19 CANNES LIONS
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13 ONE SHOW
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13 D&AD
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19 LIA
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17 CLIO
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6 ART DIRECTORS CLUB
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19 CANNES LIONS • 13 ONE SHOW • 13 D&AD • 19 LIA • 17 CLIO • 6 ART DIRECTORS CLUB •
I’m a Creative Director with 25+ years of experience in Art Direction and Design, solving complex business challenges through strategic creativity.
With a foundation in design thinking and visual storytelling, I translate insights into visually compelling brand narratives, high-impact marketing campaigns, and bold creative activations. My approach bridges strategy and aesthetics, ensuring that creativity doesn’t just inspire—it delivers real results.
I also thrive in building and leading agile creative teams, fostering collaboration that pushes brands forward.
Scroll down to explore selected work.
VERIZON
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VISA
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LETGO
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BAUDUCCO
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ZESPRI
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ABBOTT
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MONDELEZ
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AUDI
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INFINITI
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BURGER KING
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UNILEVER
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MONDELEZ
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VERIZON • VISA • LETGO • BAUDUCCO • ZESPRI • ABBOTT • MONDELEZ • AUDI • INFINITI • BURGER KING • UNILEVER • MONDELEZ •
Raising awareness among dermatologists about a rare skin disease
We created this integrated campaign for Boehringer Ingelheim to shed light on a rare disease that was, until then, unknown to most dermatologists worldwide. Together, we crafted the "Unwearable Collection" to highlight the painful realities faced by patients with generalized pustular psoriasis (GPP). Working closely with Dutch artist Bart Hess, renowned for his work with Lady Gaga, we designed a macabre clothing line that symbolized the immense suffering endured by those living with this rare skin disease. The eight-foot-tall mannequins, donning these emotionally charged and unconventional fashions, served as the centerpiece of this impactful campaign, aiming to challenge perceptions and evoke empathy for GPP patients.
Client
Boehringer Ingelheim
Agency
Area 23 NY
The UWC premiered March 2022 at the American Academy of Dermatology (AAD) Annual Meeting. the Worlds’ biggest dermatology convention.
The exhibition was designed as a couture fashion gallery that stood out in stark contrast to the clinical medical information that’s typically displayed at such conventions.
increase in traffic to company's disease education website2,500+
of 7,000 dermatologists attendees registered at the booth185%
increease over goal325%
Turning a global health goal into a daily habit
Globally, 87% of people fail to eat even one serving of fruit daily, despite the World Health Organization’s recommendation of five. For Zespri, the world’s leading kiwifruit marketer, this presented a clear challenge:
How can we inspire people to start with just one fruit a day?
Drawing inspiration from the familiar and practical pillbox, a tool already embedded in daily routines, we created The Fruit PillBox.
This innovative packaging held seven kiwifruits, each in its own compartment, one for each day of the week. Designed with sustainability in mind, the packaging was fully recyclable and featured braille for inclusivity, making it accessible to all.
Client
Zespri Kiwifruit Global
Agency
Speakeasy_Knowledge Brokers
Launched in Singapore through a partnership with FairPrice, The Fruit PillBox was supported by a targeted social campaign aimed at busy adults ready to make small, healthy changes in their lives.
This simple yet effective idea turned a small nudge into a powerful tool for building healthier habits—and delivered remarkable results for Zespri.
Following this success, the Pillbox project is expanding to new markets, intending to spread it globally."
said it reminded them to eat fruit daily75%
71%
repurchase intentSold out
in 5 days with double-digit sales growth9.9M
earned reach
Driving store traffic and trial for a new burger product
The Whopper from Burger King has a loyal fanbase worldwide, making it the perfect moment to call on their passion to introduce the new, more robust Whopper flavor. The creative strategy was at the heart of the campaign: “LOCOS POR WHOPPER SEE GRILLS EVERYWHERE”, celebrating the brand’s unique flame-grilling heritage.
Everyday objects like grates, fences, and railings across Mexico City were transformed into “grills,” with Whopper patties appearing as if they were cooking in unexpected places. Fans could scan QR codes to claim a free Whopper, turning the streets into an interactive scavenger hunt rooted in Burger King’s iconic flame-grilled identity.
