The work, grouped
by the tactic.
Eight disciplines, one body of work. Each tactic is a different lever for shaping how people feel inside a brand — and how that feeling shows up in the numbers.
Experiential Events
Stunts, takeovers, and live moments engineered to convert fandom into earned reach. The brief is always the same: give people a reason to stop, share, and come back.
Times Square Flash Mob
A flash mob of 25 Phoebes guitar-strumming through Times Square — one of the multi-city stunts that anchored the Friends 25th Anniversary Takeover. Result: Clio Grand Prix; ~280,000 people walked into the Chicago Mag Mile flagship across the campaign.
The Grand Award write-up
Official Clios entry for the AT&T × Warner Bros. Television Friends 25th Anniversary Takeover — the work the Grand Prix was awarded to.
Central Perk on the Street
Full-scale Central Perk recreations traveled to flagships in NYC, Chicago, SF, and Seattle. The orange couch became a free-photo magnet that converted into store dwell. Result: 12 weekends of live music + 3 in-store marriage proposals.
National Holiday Stunt Series
A recurring tentpole that transformed the flagship facades into seasonal destinations — crowds, photo moments, and a reason for the press to show up year after year.
Tentpole Live Performance
Curated live programming that turned a retail floor into a venue — pulling in walk-ups who came for the artist and left understanding the brand.
Live-Painted Brand Moment
A street-level mural moment built around a real artist and a real audience — grassroots brand-building that translated to social as easily as to foot traffic.
Themed Banquet Experience
An immersive seated dinner staged as part of an IP launch — theatrical lighting, custom service, and a guest list curated for both reach and revenue.
▶ Video · 90s
Friends 25th · Vegas Fountain Show
Broadcast-quality fountain show at the Bellagio, anchored to the Vegas leg of the Friends 25th Anniversary Takeover. Click for video + the multi-city gallery.
Justice League · Times Square Takeover & Batmobile
Four-day Times Square activation (Oct 5–8, 2017) timed to New York Comic-Con. The Batmobile and Bruce Wayne's Mercedes-AMG Vision Gran Turismo parked along Broadway from 42nd to 44th; inside the 3 Times Square AT&T store, lifelike statues of all five League members, hero props & costumes, VR activities, and a Geoff Johns + Jim Lee meet-and-greet — the AT&T flagship literally extended into the street.
Batmobile arriving in Times Square
On-the-street footage of the Batmobile and Bruce Wayne's Mercedes-AMG Vision GT taking over Broadway alongside the AT&T Times Square flagship.
The WarnerMedia announcement
Warner's own write-up of the joint Times Square takeover — primary source for the partnership credit.
Official launch announcement
Distributable Business Wire announcement — useful as a citation for run dates and partnership scope.
Editorial photo set
Independent on-the-ground photo coverage from the activation weekend — Batmobile, costumes, and crowd shots.
Justice League · NYC Red Carpet Premiere
Premiere arrivals at the JL Times Square takeover window — the cultural moment around the Batmobile activation. Click for the full 12-photo red-carpet gallery captured at the AT&T flagship.
The 2017 JL takeover concept
Original 3-store flagship concept deck for the Justice League takeover — the planning and design-direction work behind what landed in Times Square and across the national fleet.
Post-Pandemic Experience Design
Event Marketer industry report covering how brands rebuilt experiential programming after COVID — strategic backdrop for the AT&T flagship reopenings, the Lounge concept, and integrated entertainment-IP activations.
Retail Store Design
Lead stakeholder and design decision-maker on AT&T's flagship portfolio — every store conceived as a brand instrument, not a transaction box. Decisions grounded in consumer research, sales data, and leadership review.
AT&T Experience Store · Dallas Discovery District
Lead Stakeholder on the build of AT&T's signature Dallas flagship inside the Discovery District. Result: Retail Design Institute's 50th International Competition — Retail Store of the Year. District also a 2022 ULI Americas Awards for Excellence finalist.
Discovery District today
The destination as it lives now: programming calendar, public art, and the Globe Sculpture that won 2022 AV Awards Corporate Project of the Year finalist.
Connected Life · SF West Coast Flagship
24,000 sq ft inside a restored 1908 Baroque building at 1 Powell Street — AT&T's largest retail store in the country. Hologram greeter, 98″ touch monitors, and connected-home vignettes built to demonstrate "a connected life," not sell SKUs.
Store of the Future Design System
Designer of AT&T's first-ever concept store — the Store of the Future design language that became the blueprint rolled out across a 5,000+ location portfolio. Mobile landing stations replaced check-out desks; iPad-equipped staff replaced queues.
Concept Store Customer Journey
Lifestyle boutiques replaced product walls; café-style learning tables and sit-down lounge areas replaced the transaction counter. The journey was designed to slow people down — every minute of dwell raised attach rates.
The Lounge by AT&T · Seattle Capitol Hill
Lead Stakeholder on AT&T's first "third-place" concept store — 3,000 sq ft of retail + coffeehouse + co-working at 800 E Thomas. KyotoBot and SyphonBot coffee robots, 98″ programming wall, and a custom mobile-order app.
Opening-day press
GeekWire's first-look on the Lounge concept — useful third-party validation for the format's intent and execution.
