For the last two years, I’ve been a senior writer on Levi’s global creative team, working on “Big Bet” initiatives.

Levi’s Holiday

Levi’s Backstory

Pair of jeans arranged to form a rectangular frame with a packet of tissues inside, advertising Levi's Bluetab denim
Levi's Blue Tab global launch
Levi's Icons

Levi’s Icons

The Jean

The Jacket

The Shirt

Levi.com

Agency creative director on GAP during the Seth Farbman era. We helped bring the brand back to its roots across a run of global campaigns.

Estée Lauder ‘Double Wear Dare You’ social challenge

Gordon Ramsay x Kmart

Google Home x Estée Lauder

Converse x Target

A man with a beard and casual clothing sitting on a wooden box, holding a pointing stick, with a backpack on the floor next to him. Behind him is a map taped to the wall. The image includes the Fossil logo and the text "Calling All Curious."

Helped a vintage brand with a new platform that could support a higher price point.

Black and white advertisement for Fossil watch featuring a close-up image of a wristwatch with a metal band on the left side and a block of Braille text on the right side, with the Fossil logo and the slogan 'Calling All Curious' at the bottom.

Fossil

Google Home x Estée Lauder

A man with a beard and a turban and a woman with brown hair and a dark sweater stand close together, looking at the camera. The background is gray, and there is text on the right side that says "Make Love." and the GAP logo.

Got to bring a little comedy to Estée Lauder.

Gap Holiday

A young man stands behind an older man, both looking serious. The young man rests his arms on the older man's shoulders. The older man wears a blue shirt and a black hat, while the young man wears a checkered shirt and a gray vest. The text on the image reads, "LOVE COMES IN EVERY SHADE." There is also a GAP logo and the phrase "BE BRIGHT" in the lower right corner.

Helped a fighter hold its own in a snobby style world.

Shaun White x Target

Kmart - disruptive OOH placements

Sofia Vergara x Kmart

Two digital billboards on building rooftops. The first one has a comic book style design with the words 'THUD!' and a label for Children's Hospitals and Clinics of Minnesota, along with 'PEDIATRIC TRAUMA EXPERTS'. The second billboard features a bold, colorful design with the word 'CRASH!'

Helped give a vintage brand fresh character with a new platform that could support a higher price point.

A young girl with dark hair, bangs, and a colorful headband, crossing her arms and making a stern face. The background is blue with white and yellow text promoting immunizations for children, emphasizing the importance of getting kids their shots, with a pink logo for Children's Hospitals and Clinics of Minnesota at the bottom.
A woman with glasses and a colorful skirt stands indoors, blowing bubbles next to three children playing near a large window. One child leans out the window, another kneels on the floor, and a third peeks inside from the window. Outside, a person dressed as a giant bunny and young girl are visible on the lawn. The room has teal walls, matching curtains, a side table with a lamp, and several plastic eggs and a small bag scattered on the floor, with rabbits both inside and outside.

JCPenney

Helped JCPenney take a big swing at breaking the coupon cycle and reinvent itself.

Target

A young man with brown hair, a light beard, wearing a dark blue sweatshirt and jacket, is adjusting the hood of his hoodie against a plain gray background. The bottom right corner contains the text 'Back to Blue.' and the GAP logo.