My Role: Overall creative direction / Record packaging design / motion direction / Project management
Project Overview: Multi-channel campaign supporting Mountain Dew Baja Blast product in 2025. Targeted campaign around Super Bowl spot featuring artist, Seal. We created a vinyl record of his parody song, Kiss From A Lime and a custom merch drop around the program. Additionally we placed Out of Home materials in New Orleans around the big game.
My Role: Overall creative direction / Packaging design / art-direction of merch extension / direction of in-game application of graphics / premium influencer kit design / retail key visual and toolkit
Project Overview: Multi-channel campaign supporting MTN DEW Game Fuel for 2 distinct flavors with direct gaming property tie-ins—Citrus Cherry for HALO and Mystic Punch for DIABLO. We created custom packaging, specialty campaign logos, and a camo pattern used across a merch drop extension and in-game assets for the HALO game franchise. Lastly, we created a premium influencer kit with real sculpted character hands that double as game controller holders.
My Role: Overall creative direction / Parade float design / Concourse activation design / on-the-ground signage / staff apparel design
Project Overview: Multi-channel campaign supporting Mountain Dew presence at the Indianapolis 500 event communicating the message “Green Means Go”. We brought to a life a robust activation footprint on the in-field concourse of the track, created staff apparel, and an award winning IndyCar themed float that appeared in the 500 Festival Parade event alongside the race.
My role: Art Direction // Design // Illustration
Project Overview: The Mountain Dew brand design team was tasked with bringing the flavor Baja Blast to life at a Las Vegas activation during Super Bowl 2024. I worked closely with the PepsiCo experience design team to ensure each color and typographic element was executed with care from bar napkins to a photo wall.
My Role: Overall creative direction / Vending machine graphics / Custom can designs / Customer kit design / Key visual design
Project Overview: Multi-channel campaign supporting MUG Root Beer ‘s support of March Madness Final Four basketball. We designed custom cans for each of the dog mascot teams that made it into the playoff bracket and delivered those cans to the campuses of those schools. We created a vending machine fans must bark at to receive product—and a lucky winner walked away with a golden can.
My Role: Overall creative direction / Mini-site design for contest voting / Uber ads / Madison Square Garden arena graphics / Customer watch-at-home kit / project management
Project Overview: Multi-channel campaign supporting MUG Root Beer ‘s partnership with Westminster Dog Show. We designed a voting site for fans to root for their favorite bulldog, custom T shirt with winning dog, a watch-at-home kit complete with branded items, a targeted Uber ad campaign, and in-arena graphics at Madison Square Garden for the event.
My role: Art direction // graphic application for in-game assets // project management
Project overview: The Mountain Dew brand got the opportunity to have a strong in-game presence in the EA College Football ‘25 game. Our team helped to consider the best way for the new Dew branding to come across in every way possible from uniform design, field and stadium design, and the treatment of the mascot—the Mountain Dude!
My role: Art Direction // bag design
Project Overview: The MUG Root Beer Design team was tasked with helping design a portable fashion tote bag that could hold a root beer float—complete with ice cream—that could keep it cold and dispense it. We partnered with Tracy Locke to pull off a full scale fashion photo shoot complete with unhinged messiness to bring the concept to it’s full haute couture fruition.
