I build and lead in-house creative studios that operate as strategic growth engines. My work connects brand, storytelling, and systems through the design of teams, workflows, and platforms that help organizations translate complex strategy into clear, compelling narratives at scale.
The work below reflects that approach - creative built with intention, structure, and measurable impact.
Dialing it Up
Bob’s Watches is the leading pre-owned luxury watch dealer in North America, operating in a category where trust, heritage, and credibility are inseparable from brand success. Over multiple engagements, I partnered with their leadership and creative teams to help articulate their story in ways that reinforced market leadership while creating content systems that could scale beyond a single campaign.
As a category leader, Bob’s Watches didn’t need to introduce itself — it needed to reassert authority, deepen trust, and connect emotionally with an audience that values provenance, expertise, and authenticity.
At the same time, the brand needed content that could live across channels, support ongoing campaigns, and remain flexible under real-world constraints — including tight timelines and evolving distribution needs.
I partnered closely with Bob’s internal teams across strategy, creative, and execution, leading work from script to screen to deployment. My role extended beyond production to include:
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Narrative and brand storytelling strategy
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Creative direction across multiple formats
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Team coordination under accelerated timelines
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Designing content layers that allowed work to scale across channels and use cases
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Produced, directed, and edited the creative
Project 1: Brand Storytelling — About Us
The first engagement focused on re-establishing Bob’s Watches’ brand story through a comprehensive About Us film. Rather than a traditional brand video, the objective was to create a narrative asset that reinforced credibility, leadership, and trust — while serving as a foundation for broader content use.
Working from concept through final delivery, I collaborated with the Bob’s Watches team to shape a story that felt authentic to their legacy while contemporary in execution. Importantly, we designed the production so that the core asset could be repurposed into multiple formats, extending its value well beyond a single deployment.
Project 2: Campaign Execution — Broadcast Commercial
The second engagement presented a very different challenge: an extremely compressed timeline requiring rapid creative development, production, and deployment.
In a matter of weeks, we aligned messaging, visual style, and execution across internal and external teams to deliver a broadcast commercial that resonated with Bob’s Watches’ audience while meeting immovable deadlines. The success of the piece was driven not just by creative execution, but by clear leadership, decisive coordination, and disciplined storytelling under pressure.