GREETINGS, CANVANAUTS!
I’m a Creative Director with 12+ years of experience—including 4+ years leading global campaigns, major activations, and creator-led content for Adobe.
Currently at Dentsu, I lead the performance creative team driving massive releases for Adobe Firefly, Express, and more! From launching Adobe’s first Generative AI initiative to architecting full-funnel lifecycle ecosystems, I specialize in turning complex product features into "must-have" user experiences.
I’m a hands-on leader who thrives at the intersection of storytelling and performance. I’m ready to scale Canva’s lifecycle channel into a creative frontier.
↓ Scroll to explore projects curated for Canva.
✨ ADOBE FIREFLY’S AGENCY LEAD ✨
In a sea of generative AI tools, Adobe’s top-priority product has been my main focus as a director this year at Dentsu. I lead a core team of 10, consistently delivering top-tier creative while partnering closely with the Adobe Studio.
Together, we’re evolving not only the tool itself but also how it integrates across the Adobe Suite. My role spans overseeing creative architecture, translating complex features into everyday workflows for creators, and managing thousands of digital deliverables for quarterly releases.
✨ SO, WHY CANVA? ✨
After years helping shape marketing and content for Adobe—and a (sickeningly cool) ability to master any creative software in an instant—I’m ready to bring that experience to a fresh, fast-moving brand like Canva—one that puts creativity in everyone’s hands.
I’m excited by the chance to leave behind the many layers of traditional legacy systems and run wild in a bright new creative pasture, pushing the boundaries of what’s next for the future of creator tools.
A CLEAR ROAD IS AN EASY ROAD
As a design-first director, my approach focuses on creating a clear, strategic roadmap that empowers teams—I believe clear, well-structured briefings are key to achieving high-quality creative outcomes for different audiences.
My experience leading projects with various agencies has equipped me to guide teams through complex creative processes—from developing a compelling concept to managing strategic partnerships aligned with company-wide goals that deliver measurable results.
ADOBE | MLB
THIS OPENING DAY
Opening Day is here. Express your fandom in Adobe Express with exclusive templates all season long.
DISPLAY
THE UNLOCKER ROOM
To celebrate Adobe’s first-ever partnership with Major League Baseball as its official Creativity Sponsor, our team at Dentsu launched The Unlocker Room — a one-of-a-kind fan experience unveiled during the 2025 MLB All-Star Week in Atlanta.
This immersive activation invited fans into a reimagined locker room powered by Adobe’s latest creative tools. From AI-powered jersey customization to Adobe Express photo booth templates, attendees could personalize their experience like never before. In just hours, hundreds of custom jerseys were produced and thousands of fans walked away with downloads of Adobe Express on mobile — turning a moment of engagement into a long-term brand connection.
Dentsu
My Role: Led creative concept development, experience production, and visual design. Additionally, I defined the creative framework for performance marketing efforts, including email campaigns and online video strategy.
ADOBE MLB POST SEASON MASCOTS
To celebrate the MLB Postseason, Adobe partnered with Major League Baseball to launch an interactive mascot creation challenge using Adobe Firefly generative AI in Adobe Express. Fans were invited to quickly design their own fantastical mascots, with submissions entered into a bracket-style “Mascot Playoffs” where the community could vote for their favorites in live polls.
To get the campaign in full swing for fans, we brought All-Star catcher Cal Raleigh into Adobe’s Seattle office, where he creative directed his own custom mascot. His participation helped inspire fans across the country to start creating and compete in the mascot showdown.
Dentsu
My Role: Creative Director who led creative concept development, content production, and visual design. Additionally, I defined the creative framework for performance marketing efforts, including social calandar strategy.
EXPRESS CREATOR TEMPLATES
ADOBE EXPRESS IT WITH CREATORS
Adobe Express is a standout in the prosumer design app space, competing with tools like Canva and becoming a go-to for entrepreneurs, students, and social managers.
