/Design/Strategy/Leadership/ Discipline/
A space where concepts become reality.
About Me
My Story/
There is immeasurable value in creating a culture where everyone can grow on ideas and feel appreciated. Over the years, I have learned that a strong bond within a team can provide the right tools to conquer any obstacle. As a proud PRATT graduate in NYC, I was given the best platform to succeed – diversity, art history, culture, design and leadership. As I have grown through experience in my career, I have learned the importance of keeping an open mind and to listen carefully. Listening offers new perspectives and ideas to grow into your skill-set. These ideas eventually evolve into visions that can set concepts apart from all others. A strong story can leave a mark on the world.
Recent Work
• NFL Stadium Electric experience •
Role: CREATIVE DIRECTOR — We were tasked to dress the Mercedes-Benz stadium, inside and out. The theme was to push EVs – what better way to do so than to have larger than life imagery that can be seen from space. This project is close to my heart. I have worked on Superbowl spots and campaigns but nothing of this physical magnitude. It compares to painting on a colosseum. All digital artwork and signage is original and the concepts for each is my vision for these EVs. The idea was to have them appear as gods within their own segment – A MAYBACH, an AMG and a Series model, made to show the world their arrival. The lighting was chosen to illuminate the night sky with colors that mimic the interior lighting of the vehicle, all while playing off of the Atlanta Falcons franchise. I worked with one render artist and a printing company (blue media) who handled the installation. Another great challenge for this project was the sizing of the imagery at 10K. We wanted to make sure it was crisp at every angle. The interior of the stadium is also fully branded and makes the fans feel fully electric.
/360 Experiences
An experience like no other building the car of your dreams both interior and exterior in themed environments.
/Electric Theme Page
A full Electric theme page was constructed to fulfill consumer insight on all EV vehicles and build brand awareness. The UX of the page was designed to be fun and interactive while being informative about EV technology.
/Digital Banners & Class Page
As an extension to the stadium, all online banners for EV vehicles had a specific color palette that fed into a full class page of the hero vehicle, creating a seamless shopping experience while increasing website traffic and conversion rates.
/Exterior & Interior signage with Mixed reality stunt
All hero imagery was created from CGI and is an extension of the overall mood and concept of the EV class of Mercedes-Benz. CAD data our team provided and prepped was also used for a mixed reality stunt on game-day.
• GE Mongogram line •
Role: CREATIVE DIRECTOR/ ART DIRECTOR/ MOTION DESIGNER — Our team pitched to GE in a very competitive environment. It was our ideas and experiences in luxury that captured their attention. We showcased how we can use our skills to elevate their products and overall experiences. Our work ranged from in-store POS pieces made to look like academy award envelopes to full digital display walls visualizing the sizes of products. This set their Monogram line apart from competitors in showrooms. We even went the extra mile and had chefs and designers quote the Monogram products. We used their quotes typographically in the form of film festival awards for social media, animations and cling on stickers for physical in-store products. We branded the campaign – awards for days!
/POS
The product information card was an insert printed on a heavier stock and was meant to be pulled from the envelope made from soft touch paper, giving it a velvety feel. All imagery was rendered in an environment we created. We also started a virtual kitchen for future projects.
/Social & Digital Display
Short animations were made that included rendered products and quotes for social integration. The digital wall designed for showrooms held life size products people can walk by and imagine in their home. All imagery is original and was created by my team.
• Mercedes-Benz MAYBACH •
Role: CREATIVE DIRECTOR/ ANIMATION DIRECTOR — With a new generation of luxury in the Electric market, we set the bar higher than it's ever been before. We created a world where architectural elements and materials were sourced to create a world beyond today's. The tone and mood was set to have the very best from the very best. We created an angle study of the product in clay renders prior to setting the stage. This allowed us to make sure lenses and shapes were selected with reason. We also integrated with global markets on color palettes to better tell a brand story. In totality, our goal to create a full funnel, interactive, and elevated shopping experience was a success. We even partnered with Blade as an extension to the MAYBACH experience and the world beyond!
/MAYBACH Class Page
UX, digital heroes, and specific language were created to cater to a greater MAYBACH experience. This page highlights features that are exclusively made for the brand, while nodding to its history and legacy. All artwork and imagery is original and integrates with global campaigns thinking holistically about "The World Beyond" concept. The heroes and features are rendered from raw data and were art directed exclusively for the MAYBACH brand.
/Digital Video & Social
I directed a digital video made fully in CG to encapsulate "The World Beyond". A story board was created to capture specific camera angles, movements and transitions to set it apart from all other luxury vehicles. The materials and lighting of the scenes were made to integrate with the overall MAYBACH tone and concept for the hero sets.