Omni-Channel Service Marketing Program
As Global Creative Director, I led the cross-functional team behind Mercedes-Benz's "Destinations" omni-channel service marketing initiative, transforming routine vehicle maintenance into a personalized ownership journey.
Built around a signature destination pin icon symbolizing guidance and movement, the campaign connected digital, mobile, social, CRM, direct mail, and retailer experiences into a unified customer ecosystem. Leveraging vehicle data, service history, geography, and customer behavior, the program delivered personalized offers, service reminders, and lifestyle content through the right channel at the right time.
The creative approach emphasized modern luxury, simplicity, and connected mobility through cinematic imagery and premium design systems, reinforcing the Mercedes-Benz brand across every touchpoint. The result positioned service not as maintenance, but as an elevated ownership experience centered on convenience, confidence, and the road ahead.
Role: Global Creative Director
AI-driven video production is transforming the creative process by enabling cinematic-quality content to be developed faster, more flexibly, and at lower production costs. Using generative AI, advanced editing workflows, and stylized approaches such as claymation-inspired animation, creative teams can rapidly produce visually compelling content while accelerating concept development, scene creation, editing, and post-production.
AI serves as a powerful creative tool, not a replacement for creative thinking. Strong ideas, storytelling, strategy, and artistic direction still come from human creativity. AI simply helps teams visualize concepts faster, explore more directions, and execute ideas with greater speed and efficiency. The best results come from combining human imagination with AI-enabled production capabilities.
When guided by strong creative direction, AI-powered production expands what creative teams can achieve, helping brands move faster while maintaining originality, emotion, and storytelling impact.
Role: Creator, Editor
At NADA 2026 in Las Vegas, Solera elevated the traditional customer appreciation event into a high-energy brand experience with its exclusive “Drive + Thrive” party at F1 Arcade inside Caesars Palace. Designed for dealer principals, executives, partners, and key prospects, the event blended competitive Formula 1 racing simulators, premium hospitality, cocktails, and executive networking into an immersive evening built around performance, precision, and connection.
The atmosphere reflected the same themes Solera was presenting throughout NADA 2026: speed, intelligence, innovation, and operational excellence. Guests moved between racing simulators, social lounges, and networking spaces while engaging directly with Solera leadership and product experts in a more relaxed but highly memorable environment. The event positioned Solera not just as a technology provider, but as a company deeply embedded in dealership culture and the future of automotive retail.
Hosted from 7:30 PM to 11:00 PM at the F1 Arcade at Caesars Palace, the event stood out among the week’s crowded NADA nightlife lineup because it created an experience rather than just a reception. The combination of Formula 1-inspired competition, modern entertainment, and relationship-building aligned naturally with Solera’s “Thrive Here” platform messaging introduced during the show.
F1 Arcade itself added to the impact. The Las Vegas venue features dozens of immersive racing simulators, large-format screens, upscale food and beverage service, and an energetic social atmosphere designed around Formula 1 culture.
Role: Creative Director, Designer, Planning & Execution
Oversaw the creative team responsible for the Mercedes-Benz Amazon Van Concept, a direct mail campaign that transformed a service offer into a branded "special delivery" experience inspired by modern package delivery.
The dimensional mailer blended personalized offers, delivery-inspired graphics, and premium Mercedes-Benz design while connecting seamlessly with digital scheduling, retailer communications, and customer journey initiatives. The result elevated traditional direct mail into a memorable luxury brand experience that increased engagement and reinforced convenience and premium ownership.
Role: Creative Director
The Solera NADA conference booth was designed as an immersive brand environment focused on maximizing engagement, product visibility, and sales interaction within a highly competitive trade show setting. The experience combined modern architectural design, strategic traffic flow, and integrated technology to create an open and accessible customer journey.
The booth featured 24 interactive demo stations, 6 micro-presentation areas, a centralized reception hub, and 9 private conference rooms designed to support both high-volume engagement and executive-level sales conversations.
