LEGO® × FIFA World Cup 2026™

How do you bring the joy of football and LEGO® play to the middle of New York City? You take over Rockefeller Center.

Working with the LEGO Group and the team at XDA, we created a fan experience anchored by a 28-foot LEGO FIFA World Cup trophy—built from more than 1.36 million LEGO bricks by 59 builders over 7,040 hours. Nearby, a 20×40-foot play zone invited visitors to build, explore, and contribute to a giant mystery mural.

I helped concept and art direct the experience, then led its 2D design—from the building stations, signage, and LEGO Editions graphics to the way guests moved through the space. I also helped shape the trophy photo moment and the placement of its four larger-than-life footballer figures. It took a village to bring all those pieces together. Quite literally.

In the first week, the play zone welcomed 9,440 visitors, who built 9,200 mural tiles, while the trophy photo op drew 15,570 visitors of its own (including me). The experience went on to generate 74.7K engagements across media and social, with the trophy’s interactive photo moment garnering 1.2M views.

See how 1.36 million LEGO bricks became a 28-foot World Cup trophy. →

For New York Comic Con 2025, we took Marvel fandom on the road. Super Hero Scoops rolled through the city serving frozen treats inspired by its heroes, from a Captain America sandwich in Brooklyn to a Daredevil bar in Hell’s Kitchen.

Working with Creative Riff and Disney’s creative team, our small but mighty team brought the truck to life. I concepted, art directed, and designed everything from the wrap, menus, signage, and packaging to the social teasers and the treats themselves.

Come for the superheroes. Stay for the scoops.

How do you make online shopping feel like discovery? Working with Walmart Creative Studio, Emperia, and Sawhorse Productions, we created Walmart Realm: a mobile-first shopping experience built around immersive, shoppable worlds.

As design lead, I oversaw the art direction of the first three worlds: So Jelly, an underwater playground; Y’allternative, a mystical take on Americana; and Go Chromatic, a futuristic world of chrome. Each gave shoppers a new space to explore and discover products.

Walmart Realm won XR Marketing Campaign of the Year in 2024. Go team!

What if you could step inside YouTube’s annual Trends Report? Ahead of its 2023 release, YouTube brought the trends to life with a two-day event at Google’s New York event space.

I joined the creative team to concept and design experiences that invited creators and guests to play along. The lineup included on-the-spot nail art, a scrolling Barbie-inspired galaxy, silent disco rooms, a lo-fi speakeasy, retro gaming, VTubing, and even a Skibidi Toilet flash mob. Yes, really.

The event won an Ex Award for Best Influencer Event. Scroll down for photos and content shared by the creators who attended.

Walmart Discovered began as a Roblox destination. The next step was bringing that world into physical stores.

While Design Lead at Walmart Creative Studio, I oversaw the creative development of this augmented reality experience that let shoppers step inside Walmart Discovered in the real world. Monthly quests, free virtual items, and experiences from Roblox creators gave shoppers new ways to explore and connect with the community.

In fall 2020, working from home was wearing thin, but returning to an office every day wasn’t the answer either. WeWork’s first global campaign asked a timely question: How does tomorrow work?

I worked on the campaign from concept through launch, helping show how WeWork’s spaces and amenities could fit a more flexible way of working. Home, office, or a little of both—the choice was yours.

American Express Canada’s first card aimed at millennials called for a different kind of introduction. At Ogilvy Toronto, our team developed a colorful, fashion-forward campaign featuring social influencers and Canadian athletes.

I designed the direct mail, landing page, and social assets, introducing new card members to a simple idea: keep living your life and get rewarded for it.

Same customer problem. Two very different experiences.

For this TV spot and print campaign, I helped concept and art direct a side-by-side look at two contact center agents: one using Five9’s cloud software, and one working without it. The contrast made the product’s value easy to see.

No two small businesses are alike, so why should their insurance policies be? We used barcodes to make the point: they may look similar from a distance, but every one is different up close.

I led the concept, art direction, and design as we brought the idea across TV, video, print, and social. The campaign increased brand awareness by 29%, ad recall by 59%, brand affinity by 53%, and consideration by 17%. It also gave us an excuse to make custom wine labels for the National Sales Meeting.

Health care can leave people feeling like they’re on their own. At Gyro, we created EmblemHealth’s “Health Care for All of Us” brand campaign to show what it looks like when a health insurer takes responsibility for making care better.

Featuring real New Yorkers, the campaign grounded that promise in the people and communities EmblemHealth serves.

