Flowcode’s multi-year partnership with the National Basketball Association transformed QR technology into a scalable, revenue-driving fan engagement engine. Across broadcast, print, Jumbotrons, and in-arena activations — including tentpole moments like NBA All-Star Game — we powered NBA ID growth, sponsor integrations, sweepstakes, donations, and real-time data capture across global markets.

As Creative Director and Head of Creative Services, I led creative marketing across the strategic partnership — driving innovative campaign use cases, product innovation, and end-to-end design from concept to in-real-life production. I partnered closely with pod leads and sales leadership to develop tailored pitch materials for league teams, including the Orlando Magic, and collaborated with a high-performing team of custom code designers, motion artists, and video producers to deliver integrated 360° activations at scale.

The impact: measurable ROI, new revenue pathways, and real-time engagement intelligence that empowered league leadership. “It’s incredible to be able to see our fans engagement across a plethora of activations directly piped into my phone while I’m on site at the NBA All star game. This type of data is incredibly valuable for optimizing our initiatives nationwide.”

Adam Silver, NBA Commissioner

Flowcode’s partnership with the National Football League has evolved into a multi-year, multi-market growth platform, embedding Flowcode across broadcast, print, in-stadium, and digital ecosystems to drive measurable fan engagement, sweepstakes participation, and charitable donations.

As Creative Director and Head of Creative Services, I led the vision, product innovation, and end-to-end creative execution from initial sales strategy and concept development to real-world production across TV, Jumbotrons, stadium signage, and team-specific activations. Partnering cross-functionally with product, marketing, engineering, and league stakeholders, we built scalable creative systems that delivered 360° performance campaigns across multiple NFL markets.

The result: high-impact fan adoption, repeat engagement across seasons, and performance-driven ROI transforming QR technology from a utility into a culturally embedded fan experience engine.

At M·A·C Cosmetics, Every Shade of You introduced 32 nude lipsticks designed to celebrate individuality across every skin tone from understated to bold. The objective was to transform a core category into a cultural statement, using commercial innovation and editorial storytelling to reinforce the brand’s pillar of inclusivity and diversity.

As Design Director, I led the global social campaign strategy, concept, and creative direction, building a 360° storytelling framework that positioned nude as personal, expressive, and trend-relevant.

I conceptualized and executed all Instagram posts and stories, partnered closely with the copy lead on final messaging, and collaborated with Global Pro Make-up Artists to ensure artistry and authenticity at scale.

The result: a unified global launch that elevated a product collection into a movement strengthening category leadership while deepening emotional resonance with a diverse global audience.