I lead strategic, innovative and creative solutions that help people, brands, and products connect with their audiences in meaningful ways—driving engagement, strengthening relationships, and delivering measurable results.

MARKETING & COMMUNICATIONS

Design. Copy. Scripts. Video. Content. Experiences.

Creative Direction

Creative and brand leader with 15+ years of experience building brands, leading high-performing creative teams, and delivering integrated marketing and communications strategies across fintech, insurance, mortgage, healthcare, and media organizations. Proven success developing brand narratives, scaling creative operations, directing global campaigns, and partnering with C-suite executives to drive engagement, reputation, growth, and business results. Recognized for transforming complex business objectives into compelling brand experiences through storytelling, content, design, video, digital, web, and emerging technologies.

Video STORYTELLING

 As a video creator expert, I lead every stage of the creative process—from concept development and scripting to production, post-production, and final delivery. My experience spans live action, animation, motion graphics, and documentary filmmaking, delivering compelling content that engages audiences and achieves business objectives.

I have successfully managed large production crews, cross-functional teams, client relationships, complex logistics, timelines, and budgets while ensuring projects are delivered on time and at the highest creative standard. I am passionate about the craft of storytelling, with a meticulous eye for script development, visual narrative, motion design, editing, and sound design.

Whether creating content for internal communications, marketing campaigns, or brand storytelling, I lead with a commitment to producing videos that inform, inspire, entertain, and leave a lasting impact.

coMMUNICATIONS

I help organizations grow their brands and engage the right audiences through strategic, integrated communications. My experience spans multichannel marketing, public relations, digital and social media, websites, email campaigns, events, and compelling brand storytelling—all working together to create consistent, meaningful experiences that drive engagement and business results.

I also lead internal communications that connect cross-functional teams, align stakeholders, and strengthen organizational culture. By delivering clear, consistent messaging across unified communication platforms, I simplify complex processes, foster collaboration, and reinforce an organization's vision, mission, and strategic goals.

LEadership STYLE

My leadership style is centered on bringing out the best in people and inspiring those around me to grow. One of the most rewarding aspects of my career is seeing the people I've mentored succeed and advance in their creative journeys.

I believe that constructive feedback, clear communication, and well-defined creative processes are the foundation of high-performing teams. By establishing efficient workflows, I help deliver exceptional work while improving efficiency and maximizing value for clients.

I approach every project with the same level of care and commitment, regardless of its size. Every assignment deserves thoughtful execution and attention to detail. When presenting ideas to leadership, executives, or clients, I communicate with confidence, clarity, and enthusiasm.

I genuinely love what I do, and that passion is reflected in the relationships I build. I take the time to understand my clients' goals, earn their trust, and recommend creative solutions that best meet their needs. I believe strong partnerships lead to stronger outcomes.

I'm also proactive by nature. When I see an opportunity to improve a process, solve a problem, or move a project forward, I take initiative rather than wait to be asked. I believe leadership means creating momentum, empowering others, and consistently delivering work that makes a lasting impact.

Project Leftseat: The Future of Aviation Brokerage

Transforming AI Innovation into a Cinematic Brand story

Led the creative vision for a flagship brand film that redefined how Leftseat communicates the future of aviation brokerage through the power of AI. Rather than producing a traditional product video, I developed a cinematic storytelling approach that translated complex technology into a compelling, human-centered narrative—making innovation accessible, aspirational, and emotionally engaging.

As Creative Director, Script Writer, and Video Director, I crafted the creative strategy from concept through production, using visual storytelling to position Leftseat as a forward-thinking technology leader. The film elevated the brand's market presence while supporting business development by creating a memorable narrative that resonated with prospective clients and helped drive engagement and conversion.

Role: Creative Director • Script Writer • Video Director

Decades: Retirement Planning

Turning financial education into engaging visual storytelling

Conceived and led the creative development of an innovative in-office digital experience designed to introduce State Farm's retirement planning services while customers waited for appointments. Rather than creating a traditional promotional video, I developed a whimsical, dialogue-free narrative that entertained viewers while naturally reinforcing the value of long-term financial planning.

