Kleenex - Global Campaign
JWT New York—Executive Creative Director

Kleenex had become invisible
—functionally essential,
culturally absent.

We gave people a reason to
reach for it again.
 

Across Europe, North America, South America and Asia, we reimagined the brand end-to-end: from packaging to product innovation to a tone of voice that felt human, modern, and alive.

To bring that voice to life—and sell it in—we created Kleenex with Karl, a content series conceived and produced in two days. It became a living proof of concept for a brand that had forgotten how to speak, and a clear signal of how it could again.

VO:  Modern, warm, helpful and human

Google Android
Google Creative Lab, NY
Copywriter

Google Translate was a utility.
We made it a passport.

The brief was adoption. The solve was reframing—positioning Translate not as a tool for tourists but as an everyday instrument for people who want to close the gap between themselves and the world. The launch film drove targeted adoption and awareness benchmarks for Android users within months of release. (Video courtesy of K. Kourtessis, our producer)

Nike JDI 08
Wieden+Kennedy, Shanghai - Creative
Integrated Brand Launch Campaign

China's 14-22 year olds were the best athletes in a closed China. We helped them find a bigger platform and motivated an entire generation of proud, home-grown Chinese athletes to explode out of their shell. By listening to peer-to-peer chatter on Chinese social media channels, we discovered a spirited, brazen energy ready to embrace a global future with them at the center. We decided to build these 14-22 year olds a shrine to their yet-to-be-discovered athletic superpowers. 

My partner Creative Director Dean Wei and I designed this new Chinese generation’s online hub, connected to a series of IRL court experiences — keepy-uppy marathons, dance-offs, LeBron shot challenges—experiences that invited young athletes to test themselves against each other, their secret sports heroes and themselves. Within days, male and female athletes across China were participating en masse. A vibrant online community of peer athletes emerged, and through participation, practice and competition, thousands improved their game by embracing their unknown.

Nike JDI 08 Brand Launch Stunt I "Discover Your Unknown"

Nike JDI 08 Brand Launch Exchange Program I "Discover Your Unknown"

A one-way sports exchange program where young Chinese athletes are flown to cities where the competition is fiercer (ie. sending a kid from Kuming to a basketball camp in Kansas, or arranging for a striker from Guangzhou to join a Barcelona youth league…) A bigger pond, by design.

Play To Your Weakness training sessions, pitches and courts built specifically to make the game harder. Left-foot-only shots. One-handed basketball. Lay-ups 15,000 ft above sea level. The theory: master the weakness, elevate the whole game.

Helper.AI
AI PM Bootcamp
Product Designer

Meet the Sandwich Generation. This is Sarah, our buyer, 47–A Senior Account Manager working mother of three, daughter of one. She works full-time, takes care of her family and her mother - she carries her mom’s safety like a second job she can never put down.  And as it turns out, Sarah is completely unserved by every product
currently on the market.