The Adobe team tasked us with creating exceptional templates rooted in real user experiences, leading to the launch of Express Influencers. We collaborated with creators aligned with the target audience to design templates tailored to their needs and showcased remixing ease through videos demonstrating quick adaptation for various brands.
The Outcast Agency
My Role: Oversaw design and video production, worked hands-on, led brainstorms, interviewed creators, and presented concepts while collaborating closely with strategy and the Adobe Express team.⤵
FIREFLY PRESETS LIFECYCLE
Get Everyone Playing
(Firefly Presets)
Situation: AI adoption often stalls because users struggle with "Prompt Engineering" or don't know how to achieve a specific, trending visual aesthetic (e.g., the "Custom Mini-Me" or "3D Toy" look).
Task: Capitalize on viral social trends based on social calendars to drive immediate tool usage by removing the "blank canvas" friction for new and existing users.
Action: Architected a rapid-response lifecycle series that paired trending AI visual styles with pre-filled, editable prompt templates. Users clicked a "Try it now" button in the email and landed directly in a workspace with the prompt and settings already configured.
Reflection: This is a Trend-Driven Activation strategy. It proved that lifecycle creative can be as agile as social media. By "productizing" a trend into a one-click preset, we significantly increased first-time generation success and lowered the perceived complexity of the AI tool.
MICRO LIFECYCLES
@ EMAIL @ EVERY STAGE
@ EMAIL @ EVERY STAGE
Firefly Mobile
(Create on the Go)
Situation: Users often perceive heavy AI tools as "desktop-only," limiting the product's daily utility.
Task: Drive Activation by proving the tool is accessible and high-quality on mobile devices.
Action: Developed a "Capture to Creation" mobile-first email series that triggered specifically for users who had only logged in via web.
Reflection: This was a Frictionless Entry Point strategy. By showing mobile-specific UI, we decreased the barrier to entry and increased daily active usage (DAU).
Feature Depth
(Start & End Frame)
Situation: Users were creating basic AI videos but weren't utilizing advanced controls, leading to plateaued engagement.
Task: Educate users on "hidden" features to turn casual creators into power users.
Action: A "Pro-Tip" micro-cycle featuring side-by-side video comparisons of "Standard" vs. "Framed" outputs.
Reflection: This focused on Utility Education. By highlighting a feature "folks never knew," we increased the "stickiness" of the video tool and improved overall retention.
Anti App Switching (Partner Models)
Situation: Users were leaving the app to use external models (like Gemini or GPT) to finish their workflow or check other models’ outputs.
Task: Consolidate the workflow by highlighting built-in partner integrations.
Action: A "Stay in Your Flow" campaign showing a 1-click "Upres" process within the existing interface.
Reflection: This was a Workflow Consolidation play. We reduced "app-switching" friction, positioning the platform as the definitive "all-in-one" creative hub.
App Expansion
(Firefly Boards)
Situation: Users viewed the tool as a single-asset generator rather than a holistic project-planning space.
Task: Launch "Boards" as a premium upgrade to move users from "generating" to "moodboarding."
Action: A high-impact "Category Launch" lifecycle that moved users from a single image generation directly into a collaborative Board template.
Reflection: An Expansion Motion. This successfully shifted the user's mental model of the app from a "utility" to a "creative workspace," driving high-intent upgrades.
Global Outreach
(Video Translations)
Situation: A massive segment of the global user base was underutilizing video features due to language barriers in the UI/tutorials.
Task: Scale feature awareness across multiple languages without losing brand voice.
Action: A modular, localized campaign that dynamically served video tutorials in the user's native tongue.
Reflection: This was a Global Scaling initiative. It demonstrated the ability to maintain Creative Strategy & Vision while executing high-volume, personalized production.
In-App Image Upscaling (Up-Res)
Situation: Users were hitting a "quality wall" where AI-generated images weren't high-enough resolution for professional print or large-scale digital use, forcing them to export to third-party tools.
