COCA-COLA

Immersive Exhibition

For Coachella 2024, Coca-Cola sought to bring its 'Real Magic' platform to life through a multi-sensory installation that would captivate festival-goers and create lasting brand connections.

Drawing from the sculptural language of contemporary light art, I led the design of a space where music and light became immersive forces, allowing attendees to experience their own "main stage" moment. The installation transcended the typical festival activation, transforming into a radiant focal point that embodied Coca-Cola’s effervescent energy. By harmonizing sound, light, and motion, my team and I crafted an experience that felt both personal and universal, deepening emotional engagement with the brand.

Coca-Cola was so enthralled by the exhibition, they adopted it as a cornerstone case study to shape their global experiential strategy. Additionally, the success of the activation helped Crown+Conquer secure further collaborations with the brand.

Agency: Crown + Conquer
Role: Lead Creative
Los Angeles, 2024

TAG HEUER

60th Anniversary of the Carrera Watch

To celebrate the 60th anniversary of its iconic Carrera watch, TAG Heuer sought to launch a 360-degree global campaign that honored its rich, sporty heritage while showcasing its innovative design and craftsmanship.

Drawing inspiration from the glamour of a Hollywood premiere, I reimagined the concept with a modern twist at London’s cutting-edge Outernet venue. I directed a VIP launch event, amplifying the debut of a campaign film starring Ryan Gosling and Vanessa Bayer. The event unfolded as a multisensory experience, blending cinematic elements with the thrill and sophistication that define TAG Heuer.

A-list attendees, including Jacob Elordi, Alexandra Daddario, and Patrick Dempsey, along with LVMH executives, were captivated by the seamless fusion of storytelling and refinement, reinforcing TAG Heuer’s position as a leader in luxury and innovation.

Agency: New Moon
Role: Creative Director
London, 2024

NETFLIX

Beverly Hills Cop Red Carpet Premiere

The ask was to design an immersive red carpet premiere for Beverly Hills Cop: Axel F, including negotiating and integrating a landmark “Key to the City” moment honoring Eddie Murphy. The creative direction centered on a dynamic collision of worlds, blending Detroit’s grit with Beverly Hills’ polish to create a high-energy, narrative-driven arrival experience and after party featuring Detroit-native Big Sean.

I added value through creative oversight, shaping the concept and aesthetic while guiding render and build progression, and aligning the renderer and creative producer to ensure the vision carried through seamlessly to execution.

Agency: Crown + Conquer
Role: Creative Director
Los Angeles, 2024

THE MACALLAN

Immersive Exhibition

The Macallan tasked us with creating a multi-city roadshow to educate and engage beverage and hospitality partners across the U.S., aiming to reinforce the brand’s connection to contemporary art and forge deeper product relationships.

I crafted a bespoke experience that juxtaposed The Macallan’s heritage with contemporary art gallery aesthetics. By transforming opulent, classical settings with modern visual interpretations of The Macallan brand, my team and I created a unique sensory journey for guests. This innovative blend of old-world charm and cutting-edge artistry captivated over 1,200 attendees and solidified a lucrative agency-of-record partnership, driving over $8M in new business.

Agency: MATTE Projects
Role: Creative Director
Multi-City, 2021–22

PERRIER-JOUËT

Immersive Exhibition

To launch Perrier-Jouët’s ‘L’Eden’ campaign during Miami Art Week, I sought to create a sensorial experience that paid homage to the brand’s art nouveau heritage while resonating with a modern, fashion-forward audience.

I led the transformation of the Faena Hotel penthouse into a lush, belle-époque-inspired garden and art space. The immersive environment evolved from day to night, featuring five days of 12-hour activations. By blending timeless French aesthetics with contemporary art elements, we invited guests into a world of wild beauty and enchantment. This approach not only elevated the brand’s presence but also garnered over $5MM in earned media and set the standard for future global activations.

Agency: New Moon
Role: Art Director
Miami & Tokyo, 2015