A key design strategy was the use of an open floor plan that optimized walk-through and view-through visibility. Minimal visual barriers, elevated branding, and large digital displays allowed attendees to experience messaging and activity from multiple angles across the show floor, increasing traffic and encouraging exploration.
The environment showcased Solera’s portfolio through large-format visuals, modular branded spaces, and guided product experiences while maintaining a clean and cohesive visual identity.
Beyond its visual impact, the booth generated more than $3 million in sales opportunities during the event, demonstrating the effectiveness of combining strategic spatial design with customer-focused engagement experiences.
Role: Experience Creator, Creative Director
Retention is the new sales, and AutoPoint was designed to challenge the notion that marketing, service execution, vehicle registration, and motorist engagement are separate processes. By integrating shop efficiency solutions with data-driven marketing strategies and electronic vehicle registration, we created a seamless, end-to-end vehicle ownership experience.
One of the most powerful representations of this vision was the Day 1-5000 video, which I co-produced with the my creative counterpart Laurel Franciose.
This concept video showcased the vast potential of AutoPoint’s data, serving as an internal rallying point during a six-company merger. It became a standout feature at NADA and played a key role in introducing AutoPoint’s refreshed brand. If you’re interested in the rebrand, you can learn more here. Video was used in presentation, online, social media and more.
Role: Co-writer, Creative Director
As Global Creative Director, I led the team behind Toyota's Service Journey retention program, delivering 40+ personalized customer touchpoints across email, direct mail, and social throughout the ownership lifecycle.
Using variable data and creative automation, messaging, offers, imagery, and vehicle content dynamically adapted based on customer behavior, service history, geography, and maintenance needs. The result was a seamless omni-channel experience that improved engagement, strengthened service retention, and enabled more personalized dealership communications.
Role: Creative Director
The “Hot Seat” experience combined entertainment and industry discussion into a highly engaging live event format. Participants answered five questions while progressing through five increasingly intense hot sauces, creating a fun and energetic atmosphere.
The format encouraged authentic reactions, humor, and unscripted conversation while still delivering meaningful and factual content. As the heat level increased, the discussion became more lively and memorable, helping break away from traditional panel sessions.
Designed for both live audiences and shareable digital content, the activation increased audience participation, social engagement, and overall event impact by blending humor, spontaneity, and structured conversation into a unique branded experience.
Role: Global Creative Director, Participant, Co-Host
We developed a four-part AI video teaser campaign to build intrigue and anticipation around the launch of ShopCentral, without revealing it outright. Each film lives in a different tone and environment (“Interrogation,” “Blockbuster,” “Parking Lot,” and additional variations), but all are connected by a single unifying device: the arrival of a large, mysterious crate. Across every scenario, characters react with curiosity, urgency, or disbelief as something significant is clearly in motion, but never explained. The repetition of the crate becomes the signal. The story builds. The tension escalates.
By leveraging AI-generated video, we were able to rapidly produce cinematic, high-impact spots with distinct styles, allowing us to explore multiple creative directions while maintaining a cohesive narrative thread. This approach not only increased speed to market, but also amplified the sense of scale and unpredictability, making the campaign feel bigger than a traditional teaser.
The result is a coordinated, multi-touch campaign that creates a single, unmistakable message: something big is coming. And when the reveal lands, that “something” is positioned not just as a product launch, but as a major shift forward with ShopCentral.
Role: Writer, AI Generation, Editing
Directed the creative strategy and launch of Peri Merchant Services, creating a modern brand identity and integrated campaign across web, social, digital advertising, and sales channels.
The initiative positioned Peri as a technology-forward alternative to traditional payment processors through simplified messaging, distinctive creative, and a seamless customer experience centered on lower fees, faster payments, and business growth.
Role: Creative Director, Creative Strategy
I led the creation of the ARC Campaign Brand Guidelines for Solera, ensuring a cohesive and scalable framework that could be adapted for global use. This process involved close collaboration with cross-functional teams, including marketing, design, and regional stakeholders, to align on a unified visual and messaging strategy. I worked to distill the core identity of ARC into clear, actionable guidelines that maintained consistency across diverse markets while allowing flexibility for localized execution.
