RECENT PROJECTS
Future Proof
CAMPAIGN / DOCUMENTARY SERIES
A cross-continent documentary series that examines the future of creativity and technology.
Role
Creative Direction
Client
Sony
What is the future of creativity? Future Proof partnered with young creative leaders to investigate how technology impacts the future of experiences, culture, education, and entertainment.
SUPER FUN FACT
This campaign was produced remotely using virtual production—location scouting, interviews, editing—everything.
Results
The series has continued long after my involvement, with Sony creating Series 2 & 3 in multiple languages.
WORLD PITERA DAY
EXPERIENTIAL / VIRTUAL EXPERIENCE
Unlocking the mystery of Pitera through immersion and discovery.
Role
Creative Direction
Client
SK-II
SK-II is a global leader in skincare, with products trusted by people all over the world. SK-II wanted to shine a light on the mysterious ingredient that’s in nearly every one of their products—Pitera. I was brought in to lead a global team in that effort, with an experiential event and immersive virtual counterpart.
We designed a six-foot-tall face and used projection mapping to visualize the findings of a 15-year-long study into the effects of Pitera.
SUPER FUN FACT
I led a creative and strategy team on three continents and worked for a month in Singapore to ensure proper execution—all as a freelancer.
I created a virtual version of the experience for guests who couldn’t attend the events in Japan and China.
Madison Beer VR Concert
Experiential / live experience
TikTok’s first long-form content foray featured a pop superstar rendered as a Hypermodel.
Role
Creative Direction
Client
Tiktok
Sony
As part of my work with Sony, I was asked to create a half-hour TikTok experience to showcase a VR concert featuring Madison Beer. I designed the run-of-show, directed a team of artists to create a motion graphics package, and led in creating a behind-the-scenes film.
Results
The experience had 700,000 viewers and won a Webby.
Kid HQ
Interactive video / shoppable experience
A choose-your-own-adventure experience that reimagines the future of the toy store.
Role
Creative Direction
Client
Walmart
Mattel
eko
KidHQ is an online destination created as a safe place for kids to play. Kids can explore, discover, and play with their favorite toys in a setting that inspires the same joy as a toy store but ultimately culminates in a parent-friendly e-commerce experience. I designed it as a physical building with unlimited digital floors so any brand could create its own experience.
The Walmart Toy Lab was the largest floor, featuring over 30 toys for kids to test.
Help Barbie finish her vlog on the Barbie Dream Floor.
Answer a few questions from Santa (in English or Spanish), and he’ll pick the perfect Christmas present for you.
The crappiest, most boring floor was for ‘Grown Ups Only’.
First, the kids meet Ms. Bartlesby, KidHQ’s Chief Fun Officer (CFO). She helps the kids pick a job. When creating experiences, I try to answer the following as quickly as possible for the participant: who am I, what am I doing, and why does it matter?
Rooney helps kids learn about each floor.
I studied the play patterns of kids to make five distinct rooms of fun.
We told kids not to push the Don’t Push Button. They didn’t listen. It became the most popular button, pushed over three million times. We created dozens of random outcomes.
SUPER FUN FACTS
I led three separate creative teams, which included a three-week kid-filled production.
The interactive script for the WalMart Toy Lab was a hundred pages long.
Forbes Magazine said, “It was the best thing Walmart had done all year.”
Results
Kids spent an average of 13 minutes playing, and 90% of completed Toy Reports were sent to parents—this is an insane number I had people check more than once.
MagiCart
MIXED REALITY / shoppable experience
A future of retail experience for parents and kids alike.
Role
Creative Direction
Client
Sam’s Club
Leading a team of creatives and technologists, I created an experience that guides shoppers through Sam’s Club via shopping carts that transform into crazy vehicles that travel through an immersive narrative world built in augmented reality. The gamified treasure hunt included product interaction, store mapping and staff engagement.