Task: Eliminate "tool-hopping" by integrating high-fidelity upscaling directly into the generation canvas.
Action: Designed a "One-Click Professional" lifecycle trigger that detected when a user downloaded a file and immediately offered an in-app "Super Resolution" enhancement.
Reflection: This was a Retention & Stickiness play. By removing the need for external software (like Topaz Labs), we transformed the app from a "drafting tool" into a "final production suite," significantly increasing the perceived value of the Pro subscription.
TEAM MANAGEMENT
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Guidance & Clarity
I bridge the gap between complex asks and a clear roadmap throughout the process.
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Mentor
Excellence starts with psychological safety. I prioritize an inclusive but also fear-free zone.
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Multidisciplinary Teams
Guiding ever-changing teams of vendors, designers, art directors, strategists and more.
MORE PROJECTS
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Three years as creative director for
ADOBE SOCIAL CAMPAIGNS
ABOUT ADOBE NEWSROOM
Newsroom is an internal social franchise at Adobe where a mix of organic, evergreen, and trending content flourish across their various channels. As creative director/creator within this social team, my responsibilities have encompassed overseeing visual content, providing leadership to design teams, cultivating collaborations with top-tier influencers, and maintaining the creative point of view in content creation across Instagram, TikTok, and Twitter/X. Going beyond post creation, I've formulated successful social strategies, harnessed the momentum of viral trends, orchestrated social-first launches for Adobe's latest products, and ensured repeatable processes to maintain brand values and benchmarks.
The Outcast Agency and Kvell
My Role: Oversaw design production, worked hands-on, led brainstorms, and presented concepts while collaborating closely with strategy.⤵
ORGANIC SOCIAL FAN FAVORITES
Social Moment
40 YEARS OF ADOBE
GETTING WEIRD FOR ADOBE’S 40TH
In 2023, Adobe celebrated 40 years of pioneering digital creativity. Our task was to create social-first content highlighting key milestones like its founding, Photoshop's launch, the PDF's creation, and its first AI tools. We crafted posts reflecting on past innovations, honoring contributors, and inspiring creativity for the next 40 years.
The Outcast Agency
My Role: Oversaw creative production, collaborated closely with strategy and the Adobe team, worked hands-on, led brainstorms, interviewed creators, and presented concepts.⤵
Supportive Event Content
ADOBE MAX
SUPPORTING ADOBE MAX, EVERY STEP OF THE WAY.
Over the years, I’ve been deeply involved in Adobe MAX, creating experiences that engage both in-person and virtual audiences. This month, my team is leading an in-person activation with manga artist ACKY, designing an immersive experience based on his art in Firefly that connected attendees directly with the art.
In previous years, I managed social creative teams at Outcast and Kvell, producing ongoing content and ad-hoc posts to ensure virtual viewers never missed a moment of the event. Across all activations, my work focused on blending live and digital storytelling to extend the reach and impact of Adobe MAX.
The Outcast Agency and Kvell
My Role: Oversaw design, conducted social listening groups, worked hands-on, led brainstorms, and presented concepts while collaborating closely with strategy.⤵
CHEVROLET GOALKEEPERS CAMPAIGN
CW McCann, Detroit.
Art Direction and Design lead for the campaign. Oversaw concept, social extensions, video editing, and online content. Also won a bunch of Clios. ⤵
6 Clio Awards ☝️
R&R Partners, LA.
I was the Associate Creative Director who led the rebranding of the city and the rollout of its paid/organic social glow-up, here.⤵
LAS VEGAS REBRAND LAUNCH
ELA Advertising, LA.
I moved to California in 2018 and worked as an Associate Creative Director for TikTok at ELA Advertising. I led a small design team and directed some projects that I am proud of. Here are my favorites.⤵
TIKTOK PAID SOCIAL CAMPAIGNS
BUD ZERO EARNED MEDIA CAMPAIGN
Draftline, NYC.
Creative lead across concept, design direction, social, and earned oversight. ⤵
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