I’m a creative &
design director
in Los Angeles

I build creative teams that ship — a product, a campaign, a brand, a space. Depending on the needs, those teams can take different shapes and sizes. At Meta, that meant architecting and growing a product creative org to eight teams and nearly forty people. With Saelo, it meant a lean, fast team of fewer than five. Both are great — just different muscles.

Jumping back to the beginning, I trained in graphic design at CalArts and started out in brand work — Nike, cultural institutions like UCLA and the USC Roski School of Fine Arts, and exhibition catalogs for artists. That led into film: title sequences, animation and live-action direction for broadcast and commercials, music videos.

Then off screens and into physical space. Large-scale interactive installations for Google, IBM, J&J, Chevron, and United Therapeutics — work that lived in headquarters and public spaces.

Along the way, I repositioned Drambuie, Martini, and Tequila Avión. I wrote and directed two short films.

Eventually, I got the itch to lead and work at scale, so I went to Meta, and ended up staying close to six years. I came in as a creative director and repositioned a product used by more than a billion people. A couple of years later I’d built the Product Creative discipline at Messenger and Instagram Direct, and I was running eight teams across product, brand, social, and Messenger Kids, with creative directors I’d hired under me. We shipped expression features to hundreds of millions. There’s an extended-reality patent pending with my name on it. My org's been reshaped since, as these things are, but the name — and the discipline — are still there.

Most recently, I’ve been working directly with founders — Saelo, a Seoul-inspired med spa built from the ground up, a spirits company, a toy brand, a women’s fashion label. One of them I started myself. One is my wife’s.

On the clock, I like being scared. I like the work other people think can’t be done. Off the clock, motorcycles and bicycles. Much too obsessed with pro cycling.