Creative Director • Los Angeles
Selected Work
The proof is in the results
Founder & Creative Director SoberBuddy • 2016 - 2026
Everyone was focused on the 5%. I built something for the other 95%.
SoberBuddy started with a simple truth: the thing people needed didn't exist yet. So I created it from scratch. Over 10 years I directed every layer — brand identity, UX/UI, content, social, merchandise, community, podcast, and team. But the through-line was always the same: feeling what the brand needed to say and finding exactly the right note to say it. That's what built 200k+ users from nothing.
Brand Architecture
Fusion Flooring · 2025/26
One product ecosystem.
Five brand worlds.
Built so each felt like it came from a completely different company.
One owner. One product ecosystem. Five separate markets - each with its own buyer, its own context, its own emotional logic. My job was to build each brand world so fully realized that it felt like it had always existed exactly that way. None of them could know about the others. That was the constraint. It was also the creative brief.
Perception isn't just reality - it's the whole story. Five brands. Five buyer psychologies. Zero overlap. This is what brand strategy actually looks like when it has to work invisibly.
It all comes down to taste.
In an age where anyone can generate, the ones who curate win.
ADDITIONAL WORK
More Projects.
More Range.
Every brief is different. That’s the point.
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Interior Design Studio & Shop
The challenge wasn't the product - it was buzz. A beautiful new shop with no reputation yet and no reason for the community to talk about them.
I reframed growth around relationship before transaction. Events - centerpiece arranging, table setting workshops, seasonal décor classes - sell product while building genuine connection.
Plus a simple touchpoint at register: quick video of how they're decorating with their purchase, rewarded with a coupon for posting and tagging. Word of mouth engineered into checkout.
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Gen Z Financial App
The product was strong. The voice wasn't landing. Marketing was speaking at Gen Z rather than with them - positioning the founder as the wise authority. An immediate turn-off for an audience that rejects being talked down to.
I reframed it: "Money is scary. I've been there. Let's figure this out together." That shift became the foundation for all marketing going forward.
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Behavioral Psychology Platform
A powerful methodology for uncovering subconscious patterns in dating — without a product yet. How do you bring deeply personal work to market without diluting it?
My recommendation: launch as a podcast first. Build the audience around the methodology before building the product. Let the work prove itself publicly while keeping the one-on-one experience high quality.
What People Are Saying
Great creative direction is two things at once: the taste to know what's right, and the ability to bring that out in everyone around you.
I've spent a decade doing both. Building brands from scratch and building the teams that made them real. I don't just set the creative direction - I model it. I show up with the work, elevate what others bring, and create an environment where people do the best work of their careers.
The work I'm proudest of is unmistakably directed. But the part that doesn't show up in the portfolio is what happened to the people in the room. Creatives who found a new level. Teams that moved faster, cared more, and produced work that surprised even them. That's not an accident - it's a discipline. Nurturing talent, setting the standard, and keeping the energy high enough that excellence becomes the only option anyone wants.
That's the job. A great creative director makes the work better and makes the people better. Both. At the same time.