My work is driven by a passion for creating boundary-pushing experiences at the intersection of brand experience, design, innovation, culture, and community.
Edge at Hudson Yards
Led creative direction, masterplanning and positioning for the Edge— the most prominent building in Hudson Yards and the tallest outdoor observation deck in the Western Hemisphere. Oversaw all elements of experience and multi-sensory design, content, narrative and positioning.
Role: Creative Director, Brand Experience Strategist
-Winner Fast Company Innovation by Design
-Architizer A+Award
-Architecture Masterprize
-Interior Design Magazine, Best Exhibition
A_DA Brand
Re-brand for experiential agency focused on innovation, fashion, art, music and social impact and Microsoft’s experiential AOR. Led complete re-positioning and visual identity rollout. Clients include some of the most innovative brands and cultural institutions in the world: Microsoft, Nike, Pangaia, Pioneer Works.
Role: Executive Creative Director
In celebration of Surface Magazine’s 25th anniversary the Diner was launched at Salone del Mobile as contemporary take on a quintessential American classic design.
Role: Studio Lead
-Winner Best Engagement Milano Design Awards
The Diner: Salone del Mobile
Hudson Yards Brand Experience Center
Creative direction for Hudson Yards Experience Center— a cutting edge, immersive experience that blends narrative, luxury, and tech into one seamless experience, telling the brand story of the most expensive real estate deal in U.S. history and Manhattan’s first 21st century neighborhood.
Role: Creative Director
Away
Experiential campaign and activation with custom software that tapped into Midjourney’s AI platform allowing guests to dream up their own destinations.
Role: Executive Creative Director
-Event Marketer, Best Retail and Best use of AI
Microsoft x Greek Ministry of Sport and Culture
An immersive exhibit harnessing AI to digitally preserve and restore the site of the original Olympics for future generations.
Multi-platform touchpoints include HoloLens, AR, museum exhibit and digital twin site for global audiences.
Role: Executive Creative Director
-FastCo Innovation by Design
Microsoft x Circulate
A digital platform in partnership with Microsoft using artificial intelligence, natural language processing and camera vision, that allows the LVMH fashion winner Ahluwalia to create an innovative crowd sourced supply chain for textiles, disrupting the status quo and help inspire global change and champion sustainability.
Role: Executive Creative Director
- Cannes, Design
- Fast Company World Changing Idea
The Hip Hop Museum
FlowScholar
A next generation, boundary pushing platform that is fueled by Microsoft’s artificial intelligence, sound and artistry to help bring rap lyrics to life through a series of prompts. A partnership between The Hip Hop Museum and Microsoft uses their technologies to create an initiative that helps young artists find their personal flow and unleash their full creative potential.
Role: Executive Creative Director
