Company:  Peloton For Business

Role:  Global Creative Manager

Scope:  I lead the creative force for Peloton For Business, a division of the Peloton brand, that brings its experience to B2B sectors such as hospitality, corporate wellness, higher education, and multi-family housing. I collaborated with marketing leadership on photoshoots, regional marketing strategies, product launches, asset allocation, a global website presence, brand strategy, and trade show and presentation storytelling that accelerated the Peloton brand for B2B audiences.

Project: Destination Peloton

Role:  Creative Lead

Scope:  Taking the Peloton offering to the business world, the new Peloton For Business branch launched Destination Peloton. A campaign that placed the world famous Peloton offering in exclusive hotel gyms, corporate offices, college campuses, and workout clubs worldwide.

Partnering with the agency, John McNeil Studio, we captured the Peloton For Business experience outside of the home for the first time ever. With our clever marketing team, I curated shoots at unique hospitality locations in San Francisco, Sea Ranch, Vail, New York City, and Waikiki.

Destination Peloton was the first marketing campaign for Peloton For Business, and was the gateway to setting the Peloton experience in exclusive hospitality experiences across the globe.

Project:  Eddyline Brand Update

Role:  Freelance Brand & Creative Lead

Scope:  I worked with the Eddyline Kayaks ownership group to develop brand positioning, brand guidelines, and a design system for how they visually communicate to their various markets. We developed brand and marketing materials on company, kayak family, and product levels. We then launched a fresh Shopify website, and establish a design asset manager to distribute assets to dealers, distributors, and publications worldwide.

Company:  Precor

Role:  Global Creative Manager + Art Director

Scope:  Before transitioning to Peloton after they acquired Precor, I served as a creative manager to one the world’s leading commercial fitness companies. I managed a global creative budget, commercial and product specific shoots, creative efforts for product launches and global marketing campaigns. I also managed a design asset management system that distributed all brand and creative assets to clients and distribution chains worldwide.

Project:  Precor Cardio

Role:  Creative Lead + Art Director

Scope:  Covid brought hard times to the fitness industry. Nobody knew what the future would bring for commercial fitness, so we had to get creative with a new Precor Cardio launch. With no way of shooting actual product with talent in a live action setting, we partnered with an amazing special effects agency, 9IFX, to create an unforgetable walk-around experience for each of our new cardio products. The video series ended up winning Gold, Silver, and Bronze at the 2020 Telly Awards in animation and special effects categories. For Precor, we established an award winning product campaign that set Precor as a commercial fitness anchor in a very unstable time.

Company:  Skagit Valley Bicycle Coalition

Role:  Leadership Team | Bicycle Mechanic | Brand

Project: What began as the Burlington Bicycle Coalition, the Skagit Valley Bicycle Coalition is a community based non-profit, and Active Living Program under United General. Through our day-to-day advocacy, education, and working partnerships with city leadership and community agencies, we aim to create safer streets and more livable communities for bicyclists and pedestrians in Skagit Valley, Washington. 

Role:  Associate Creative Director

Scope:  Collaboratively worked with the sales and project management teams to create a series of ads that showcase the redesigned 2014 Buick Regal & LaCrosse. The launch leveraged the entire portfolio of SAY Media's ad products. Together, the ads worked in concert to create a highly successful ad experience measured by click to site and ad time spent benchmarks.

The Adaptive ad is a responsive HTML5 ad that can adapt to any browser size on any device. The ad consists of 5 IAB standard Flash ads that expand into an immersive brand experience. The Mobile Ad is a mobile friendly brand experience that is geared towards being on the go with a cellular network. Props to the wonderful mobile designer Marie Shatara, who gracefully pulled off the mobile and tablet designs.

Role:  Associate Creative Director

Scope:  I creatively managed four waves of ads for M&M'S with an $800k yearly budget. The ad series consisted of three waves of recipe awareness for Super Bowl, Movies and Back to School. Each wave of ads showcased event recipes created by foodie property TheKitchn and the videos shot by TheKitchn team to showcase them. For the Super Bowl group of ads we leveraged the M&M'S Super Bowl broadcast spot.

A fourth wave of ads centered around M&M'S teaming with Habitat for Humanity to raise funding to build low income housing with the help of a Facebook app that ties how many friends a user has to how long it would take to build a house. We created an AdFrames ad that included the broadcast spot of the M&M'S Facebook app, emulated the functionality of the Facebook app with the help of Facebook's API, then incorporated an editorial piece with video on the home design property Remodelista. The experience created an ad adjacency on Remodelista that validated M&M'S and the Habitat for Humanity Facebook app. The result spiked the usage and likes of the Facebook App by 20%.

Role:  Interactive Art Director

Scope:  Worked with a creative director and copywriter in producing the yearly online ad campaign for the Oakland A's. The ads reflected special events such as fireworks displays and bobblehead nights. Bobble a bobblehead and fire off fireworks in a banner and at Oakland Coliseum!

Role:  Interactive Art Director

Scope:  As a part of an creative director/copywriter team at Eleven Inc., we created the first waves of brand launch and route banners for Virgin America. Mood lighting on an airline? Order booze and food anytime you want with great music always in the background? It was then and still is an exciting time to fly with Virgin America.

Role:  Interactive Art Director

Scope:  Helped launched the interactive side of multiple route rollouts for Virgin America. I worked directly with the client and their website group to design home page heros, route launch pages, fare pages, email collateral and online ads. Really exciting work for a revolutionary airline.

Role:  Art Director

Scope:  At Eleven Inc., I collaborated with an amazing creative team to create a tutorial video for the new iTunes U launch. Storyboarding, footage search/selection and user flow were the main focuses for me in this project. Having the chance to work on an Apple project was very exciting and definitely an education in itself.

Role:  Movie Star!

Scope:  SAY Media creates passions videos that spotlight employees and their passions outside of work, then presents them in a global all-hands meetings every quarter.

For Q4 2013, I was selected much to my efforts in creating the SAY Bike Shop, an office bike shop that supplies employees with tools, parts, a how-to book, and myself as mechanic support. With the popularity of the bike shop, SAY Bikes was developed where I took rescued or donated bikes and maintained them as company bikes for people to use for meetings, visiting employees from other offices or simply a free ride uptown for coffee.

Role:  Marketing Art Director

Scope:  My role as marketing art director was to work closely with the president of Videoegg (now SAY Media) at the time and the marketing team to develop marketing projects from concept to press delivery. From marketing and recruiting newspapers, to snowboard designs to rocker pins. We were schwag central at SAY Media. It was very exciting to be so close to the pulse of a very young and exciting company.

Role:  Art Director

Scope:  A few logo development projects throughout the years. It's very invigorating to be a part of the inception of a new company's brand development. The philosophy and passion of the company, the vision and endless possibilities of a budding business and the revolutionary product or service that result. All designed into a mark or logo to make a lasting impression on lives changed by a company's vision.