Rutbomb is social media reinvented to blow up your routine.

From concept, to branding, to execution, I developed this app from scratch with my agency copywriting partner. Rutbomb is designed to help you break out of your "blah" routine, with suggestions for a wide range of activities you can complete in seconds, or plan out over several months. Some are as simple as feeding a stranger's parking meter. Others are as ambitious as jumping out of an airplane. Whatever it takes to shake up your life, grow as a person, and break out of your rut.

SOFLETE is a workout app & lifestyle company founded by Special Forces Professionals.

It took years to dial in SOFLETE's premium, male-oriented, edgy aesthetic. As Chief Creative Officer, I personally developed the strategy, executed all creative (art & copy), coded every email (in Klaviyo), and ran QC. The goal was to nail the aesthetic, while delivering the highest quality communication possible for our customers. The years-long effort paid off. These email campaigns, and tons more like them, helped SOFLETE grow from the small, unknown startup it was in 2017, to the global, respected & genuinely beloved brand it is today.

The Best-Tasting, Award-Winning, 0% Alcohol, Ready-To-Drink Cocktail Company I built from scratch.

My co-founders and I started the idea for this company back in 2019. Since then we've been awarded "Best Non-Alcoholic Beverages of 2023" by BevNET — the leader in beverage industry news, won the 2024 International Wine & Spirits Competition, took home the KeHE On-Trend "best of" award, and were hand-selected to be served at a James Beard House event in NYC for award winning chefs. As Chief Creative Officer, I personally executed everything from scratch — including all branding, packaging, website UX & design, marketing comms, Instagram posts, expo booth design, collateral and more.

The Best-Tasting, Award-Winning, 0% Alcohol, Ready-To-Drink Cocktail Company I built from scratch.

My co-founders and I started the idea for this company back in 2019. Since then we've been awarded "Best Non-Alcoholic Beverages of 2023" by BevNET — the leader in beverage industry news, won the 2024 International Wine & Spirits Competition, took home the KeHE On-Trend "best of" award, and were hand-selected to be served at a James Beard House event in NYC for award winning chefs. As Chief Creative Officer, I personally executed all email communications from scratch — including strategy, creative execution (art & copy), coding (in Klaviyo), and QC.

SOFLETE is a workout app & lifestyle company founded by Special Forces Professionals.

It took years to dial in SOFLETE's premium, male-oriented, edgy aesthetic. As Chief Creative Officer, I personally developed the strategy, executed all creative (UX, art & copy), coded the landing pages (in Shogun & Klaviyo), and ran QC. The goal was to nail the aesthetic, while delivering the highest quality communication possible for our customers. The years-long effort paid off. These lead gen campaigns, and tons more like them, helped SOFLETE grow from the small, unknown startup it was in 2017, to the global, respected & genuinely beloved brand it is today.

SOFLETE is a workout app & lifestyle company founded by Special Forces Professionals.

It took years to dial in SOFLETE's premium, male-oriented, edgy aesthetic. As Chief Creative Officer, I personally executed all creative (art & copy). The goal was to nail the aesthetic, while delivering the highest quality communication possible for our customers. The years-long effort paid off. These infographics, and tons more like them, helped SOFLETE grow from the small, unknown startup it was in 2017, to the global, respected & genuinely beloved brand it is today.

The Best-Tasting, Award-Winning, 0% Alcohol, Ready-To-Drink Cocktail Company I built from scratch.

My co-founders and I started the idea for this company back in 2019. Since then we've been awarded "Best Non-Alcoholic Beverages of 2023" by BevNET — the leader in beverage industry news, won the 2024 International Wine & Spirits Competition, took home the KeHE On-Trend "best of" award, and were hand-selected to be served at a James Beard House event in NYC for award winning chefs. As Chief Creative Officer, I personally executed all packaging from scratch — including design & copy for the cans, boxes, and exterior shipping boxes.

SOFLETE is a workout app & lifestyle company developed by Special Forces Professionals.

