Meta Glasses Launch
Meta
For this massive product launch moment we leveraged a range of storytelling hooks tailored to each funnel job-to-be-done: Brand-forward ads, a key partnership with Kylie Jenner, product featurettes, custom creator integrations, and more.
Asset examples here
Agency Partner: Uncommon
2026
Ray-Ban Meta
Meta
This campaign built on momentum following the Ray-Ban Meta Super Bowl moment earlier that year. Instead of creating an entirely new campaign from scratch we decided to refresh existing assets that were already performing well and supplemented with custom Paid Social and Creator integrations which targeted different & expanded audience cohorts.
Asset examples here
Agency Partners: Alto, Special Guest
2025
Instagram Brand Campaign
Meta
Instagram’s inaugural brand campaign “Yours to Make” set out to challenge entrenched user perceptions that the platform was only for high-polish content. Through this work we encouraged users to explore, experiment, and embrace the beautiful mess that comes with finding one’s identity. Reels was the main product feature underpinning all the work - at the time a nascent but critical product priority that went on to be a core revenue driver for the company.
Watch the hero launch ad here.
Agency Partner: Johannes Leonardo
2022/2023
Facebook Election Center
Meta
A campaign promoting Facebook’s Election Information Center, which contained self-serve election information to help inform the voting public about how, where, and when to vote. A highly scrutinized and sensitive campaign which required intense stakeholder management at the highest levels.
Watch the hero launch ad here.
2020
Facebook Watch
Meta
When I first joined Meta in 2018 I was leading programs across the Entertainment product pillar, which included then-top priorities Facebook Watch and Facebook Gaming. During this time I oversaw campaigns for all original series, including Red Table Talk and the Versus series featuring Simone Biles and Tom Brady.
Jay-Z Album Launch
Roc Nation
Over the summer of 2017 I consulted for Roc Nation on the release of Jay-Z's "4:44" album. It was a massive project that required collaboration between three brands - Tidal, Sprint, and Jay-Z himself. I worked on messaging voice and cadence in the lead-up to release, drove alignment between internal & external stakeholders, and established a data analysis function on the team to create conversation tracking reports that were delivered to executive leadership daily.
Artist to Watch: Halsey
MTV
We shot this performance of Halsey's "New Americana" for MTV's monthly Artist to Watch franchise. Custom marketing plans and content strategies were created for each individual artist. The franchise was in high demand with sponsors, and was frequently sold as a year-long package.
Bleachers 360 Performance
MTV
A digital exclusive for the Unplugged series relaunch, we shot a number of Bleachers' performances in 360 degrees to make use of YouTube's panoramic capabilities. I love experimenting with emerging technologies and new formats, so this was a fun project. Click and drag around in the video player to see in 360.
MTV Classic Launch
MTV
I worked on branding, marketing strategy, and programming for the launch of the MTV Classic network. This is one of the promos which leveraged the custom brand design system we built for the channel.
Nirvana Mini-Doc
MTV
One of our goals when launching MTV Classic was to look back into MTV's archives and resurface rare or never-before-seen footage. This Nirvana mini-doc, which is comprised of unreleased interview clips and classic performances, was proof of concept for a series of archival documentary projects that followed.