Seven Years at One of the World's Best Agencies

I spent seven years at MullenLowe as VP, Creative Director, long enough to go deep on accounts that didn't have playbooks. Google during the mobile transition. National Geographic during the second-screen era. The Department of Defense across the full complexity of a government account at scale.

The through-line across all of it: how do you tell true stories in new formats before anyone has figured out how to do it? That question drove some of the best work of my career and more than 50 industry awards, including Cannes Lions, D&AD, One Show, and an Emmy nomination.

How I Ran It

Teaching Google's customers how to think about mobile: Small businesses were falling behind as consumers moved to mobile, and Google's ad business depended on those businesses keeping up. I led the global creative strategy for GoMo and Full Value of Mobile, two programs that gave business owners practical tools and measurement frameworks, not just a nudge to get moving.

Seven years on the DoD account: I was creative lead for the Department of Defense for seven years. In that time, I built four distinct brands, their web properties, advertising campaigns, and multi-branch marketing communications designed to strengthen recruitment and institutional perception. It was the most complex account of my career, inside a regulatory environment that could have been an excuse for mediocre creative. We didn't let it be.

Killing Kennedy

National Geographic's Killing Kennedy was a major television event. My job was to figure out what could exist beyond the broadcast: what could a digital companion do that the film couldn't?

The answer was to let users move through the parallel timelines of JFK and Lee Harvey Oswald at their own pace, using archival research and cinematic assets to build a narrative that was educational without being dry. We weren't building a website. We were building a second layer of the story.

Multiple Cannes Lions, D&AD, One Show recognition

Google GoMo

When smartphone usage surged, millions of small businesses still hadn't made their websites work on mobile. Customers were landing on broken, unreadable pages and leaving. Google's ad business depended on those businesses fixing that, and fast.

GoMo gave them a way in. We built a campaign around a simple diagnostic tool: enter your URL, see how your site looks on a phone, get a clear path to fixing it. The creative reframed the problem not as a technical challenge but as a business one. You're losing customers right now. Here's what to do about it.

The campaign landed because it treated a pragmatic audience like pragmatists: less inspiration, more here is the problem and here is the tool.

Fish Tank Kings

For the launch of National Geographic Wild's Fish Tank Kings, we turned a 25-story digital screen in Times Square into a living aquarium that responded to social media in real time. Visitors could prompt the fish via Twitter and watch the reaction appear on the screen in front of them.

A stunt like this is only as good as the tech working in public, at scale, without a safety net. We pulled it off. The engagement was organic, the coverage followed, and the show got a launch moment it couldn't have bought.

Performance

7 years VP, Creative Director on Fortune 50 and government accounts

50+ industry awards: Cannes, D&AD, One Show, Effies, Webbys, Clios, Emmy nomination

4 distinct brands built for the Department of Defense

The Full Story

The full story, from early Google mobile work to the award-winning interactive craft for National Geographic:

Read the full case study