In 2019 the SOFLETE app was in desperate need of an overhaul. So as Chief Creative Officer I started developing a new one. After countless internal meetings and robust competitive research, I personally developed UX for the entire app, executed creative (art & copy), coded a fully functional mockup (in Adobe XD), and released final files to our dev team.

Capturing the attention of younger drivers.

While State Farm is a trusted brand, they've always been less relevant to younger audiences. So this direct mail campaign was sent to younger drivers covered under their parent's State Farm auto policy. Utilizing intriguingly random-but-true auto facts, the goal was to generate interest and create relevance for the brand. The campaign did just that. Results were excellent. Click-through rates more than doubled client expectations.

An award-winning spot where people chase personified quotes.

Even after purchasing a new auto policy, most people continue to shop around for cheaper quotes. However, research shows that people who go with State Farm, tend to stay with State Farm — even if there are cheaper options out there. So this award-winning DRTV spot uses light-hearted personification to make the point that it's time to stop being ridiculous, settle down, and choose State Farm.

Flipping customer fear into customer benefit.

Autodesk wanted to start selling its 3D animation software as a subscription. Unfortunately, customers were very skittish about it at the time. The solution was to redefine Autodesk's motives. We flipped the framing of the situation from being a greedy money grab, to a move that hugely benefited customers based on how they actually use the software. The campaign worked. Page click-throughs more than tripled client expectations.

An interactive mystery that sparks software interest & trial.

Adobe wanted to generate interest and trials of its new Acrobat software. The solution was to create an interactive campaign surrounding a fictional project manager so talented — she's a legend. While a fake documentary crew searches the globe to find her, prospects & customers were able to track their progress through interviews & interactive items. They learned about Acrobat's newest features, as well as why it's a critical tool for any aspiring "world's greatest project managers" out there.

Upleveling the boring, old talking-head testimonial.

Autodesk asked for a video that had more impact than their typical low budget, talking-head piece. The solution was telling a story centered around the unsung engineers who design amazing things with Autodesk software. With its honest storytelling and dramatic cinematography, this video – the first in the series – ended up raising the bar for all future Autodesk testimonials.

Taking parental instincts for safe driving to the extreme.

The State Farm Steer Clear Program is a safe driving skills program designed for new & inexperienced drivers. To help get the word out, we created a campaign that targets parents — playfully nodding to their overprotective instincts with over-the-top protection techniques. In the end, it positions the Steer Clear Program as a much more sensible way to make sure your kids stay safe on the road.

An authentic cross-sell that doesn't feel like marketing.

State Farm wanted a new cross-sell campaign for their agents. The solution was faux mailers that demonstrate the agent's commitment to personal service, while also serving up the cross-sell in an intriguing way. Fake magazine articles were created to look as if they had been photocopied, highlighted, attached with a hand written note, and mailed in an envelope — all to sell the authenticity of the piece. The campaign was a massive success. An unexpectedly high number of customers called their agents and referenced the mailers.

Creating a new product & getting value out of languishing content.

The SOFLETE App is wildly popular, but most customers never take advantage of its full functionality. So besides updating our app UX and marketing comms to improve this behavior, I began the daunting task of digging through and curating our most valuable recipe content to create a brand new product. This immense organizational challenge culminated in a brand new, 480-page, print-on-demand recipe book that’s been wildly successful.

Defining an agency with collage portraits made of ads.

After creating the brand positioning "Marketing That's Human" for the bay area advertising agency ECI, they needed a visual treatment that not only supported the positioning, but was also distinctly unique & ownable. The solution was to create portraits of people using a collage of ads relevant to the demographic of the person shown. With the help of award-winning collage artist Patrick Bremer, the striking idea came to life.

Celebrating our polar differences to sell a new type of credit card.

Chase needed a campaign for their Freedom Card — a card that allows you to choose between earning cash back or rewards with every purchase. The solution was a campaign that's all about you, the customer, and what kind of person you are. It celebrates the polar differences that differentiate us, while positioning the card as the perfect fit for all of us.

Starting the coffee maker revolution.

