercial glossy. To make them interesting, I placed the interviews on the bed for intimacy and art directed the same room with a touch of each person's iconic style. The relaxed setting helped get Alexa to confess more interesting (i.e. shareable) personal information like the fact she sleeps naked. Without any paid media, these videos received hundreds of thousands of organic views, shares and comments. The series outperformed all previous content on the Westfield social channels.

I directed this for Route 413 Productions. In preparation for the opening of Westfield’s new mall in NYC, the team partnered with fashion Influencer/Writer Derek Blasberg to pull celebrity fashion confessions for this digital content series. I wanted this to feel more high fashion and less typical, consumer glossy. To make them interesting, I placed the interviews on a bed for intimacy and art directed the same room with a touch of each person's iconic style. Model, Abbey Kershaw, is known for her love of shoes and... Turkish fashion.

I directed superstar, Derek Hough, discussing how an over the counter allergy medicine makes it possible for him to do his best work no matter where he is.

I directed a multi-city cross country road trip with Youtube Superstars the Eh Bee Family and dance legend Derek Hough at the peak of allergy season. We created high allergen challenges like planting gardens, cutting grass and pet adoptions at every stop to give the family purpose and raise the stakes. At the helm of the second year of this idea, we convinced the client to let us make the content longer than :30 and to look and feel more like the Eh Bee's traditional content. We delivered 20 videos, hundreds of photos and a digital billboard in Times Square. The content reached more than 50 (YES FIFTY) times the previous year's audience and received more earned media (including a mention on Jimmy Kimmel Live and Good Morning America) than any Flonase campaign to date. The very talented guys from the production company Maker NYC shot and edited this with me on the road.

We shot a digital campaign spot and all the design elements for this billboard in Times Square to end the 10 day trip from Los Angeles to NYC. We shot and edited all the content on the road and released the content within 12 hours of every shoot. This is a pharma campaign and we coordinated legal reviews for everything that went live!

When the last experiential creative director left Edelman, a project was handed to the production team that was over budget and logistically impossible. I came up with a pivot using an influencer friend and set designer, Wayne Neho. We created an interactive party where consumers had to sign up for their passports to enter each room-Berlin, Tokyo and Cancun complete with a concierge and food prepared by a local chef in each city.