Hefty Ultimate Cups and the Chicago Cubs brought 200 fans onto Wrigley Field for the largest game of flip cup ever played, with Cubs players serving as team captains. The event set a world record and raised $40,000 for charities chosen by the players.

I designed the event branding, exploring a range of logos before we landed on the final mark.

For Canada’s 150th birthday, Nordest Studio helped bring the celebration to life in Ottawa. Leading up to July 1, we designed digital billboards featuring scenes from across the country.

On Canada Day, the boards shifted to real-time posts from people using #Canada150, turning the campaign into a shared celebration. Here are a few of my favorite designs.

Attention Kmart shoppers: weekly specials are more fun with monkeys, faux-fur rooms, and salsa dancing.

My copywriting partner and I created a series of short online videos for Kmart, each briefed, concepted, approved, and produced in just one week. This was 2014–2016, when that turnaround felt wildly fast. AI is laughing at us now.

And yes, that’s my copywriting partner in the monkey suit. Because advertising.

At Cineplex Digital Media, we helped bring McDonald’s Canada’s menus to digital screens across its restaurants. The work ranged from full menu board takeovers, like the McFlurry and M&M’s promotion, to short videos, including a McCafé spot for the Toronto International Film Festival.

I concepted, designed, and wrote copy for the boards, working closely with animators and developers to prepare the creative for rollout. The digital menu boards were deployed to more than 1,000 McDonald’s restaurants across North America.

Did you know Minneapolis is one of the fittest cities in the U.S.? Neither did we. So when Propel launched a new look, we started there.

At Fathom, we created a campaign inviting real people to try Propel’s new flavors and packaging—and compete for a chance to star in a national ad. The idea came to life through brand ambassadors, sampling events, print, out-of-home, online video, and a redesigned website.

What do you give a client for the holidays? Their products, reimagined as ugly sweaters.

I designed a series of holiday sweaters featuring some of Sears’ most recognizable products. Festive, a little ridiculous, and made to be worn with pride.

At FCB Chicago, our creative and UX teams worked with Cox Communications to redesign Cox.com across desktop, tablet, and mobile.

As art director and designer, I helped shape the site’s new look and carry it through a responsive experience built on Adobe Experience Manager (AEM). The redesign gave customers a clearer way to explore Cox’s products and services.

For its 2016 annual report, CMMB wanted the stories of the families it serves—and its photography—to take center stage.

Working with the Briteweb team, I concepted and designed a 40-page booklet with a foldout poster insert. The result gave those stories room to breathe while showing the reach of CMMB’s work in women’s and children’s health.

Twenty-five tutorials. Two languages. Two months. And subjects like setting up a smart router and creating an Optimum ID. Our challenge was to make every video clear, useful, and a little more fun to watch.

At Fathom, we developed the concept and partnered with Brand New School NYC to bring the English and Spanish tutorials to life. We delivered all 25—and came in under budget.

California’s state parks have always meant a lot to me. When budget cuts threatened to close 70 of them in 2011, we partnered with the California State Parks Foundation to create PSAs asking residents to stand up for the places they love.

While the spots ran, the legislature changed course and only a handful of parks closed. I’d call that a win.

To celebrate the new Minions movie, we turned participating McDonald’s restaurants into Minion Mania, a family event with activities and prizes.

We concepted and designed the in-store creative, from register toppers, menu screens, and window posters to a Minion-themed drive-thru experience. Alongside existing character art, we worked with Universal Studios to develop new assets for the campaign.

Kmart wanted to announce the return of Bluelight Specials in a place that’s hard to ignore: Times Square. We created a billboard built around the thrill of finding the next great deal.

The idea extended to an Instagram activation: follow @FindTheBlueLight, search a grid of flashing blue sirens for the winning special, then head to Kmart to claim it. A little scavenger hunt, a lot of blue light—and my first Times Square billboard.

Saul Bass inspired holiday cards.

The $10,000 Cupcake
How can a cupcake be worth $10,000? For this TV spot, we invited people to decorate theirs with Jelly Belly jelly beans and find out. With more than 50 flavors to play with, no two cupcakes had to look alike.

Headquarters Posters
We also designed a series of posters celebrating individual jelly beans for the walls of Jelly Belly’s headquarters in Fairfield, California.

Togo’s, a California sandwich chain, was a little late to announce its toasted sandwiches. So we leaned into the delay and made a scrappy spot with a distinctly San Francisco sense of humor.