You don’t need a luxury car.

You want it.

That’s the insight we zeroed in on to create the Want Wins campaign for the launch of the first-ever Genesis GV70 performance SUV. I’m proud to have led this project on every level, from concept to production to casting to music direction all the way down to organic and paid social support.

Broadcast spots were brought to life by incredible director Jenn Nkiru. Which, fun fact, means I’m one degree away from Beyonce.

Yes, we really did 180 a sedan under a semi. No special effects required.

To tell the world that the first-ever Genesis G70 performs like nothing else, we needed to do something bold. And maybe borderline crazy. So we worked with top stunt driver Tanner Foust and his team of Hollywood masterminds to make movie magic. For social reach and street cred, we partnered with popular YouTube channel Donut Media to create a series of videos recreating famous and furious car stunts.

Ah, The Big Game.

A brand awareness play meant to make a big splash, I developed the creative platform for “Going Away Party,” Genesis’ first Super Bowl broadcast spot.

But my finest hour was executing, organizing and co-running the Super Bowl social war room. From creating banks on banks of reaction GIFs to ghost writing for Ms. Teigen herself to interacting with other brands and celebs on Twitter, it was madcap, real-time fun.

I even got 15,000 Chuck E. Cheese tickets out of it.

The best way to spend 4.5 seconds? In a Genesis G70, where you can blast from 0 to 60 in the same time it takes you to do something, well, much less fun.

To prove it, we created a series of seven “this versus that” mini stories. Each keyed in to a different cultural holiday or moment. The vertical videos ran as paid and organic Instagram Stories.

We were making art cars before it was cool.

Back in early 2020, my partner and I saw the rise of Instagram-famous digital artists and the emergence of NFTs. We also saw a rare opportunity. A chance to break the monotony of sheet metal posts on social and showcase our cars in groundbreaking new ways.

The Genesis GV80 artist series was born.

Since then, we’ve selected, directed and created content with 25+ visionary artists across mediums and across the world. The series continues to be a lynchpin of Genesis’ social strategy.

Golf has changed. A lot. But you wouldn’t exactly know it by the way it’s advertised.

With our Make the Game Your Own campaign, we’re out to show how up-and-comers are changing the sport to make it more fun and more inclusive. As part of that, we created Pairings, a series of YouTube episodes that takes two opposites and brings them together for one tee time.

In our first ep, The Challengers, TikTok trick shot artist Snappy Gilmore goes swing-for-swing with PGA pro Max Homa.

When I created this campaign, motocross ads had a predictable formula. Slick track footage + hard rock track = spot.

But the more I learned about the sport, the more I realized there was a compelling story not being told. One about heart breaks, wrist breaks and the sacrifice amateur riders made for a few seconds of dusty glory.

With Yamaha’s Y We Ride, we wanted to show people themselves. Women, minorities, kids and everyone not being represented by other brands. We did it with raw, real footage of amateur racers, shot in Mammoth. That became long-form content for YT and a :30 cutdown. For our alt spot, we got an assist from motocross legend James “Bubba” Stewart.

Here’s how the campaign came together across mediums.

My work with the lovely folks at Mazda ran the gamut from social to digital/.com to big experiential initiatives like the Mazda-sponsored Rock N’ Roll Marathon.

Here’s a small look.

How do you take a virtually unknown luxury brand and put them at the top of everyone’s consideration list? Social post by social post.

Since the start of 2019, I’ve been a key creative force on Genesis social, helping boost followers and engagement rates year-over-year.

From concepting with trends and platform behavior in mind to content shoots to newsroom-style experiential coverage, I’ve done it all, no matter what the algorithm has thrown my way.

Here are some examples of the work I’ve made for cross-channel Genesis social.

The problem? Millenials have moved on from their mom’s box cake mixes.

The solution? Prove that Duncan Hines new line of cupcakes are just as delicious as the ones from a pricey food truck with a bait-and-switch stunt (spoiler: those red velvets are 100% from a box).

Here are a few of the “Bake it Real” stunt and social support ideas we came up with to encourage sweet lovers to give Duncan Hines a try.

They turn corners. I just turn phrases. Here are a few of the winner’s ads I was lucky enough to write for Yamaha’s decorated racing team.

Here’s a snapshot of work I created as the sole CW for Suzuki Cycles.