Recognizing an opportunity to leverage emerging creative capabilities within the organization, I brought together a team of graphic designers who had recently trained in stop-motion animation, transforming newly acquired skills into a distinctive storytelling solution. The collaborative approach resulted in a visually engaging piece that communicated effectively with or without sound—an ideal format for digital signage in busy agent offices.

As Creative Director, I guided the project from concept through production, demonstrating how audience-centered storytelling and cross-functional collaboration can transform a traditionally complex financial topic into an accessible, memorable brand experience.

GOLD ADDY Award

silver Telly Award

State Farm es Para Mi - Award Winning Experiential Marketing

Designing a warm and inviting booth rooted in the Latin cultures

Directed the creative vision for State Farm's award-winning 30' x 30' National Council of La Raza Expo exhibit, transforming a traditional corporate booth into an immersive, culturally authentic brand experience inspired by Hispanic art and community values. The experiential campaign earned a Silver ADDY Award and strengthened State Farm's reputation as a trusted partner within Hispanic communities.

Directed the creative vision for State Farm's award-winning 30' x 30' National Council of La Raza Expo exhibit, transforming a traditional corporate booth into an immersive, culturally authentic brand experience inspired by Hispanic art and community values. The experiential campaign earned a Silver ADDY Award and strengthened State Farm's reputation as a trusted partner within Hispanic communities.

Inspired by the storytelling tradition of Diego Rivera's murals, I commissioned original artwork that celebrated Hispanic culture while seamlessly integrating State Farm's brand identity. To deepen engagement, I curated a welcoming, family-centered environment featuring live Latin musicians, bilingual children's activities, financial education resources, civic engagement information, and inviting community gathering spaces—creating an experience that felt less like a corporate exhibit and more like a neighborhood destination.

This audience-first creative strategy significantly elevated State Farm's presence at one of the nation's largest Hispanic community events, reinforcing the company's commitment to cultural authenticity, trust, and long-term community investment.

Silver ADDY Award for Experiential Design and Creative Excellence.

2011 Unity Award Recipient

Edward murrow national radio award

Recipient, Radio Television Digital News Association (RTDNA) Diversity Leadership Award (2011), recognizing journalists whose work advances diversity, inclusion, and representation in news media

Dilo en Español ("Say It in Spanish")
Community Journalism & Media Leadership

Building Community Through Culturally Relevant Storytelling

Launched and hosted Central Illinois' first Spanish-language radio program, Dilo en Español, creating a trusted platform that amplified the voices, experiences, and aspirations of the region's growing Hispanic community. Produced in partnership with WJBC/Bloomington Radio and sponsored by State Farm Bank, the program addressed a critical gap in local media by delivering culturally relevant news, conversation, and community engagement entirely in Spanish.

As creator, executive producer, and host, I established the editorial vision and content strategy for the weekly program, conducting hundreds of interviews with immigrants, business owners, educators, nonprofit leaders, and community advocates. The show explored immigration, entrepreneurship, education, civic engagement, and issues impacting Hispanic communities while delivering national and international news through a culturally informed lens.

Beyond broadcasting, I expanded the program's community impact by creating two collegiate journalism internship programs in partnership with Illinois State University and Illinois Wesleyan University, providing aspiring communications professionals with hands-on broadcast experience while strengthening connections between higher education, local media, and underserved audiences.

The program became a vital community resource that informed, connected, and empowered Spanish-speaking residents, fostering greater civic participation and helping immigrant families feel represented and engaged within their communities.

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Acrisure + Steelers Stories

humanizing a landmark brand partnership through storytelling

Following Acrisure's acquisition of the naming rights to the Pittsburgh Steelers' stadium, I conceived and led a branded storytelling series designed to build emotional connections between two iconic brands during a highly visible period of change.

Recognizing that fans were deeply attached to the stadium's legacy, I developed a narrative strategy that shifted the conversation away from a corporate sponsorship announcement and toward authentic stories that reflected the shared values of both organizations. By focusing on people, community, resilience, and the human impact behind the partnership, the series helped introduce Acrisure to Steelers fans in a more relatable and meaningful way while strengthening affinity for the evolving brand.

