For The Super Mario Bros. Movie, we turned Mario and Luigi’s plumbing business into a real Brooklyn company.

A custom animated Super Bowl spot launched SMBPlumbing.com, a working phone and text line, service vans, local media and new character content. We later extended the fiction through March Madness, partnering with 10 NCAA players to create straight-faced customer testimonials.

Role: Campaign lead across concept, world-building and multi-channel deployment.

Channels: Broadcast, web, SMS, social, TikTok, creator channels and physical activations.

Amazon Music

To launch Call Me If You Get Lost, a phone number became the entry point. Fans called in and unlocked messages, content, and live show details.

You had to dial it to get it.

Role: Creative lead across concept, talent, production and deployment.

For Harry Styles’ Adore You, a fictional island from the music video became a world his fandom could unravel together. A fake tourism board used digital ads, films, social channels and a website to seed clues across the internet before either Harry or the song was revealed. The story culminated in an immersive live performance with Harry at Shangri-La in Malibu.

Channels: Digital advertising, web, social, film and live experience.

Role: Creative lead across concept, fan journey, digital world-building and live experience.

For Prime Day, Amazon Music and Amazon Studios created three long-form narrative performance films with Billie Eilish, H.E.R. and Kid Cudi. Billie built a timeless Parisian neighborhood, H.E.R. reimagined Los Angeles’ historic Dunbar Hotel, and Kid Cudi traveled to the moon with the International Space Orchestra. Each artist’s music became its own cinematic world.

Channels: Prime Video, Twitch, IMDb TV, Amazon Music, Fire TV, Echo Show and Fire tablets.

Role: Programming and creative lead across artist development, production and global distribution.

Las Vegas Love Stories comprised six films directed by Michel Gondry, each exactly 8.2 seconds long. Each captured the instant two people fall in love, introducing Park MGM through romance and fate.

The films were released like theatrical features, with a full-length trailer, cinema screenings, Sunset Strip billboards, a theater marquee takeover, SoHo poster wild postings, an IMDb hub and a critics’ screening.

Role: Creative lead across concept, filmmaker collaboration and theatrical-style release.

Channels: Cinema, trailers, outdoor, IMDb, posters and earned media.

War Child

For BRITs Week, Slinkachu installed miniature figures across London playgrounds. Tiny scenes sat inside real environments, reframing everyday spaces through the lens of conflict.

Work that required you to look twice.

O2 Priority gave customers 48-hour early access to tickets for the biggest shows. Co-created with Beyoncé, Coldplay, Gorillaz, Florence + the Machine, Foo Fighters, Lady Gaga and others, a series of artist-directed films showed what that access meant. Each artist shaped the work in their own voice, bringing fans closer to their world and the moments surrounding a live show.

Channels: Broadcast, digital, social, O2 Priority and live venues.

Role: Creative lead across platform development, artist co-creation and campaign rollout.

Minions: The Rise of Gru reached the generation that had grown up with the franchise through music, creators, partnerships and social. The campaign included Yeat’s Rich Minion and a Cole Bennett-directed Lyrical Lemonade trailer. The organic #Gentleminions movement turned theatrical attendance into a global fan ritual. The film set a Fourth of July opening record and earned $940 million worldwide.

Channels: Theatrical, TikTok, music, creator channels, social, partnerships and physical activations.

For Peaches, we worked with Cole Bennett and Lyrical Lemonade from the initial idea through execution and release, turning Jack Black’s scene-stealing song into a standalone track and live-action music video. Cole brought his unmistakable visual language to Bowser’s world, giving the character moment a life beyond the film.

Our ongoing collaboration has also included Yeat’s Rich Minion and Lil Yachty’s Lil Mega Minion.

Role: Creative lead from concept through production and release.

Channels: YouTube, music streaming, social, creator channels and earned media.

For African Giant, Spotify created Burna Bank, a Brooklyn installation built around an ATM dispensing custom collectible currency designed with Sajjad Musa. Each bill drew from Burna Boy’s Nigerian roots and included a Spotify code linking directly to the full album. Fans queued around the block before the launch became an intimate live event with Burna Boy.

Channels: Physical installation, Spotify, social, live and earned media.

Role: Artist marketing lead across concept, physical experience and album release.

This Is Yoga, lululemon’s first global brand campaign, extended yoga beyond physical practice through seven films directed by Lotfy Nathan. P Money, Atom, Kerri Walsh Jennings, CJ Hendry, House of Apocalipstick, Jian Pablico and Maddie Peterson each expressed a principle of yoga through their own discipline and community.

Channels: Film, digital, retail and outdoor.

Role: Artist marketing lead across fan strategy, platform experience and global rollout.