Flavia’s single serve brewing system was a game changer. But back then, most people were skeptical and believed traditional, drip brewed coffee would always be better. The solution was starting a revolution. By infiltrating public spaces and crowded office parking lots with our Sampling Militia, we boosted awareness, improved brand recognition, and sparked an increase in sales.

Building a real-life Death Star to sell project coordination software.

Autodesk's project coordination software, PLM 360, allows you to access real-time project information anytime, anywhere. Autodesk wanted a bold, new campaign to promote it. The solution was to team up with George Lucas and ask a simple question — "What if the Death Star was built, in real life, using PLM 360?" The campaign allows prospects to follow the Death Star's progress by either diving into PLM 360 and joining as an Empire Contractor, or tracking its construction through events, blog posts & live video feeds.

Converting complexity into the simple-to-understand.

Chase was launching their new Slate credit card with Blueprint. The challenge was communicating the complex program in a way that was simple for customers to digest. The solution was executing a range of simple, engaging mailers. Each one attacked the program and it's benefits from different angles, using aesthetics relevant to the recipient of the piece.

Exploring the curiosity that led to inspiring innovations.

Autodesk was looking for a new, powerful awareness campaign that solidified the brand in people's minds. The solution was to mine the intrigue & drama hidden behind the innovative ideas that have shaped our world using Autodesk Software. The campaign invites a broader audience of designers, engineers & managers to act on their sparks of curiosity — asking "what if" questions, and finding innovative solutions with Autodesk.

Giving a corporate brand strategy brochure a facelift.

For years Hampton Inn used the same corporate look-and-feel for their brand strategy brochure. It was time for an update. They wanted an aesthetic that looked both professional & corporate, while also being a bit more elevated. Executing the project was a tightrope walk of epic proportions, but in the end the client was exceptionally happy with the final piece.

Bringing campaign ideas to life.

Having a creative idea is one thing — visually bringing the campaign to life is another. These are a handful of campaign boards I've executed over the years. They show a range of ideas and aesthetics brought to various clients over the years.

Making the most of the "mail moment".

We all do it. Scanning our mail, we give a critical moment of time to each piece of mail with our name on it. In this narrow spotlight of attention, I aim to deliver the most captivating, unique & clear communication possible. These are just a handful of pieces I've created over the years for different clients & brands.

Saying something that's heard.

Print ads are everywhere. To stand out and stick in consumer's minds, they need to say something that's clear, authentic & intriguing — without too heavily leveraging borrowed interest or overly-done cleverness. A partner of mine once said the best advice he ever got was to always make sure his creative wasn't "up its own ass". I couldn't agree more.

Offering fun, engaging content to show the value of Acrobat.

Adobe wanted to showcase the latest features of Acrobat to its customers. The solution was to create fun, engaging PDF content. The goal was to give people ideas on how to use the latest Acrobat features, as well as showcase the potential of the PDF.

The visceral intersection of authenticity, simplicity & vibe.

Cracking the code on a new logo begins with getting a full understanding of what the logo is supposed to represent, as well as what it's intended to project. Ideally, these two areas authentically overlap. And it's this overlap that needs to be so deeply felt, that the feeling itself becomes a north star. Finding the right logo is completely visceral. Like love, it just needs to feel right.

Diving into the ever-evolving potential.

Digital evolves at a stunningly, break-neck pace. The best-practices of 10 years ago look antiquated by today's standards. That said, the near-limitless potential of what's possible in digital has always remained the same. This is why I always approach digital from a first principles perspective, with as open a "what if" mind as possible.

Maximum simplicity & impact.

Whether creating a Keynote Leave-Behind Deck, Powerpoint Presentation, or PDF Lead-Gen Asset, the work always starts the same — with a relentless pursuit of simplicity. It requires a full understanding of what needs to be said, whittled down to the simplest, sharpest form possible. From there, a cohesive aesthetic is developed that needs to be authentic to the brand, visual enough to not feel overwhelming, and bold enough to have lasting impact.