This work spans my time at Salesforce, and you can see the arc: from big, visible creative to work with even bigger business impact. That shift was earned through trust, judgment, and learning how to build beyond the campaign.
These days, I'm most interested in what surrounds the work: the strategy behind it, the systems that enable it, and the customer stories that make it matter. AI is how that work scales, so the brand isn't merely something a creative team guards. It becomes something the whole company can build with, responsibly.
Big brand · Sports · AI · Keynote
Big Brand · 2022
Team Earth
01 / 06
Salesforce's first Super Bowl campaign, fronted by Matthew McConaughey. I worked on the spot and led creative for the channels around it. Because TV isn't enough.
The spot · :60, Super Bowl LVI
The case study · 2:00
Full-page print: NYT · WaPo · WSJ
The countdown program
Animated film 01
Animated film 02
We also gave Earth a LinkedIn
CEO, Mother Earth · “Make Earth Your Business”
A standing LinkedIn presence for the planet. “Earth. #1 in H2O.”
The feed · Earth, the company · 3,432 followers
The CEO herself
Big Brand · 2023
Matthew, being Matthew
02 / 06
We let Matthew be Matthew in the social.
Year two. The standout work behaved natively per channel. Never resized from broadcast.
Social :15 · one
Social :15 · two
The film · key frame
We were the first company to use GenAI on a commercial. It was weird. On purpose.
At least I think we were
Weird spot 01
Weird spot 02
Weird spot 03
Big Brand · 2024 · Ask More of AI
The spot + the character
03 / 06
The Webby work. One casting decision did the arguing: Corporate Bro, cast as an extra in the Matthew commercial, then expanded into a standing social platform.
The crossover spot · :60
Team Earth let a broadcast star go social-native. Ask More of AI put a social-native character on broadcast. Same thesis, both directions. The second one won the Webby.
The bridge · commercial to feed
The corny ones. Click if you want
The character walks out of the spot, into the feed
POV: Saloon · :28
AI Cowboys · :36
WANTED · :42
Slicker Than… · :58
Webby Award Winner · 2025
Social campaigns: B2B “Ask More of AI” · Salesforce
16.6MImpressions
81.78%In-feed view rate
The receipts · case study on the Shorty Awards site
The case study · 2:00
In 2025 I didn't work on TV. Which means I had nothing to do with those McConaughey spots with Woody Harrelson. Felt worth mentioning.
Sports Marketing · 2023–26
An hour with the drivers
04 / 06
One hour of access to each McLaren driver became a season of social-first content: pack rips, AI-generated trading cards made on camera, Norris and Piastri playing along.
The film · click to play
The trading cards
Over or under
Shorty Awards Finalist · 2025
Brand partnership “F1 Driver of the Day” · Salesforce × McLaren
+2,158%Engagements
+534%Engagement rate
250,000+ views on owned handles 2M+ through fan-made edits
Also in the lane
Partner work across the sports portfolio · logos link out
AI Enablement · 2025–26
The machinery
05 / 06
From making the work to building the systems that make the work.
The rebrand: Brand Central
2026 · One system, every asset, for everyone
Every single asset accessible to everyone, with controls, in Figma. One system. All of this. Took a village. I helped build the system and lead the village. (Also brought it to Canva for the non-designers.)
Brand Central · live, it plays right here
Editorial images, for everyone
Scalable system · AI image creation under governance
I created an editorial AI engine so anyone at the company can create editorial images that stay on brand, and on message.
The speed is the headline; the governance is the point.
Keynote Design · 2025–26
The biggest room
06 / 06
Dreamforce keynote creative: the screens behind the biggest moments Salesforce has, with the CEO and exec team. I set the visual direction and run the review cycle; agencies execute. The hard part isn't the design. It's holding one coherent narrative through executive revisions, right up to the day.
