I had an idea for a film and the opportunity came to pitch to Fox Searchlight for their Netflix Originals pipe. They took it and we shot a freaking feature film for a major motion studio. I worked direct in-studio with A-list talent. The film wound up #1 in its category on the platform, and from there was translated in 13 languages to hit its localization platforms.

Premiere in-person events at the historic ACE theater in DTLA, at McCarren Park in NYC.

Ran for 1 year on Netflix, then 2 years on commercial airlines. Currently Amazon, Apple TV.

Creative Directed a shoot of 40 assets to satisfy Amazon’s retargeting needs for their Holiday 2022 campaign.

As part of a multi-tiered media placement for Vogue, Arch Digest, and Vanity Fair, I directed a shoot that produced 6 unique spots for the various publications. They all centered around the same notion — a book is the best accessory.

As part of a larger brand refresh, I concepted and directed a shoot for Book of the Month’s holiday campaign that rolled out a new look and brand positioning going into the busiest period of their fiscal year.

The result was a product shoot that centered on cheeky copy to stand out from the traditional holiday marketing in the NYC subway system.

Photography: Chris Heim

Art Direction & Set styling: Tyler Resty

Styling: Paris Negrette

At the height of 2020 lockdown Vimeo’s community was hurting. The arts were frozen. Small business had shut down. Film crews could not assemble. My team reached out to the All-Stars of Vimeo filmmakers and had them pitch for our branded content series, Stories in Place. The result was a 2x Webby-winning branded content series.

For the 2022 Holiday Season, Amazon’s Small Business arm wanted consumers to know that you could still use the platform to shop ethically. We teamed up with macro influencer, Ayesha Curry to do a series of TikTok and Instagram videos.

My proposal to the board was simple: There hadn’t been a woman on the front of a bike in US campaigns since 1982. Put. Us. On. The. Front. We found real woman riders, micro-influencers that were already doing their thing. We gave them new Harleys and sponsored them.

We collaborated with female photographer Magda Wosinska for the banner campaign and then I sourced and contracted 20 influencers for the first run.

Tldr: it worked. In 2018 the Motorcycle Industry Council US found one in five motorcyclists are women, nearly double the percentage in 2009.

Webby-winner People’s Choice, 2020

How do you humanize video for the small business owner doing everything on their own? You show the real people achieving their dreams with Vimeo.

Small Business Shorts was a content series of over 200 assets, resulting in a year long always-on organic campaign. I Directed concept to launch, pitched in to C-Suite on strategy and budget, and was boots on the ground directing at our locations during production.

We designed Create / TikTok templates based on their branding, and also brokered micro-influencer contracts with each of the talent for six months to coincide with marketing efforts.

Every year billions of videos are uploaded onto Vimeo’s platform. Only the very tiniest fraction become Staff Picks. Each year we convene the most acclaimed film professionals in the industry as jurors to decide which Staff Picks get the badge of Best of the Year.

Then, we throw a huge frickin party, and build out a festival with panels and directors commentary.

For three years, I Directed Live Production and Branded Content — including promotional pre-roll, day-of programming, and post-event editorial.

Design Direction: Annette Wong

Animation: Colleen McGuire

From 2017 to 2022 I oversaw always -on social for all of Vimeo’s social channels and set the paid strategy for boosting organic content.

Handles: twitter, TikTok, Facebook, Instagram, Tumblr (LOL), YouTube, and LinkedIn

As a very data-driven company, I grew comfortable Creative Directing with a heavy emphasis on strategic analysis and we constantly took learnings and applied them uniquely to each platform. As a result we had a healthy mix of brand love, educational content, curated videos from the Staff Picks channel, as well as business comms and product announcements.

In May of 2021 Vimeo went public. My team included the company’s animators and I was tasked with Creative Directing the animations on the Times Square Jumbotron for IPO Day. So much fun.

As part of the US brand strategy team at Harley, we pitched the board on a lofty idea for iconic brand’s 113th anniversary. Reimagine the road trip. In conjunction with the Harley Davidson museum, we put together a year long campaign and commercial series called Lost Road. We leaned into the industry joke that Harley’s have a “tendency to break down” and instead we took those moments and made them beautiful. The notion was, all good stories start when something goes wrong.

10 years of the best videos in the known galaxy? We needed to throw a big @ss party.

The result: a (really) weird night at the movies.

Commissioned projects with: Danny Devito, Kirsten Lepore, Greta Gerwig, Jim Carrey

We also live tweeted and live produced the entire event. Had DeVito and Jim Carrey on our handles. It was pure chaos, but we survived and thrived.

Role: Head of experiential and content.

When GAP first launched its 1969 denim line it had two challenges: GAP wasn’t considered premium and no in mass market paid attention to sustainable fashion — yet. The task at hand was to make their 1969 line designer and separate from the regular commercial run.

We did a short branded content film introducing the line and shot it on Super 8. I then Art Directed an accompanying series of stark, stills images for an Out of Home editorial run.

There was a time during the mid-ots that the National Parks Service needed more people to attend. I was Director of film and strategy for scripts that focused on California (Yosemite, Big Sur, Joshua Tree) and Pennsylvania (Liberty National Park).

The project resulted in a series of short-form anthems reminding US travelers on the transformative power of reconnecting with nature.

Sometimes the stars align when you need them to. Early in my career we secured agency partnership with Warby Parker in the brand’s infancy. I was Creative Lead on their first pre-roll spot, and focused on animation and copy. This concept also rolled out into an experiential booth at Capsule Tradeshow in Los Vegas, which I ran production on and attended for the brand in 2012.

From assignments for Triumph to the National Parks service, my travel essays have been rolled out and translated in a number of publications from the US to Portugal and Germany.