By facilitating workshops, gathering feedback, and iterating on design and content, I ensured the guidelines were both practical and impactful. The result was a robust, globally adaptable brand playbook that streamlined execution, reinforced brand equity, and empowered teams worldwide to maintain a strong, consistent presence across all touchpoints.
Role: Global Creative Director
At its core, the idea is simple: a century of how we consume information, visualized in one moment. The back-to-back composition does the heavy lifting. One figure represents the past; grounded, tactile, deliberate. The other represents the present; mobile, immediate, always-on. Same posture, same behavior, different mediums. That mirroring is what makes the idea land instantly without explanation.
The headline, “100 Years Later, Still Driving the Conversation,” earns its keep. It’s not nostalgic fluff, it’s a positioning statement. It reframes Automotive News not as a legacy brand surviving change, but as an active force shaping it. The word “Driving” subtly ties back to the automotive industry while reinforcing momentum and leadership.
Role: Designer, Creator, Ai Generation, Editing
The “Leave Worry Behind” campaign repositioned vehicle maintenance as an enabler of life’s important moments and experiences. Using aspirational lifestyle imagery, the campaign focused on the confidence, freedom, and peace of mind that come from properly maintaining a vehicle.
The creative featured relatable moments including road trips, family vacations, and everyday activities, reinforcing the idea that dependable service helps keep life moving without interruption. Cinematic visuals and concise messaging created a warm, approachable tone while connecting vehicle care to convenience and worry-free travel.
The campaign extended across direct mail, promotional offers, and customer retention communications, blending lifestyle storytelling with service reminders and savings incentives designed to encourage repeat visits and long-term loyalty.
Role: Creative Director
As part of our commitment to delivering cutting-edge marketing solutions, I led out creative team to redesign and enhance our on-demand website that allows clients to create and launch targeted campaigns across direct mail, email, social media, and video—all from a single, intuitive platform.
This revamped platform was built with efficiency and user experience in mind, enabling clients to quickly customize, deploy, and track their marketing efforts with minimal friction. Through an intuitive interface and a library of pre-approved templates, users can seamlessly align their messaging with brand standards while maintaining creative flexibility.
Key features of the redesigned platform include:
Multi-Channel Campaign Activation – Clients can launch campaigns across direct mail, email, social, and video with just a few clicks.
Brand Consistency & Compliance – Built-in brand-approved templates ensure a cohesive look and feel while maintaining regulatory compliance.
Dynamic Customization – Users can personalize content while keeping messaging on-brand and audience-focused.
Real-Time Performance Tracking – Integrated analytics provide insights into campaign performance, allowing for data-driven optimizations.
By modernizing this on-demand platform, we’ve empowered our clients with the speed, flexibility, and precision needed to execute high-impact marketing campaigns with ease. The result? A smarter, more efficient way to drive engagement, reach customers, and maximize ROI.
Role: Global Creative Director, Designer
Oversaw the development and launch of Toyota's social video campaign, a series of four short-form, recipe-style videos that brought humor and personality to automotive service marketing.
Inspired by popular cooking content and filmed from a top-down perspective, the videos featured intentionally terrible recipes before concluding with the message that Toyota would "stick to service." Through visual humor, fast-paced editing, and social-first storytelling, the campaign transformed service messaging into entertaining, shareable content for digital audiences.
Role: Creative Director
The 5x5 Concepting method is a structured yet fast-paced brainstorming exercise designed to generate a high volume of ideas efficiently. It works by setting a clear expectation: every team member must develop 5 concepts by 5 o’clock (or within a set timeframe). This approach is particularly effective for creative teams because it encourages speed, diversity of thought, and momentum while reducing overthinking or self-censorship.
Why 5x5 Works
Forces Quick Ideation – By setting a time limit, it pushes team members to think fast and trust their instincts, leading to raw and unexpected ideas.
Encourages Volume Over Perfection – Instead of fixating on the "perfect" idea, team members generate multiple options, increasing the chances of landing on something great.