Creative & Production Notes:

As Creative Director, I partnered with PlayFish Media to bring the vision to life for the first video, overseeing story development, creative direction, and production to ensure the film delivered both emotional resonance and strategic business value. The result was a compelling brand story that supported one of Acrisure's most significant brand moments and demonstrated the power of storytelling to build trust during organizational transformation.

Heartfelt Client Success Stories

building trust through authentic customer storytelling

Developed a client storytelling strategy that demonstrated Acrisure's value through authentic customer experiences rather than traditional promotional messaging. Believing that the most effective marketing is rooted in trust, I created a series of cinematic client success stories that showcased how Acrisure helps small businesses overcome challenges, grow with confidence, and achieve long-term success.

As Creative Director, I led the creative vision and production of these testimonial-driven films, partnering with Ingalls Pictures to capture genuine, unscripted moments that resonated with prospective clients. By focusing on authentic voices and emotionally engaging storytelling, the series strengthened brand credibility, reinforced Acrisure's commitment to its clients, and supported business development through compelling social proof.

The result was a high-impact content series that transformed customer advocacy into a strategic marketing asset, illustrating how authentic storytelling can build trust, deepen brand affinity, and organically influence conversion among small business audiences.

Extraordinary Stories

elevating brand affinity through authentic employee storytelling

Created and led the creative vision for Extraordinary Stories, a branded content series inspired by Acrisure's brand promise, "An Extraordinary Advantage." Rather than promoting the company through traditional marketing, the series brought the brand to life by showcasing the remarkable journeys of Acrisure's people—demonstrating how purpose, leadership, and entrepreneurship define the organization's culture.

Serving as Creative Director, I developed the storytelling strategy and collaborated with Ingalls Pictures to produce cinematic, documentary-style films that connected audiences with the human side of the brand. Each story was designed to strengthen emotional engagement, reinforce Acrisure's values, and build brand affinity through authentic, inspiring narratives.

One featured film follows Acrisure Partner Brook Smith, whose entrepreneurial journey and personal success embody the company's belief that extraordinary results come from bold decisions, resilience, and a commitment to continuous growth. His story serves as an inspiring reminder that meaningful achievement begins with the courage to pursue opportunity.

The series demonstrates the power of branded content to transform employees into authentic brand ambassadors, strengthening culture, inspiring audiences, and creating a deeper emotional connection with the Acrisure brand.

ITHS Gene & Cell Therapy Lab

transforming scientific research into stories of hope

Led the creative strategy and development of a landmark documentary highlighting the groundbreaking partnership between the Institute of Translational Health Sciences (ITHS) Gene & Cell Therapy Lab and Precigen to advance a promising gene therapy treatment for patients with advanced ovarian cancer.

Recognizing the significance of the research, I strategically launched the film during Ovarian Cancer Awareness Month, positioning it as the centerpiece of a broader communications campaign to maximize visibility, public awareness, and stakeholder engagement. Rather than focusing solely on scientific discovery, I crafted a human-centered narrative that translated complex medical research into an accessible story of hope, innovation, and the future of cancer treatment.

As the first documentary-style film produced by ITHS, the project established a new approach to communicating translational research—connecting scientists, clinicians, patients, donors, and the broader community through authentic storytelling. The film demonstrated how strategic communications can elevate groundbreaking science, inspire confidence in medical innovation, and reinforce an organization's mission.

Creative & Production Notes:

Developed in collaboration with PlayFish Media, the project reflects my belief that the most meaningful stories are those that make complex ideas deeply human and inspire audiences through authenticity and purpose.

Cornerstone of Hope

inspiring hope through purpose-driven brand storytelling

Led the creative development of a documentary-style film for GoodNeighbors.com, State Farm's community storytelling platform, highlighting the transformative impact of Cornerstone of Hope, a nonprofit organization that helps children navigate the loss of a loved one through grief support and healing camps.

While the subject matter naturally invited a somber approach, I challenged the conventional narrative by proposing a story centered on hope, resilience, and healing rather than loss. This strategic creative decision shifted the emotional experience from sadness to optimism, allowing audiences to connect with the children's strength while authentically demonstrating State Farm's commitment to investing in stronger communities.

