“All Assets Matter”
Yes, I make the glossy hero spot—but I also know that the social extensions are often where the real impact lives. Every campaign I direct is built with a platform-first mindset, where social isn’t an afterthought—it’s the forethought. From the earliest creative outline, I craft assets with intention, tailoring the tone, style, and pacing to rise natively on TikTok, Instagram, YouTube, Snapchat, and beyond.

Reformatting a TV spot doesn’t cut it (pun intended). I’ve been leading digital-first campaigns since TikTok was still called Musical.ly and have spent the past decade in deep partnership with the platforms themselves—YouTube, Instagram, Snapchat, and TikTok—guiding multi-year, multi-channel rollouts that make every asset matter.