Brand strategy. Cultural foresight.
Los Angeles / Open to director-level opportunities.
I like strategy that gives people ideas. And gives the audience something worth their time.
I work across gaming, entertainment, and youth culture. I turn audience research into a clear brand point of view, then bring creative, publishing, and partner teams together to make something people want to be part of.
Explore selected work
Inside the League Ecosystem BookView case study01 / Riot Games
I developed League’s brand foundation and led positioning strategy for League Next, working closely with research teams to understand younger audiences and define how League could earn their interest.
Audience insight · Brand positioning · Creative direction
View case study02 / Skybound · Invincible VS
I led earned-media strategy that gave fans something to do: help reveal a character, shape a tournament trophy, or get their hands on a Rex calendar. I brought publishing, creative, community, and partners together to make it happen.
Fan participation · Earned media · Launch strategy
View case study03 / Samsung × Fortnite
I helped connect Samsung with younger players through something they wanted in Fortnite: the Galaxy Skin. Audience insight became a partnership, a creator-led debut, and retail experiences. The campaign reported 400M+ earned impressions.
Audience strategy · Brand partnerships
View case study04 / World of Tanks · Holiday Ops
I worked on creative strategy for World of Tanks’ annual holiday event, with Vinnie Jones bringing his unmistakable personality to the campaign. Wargaming brought him back for a second year.
Creative strategy · Entertainment talent
Read the report05 / R/GA FutureVision
I wrote R/GA’s report on how brands can appeal to younger sports fans, translating changing fan behavior into ways for brands to connect with the next generation.
Youth audiences · Cultural intelligence · Report authorRead the report at R/GA
06 / Research & cultural intelligence
I’ve worked on research reports for League of Legends, 2XKO, Apex Legends, and Xbox, alongside research for Nike, Samsung, Apple, and other Fortune 500 brands through PSFK and FutureVision.
Explore the research
Riot Games
Nike
Samsung
Apple
Xbox
Google
Epic Games
Electronic Arts
Activision
Verizon
MicrosoftOne campaign, recognized across creativity, culture, and effectiveness. R/GA New York for Samsung. My role: audience and partnership strategy.
Silver Lion
Yellow, Graphite & Wood Pencils
2 Silver Clios
Winner
2 Silver Cubes
3 wins
Bronze
2 Merits
The next opportunity often starts with a change in people’s lives. I look at how audiences spend their time, what they share, and which communities they choose to be part of, then connect those signals to decisions a brand can act on.
Cultural intelligence / Audience researchA useful strategy helps people make choices. I turn a team’s instincts into positioning and creative principles that clarify what belongs, what doesn’t, and where to focus.
Positioning / Brand foundationsThe strategy has to survive contact with the audience. I stay close to the creative work, connecting the brand direction to launch stories and experiences people want to take part in.
Launch strategy / Earned mediaA little about me
I named the site after a comic I drew in high school. Just a pair of disembodied legs, dancing. People liked it more than the things I was trying hard to make impressive. Go figure.
I’ve spent years as a strategy director, working across agencies and game publishing. My background runs through PSFK, mcgarrybowen, and R/GA, with brand and audience work for Nike, Google, Samsung, and Verizon before going deep into games.
My research has taken me from traveling across the country to interview younger audiences for SYFY to writing about the next generation of sports fans for R/GA. I’m interested in what people care about, how that changes, and what a brand can do with that understanding.
I work with executives to establish the direction and with the teams responsible for making it happen. I run the workshops, write the positioning and briefs, and stay involved as the work takes shape.
One result that never made the Samsung case study: I met my wife on that project. Best campaign outcome to date.
The résumé versionThe next chapter
Open to Strategy Director roles
and select consulting engagements.