To celebrate the launch of their new hotel in Los Angeles, the city of stars, we chose to spotlight some of Downtown LA’s unsung heroes. Partnering with a local photographer, we captured 52 creative, enterprising, and inspiring residents using a format iconic to LA’s casting culture: the Polaroid. The portraits became the heart of a multi-channel campaign, showcased in each hotel window and amplified through video, digital, and social content.

Apple News called it “a major artistic upgrade” and “a photo exhibit unlike any other.”

Partnered with Usher’s team to concept, direct, and produce a bold visual teaser announcing his multi-date Las Vegas residency. The video combined playful luxury with viral mischief, introducing the now-infamous “Ush Bucks”—a fictional currency that sparked widespread buzz across social media and press.

Tasked with capturing Usher’s multifaceted role as host and performer for the 2021 iHeartRadio Music Awards, I directed, produced, and shot this exclusive behind-the-scenes piece over the course of a full week. Filmed across rehearsals, dress runs, and live show moments, the piece offers an intimate, all-access look at Usher’s creative process as he prepared for both the awards and his upcoming Las Vegas residency.

Teamed up with BuzzFeed and Amazon Prime Video to help launch Hunters with a fully immersive takeover of Highland Park, transforming an entire LA block into 1977 New York City. I managed VIP guest list and hospitality, booked music talent including A-Trak and Nick Catchdubs, coordinated production across multiple vendors, and oversaw print design and on-site activation.

The experience featured a re-created grindhouse theater screening, a character-themed afterparty at a retro bowling alley, and 16 participating storefronts styled with period details, improv actors, and interactive touchpoints tied to the show’s narrative. The event drew major press and delivered a cinematic, era-specific experience that brought Hunters to life for fans, influencers, and media.

Collaborated with Universal Music at ComplexCon to celebrate 35 years of Def Jam's artists including Eminem, Mary J. Blige, Dr. Dre, Snoop Dogg and more by designing and installing 'wild posting' style ads around the entire floor of the Long Beach Convention Center. This street art styled installation promoted playlists and albums using QR codes for fans to interact with at the convention. To stay true to the gritty style of 90’s New York street marketing, we enlisted MSK, one of LA’s most renowned graffitti crews, to live tag several of the walls.

Pabst Brewing Company, one of America’s oldest and most iconic brands, set out to overhaul its identity. With a portfolio of over 30 beverage labels, we led the design, art direction, and production of a complete rebrand, including a new logo, full visual system, and brand collateral. Through a comprehensive brand audit and design process, we developed a wordmark that honors Pabst’s storied legacy while positioning the company for a bold and forward-looking future.

Led creative direction and production for a 10-part animated video series celebrating 60 years of Motown. I tapped a range of creative studios, including Sunshine Mall, to bring each piece to life through distinct visual styles. The series combined archival audio interviews with bold, era-inspired animation to honor Berry Gordy Jr.’s legacy and the cultural impact of Motown. From concept development to final delivery, I oversaw the full creative process to ensure each story resonated with both historical depth and visual originality.

Collaborated with Universal Music to bring a beloved catalog of Motown holiday classics to life through animation for the very first time and kick off their ongoing Animated Classic Christmas Songs. I served as art director and producer across multiple videos in the series, working closely with a group of independent animators and illustrators to craft warm, nostalgic visuals that honored the legacy of legendary artists like The Jackson 5, The Supremes, and The Temptations.

Directed and produced a vérité-style short documentary on underground rapper Juiceboxxx, a longtime friend and collaborator. Freaked and American Loser captures the chaotic energy and emotional complexity of an artist navigating the margins of the music industry with relentless intensity and heart. I coordinated a team of cinematographers across the U.S., covering Juiceboxxx’s performances and off-stage moments in cities like New York, Milwaukee, and throughout the South. The film premiered on Riot Fest.