Eliminates Bottlenecks – It opens up idea generation, ensuring that creativity isn't dependent on a single person or small group.
Boosts Collaboration & Innovation – With multiple team members contributing five ideas each, the pool of concepts grows exponentially, leading to richer discussions and unexpected collaborations.
Breaks Mental Blocks – Even if an individual gets stuck, the structured output forces them to push through, often leading to creative breakthroughs.
Role: Leader, Coach, Trainer, Creative Director
Nissan presents the groundbreaking cube® Party Roundup for your iPhone/iPod Touch!
Navigate through 24 city blocks in the cooperative multiplayer mode with up to 8 friends or in the rich single player mode. Upload your buddies, music, and other special items. Then make your way to the hotspot of the night. But don’t lag because the more time left on the countdown, the higher your score.
Features:
- Single player mode with accelerometer steering
- Cooperative Multiplayer mode for up to 8 friends
- Gorgeous 3-D graphics
- Now 6 levels with multiple missions
- 9 great music tracks including “Ice Cream” by New Young
Pony Club
- Compete globally on single and multiplayer leader boards
- Full 3-D exterior cube® configurator
-Personalize the game with your own contact list
Role: Account Director
Integrated campaign boards were created to showcase the full scope of a marketing campaign across all customer touchpoints in one cohesive presentation. By combining email, direct mail, landing pages, mobile experiences, social media, and digital advertising into a unified view, the boards helped communicate the strength of the overall campaign idea rather than individual executions.
The boards made campaigns easier to sell internally and externally by clearly showing how messaging, visuals, and offers worked together across multiple platforms and customer interactions. They also helped stakeholders quickly understand the customer journey, creative strategy, and consistency of the campaign experience.
By presenting campaigns holistically, the boards became an effective tool for storytelling, alignment, and demonstrating the value of integrated omni-channel marketing.
Role: Strategist, Creative Director
The programmatic creative platform was developed to deliver personalized service marketing campaigns across 33 OEM brands while maintaining compliance with manufacturer marketing guidelines and co-op requirements.
Using dynamic creative and variable data technology, the platform customized messaging, vehicle imagery, pricing, offers, and coupons based on OEM standards, dealership needs, customer behaviors, and regional requirements. This enabled highly personalized campaigns while maintaining brand consistency.
The system supported omni-channel execution across email, direct mail, digital advertising, landing pages, and social media, allowing dealerships to launch customized campaigns quickly and efficiently.
By combining automation, personalization, and OEM-compliant creative systems, the platform enabled large-scale campaign production while maintaining quality, consistency, and flexibility across multiple automotive brands.
Role: Creative Director
As an official team partner of the Mercedes-AMG PETRONAS Formula One Team, I led the team to provide creative assets that amplified Solera’s branding and visibility on a global scale.
Our collaboration with Mercedes involved providing official Solera branding and logos for integration into the partner badging on the car, steering wheel, helmets, driver and pit uniforms, ensuring a seamless and professional representation of our brand on the world’s fastest stage. Additionally, we developed stable graphical elements and video assets that supported consistent branding across digital, social, and broadcast channels.
Beyond visual branding, our partnership extended into content creation. We worked directly with Mercedes to shoot exclusive content featuring Lewis Hamilton, producing dynamic assets that brought our collaboration to life and strengthened the connection between Solera and the high-performance world of Formula One.
As part of this prestigious partnership, we were also granted the ability to incorporate Mercedes-AMG PETRONAS Formula One Team branding into Solera’s marketing, allowing us to align our brand with the precision, innovation, and excellence that define the Mercedes-AMG PETRONAS Formula One Team. From event activations to digital campaigns, our creative execution reflected the energy and speed of Formula One racing while reinforcing Solera’s leadership in automotive technology and intelligence.
This collaboration wasn’t just about logos, it was about creating a bold, unified presence that resonated with fans, customers, and industry leaders alike, positioning Solera at the forefront of performance and innovation.
Role: Creative Director, Content + Planning
