Stuff that's really out there
Why I Create
The drive to create isn’t something I choose — it’s instinctive. I’m drawn to projects that demand imagination, invention, and clarity of vision. Creative work energizes me, challenges me, and sharpens how I move through the world.
To keep that muscle strong, I regularly take on freelance projects that let me explore new formats, industries, and ideas. These side ventures aren’t just outlets — they’re fuel. They’ve helped me refine my voice, expand my range, and stay agile across disciplines.
For me, making something meaningful — whether a brand, story, platform, or campaign — is its own reward. It’s how I process the world, contribute to it, and stay connected to what matters most in my work: originality, impact, and the craft of building things that last.
Alexa - How Amazon Echo Ruined My Life (Short Film)
I collaborated with a non-profit aiming to raise awareness about the implications of using human names as wake words for virtual assistants. To creatively address this issue, I developed a horror-comedy concept highlighting the absurdity of society's willingness to overlook the problem for convenience. I wrote the script, oversaw casting, and directed the film to bring this thought-provoking message to life.
Alexa Paid Social Campaign
At Amazon, I undertook a stretch assignment, spearheading a creative initiative to position Alexa as a tool for filtering out the noise of the internet. I developed a comprehensive creative strategy, meticulously crafted the script, and personally illustrated the storyboard, showcasing my versatility and commitment to delivering a powerful and cohesive message.
At the Same Time with Pimsleur
As a consultant for Pimsleur, the renowned language learning audio series, I was tasked with developing a creative strategy to emphasize their unique legacy and distinguish them from competitors like Duolingo. I identified the concept of multitasking while learning as a key differentiator and built a comprehensive campaign strategy, including crafting a script that highlighted this.
Peko Peko Ad Campaign
Japanese online food marketplace, Peko Peko, approached me to address their awareness challenge. I presented five campaign concepts, and they ultimately selected one featuring a YouTube pre-roll hero asset that emphasized how, with Peko Peko, customers no longer need to return from Japan with suitcases full of snacks.
LBI Limited - "Claim your Classic" Marketing Strategy
A classic car company sought my expertise in developing their creative and digital strategy to generate customer leads. I designed the look and feel, as well as the content strategy for their engaging video series on social media, focusing on the unique vehicles and their quirks. This approach not only set the foundation for their subsequent videos but also led to a 29% increase in sales and more than doubling their Instagram following.