Client
Burger King
Agency
Speakeasy_Knowledge Brokers
We expanded the campaign by introducing a digital activation that encouraged anyone in Mexico City to join in. Building on the creative strategy, Locos Por Whopper was invited to find their own “grill” anywhere around them. Participants could win a free Whopper by snapping a photo, sharing it on Instagram with #LocosPorLaWhopper, and showcasing their creativity.
This approach extended the campaign beyond the initial physical activation, connecting the streets with social media and giving fans a fun, interactive way to engage with Burger King’s flame-grilling DNA.
We are currently producing the case study film to showcase the campaign’s impact—it’s in the “oven” now, ready to bring this bold activation to life.
Launching a beloved cultural snack to the American market
Panettone was relatively unknown in the U.S. market, making it a challenge to connect with American audiences. To make panettone relatable, we invited Americans to describe it themselves. Through social media, samplings, and live interactions, we collected impressions and turned these into bold product descriptions on our packaging.
We took it further with a bold activation in Times Square, displaying a giant panettone box on a billboard. After tasting trials, participants’ quotes and names were projected live, creating a viral moment that celebrated their voices and broke cultural barriers. This approach enhanced panettone’s appeal beyond Latin America, introducing it to new audiences and making it a holiday favorite in the U.S.
Client
Bauducco
Agency
Crispin Porter Bogusky
This strategy drove impactful results, with double-digit sales growth during the holiday season and a significant boost in brand awareness.
Today, Bauducco Panettone is a holiday favorite in the U.S., supported by factories in Miami and Zephyrhills, Florida, solidifying its presence in North America.
Reimagining sponsorship as entertainment on the field
Clear, the world’s leading anti-dandruff shampoo, integrated its brand into the heart of Brazil’s most important sporting event, the 2024 Campeonato Paulista.
By transforming traditional sponsorship into a dynamic sports entertainment experience, Clear launched the largest on-field product demonstration, setting a new standard in brand building.
Client
Clear Anti-Dandruff Shampoo
Agency
Speakeasyeasy Knowledge Brokers
With more than 748 million potential impressions, this experiential marketing stunt reinforced Clear’s leadership in the global market and redefined how sports can raise awareness and connect with consumers.
Standing out among true legend brands at Pebble Peach
Infiniti, a challenger brand in the luxury automotive market, aimed to make a bold statement at the prestigious Pebble Beach Concours d'Elegance—a playground dominated by legacy brands like Mercedes-Benz, BMW, Porsche, Bentley, Rolls-Royce, Bugatti, and Ferrari.
We proposed a radical idea to stand out: create an “old car model” that never existed. Inspired by the concept of a barn find, the story imagined a decades-old, forgotten race car rediscovered in Japan. This approach positioned Infiniti as a brand rooted in bold, forward-thinking innovation and paid homage to Japanese heritage and modern Infiniti design cues.
Client
Infiniti Cars
Agency
Crispin Porter Bogusky
Concept sketches envisioning a 1900s Infiniti car that never existed…
… realized as a sleek 1940s-inspired prototype by Infiniti's design team for the event
The Infiniti design team embraced the vision and brought it to life with Prototype 9, a fully functional concept car that combined 1940s-inspired racecar aesthetics with cutting-edge EV technology. Our agency played a crucial role in shaping the narrative and even contributed to the initial design sketches.
Unveiled as the centerpiece at Pebble Beach, the Prototype 9 captivated audiences and dominated headlines across the automotive world. An outstanding PR impact extended beyond the event, with coverage in leading outlets like The Verge, Motor Trend, Designboom, and Business Insider. This bold idea made an impact, establishing Infiniti as an innovator in the luxury market and redefining what a challenger brand can achieve.
Positioning a startup for market leadership
CP+B partnered to launch Letgo in the U.S., taking on Craigslist’s dominance in the second-hand marketplace. After a strong start, my role focused on scaling the brand and preparing it for acquisition.
I led the revamp of the app’s user experience (UX) with the design director, developed social media strategies, and co-led film campaigns that showcased Letgo as a fun and reliable platform for buying and selling.
These efforts helped grow Letgo’s presence, leading to over 100 million downloads and its acquisition by OfferUp in 2020.
Client
Letgo app
Agency
Crispin Porter Bogusky
Building a brand that empowers women and preserves craftsmanship
The fashion industry often celebrates creativity but rarely balances it with sustainability and community-driven values. When we created Illogical Dreamers, we set out to empower women, promote sustainability, and preserve Italian craftsmanship.
