Work
Selected work where creative, business and technology had to move together.
Original IP, live sport, applied AI, production systems and creative leadership.
Featured cases
IndyCar Docuseries
Produced and directed a season-long docuseries from inside PREMA's first IndyCar season. One race-weekend film passed 100M views in two days.
Creative Leadership / Production Technology
2025Boss Beauties
Co-founded Boss Beauties and led original IP, products, partnerships, entertainment development and the creative organization. $50M+ in consumer spend across the ecosystem.
Original IP / Creative Leadership
2021–2025Applied AI
Built Pitch Dept and Meeting Copilot from workflow problem through product, UX and hands-on build.
Applied AI / Production Technology
2025–presentCreative Leadership
Creative direction and directing across design, live action, VFX, editorial, production and post. Sports Emmy winner.
Creative Leadership / Production Technology
Selected work
Selected work
Broadcast, brand, automotive and feature work.
I conceived, designed and built a custom application that synchronized mobile devices used by roughly 50 performers with a live choreographed musical production. The screens became part of the lighting, choreography and performance.
The move from Faith Hill to Carrie Underwood was a major identity moment for the show. I helped evolve the open with more pace, scale and visual clarity while preserving what audiences already recognized.
Sports Emmy Award Winner, Best Art Direction.
Creative direction, live action and product storytelling operating as one system across the entire international product launch
A brand film that combined human performance, design and animation into one narrative.
Creative and live action direction across brand and product storytelling.
Practical set build and on-set production, designed so the environment itself carried the idea.
Worked directly with NBC to write and produce the launch film for their new digital platform.
UX design and animation for the 2d and 3d interfaces inside the story.
Automotive interface work for the centre display.