Role: Creative lead across brand platform, talent and global rollout.

When fans noticed Nikola Jokić looked like Gru, the campaign followed their lead. A therapy-style ESPN spot cast Jokić as a man unable to escape the comparison. The joke then moved into real life when he arrived at an NBA playoff game in full Gru attire, generating 93,500 cross-platform mentions in 24 hours.

Role: Campaign creative lead across cultural strategy, talent, content and live amplification.

Channels: ESPN, broadcast, NBA Playoffs, social, talent channels and earned media.

Smirnoff

Smirnoff addressed the gender gap in electronic music with a global commitment to increase female headliners.
In partnership with THUMP, Broadly, and Spotify, the campaign combined editorial platforms, a documentary featuring The Black Madonna, and industry pledges to drive participation.

By 2022, female representation on lineups increased from 9.2% to 24.6%, showing measurable change at scale.

Spotify

On the eve of NINE, Spotify staged a small show with outsized reach.
Blink-182 played nine songs for a room of fans, while millions watched it unfold live.
An album launch that felt deliberately scaled down, then broadcast everywhere.

Theory of Style

Style is a way of doing something.
It shapes how an idea shows up and how it’s understood.
The same action can land differently depending on how it’s executed.

Spotify

Spotify turned i,i into a living system.
Real-time streaming data drove evolving visuals, making each listen part of the output.
The album changed as people engaged with it.

O2’s music app became a canvas for innovation with Radio Soulwax, a groundbreaking collaboration with Belgian brothers David and Stephen Dewaele.

Dubbed “musical films based on record sleeves,” these hour-long audio-visual mixes fused genre-defying tracks with dynamic, animated cover art—turning album sleeves into living, breathing stories. These multisensory journeys reimagined how we experience music.

In the lead-up to Lover, Spotify built Taylor Swift’s love of Easter eggs into a daily fan ritual. The Love, Taylor enhanced playlist revealed unheard lyrics through Taylor’s own voice recordings, while handwritten love letters appeared in The New York Times, Times Square and locations around the world. Each new clue gave fans a reason to return before the album arrived.

Channels: Spotify, enhanced playlist, audio, print, outdoor and social.

Spotify

With over 8 million followers and 43 versions globally, New Music Friday is where discovery meets influence.

For artists, it’s a powerful gateway to new audiences in the streaming era. For fans, it’s the ultimate weekly playlist to uncover fresh tracks and future favorites.

For MAR10 Day, Red Wing Shoes recreated Mario’s boots as a one-of-one, structurally accurate prototype. Real leather, a reinforced toe, slip-resistant soles and mushroom-based heel pads translated the animated design into physical craft. The boots were unveiled at Nintendo New York and displayed through the film’s release.

Channels: Physical activation, retail, social and earned media.

Role: Partnership creative lead across concept, product development and launch.

Developed for Amazon Music’s holiday programming on Twitch, All My Friends combined a fully scripted 1990s sitcom with a live LCD Soundsystem performance.

Written and directed by Eric Wareheim, the sitcom cast Wareheim as James Murphy, with Macaulay Culkin, Christine Ko, Aparna Nancherla and Luenell as the rest of the band. As the fiction ended, the real LCD Soundsystem took over for a career-spanning live set.

Role: Programming and creative lead across format development, talent, production and distribution.

Channels: Amazon Music on Twitch, Prime Video and social.

Step right up to the game show where Lil Nas X himself crowns the World’s Biggest Lil Fan.

Filmed during week one of Old Town Road’s record-smashing 42-week chart reign, the show was a chaotic, hilarious celebration of a song that redefined pop culture—and proved that fandom is a competition worth winning.

Role: Artist marketing lead across format development, talent and social distribution.

For Asian American and Pacific Islander Heritage Month, 88RISING threw a festival where borders didn’t matter—Asia Rising Forever, a global, virtual celebration of Asian talent.

Hosted by Dumbfoundead, the lineup featured electrifying performances from Rich Brian, NIKI, Yuna, KANGDANIEL, Beabadoobee, and more.

Role: Creative lead across live format, talent and global broadcast.

The live stream on Twitter and YouTube pulled in over 22 million viewers, with #AsiaRisingForever trending #1 worldwide

To launch Amazon Music’s documentary imprint, I worked with director Joshua Kissi and composer Nat Jenkins to create For Love & Country. The feature confronts Nashville’s selective memory, tracing country music’s Black roots through the artists carrying that history forward. The release spanned the Amazon Music app, YouTube and influencer screenings.

Other mini-docs featured ZHU, Alanis Morissette, Mariah Carey and Beastie Boys.

Role: Creative lead across editorial vision, production and multi-channel release.