I build brands, create products and services, and uncover what's next.

For years, Instagram was a home to culture and connection. But teens started to see it as a place for clout chasing, and how they used it was at odds with what they thought it was about. We reclaimed Instagram's role by doubling down on its real differentiator: those little, everyday acts of creativity that let someone know you're thinking about them. Built from real Gen Z insights and interviews with creators and real teens, the campaign gave an authentic look at a deeply nuanced generation and showed that real connection isn't something that simply happens, it's something you make.

• Meta's most successful Gen Z campaign to date
• AdAge: Instagram's new brand campaign says your identity is "Yours to Make"
• The Drum: Ad of the Day
• Campaign Live: Instagram hails the power of self-discovery

Uber launched Reserve, a service to book rides up to 30 days in advance. Problem was, nobody saw Uber as a planning tool. It was an in-the-moment app. To change that, we embraced the perfect frontman: the Airport Dad, the archetypal planner whose hypervigilance provides the same benefit as the product. Peace of mind. We built an exclusive Airport Dad Lounge at Chicago O'Hare, a planners' paradise where all you had to do to get in was reserve a ride.

• Thrillist: 2023 Is the Year of the Airport Dad

Every liquor store in the UAE competes on the same thing: who's got the cheapest Absolut. Super Cellar was just another one of them, a family-owned shop in RAK indistinguishable from a dozen competitors. We repositioned the business around a different mission entirely: sparking a better drinking culture in Dubai. The strategy shifted Super Cellar from price-driven retail to a curated discovery experience, refreshingly unpretentious and backed by killer prices, designed to turn "any gin is fine" shoppers into curious explorers.

Airbnb had evolved from spare rooms to a global hospitality platform, but its hosting proposition hadn't kept up. The hosts it attracted still reflected the old side-hustle mindset, while guest expectations were rising. We redefined what it means to host on Airbnb. Who the host is, why they do it, and what the platform offers in return. The goal was to attract a more ambitious, invested generation of hosts who see hosting as something worth committing to.

• 10% lift in host consideration
• 22% lift in site conversion

Honda was beloved in the US but losing ground to Toyota and others on innovation. The brand had an extraordinary legacy of ingenuity but had stopped acting like it. We led an innovation sprint to identify new products and services Honda could offer, using a proprietary framework built around repurposing existing technology and functionality into new features. The result was a new trim class and financial model that gave Honda a concrete roadmap to reclaim its edge.

Beam Suntory was bringing -196, the most popular RTD in Japan, to the United States. But Gen Z viewed the entire RTD category as boring, lazy and unimaginative. So, we embraced the one thing Gen Z and Japanese culture share: audacious ingenuity. We broke every trope of the category and introduced -196 as the crazy brilliant Japanese seltzer that makes the usual unusual. Legendary in Japan, now crafted in the U.S.

• Campaign success led Beam Suntory to announce accelerated global expansion
• AdAge: Suntory brings Japan's top vodka seltzer to the US with a quirky campaign

TCHO was a craft chocolate pioneer, combining technical mastery with imaginative flavors. But a wave of competitors caught up while TCHO stopped innovating, and with everyone boasting about the same artisan things, the brand was struggling to break through. We reimagined TCHO not as craft chocolate but as a cult brand, built around inspiring a more curious world through chocolate. Transformed how the brand showed up across product, packaging, and culture, shifting away from category tropes and toward the spirit of curiosity.

Brought in to build and run Spotify's owned platforms, the channels designed to tell the Spotify story on its own terms. Developed the content strategy and led the editorial approach, shaping how Spotify talked about music, culture, and its unique role not just as a streaming service but as a participant in the global cultural conversation.

• Over 5 million organic page views on For the Record in the first 8 months