Creative & Production Notes:

As Creative Director, I led the project from concept through final delivery—developing the narrative strategy, directing interviews, defining the visual style, overseeing production and post-production, shaping the musical direction, and managing a multidisciplinary team responsible for research, logistics, scheduling, client presentations, and execution.

The resulting film became a powerful example of purpose-driven branded content, illustrating how authentic storytelling can inspire empathy, elevate a brand's social impact, and encourage audiences to support organizations making a meaningful difference in people's lives.

Dr. Stewart & The Choice Bus

Finding the true story within the story

Led the creative development of a documentary-style film for State Farm's GoodNeighbors.com platform, highlighting The Choice Bus, an education initiative designed to help students stay in school and make positive life choices.

During the creative discovery process, I uncovered a far more compelling narrative than the program itself: the extraordinary personal journey of founder Dr. Stewart, whose life was forever changed by a teacher who believed in him during childhood. Recognizing the emotional power of this story, I redefined the creative strategy—shifting the focus from explaining a program to celebrating the life-changing impact of educators and the enduring value of mentorship.

Released during Teacher Appreciation Week, the film became a heartfelt tribute to the profound influence teachers have on shaping futures while naturally reinforcing State Farm's commitment to education and community investment. Through thoughtful interviews, cinematic storytelling, pacing, music, and editing, I balanced difficult life experiences with an uplifting message of hope, resilience, and opportunity.

Creative & Production Notes:

As Creative Director, I led the project from concept through completion, overseeing narrative development, scripting, interviews, visual direction, production, post-production, and stakeholder presentations. The film demonstrates the power of uncovering the authentic human story behind an initiative—creating an emotional connection that resonates far beyond the program itself.

Learning & Leading Program

using storytelling to inspire opportunity by turning students into future leaders

Led the creative strategy and production of a documentary-style film supporting awareness and fundraising for State Farm's Learning & Leading Program, an executive-sponsored workforce development initiative that provided high-risk high school students with paid summer employment, professional mentorship, and real-world corporate experience.

Recognizing that many employees and stakeholders were unaware of the program's transformative impact, I developed a human-centered story that highlighted the students' personal growth, resilience, and potential. Rather than focusing on the program itself, the film showcased how access to mentorship, meaningful work, and educational support could change the trajectory of a young person's life.

The video became a powerful communications tool that increased visibility for the initiative, strengthened internal engagement, and supported fundraising efforts by inspiring additional investment, volunteer participation, and organizational support.

My connection to the program extended beyond the camera. As a member of the Board of Directors, I actively mentored students and witnessed firsthand the remarkable transformation they experienced throughout the summer—from uncertain teenagers to confident young leaders preparing to graduate and pursue higher education. That perspective allowed me to tell the story with authenticity, empathy, and a deep understanding of the program's mission.

Creative & Production Notes:

As Creative Director, I led the project from concept through final delivery, shaping the narrative, directing interviews, overseeing production and post-production, and creating a film that demonstrated how strategic storytelling can elevate purpose-driven initiatives, strengthen organizational culture, and inspire action. 

State Farm es Para Mí – Marketing Creative Strategy

The campaign established a new multicultural marketing framework for State Farm and influenced the company's broader brand strategy. Building on its success, I led the creative evolution of the platform into State Farm's enterprise-wide "I'm There / Ahí Estoy" campaign, creating a seamless transition between multicultural and general market communications while preserving cultural authenticity and strengthening a unified national brand narrative.

Representative Messaging

"I came here with dreams. I came for a better future. Wherever you are on your journey, State Farm es Para Mí is here to help—with resources for U.S. citizenship, voter registration, education, and the support you need to build your future."

"Between helping my mother become a U.S. citizen and finding a college scholarship for my son... I'm There."

A defining expression of the campaign was the creative direction I led of an immersive 30' × 30' National Council of La Raza Expo exhibit, designed to bring the campaign's values to life through authentic cultural experiences. Inspired by Hispanic art, music, family, and community, the exhibit transformed State Farm's presence from a traditional corporate booth into an engaging community destination, earning a Silver ADDY Award for creative excellence in experiential marketing.

