Acrisure + Steelers Stories

humanizing a landmark brand partnership through storytelling

Project Challenge:

Following Acrisure's acquisition of the naming rights to the Pittsburgh Steelers' stadium, fans were not happy with the name change and were resisting embracing the Acrisure brand.

Creative Proposal:

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.

My Role:

As Creative Director I conceived and led a branded storytelling series designed to build emotional connections between two iconic brands during a highly visible period of change. 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.

Client Success Stories That Convert Leads

building trust through authentic customer storytelling

Project Challenge:

Finding a good client story was not easy. It needed to feel genuine and human. I did not want this story to be about the client advisor or Acrisure. I wanted it to be fully about the client perspective. This took a little bit of persuasion as it was the first time a project of this kind had ever been produced at Acrisure.

Creative Proposal:

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.

My role:

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.

Outcome:

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. I was asked to do more of these stories.

Extraordinary Stories

elevating brand affinity through authentic employee storytelling

Project Challenge:

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.

My Role:

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.

Outcome:

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

Project Challenge:

There were many challenges around what we could claim in this story and what we could even say. I had to work close with legal and all. parties involved to make sure this story truly reflected ITHS mission and success.

Creative Proposal:

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.

Outcome:

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 missionCreative & 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.