Intuitive. Approachable. Human.
Accepting awards from the city of LA for a hackathon I co-created, aimed at helping people with disabilities.
In my book, humans must always come first. This extends past my design approach, into how I collaborate with clients and motivate my team. Among other projects, I have co-created a speaker event, a hackathon and a crowd-funding project aimed at solving problems for people with disabilities. Although I have won numerous awards, I remain driven by the desire to inspire and shape the human experience for the better.
Below are principles I have honed over the years. They’re my Jedi code.
My Design
Principles
(4)
Tell a
great story
A famous scientific study found that we're 22 times more likely to remember something when it's told in a story. It makes sense. After all, humans have been telling stories since the beginning of time, to give meaning to the unknown. To understand where we came from. Stories are built into us. They bring us together, make us feel alive, and inspire us to take action.
Get your
hands dirty
The way to ensure a successful product is to put in the work, every single day. It helps to also use the best tools. I use design thinking to understand an audience and identify their aspirations. I use rapid prototyping to find and resolve potential issues early in the process. I use analytics insights and user feedback to inform product updates. And I always look for innovative ideas not outlined in the brief, because they have the potential to grab people’s attention and produce exceptional results.
Leave it better
than you found it
I’m a human-centric creative. Understanding people and improving the world are important to me. I use design thinking to empathize with an audience, to find authentic solutions, and to create better solutions. I hosted and MC’d Global Accessibility Day, co-created a hackathon aimed at creating a more accessible LA, and helped make a device to give autistic kids the power to communicate. I also contributed to a best-selling book called Legacy in the Making: Building a Long-Term Brand to Stand Out in a Short-Term World.
Pursue
Happiness
Why are the Finns the happiest people on Earth? Namely, because they have a strong social support system among friends, freedom to make life choices, a great healthcare system, and an absence of corruption. Its economy consistently ranks in the top 10 in the world. I want that for me. And I want it for my team too. I target happiness every day by listening when people talk, by fostering self-initiative, by encouraging a good work-life balance, by practicing gratefulness, and by being an absolute clown - when appropriate, of course.
Fun
facts
My weekend camper doubles as my office.
I’m a contributor to a best-selling ad industry book: Legacy in the Making.
Famous voice actor, Maurice LaMarche, once gave me a private performance of his voices from Pinky and the Brain.
Sci-fi, Fantasy and Horror are my frequented Netflix categories.
I’m a huge fan of Patagonia and its commitment to planet Earth.
I worked with Maurice LaMarche, from Pinky and the Brain!
Resume
Specializations
Product Design
Creative Direction & Strategy
Interaction & Experience Design
Client Management & Collaboration
Rapid Prototyping & Testing
Campaign & Pitch Work
Building & Mentoring Cross-Disciplinary Teams
Experience
Associate Creative Director of Product Design, Digital
RPA / Los Angeles / 2018 - Present
Product design team lead. Digital, brand and pitch work. Design and creative direction. Brand and visual identity. Integrated communication and global implementation. Product ideation, strategy and design. Prototyping, motion testing. Building and mentoring teams.
Senior Art Director, Digital
Team One / Los Angeles / 2013 - 2018
Digital, brand and pitch work. Digital product maintenance, testing and optimization. Team motivator and schedule manager. Website, application, watch app, and VR design. Director and photographer selection. TV spot direction and set design. Student Mentor. Thought Leadership initiatives organization and design. Detroit Auto Show and New York Fashion Week design and strategy.
Senior Art Director, Digital
The Famous Group / Los Angeles / 2011 - 2013
Created concepts, worked on pitches, came up with ingenious ways to infuse traditional campaigns with tech-based mechanisms such as gamification, augmented reality, face mapping, RFID chips, location-based gaming, animatronics, Chrome Experiments, etc. Delegated to and oversaw creative, and communicated directly with the client.
Senior Art Director, Campaign, Digital
Ignited / Los Angeles / 2010 - 2011
Senior Art Director, Campaign, Digital
BBDO / New York City / 2009 - 2010
Senior Designer
The Chopping Block / New York City / 2005 - 2010
Art Director, Digital
AOL, Time Warner / NYC / 2005
Clients
Honda
Disney
Amazon
Lexus
2K Games
Adobe
MTV
Sony Pictures & VAIO
Virgin Airlines
They Might Be Giants
SquareSpace
Recognition
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Cannes Lions
IAC Award
Webby Award
ADC Award
Business Award from the City of LA
T1 Launch an Idea Award
T1 Endeavor Award
RPA Aces Award
Awwwards. Site of the Day
FWA of the month
Car & Driver: Most Improved Experience
Speaking, mentoring,
& judging
Hosted Global Accessibility Awareness Day 2016
Speaker at design schools in the LA area
Speaker at AIGA of Orlando
Visual Design Program at Jacksonville University
Judge of Kansas City Addys
Active mentor at RPA Agency
Communication Arts 2012
Education
Manager Bootcamp / Cecilia Gorman
Front End Web Development / General Assembly
Design Thinker Course / IDEO U
Bachelor of Art / Graphic Design / University of Florida