STRATEGY
By immersing myself in culture, online and off, I uncover tensions, motivations, and opportunities that sharpen positioning and spark cultural relevance.
I push brands to consider where they truly belong and bring a human dimension to data. The result? Brands that don’t just reach people, but resonate with them—and move business forward in the process.
Focus
BRAND STRATEGY
BRAND POSITIONING STRATEGY
CREATIVE STRATEGY
CULTURAL STRATEGY
CONSUMER INSIGHTS + RESEARCH STRATEGY
ENGAGEMENT STRATEGY
work
work
The Approach
Delta didn’t want just another CSR reel—they wanted something moving, powerful, and memorable. We gave them a platform that could evolve over time and reflect a deeper purpose. One that not only aligned with their brand ethos of expanding human potential every day, but also marked a meaningful shift in their centennial year.
Strategic Manifesto
From the aisle to the window, your view shifts depending on where you sit.
The world is ever-evolving, and corporate mandates that only check a box no longer work.
Delta's mission to connect the world is grounded in how we engage with where we live, work, and serve. Our investment pillars Environment, Education, Equity, and Entire Wellness, build capacity and allow us to lift as we climb.
At Delta, we are active participants in a global community, and this work goes beyond responsibility—it represents a shift in perspective. To us, community is more than a group of people gathered in one place; it’s a living connection, a reciprocal thread that gives as much as it gets. Village to city, country to continent, we are united in our pursuit to gain, share, and grow together.
Even as we embrace change, our promise remains steady: to fuel the people and places that make the world extraordinary.
We want you to soar, and that’s why we’re building a world worth exploring.
Insight That Shaped the Strategy:
If the cultures who make the world an amazing place aren’t able to thrive, there would be no reason to travel at all.
■ Delta: Common Ground
How can we uniquely express the spirit of “Keep Climbing” through community engagement?
The Challenge
For Delta’s first audience-facing community engagement campaign, create a film that highlights the airline’s long-standing investments in education, the environment, and wellness—without casting the brand as a savior.
Agency: Window Seat + Shift Studio
Common Ground 90 second spot on air (Bravo, NBC).
Social Campaign
Out of Home @Madison Square Garden
reach me
While my primary focus is commercial advertising, my expertise has been applied to a range of creative projects and my skill set is always evolving.