Creative Director/Brand Storyteller

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Gila River Resorts & Casinos

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The 2023 brand campaign introduced the platform: You Do You, and featured animated graphics that enhanced the lifestyle imagery, highlighting the bold and unique experiences to be had at a Gila Resort & Casino. In 2024, we were tasked with creating a more tactical version of the brand campaign that would showcase Gila’s various amenities and brand partnerships. I was the third creative director to be tapped to lead this initiative. I showed up on set and took it from there. The two-day shoot covered video and stills across five verticals: sports, gaming, dining, resort and entertainment. We developed assets for OOH, paid social, digital display and airport placements, over 200 in all.

Virgin Hotel Las Vegas

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OH Partners called needing help with their pitch for Virgin Hotels Las Vegas. How could I say no? I worked with their team to develop two conceptual directions for Virgin’s new Las Vegas venture. My ideas and writing helped OH win the business, and I got called back to help with the teaser campaign. For the latter, I suggested a website: whileyouwaitlv.com, to create anticipation for the grand opening. Unfortunately, just as the teaser campaign hit the streets, the pandemic put an end to the launch campaign before it could be developed.

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Exotics Racing

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Here’s an outfit that’ll put you in a Lamborghini and tell you to floor it. Their challenge: consumers didn’t realize they could actually drive the cars. More than one in fact. For multiple laps around a custom track. We developed billboards that ran along the highway near the Las Vegas Speedway, as well print ads for car enthusiast magazines. As to be expected, a test drive was critical to the creative process.