I’m a Creative Director who creates content + designs experiences that build, strengthen and transform brands from Fortune 10’s to rebellious pioneering startups and even a notorious pornstar… here is my story:
Since 2018, been getting to do this with TAD where I make content experiences for the built environment with dream clients and define the edge of digital transformation. This is the work that led me to this point. Be sure to see my work since coming soon.
Leading, managing, researching, designing GM’s strategy for a future of sustainable urban mobility SUM2030
Design + thought leadership for GM global innovation
Global Innovation Project Lead, Researcher, Designer: Effected a shift from producing automobiles to providing mobility services in world emerging megacities. Accomplished with a hand-picked team of 50 from 5 continents, designing the process, managing all research, leading co-creation workshops and designing a 160 page book, SUM2030 and all information graphics.
Confronting taboos and going beyond my comfort zone
A new brand for the world’s most renowned pornstar
One day Jenna Jameson’s people called me asking if I’d make a brochure like the MileHigh Sex Kit, and I was thrilled. Jenna Jameson is a savvy businesswoman—it was easy to sell her on a big strategic idea, she got it it right away. I designed the brochure but also proposed a new brand + a respositioning strategy for the mass market as an edgy fashion icon. And this path into the mainstream began in earnest when Playboy bought her brand 4 months later. Discussing this success story often makes people (especially in the US) uncomfortable, but an honor to have been able to tackle taboos and disrupt in such an impactful way.
Art Direction: selling sensuality
Based on my work which had garnered some renown at a certain point in the 2000’s (See my Print Article) art direction for Brazilian lingerie advertising, a fellow dot com colleage and programmer turned sexkit product entrepreneur, called me up with a request to create a brochure. I proposed a “manifesto” and he loved it. This led to a lot of other projects and of course, to Jenna Jameson hiring me based on how much she wanted a “manifesto” for herself. It feels great to make ephermera that people like and makes an impact.
Art direction for Brazilian lingerie adverts
Naturally, I get a lot of questions about this work, none more scathing than my wife’s, and creative partner’s, childhood nanny who was ever curious about photo-retouching ladyparts in our home studio in Rio de Janeiro.
Strategy-wise, my role was limited to art direction, given my wife’s award-winning work precisely for this client.
This was my first art direction project for the Brazilian market, conceived in NYC and presented in Rio de Janeiro. I remember tellling the client the blowjob depicted in this Kama Sutra reference is only FPO. Their response was not what I’d expected. After they stopped laughing my poor gringo puritanism, “the blow job stays.”
I love creating content + stories, especially via
time-based media
Writing + directing for promotional film for Christie cinema projection systems
On-air + upfront promotional film
Wrote, directed and narrated. This is likely one my very favorite projects and certainly one that makes me love experiential design so much.
CLIENT: Discovery Channel
OBJECTIVE: Drive upfront sales + present on-air
CREATIVE DIRECTION: "See with New Eyes”, the art + science of the Discovery channel through concept
CHALLENGE: How to sell premium HD TV content package to affiliates in the rapidly developing world markets like South America?
ROLES: Wrote, directed, co-produced, narrated
Designing for discovery through play
Playful learning
PLAYLab: a series of thematic workshops that promote language learning through creative play using both technology and analog activities. Moving between multiple modalities really engaged the kids and offered different ways to explore language based on their learning style and aptitudes.
Playful Annual Report
Client loved the creative direction of communicating their human-centric brand through their online annual report by building it as a game. Inspired by the Milton Bradley classic, Simon, a visitor can pause their reading of the AR to play and then return either when choose or lose.
Experience Design K-12
Designed Spaces, content and systems: a new statellite campus, classrooms, content and material for the school learning systems and notebooks and metacognitive learning system as well the first museum as a classroom in South America.
Natural language processing based commercial SaaS
Subscription service making sense of the news by visualizing meaningful patterns
Created a new product prototype for one of the largest news clipping services in Brazil. This project draws a direct line to one of my very first projects at TAD
Communication strategy + app design for transportation management startup
