Selected work ✦ 2015 — 2026
Nine stories. One thesis: culture sells.
Every case here follows the same arc. A brand that needed to punch up. A consumer truth everyone else missed. A creative idea built to travel. And numbers at the end, because numbers are the point.
The TCL Rebrand: From Great Price to First Choice
Repositioning TCL from price-led to premium, with a Justin Herbert holiday campaign and creative that sold the living room, not the spec sheet.
The Official TV of Football Sundays
An Official TV Partnership activated full-funnel: Justin Herbert, Eli Manning and Kay Adams, million-dollar giveaways, and every campaign wired to a purchase moment.
Betting on Greatness Before It Happens
Team TCL was built before Milano Cortina. Then Jack Hughes scored the golden goal and Eileen Gu made history, with the brand standing next to both.
Launching OLED Against a Decade of LG
Ten years of saying OLED wasn't good enough, reversed without confusing shoppers or cannibalizing the premium line. Plus one very famous margarita.
Launching The Good Dish in Weeks, Not Months
A national daytime show stood up in weeks on a digital engine two years in the making, cleared into 90% of American households.
Phone-Life Balance
The company that invented the mobile phone told the world to put it down. A Harvard-backed study, statues frozen mid-scroll, and a global content model that made bravery scale.
Making Moto Matter Against Apple
Moto Mods, Skip the Sevens, and a 700-invention open ecosystem challenge. A challenger took share from the two biggest brands on earth without matching their spend.
Sizzl: The Bacon Dating App
The world's first real dating app for bacon lovers. 890 million earned impressions, 54,000 downloads, 6 Cannes Lions honors. Sales up 5.4% in a category down 4.2%.