Working with a small team, we developed the brand from the ground up—designing shoes, defining its voice, and building its online presence. Sustainability and Italy’s artisanal heritage guided every decision.
Though the launch was halted, Illogical Dreamers remains a meaningful project that reflects the potential of design to inspire and preserve culture.
Client
Illogical Dreamers
Agency
Co-Founder, Pre-Launch Brand Development
Transforming gun violence reporting in journalism
It was time to rethink how journalism covers gun violence. In the U.S., media often sensationalizes select tragedies while ignoring the broader issue. To address this, we partnered with the Columbia Journalism Review to organize the Gun Violence News Summit, aimed at reshaping how mass shootings are reported.
To engage journalists, we introduced The Inevitable News, a newspaper filled with repetitive, fill-in-the-blank stories of mass shootings. This stark format exposed flaws in current reporting. Copies were sent to key journalists, and installations outside major media outlets invited them to join the summit.
On April 6, 2021, the summit united leading journalists to redefine gun violence coverage. The result was the Gun Violence Coverage Commitment, a pledge adopted by major publications to promote more responsible reporting, transforming how gun violence is covered.
Client
Columbia Journalism Review
Agency
Area 23 NY
Using data as a tool to fight cyberbullying
Cyberbullying is a growing threat to teenagers’ mental health, with research showing one suicide attempt for every 233 bullying posts online. In partnership with Stand for the Silent, we launched The Social Bullets to address this crisis, an initiative that revealed the harsh realities of online harassment.
Using AI trained on over 2 million social media posts, the project identified 70,000 toxic comments daily, simulating a typical 24-hour experience for a teenager. Virtual sessions immersed parents in this reality, helping them understand the severe impact of cyberbullying and inspiring action.
Since 2022, Social Bullets has been expanding its sessions in schools across America, raising awareness and empowering communities to protect young lives.
Client
Stand for the Silent & Kazoo
Agency
Area 23 NY
Positioning a big tech brand through proven reliability
The Verizon vs. Verizon campaign embodies the brand’s relentless commitment to reliability. "Nobody tests us like we test us" became the cornerstone of a bold strategy that set Verizon apart in the fiercely competitive big tech landscape.
From testing equipment and signals to simulating disasters, Verizon’s rigorous approach ensures their network performs when it matters most. This dedication proved that trust isn’t just claimed—it’s earned through action.
Client
Verizon
Agency
the community
To the Men in the Room
In this next project, we launched a cutting-edge phone paired with Verizon’s powerful network. Drawing inspiration from the men in the room who launched Apollo 11 to the moon, we created a film celebrating the incredible technology and power we hold in our hands today.
10 Years of Verizon Innovative Learning. Over a Million True Stories.
Verizon’s commitment to closing the digital divide is built on reliability—investing time, over time, to create lasting change.
For the 10th anniversary of Verizon Innovative Learning, we created a campaign featuring 4 docu-style stories. These films showcased the program’s transformative impact, empowering students with essential digital skills and proving the power of consistent dedication.
Changing perspectives through a human & dogs relationship
This Pedigree ad reflects the unique bond between dogs and humans, using a touch of cynicism to spark empathy. It shows how a dog can change the way we see someone—for the better. Simple and heartfelt, the ad captures the genuine connection that dogs bring to our lives, leaving a warm and memorable impression.
Client
Pedigree
Agency
ALMAP BBDO
Connecting fans through shared experiences
Visa asked us to promote their sponsorship of the FIFA World Cup in Brazil. As Brazilians, we saw this as a special mission once soccer is our cradle. The campaign framed rivalries into connections, showing moments of respect and unity between fans. We demonstrated how Visa brings people together using bold visuals and simple storytelling.
Client
VISA
Agency
ALMAP BBDO
Redefining the dentist’s chair
Aspen Dental wanted to break the stigma around visiting the dentist. We turned fear into humor with playful storytelling. Using exaggerated, comic scenarios, we showcased dentists as heroes, not villains—making dental care feel approachable and even fun.
Client
Aspen Dental
Agency
Crispin Porter Bogusky
Connecting nostalgia and innovation for VW's anniversary in Brazil
For Volkswagen's 60th anniversary in Brazil, we celebrated six decades of mobility, culture, and connection, solidifying Volkswagen’s place in the hearts of Brazilians for generations to come.
Client
Volkswagen
Agency
ALMAP BBDO
