Translation LLC
LEGO challenged us to deepen its connection with Black families. We found that the opportunity wasn't to change perceptions of LEGO, but to reclaim the meaning of play.
Our strategy recontextualized the phrase, "Keep playing, see what happens," transforming it from a warning into a celebration of imagination. By reclaiming a familiar cultural expression, we invited Black children to dream without boundaries.
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Translation LLC
McDonald's challenged us to introduce the Snack Wrap to a generation that had never experienced it while reigniting nostalgia for longtime fans. We saw an opportunity in the rise of "Unc" as an archetype, a cultural insight emerging from a broader social conversation among Gen Z, Gen Alpha, and Millennials.
By positioning the Snack Wrap's return through that voice, rather than relying on nostalgia alone, we produced a campaign that felt relevant to a new generation without alienating the old one.
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Translation LLC
Ray-Ban | Meta challenged us to shift the perception of its smart glasses from a functional, niche tech product to a fashion-forward accessory that seamlessly integrates cutting-edge technology into everyday life.
In a world where phones often pull us out of the moment, we recognized an opportunity to position the glasses as the ultimate hands-free solution, to staying fully immersed while documenting life's moments. Using Busta Rhymes' "Put Your Hands Where My Eyes Can See," the campaign transformed raised hands into a symbol of presence and freedom.
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Translation LLC
Ray-Ban | Meta challenged us to position its smart glasses as more than a tech novelty, transforming them into an essential part of self-expression and everyday life. We identified a cultural truth: in a world overwhelmed by constant connectivity, true downtime fuels creativity, reflection, and authentic connection.
Through intimate behind-the-scenes films featuring Coco Gauff and Erykah Badu, the campaign showed how the glasses can seamlessly integrate into everyday life, helping users recharge, find inspiration, and stay present.
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Translation LLC
Ray-Ban | Meta challenged us to overcome skepticism around the practicality of its smart glasses by proving their value in everyday life. We recognized that while people crave authentic, unfiltered moments, the act of documenting them often takes them out of the experience.
Through a 360 campaign that leaned heavy on social, our strategy positioned the glasses as a seamless way to capture and share life from the wearer's point of view without sacrificing presence.
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Translation LLC
Ray-Ban | Meta challenged us to show how AI-powered smart glasses could add meaningful value beyond their novelty. We found that wearing the glasses naturally sparks curiosity, creating opportunities for conversation and shared discovery.
Our strategy reframed the product as a social catalyst, using AI to enrich interactions rather than interrupt them. Set at a house party, the campaign positioned the glasses as the ultimate "plus-one," elevating the energy of every moment and helping every guest become the life of the party.
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Type Specimen Deck
A specimen-driven typographic system that translates the history of R&B into a playable card deck.
Using Univers as its foundation, the project maps four musical eras through studies of hierarchy, composition, and spacin, each card referencing defining artists, records, and cultural moments.
Each era's color palette is drawn from the top 5 albums of that era, grounding the visual language in recognizable cultural references while unifying the collection.
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Artist Partnership Group
With artist SDot Go unable to appear in the video due to incarceration, Artist Partnership Group challenged us to create a compelling visual narrative without its lead performer.
I developed the creative concept and wrote a GTA-inspired first-person POV treatment that placed viewers in SDot's perspective, translating the song's themes of survival and self-destruction into an immersive visual experience.
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Interactive Web Design
Designed and developed an interactive artist website inspired by the visual language of the Game Boy Advance. The experience translates the artist's early-2000s gaming influences into a cohesive digital identity through custom branding, motion, and immersive web design.
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Octav
Defined the strategic and creative foundation for a beer brand built around a new generation of drinking culture, extending its identity across packaging, social, OOH, digital, and experiential activations.
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Atlantic Records
Led the creative execution of digital campaign assets across web, social, email, and AR, translating marketing strategy into cohesive brand experiences.
Partnering with designers, developers, and marketers, I directed the development of AR lenses, GIFs, websites, landing pages, and email campaigns while ensuring creative consistency, user experience, and on-time delivery.
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Atlantic Records
Guided the creative execution of AR lenses, GIFs, websites, landing pages, and email campaigns, translating strategy into engaging digital experiences while collaborating with cross-functional teams to deliver visually cohesive, high-performing creative across every touchpoint.
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Atlantic Records
Partnered with designers and developers to shape the creative execution of integrated digital campaigns. Guided websites, landing pages, email campaigns, social content, and YouTube creative through strategic feedback and creative direction, ensuring every touchpoint was visually cohesive, on-brand, and aligned with campaign objectives.
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Sans Peur
Led the creation of Sans Peur, a luxury skincare brand for eczema-prone skin, from positioning and tone to visual system and campaign launch.
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