Building Teams, Growing Brands, and Driving Results
For more than two decades, I’ve built and led creative teams that deliver meaningful results by shaping strategies, campaigns, and brand stories that truly connect with audiences.
What excites me most isn’t just the work itself. It’s watching a team come together, challenge one another, and create something that moves the needle. Great ideas come from collaboration, and this portfolio highlights the teams and projects I’ve been lucky to lead.
Cat Retail Campaigns
Connecting small business owners with the right equipment and the right support. This evolving campaign helped reposition Cat dealers as trusted partners while reinforcing machine capabilities and affordability—making it easier for customers to choose Cat.
High-Speed Activation Meets Fan Experience
Purolator made its motorsports debut at FormulaDRIFT with an interactive activation that brought fans into the action—featuring hands-on experiences, exclusive giveaways, and high-impact social engagement.
OPERATOR VIRTUOSO
A comic-book-inspired campaign that turned the Backhoe Loader into the hero of power and performance, proving that even industrial equipment can have bold storytelling.
Making Visibility Memorable
Trico’s national awareness campaign turned a familiar phrase into an engaging message—showcasing how Trico wiper blades help drivers see clearly in any weather.
A collection of some of my favorite customer stories from over the years—real people, real businesses, and the real impact Caterpillar equipment and engines have on their lives.
Real People, Real Impact
In The Trenches Tour
An immersive roadshow that put operators behind the controls of the Next Generation Mini Excavator—blending live demos, 4D storytelling, and hands-on engagement.
Reasons to Redshirt
Independent Health’s RedShirt Treatment campaign turned real member stories into a bold, unified brand message. By focusing on people—not policies—we delivered a campaign that stood out across every channel and proved that empathy and engagement drive results.
Informational Design
Complex information, simplified. This campaign used engaging visual storytelling to turn technical content into easy-to-understand design.
D3 SERIES: Social Media
A bold, strategic approach to social—placing the D3 Compact Track Loader in unexpected places to drive high engagement, organic reach, and brand awareness beyond traditional B2B marketing.
Beyond Caterpillar, I’ve worked across industries—from consumer goods and retail to construction and agriculture. This collection showcases bold creative thinking, from launching brands to crafting campaigns that connect and drive impact.
Expanding Brands Across Industries
C13D Engine Launch
A high-stakes stadium reveal that introduced the C13D engine with cinematic storytelling, live engagement, and global impact.
POSTER CAMPAIGN
A Hollywood-style approach to product marketing—creating eye-catching posters that engaged dealers and customers in a whole new way.
WORK-to-live Campaign
Flipping the script—this campaign put the focus on operators, not machines, showing how Caterpillar equipment helps people build the life they want.
Global Awareness
Brand storytelling on a global scale—helping Caterpillar expand its reach and create a consistent, compelling message across markets.