Institute of Translational Health Sciences (ITHS)

Refreshing a Scientific Brand Through Human-Centered Storytelling

Recruited by the University of Washington's Institute of Translational Health Sciences (ITHS) to lead a comprehensive brand refresh that redefined how the organization communicated groundbreaking scientific discoveries to researchers, healthcare professionals, funding partners, and the broader public.

Upon joining the organization, I recognized that the brand lacked a cohesive visual identity and compelling narrative. Scientific achievements were communicated primarily through technical reports and research updates, limiting engagement with broader audiences. I developed a creative strategy that transformed ITHS into a more approachable, inspiring, and human-centered brand by establishing a unified voice, visual identity, and storytelling framework across digital communications.

The refreshed brand introduced a modern creative system featuring impactful photography, vibrant illustrations, and emotionally engaging design that reflected the innovation taking place within the organization. More importantly, I shifted the content strategy from reporting scientific accomplishments to telling the stories of the researchers, clinicians, patients, and discoveries behind the science—making highly complex research accessible, relatable, and meaningful.

To support this transformation, I conceived and launched ITHS Stories, a dedicated storytelling platform that became the centerpiece of the organization's digital communications strategy. Through documentary-style videos, feature stories, and multimedia content, the platform translated complex scientific research into compelling narratives that helped audiences better understand ITHS's mission, research initiatives, and real-world impact.

Beyond brand storytelling, I elevated the visual communication of the institute's highest-profile strategic initiatives. I led the creative direction and visual design of major research funding proposals, including the organization's flagship $70 million grant proposal, creating a compelling visual framework that strengthened narrative clarity, enhanced reviewer engagement, and elevated the overall presentation of complex scientific content.

I also directed the strategic redesign of the ITHS multisite web ecosystem, improving user experience, simplifying navigation, and increasing engagement across multiple digital properties. The redesign streamlined registration for more than 80 academic conferences, workshops, and educational events annually, making it easier for researchers, clinicians, and community partners to discover programs, access resources, and participate in institute activities.

Collectively, these initiatives strengthened the organization's brand presence, increased awareness of its research and services, enhanced digital engagement, and supported membership growth by demonstrating the power of strategic design and authentic storytelling to communicate scientific innovation with clarity, purpose, and impact.

As Creative, Marketing & Communications Director, I led these initiatives from strategy through execution—developing the brand vision, creative direction, digital storytelling strategy, user experience improvements, proposal design, and cross-functional collaboration that established a new standard for science communications across the organization.

 Lead Generation Program Relaunch

Design Philosophy

Leading Creativity for Print Ads

I believe exceptional design is both purposeful and timeless. My approach is rooted in creating clean, elegant, and thoughtfully crafted visual experiences where typography, imagery, color, and copy work in harmony to tell a compelling story.

I strive for a premium aesthetic that balances simplicity with sophistication—removing distractions so the message becomes more powerful. Every design decision is intentional, supporting clarity, emotional connection, and the audience's experience rather than decoration for its own sake.

Whether developing a global brand campaign, executive presentation, digital experience, or multimedia story, my goal is to create work that is visually engaging, strategically informed, and memorable—design that not only captures attention, but communicates with purpose, inspires action, and leaves a lasting impression.

Writing Style

I believe the most effective marketing begins with a simple truth about people. Whether developing brand messaging myself or leading teams of writers and designers, I strive to uncover the human insight that transforms ordinary copy into meaningful storytelling.

My writing is grounded in authenticity, cultural relevance, and emotional connection. I create messaging that resonates because it reflects real experiences, values, and aspirations—whether through humor, inspiration, empathy, or moments of quiet reflection. Rather than simply communicating features or benefits, I develop narratives that invite audiences to feel something, recognize themselves in the story, and build lasting connections with the brand.

As a creative leader, I enjoy mentoring writers and collaborating across disciplines to shape a unified brand voice that is strategic, memorable, and unmistakably human. My goal is always the same: to create copy that doesn't just capture attention—it earns trust, inspires action, and leaves a lasting impression.

Social Media Advertising