Social
MediaGreat creative isn’t optional—it’s what stops the scroll, drives engagement, and builds connections. Strong visuals and strategic storytelling shape perception, foster communities, and turn followers into loyal brand advocates, making every piece of content impactful.
Client: Ogilvy
Account: Mastercard
Date: 2025
Overview
I joined the Mastercard team at Ogilvy to elevate a newly established social-first direction aimed at Gen Z. The content pillars and ideas were already in place, but the brand needed a creative lead who could translate them into real work that felt modern, emotional, and culturally fluent. My role was to shape how Mastercard shows up on social through design, storytelling, and creator collaborations that connect the brand to everyday moments.
Strategy
My focus was on taking the existing frameworks and pushing them into a world that felt premium and native to Gen Z. That meant sharpening the visual identity, tightening the narrative point of view, and ensuring each series had a clear purpose and personality. Whether the content centered on small businesses, food culture, creators’ experiences, or documentary-style moments in the community, the goal was to make everything feel intentional, expressive, and aligned with how young audiences engage with brands today.
Execution
I brought each series to life through a full suite of social design and storytelling tools. This included creating visual systems, motion treatments, carousel structures, TikTok layouts, creator briefing frameworks, and story-first formats that made the ideas feel alive in the feed. I collaborated with editors, creators, and producers to create content rooted in human moments, from cultural celebrations to culinary nostalgia, to candid conversations, and the “All Around Us” documentary-style shoots. Every execution was crafted to feel organic, scroll-stopping, and unmistakably authentic.
Role: Creative Director
Collaborators: Andrew Soar, Libby Perry
Small Business profiles shine a light on the people who power their communities. Each one tells a personal story rooted in culture, identity, and place. For founders like Adrian of “The World’s Borough Bookshop”, the content celebrates the heart of Queens and the creators who build spaces that feel like home.
Antevasin is all about creating space to breathe in a city that never slows down. What started as small gatherings in a Brooklyn apartment has grown into a community grounded in openness, reflection, and accessible wellness. The profiles highlight Maga’s mission to help people pause, reconnect with themselves, and find calm together in the middle of Brooklyn’s constant motion.
The “All Around Us” series in
Austin captured the heart of race weekend by focusing on the people who make the Grand Prix feel alive. We followed fans, families, and first timers to spotlight the human moments happening beyond the track, from VR pit stops to shared laughter under a sea of orange. The goal was to show that the magic of Austin lives in these connections.
The “Priceless Comfort Food” series celebrates the dishes that feel like home by pairing culinary dishes with the personal stories behind them. Working with chefs, sommeliers, and Mastercard culinary ambassadors, we brought their favorite recipes to life through images, video clips, and voice memos that share the memories and meaning attached to each dish. From nostalgic family staples to meals passed down through generations, the series highlights food as a bridge to culture, identity, and connection, giving Mastercard’s social presence a warm, human, and story-driven lens.
“Where’s Oscar & Lando?”
The idea was to turn every McLaren race weekend into a “Where’s Waldo” challenge by hiding Lando and Oscar inside race weekend cityscape shots captured by McLaren creators. Fans zoom in and search through the chaos of the paddock to spot them, transforming simple race weekend posts into high engagement moments that drive dwell time, repeat views, and a fun sense of discovery across the McLaren community.
Client: Amazon Prime Australia
Event: Regular Season
Date: 2018-2024
Overview
In 2024, Amazon partnered with the ICC to bring cricket fans an unparalleled tournament experience. The campaign focused on engaging global audiences through innovative digital tools, dynamic creative content, and seamless platform integration. By showcasing every match on Prime Video, Amazon amplified the excitement of the tournament while emphasizing accessibility and convenience for fans worldwide. The challenge was that the creative lacked clear direction regarding where the games could be watched, primarily due to the placement of the logo and the positioning of the call to action by previous designers.
Strategy
Develop a consistent approach to elevate the tournament across multiple events and platforms. The innovative design tools to be developed would significantly boost viewership and engagement across all platforms. By revamping their creative templates, I enhanced brand consistency and recognizability across all touchpoints. This directed their audiences seamlessly to the platform where all games would be televised, reinforcing the identity both internally and externally, and ensuring that “It’s On Prime” presents it’s best self to the world.
Execution
I collaborated closely with their in-house designer to create multiple assets for senior leadership review and feedback. Using this input, I then expanded the designs into over 300 graphic assets across social, digital, broadcast, and out-of-home platforms. Focusing primarily on the CTA across all deliverables and ensuring that the date/team and platform were easy to read and digest.
Role: Creative Director, Designer
Collaborators: Reece Carter, Ryan Elul, Adam Spizzirri
Client: Major League Baseball
Event: Regular Season
Date: 2018-2024
Overview
When I joined MLB in 2018, there was no clear visual identity for social content—design lacked consistency, and there was no strategic approach to how creative could drive engagement. I led the development of a comprehensive style guide that ensured a unified look and feel across all channels in both English and Spanish. By establishing a year-round visual strategy—spanning regular season, offseason, and marquee events—I helped drive a 35% YoY growth in social engagement through impactful design, compelling messaging, and digestible infographics.
One of my key contributions was introducing "Hype Graphics"—real-time, high-energy visuals that captured special in-game moments, driving fan excitement and shareability. This approach transformed how we reacted to key plays, leading to increased engagement, higher retention, and greater amplification across social platforms.
Strategy
The goal was to begin developing regular season creative immediately after the World Series, allowing the team time to explore ideas, experiment with typography and textures, and refine the overall creative direction. We collaborated with both social teams, analyzing past performance through analytics to assess which templates needed to evolve and which should remain but adapt to the new visual approach. After gathering initial concepts and mockups from the team, we held review sessions to determine which ideas warranted further exploration and which should be refined or eliminated.
Execution
Once we established a creative direction that the MLB social team aligned with, we consulted the Las Mayores team to ensure consistency across both English and Spanish-language content. With alignment in place, we moved into execution—developing over 500 templates for the regular season. My team produced an average of 1,000 to 3,000 pieces of creative content per month, strategically tailored for both English and Spanish-language channels to maximize engagement and cultural relevance. To streamline workflow, we divided the team: half focused on regular season creative, while the other half worked on international series and marquee events like the All-Star Game, Post Season, and Culture forward content. These high-profile events, though shorter in duration, required distinct creative, with around 15-20 bespoke designs tailored for maximum impact.
Role: Creative Director, Designer
Collaborators: The MLB Design Team
