Having leveraged the evolution of digital advertising from its inception, I’ve learned that staying relevant means constantly adapting how stories are told, built, and sold. Over the years, the tools, timelines, and budgets have changed dramatically, but the goal hasn’t. Make something people want to engage with, using whatever resources are available.

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I’ve gone from million-dollar rich media takeovers designed to run for a single day to a few thousand dollars’ worth of scroll-stopping content fighting for a click. From six-month builds on fully immersive websites to landing pages distilled to key art and a trailer. From desktop to handheld. From spectacle to speed. Each shift demanded new skills, new software, and new ways of thinking—and I’ve consistently met those demands.

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My career has been rooted in film advertising, where every project carries enormous financial pressure and creative responsibility, each with its own identity, audience, and culture. Every film is a brand that must be interpreted, expanded, and translated across platforms to sell tickets, drive awareness, and extend its life beyond theaters and into homes.

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I’ve helped grow franchises over multiple installments—Spider-Man, Venom, Jumanji, Madagascar, Kung Fu Panda—each time building on what came before, by maintaining continuity and long-term vision. Work that demands consistency, deep brand understanding and fluency across disciplines.

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Through all of it, my role as director or designer has stayed the same. Evolve with the medium, push the biggest bang for the smallest buck, and use design as a strategic tool, not decoration.