Me in 7 words: A poet who loves a good pitch. Welcome to the ad portfolio of a dreamer who's also militant about crafting infallible, airtight creative work. I've had the pleasure of working across platforms and industries for brands of all sizes. I love strategy, branding, production, good UX and product design. I do my best thinking when collaborating across disciplines to create the best outcome possible.

Play New was a global campaign designed to reach a young audience of people who aren’t elite athletes. The campaign celebrates play, resilience, and embracing failure.

I worked closely with my team to create the concept of creators trying a sport totally foreign to them. We scouted the most inspiring TikTok creators and guided them in crafting a compelling story arc across an episodic series. I worked with a Nike music director to find the perfect anthem for the launch videos.

The campaign made waves with its warmth and surprise factor, as beloved creators stepped out of their comfort zones and embraced the joy of trying something new—mistakes and all.