MULLENLOWE

Leading Global Brands through Strategic Storytelling

As Vice President, Creative Director at MullenLowe, I led the integrated campaigns that defined one of the agency’s most prolific creative eras. My role was to bridge high-level strategy with relentless craft for global brands like Google and National Geographic. By centering our process on bold, insight-driven ideas, my teams secured major new business wins and earned over 50 industry awards—proving that strategic creativity is a powerful business multiplier.

Google GoMo & Full Value of Mobile

  • The Strategic Challenge: Bridging the Mobile Gap: As mobile usage surged, a massive segment of the small business economy was being left behind. I led the creative strategy for Google’s GoMo and Full Value of Mobile initiatives—two global programs designed to educate and empower businesses to optimize their digital presence.

  • The Solution: Data-Driven Empowerment: Beyond simple advocacy, we provided actionable tools and five distinct measurement frameworks to help business owners track the true ROI of mobile ads. By reframing the smartphone as a "pocket-sized office," we successfully moved the needle on mobile adoption and digital spend.

Killing Kennedy & Killing Lincoln

  • Architecting a Dual-Narrative Experience: For National Geographic’s flagship films, my team was tasked with extending the narrative beyond the screen. We built an interactive, media-rich digital experience for Killing Kennedy that allowed users to scrub through the intertwined timelines of JFK and Lee Harvey Oswald.

  • The Impact: Emmy-Nominated Craft: By leveraging historical data and cinematic assets, we created a deep-dive educational tool that mirrored the tension of the film. These projects, including the companion site for Killing Lincoln, set a new benchmark for how interactive content can bolster a major television event, ultimately earning multiple industry accolades, including an Emmy nomination.

Fish Tank Kings

To launch Fish Tank Kings, we turned a 25-story digital screen in Times Square into a living aquarium. This wasn't just a billboard; it was a real-time, Twitter-responsive installation. Visitors could interact with the digital fish via social media, triggering immediate physical reactions on the screen—merging outdoor media with digital community engagement in one of the world's most crowded environments.

The Department of Defense

  • A Legacy of Integrated Leadership: Over a seven-year tenure as creative lead for the Department of Defense, I directed the development of four distinct brands and their entire digital ecosystems. This wasn't just about advertising; it was about managing a massive, multifaceted organization's image across traditional and digital channels.

  • The Result: Sustained Organizational Growth: I spearheaded the web properties, optimization programs, and multi-branch marketing communications that strengthened recruitment and brand perception. This role required navigating complex regulatory environments while delivering creative that resonated with a new generation of service members.