EXECUTIVE Creative Director & Brand Steward
From leading franchise rebrands to architecting global campaigns, I fuse cinematic storytelling with system-level innovation to build culturally resonant brand ecosystems.
CASE STUDY 01 // BRAND IDENTITY
Tennessee Titans:
Transforming a Legacy NFL Asset into a Timeless Lifestyle Brand
Sports franchises face a demographic cliff: next-generation consumers do not engage with traditional sports marketing channels. In 2026, the Tennessee Titans required a systemic brand transformation capable of commanding digital/social platforms and apparel without alienating a regional fan base.
The Friction
Engineer a brand architecture that synthesizes the franchise's past, present, and future into a unified identity. By honoring heritage, capturing cultural momentum, and designing a fluid system built for media, streetwear, and live events, the rebrand delivered historic spikes in engagement and merchandise revenue.
The Strategy
CASE STUDY 02 // CULTURAL DISRUPTION
Hulu + Live TV:
Disrupting the Streaming Narrative to Create a New Frontier
Hulu was branded in the consumer mind as a passive, next-day streaming library. Live TV on a steaming service was “just a gimmick”. Upon launching our high-margin Live TV tier, we confronted an entrenched perception barrier: traditional sports fans did not view a streaming application as a game-day destination.
The Friction
Weaponize a self-aware, hyper-disruptive truth: sports icons love money, and Hulu has a product to sell. With radical transparency as a wedge, we evolved the "Hulu Has Live Sports" sellouts into a multi-campaign ecosystem, fundamentally shifting public perception and driving multi-million subscriber acquisitions.