Twenty-five years of brand storytelling — Microsoft, Mastercard, TikTok, GrubHub, Cedars-Sinai, Hairbond UK, and the United Nations. Some of it ran on national broadcast, some lived on a trade-show wall for one weekend, and all of it started the same way: a brand with something to say, and one creative lead accountable for how it got said. The five case studies below break down the hardest problems, from first idea to final delivery — then the full body of work follows.
Five selected projects, one pattern: a brand with a story it couldn't tell on its own, and one person accountable for the creative — from first idea to final delivery.
Cedars-Sinai had stories to tell and minimal production capability — loose scripts, no crews, no pipeline. For three years, I was the pipeline: helped develop the scripts into shootable stories, built and directed five-person crews, scouted locations, shot with the edit already in my head, and cut everything myself. Over 100 films — patient documentaries, live surgical coverage, physician profiles, and training content that translated 3D-modeled hearts and clinical innovation into something real people could watch. All of it reviewed at the executive level and distributed across YouTube, public channels, in-facility screens, and live events.
The leading Canadian digital sports media company with minimal US presence needed eyes inside LA esports. I became their entire West Coast operation: every weekend at the LCS in Santa Monica, plus BlizzCon, COD Championships, Worlds, and Overwatch events as their official representative. I directed four to five interviews a night with players, team owners, and league executives — then cut and delivered them the same night through an editing/graphics pipeline I helped build. We broke stories on player pay and league control that moved industry-level conversations.
A sponsored live broadcast on the future of gaming: three panelists in a studio we rented and built out in Los Angeles, three more overseas, one live conversation. I directed, produced, and creative-led the production end to end — studio, crew, look, and flow. A live international broadcast with brand money on the line is the deep end of production. We delivered.
A trade-show deadline, a tight budget, and nothing shot. I found the cast by combing social media and casting boards, locked locations, wrote, directed, and delivered a full product brand launch film in five days. It won gold.
Olympic boxer Tony Jeffries called: the brand was flying in from the UK in two days, there was a gym, a new product line, and no script. I wrote the concept overnight around exactly what we had — the gym, the boxer, the brand — and we shot "True Gentlemen" in one late-night session. It became one of the most awarded pieces I've made.
Beyond the case studies — campaigns, launches, live production, and PSAs for Microsoft, GrubHub, the United Nations, and more.