Big ideas. Every detail considered.
At Best Buy, I helped turn customer insight into campaign ideas that made the brand more human, memorable and relevant. As part of the brand team, I worked from concept through execution, shaping the idea, directing photography and making sure every detail supported the story.
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Senior Art Director, Brand Team
Creative concepting, photo art direction, brand identity and design leadership. Mentored designers and helped socialize brand standards and playbooks across cross-functional teams. -
Put people inside the story.
We built campaign concepts around immersive customer experiences—showing people so engaged with entertainment and technology that they became part of the scene itself.I led the photo art direction and worked with photography, production and retouching teams to choreograph the scene from casting and props to camera angle and final composite.
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Story first. Details in service of the idea.
Every element had a purpose: the environment, styling, props and composition all helped make the concept believable. The result was work that felt imaginative without losing brand clarity.
Set the direction.
Build belief.
At Best Buy, leadership often meant creating clarity—aligning stakeholders around one strong direction, then helping the team carry that thinking consistently into the work.
One direction.
A room aligned.
I joined Reward Zone after earlier concepts had failed to build consensus. Working with the account lead, I reframed the conversation around a single recommended direction, supported by competitive context and a clear customer-facing system. The team aligned, and the program moved forward.
It reinforced something I still believe: strong creative leadership is often about reducing noise and giving people a clear path forward.
Small format.
Big personality.
Gift cards gave us room to push personality within a tight format and budget. I developed concepts, designed key pieces, and guided junior designers as they extended the work, balancing individual creativity with a consistent brand point of view.
What I carry forward
Big ideas only work when people can understand them, believe in them, and execute them well. That means setting a clear direction, sweating the details, and giving teams enough structure to do strong work without over-directing every decision.
That same approach shapes how I think about AI-assisted creative today: define the story, build the system, and use human judgment to protect the idea.