Twenty-five years of brand storytelling — Microsoft, Mastercard, GrubHub, Cedars-Sinai, Hairbond UK, and the United Nations, among many others. Some of it ran on national broadcast, some lived on a trade-show wall for one weekend, and all of it started the same way: a brand with something to say, and one creative lead accountable for how it got said. The six case studies below break down the hardest problems, from first idea to final delivery — then the full body of work follows.
Six selected projects, one pattern: a brand with a story it couldn't tell on its own, and one creative leader accountable for the strategy, the team, the system, and the final work.
Cedars-Sinai had stories to tell and minimal production capability — loose scripts, no crews, no pipeline. For three years, I built and led the production pipeline: shaping scripts into shootable stories, assembling and directing five-person crews, scouting locations, shooting with the edit already in my head, and cutting everything myself — a repeatable system for executive-reviewed healthcare storytelling. Over 50 films: patient documentaries, live surgical coverage, physician profiles, and training content that translated 3D-modeled hearts, early telemedicine, and clinical innovation into something real people could watch — distributed publicly and across Cedars' private clinical network, in-facility screens, and live events.
"He asks direct questions to bring out the best in the person being filmed." — April Moore, Cedars-Sinai
▸ Watch the work — plays through the collectionThe leading Canadian digital sports media company with minimal US presence needed eyes inside LA esports. I became their entire West Coast operation: every weekend at the LCS in Santa Monica, plus BlizzCon, COD Championships, Worlds, and Overwatch events as their official representative. I directed four to five interviews a night with players, team owners, and league executives — then cut and delivered them the same night through an editing/graphics pipeline I helped build. We broke stories on player pay and league control that moved industry-level conversations.
A sponsored live broadcast on the future of gaming: three panelists in a studio we rented and built out in Los Angeles, three more overseas, one live conversation. I directed, produced, and creative-led the production end to end — studio, crew, look, and flow. A live international broadcast with brand money on the line is the deep end of production. We delivered.
A gaming startup needed to sell its casino platform to investors, partners, and casino clients while the product was still in alpha — almost nothing to film. As full creative lead I built the story anyway: strategic writing, motion design, and editorial that made the platform feel real before it was, plus a full rebrand to carry the new direction. The work supported the company's fundraising, and the platform went on to sell.
A trade-show deadline, a tight budget, and nothing shot. I found the cast by combing social media and casting boards, locked locations, wrote, directed, and delivered a full product brand launch film in one week. It won gold.
Olympic boxer Tony Jeffries called: the brand was flying in from the UK in two days, there was a gym, a new product line, and no script. I wrote the concept overnight around exactly what we had — the gym, the boxer, the brand — and we shot "True Gentlemen" in one late-night session. It became one of the most awarded pieces I've made.
Beyond the case studies — campaigns, launches, live production, and PSAs for Microsoft, GrubHub, the United Nations, and more.