AT&T Flagship · Chicago Magnificent Mile
10,000 sq ft on the Mag Mile featuring an 18-foot Connect Wall and 150+ integrated LED monitors. National launch context for the first-to-market window program (Shop! Design Gold).
Retail Consumer Experience
Interactives, environments, and journeys built around the customer's body and curiosity — moving the floor from "place to buy a phone" to "place worth visiting." MPS in Retail Consumer Experience from CCAD.
The Orbit · HBO Max × AT&T
360° interactive installation that pulled 150,000+ HBO Max clips in real time using facial tracking and voice recognition — live across AT&T flagships in Dallas, Chicago, and SF. Result: Webby People's Voice winner.
Webby case page
Official Webby gallery entry, including the ML-driven content pipeline that powered real-time scene selection.
The Orbit project recap
Internal project recap deck covering the HBO Max Orbit build — the ML content pipeline, the in-store hardware, and the launch arc across the 3 flagships.
Motion-Tracked Story Wall
Large-format body-tracking interactive that turned the customer's silhouette into a brand canvas — built to reward the walk-up, not the transaction.
Connected-City Touch Interactive
Touch-and-explore wall built into the SF Connected Life flagship — storytelling the 5G smart-city use case through a familiar local icon.
Journey of Innovation · AR Retail
Early-adoption AR retail experience using Magic Leap — proving the technology in-store before it was familiar to most consumers.
"Explore. Play. Discover." Column
A 360° illuminated column treating wayfinding as a brand voice — the column tells you what to do in the space without ever feeling like signage.
Lifestyle Tablet Touchpoint
Bite-sized interactive lifestyle vignette — proof that you don't need a giant LED wall to create a memorable engagement on the floor.
Branding & Marketing
Integrated campaigns and platforms — built to live across paid, earned, owned, and the store floor, with KPIs that ladder back to revenue.
AT&T Dream in Black
Always-on cultural platform built in 2018 around the African-American community. Reported impact: tripled sales goals, doubled affinity, doubled intent-to-purchase. Honors include Hermes Platinum ×6 and Shorty Award recognition for Rising Future Makers.
The platform today
Long-running owned destination for honorees, programming, and stories — proof the work outlasted the launch cycle.
Dream in Black In-Store Activation
The Dream in Black platform translated to the floor — interactive portraits and content programmed for store-led discovery.
"Louder. Bolder. Brighter."
DEI programming and artist collaboration translated into an immersive retail environment — design direction, environmental graphics, and floor-up storytelling.
5G Grassroots Network Awareness
Branded inflatable dome and on-mountain activation that put 5G storytelling in front of skiers in the New England market — a non-traditional venue selected for proof-of-coverage and shareability.
Mountain Community Programming
The community-facing side of the 5G launch — programming the activation for families turned the launch into a local story, not just a coverage map.
Product Development · My TOIBOX
VP, Engagement Marketing — built brand strategy and go-to-market for a first-of-its-kind immersive MarTech platform from zero. Generative AI baked into the production pipeline; predictive consumer insights driving subscription pricing.
My TOIBOX · Platform Launch
Launched a category-defining immersive MarTech platform from concept to market — 80% user engagement growth in the first launch window. Cultivated strategic brand alliances that opened new revenue channels.
Generative AI Production Pipeline
Cut campaign time-to-market by 50% by deploying generative AI into the creative production pipeline — without compromising the polish required for paying brands.
Predictive Insights Framework
Developed the predictive consumer insights framework that informs subscription pricing and content curation — turning audience behavior into a pricing lever.
My TOIBOX · Platform site
The live My TOIBOX product site — the category-defining immersive MarTech platform launched from concept to market.
Visual Merchandising & Storytelling
Themed environments, windows, and merchandising systems that turn the floor into a narrative. Co-architect of the iPOG national planogram system — the backbone for brand consistency across a 5,000-location portfolio.
"Van Gogh's Bedroom" Immersive Theme
Creative Director on a fully immersive store theme — the painting rebuilt at human scale. A merchandising program disguised as an art installation.
"Trust Your Impulse" Pillar Display
Themed product pillar inside the Van Gogh installation — proof that brand-led merchandising sells without ever looking like merchandising.
"CONNECTED LIFE" Letter Installation
Oversized 3D type used as both wayfinding and Instagram-bait inside the SF Connected Life flagship — environment doubling as a brand mark.
"The Nice List" Holiday Theme
Creative Director on a national holiday interactive store theme — designed to make the seasonal moment unmissable on the floor. Click for the full gallery.
▶ Video
Mag Mile First-to-Market Window Program
Pioneered AT&T's first-to-market window program on Chicago's Michigan Avenue — became the prototype for the multi-year national window program. Result: Shop! Design Award Gold. Click for the video.
iPOG · National Planogram System
Co-architect of the iPOG plan-o-gram system — the backbone for brand consistency across the AT&T retail fleet (5,000+ locations). Click for the full reset-program gallery documenting national rollouts for Accessory Shop, Music Table, JBL, DTV, Samsung, Sphero, Revo, Braven, the national Ticker, and seasonal resets across 2015-2017.
Justice League · National Retail Takeover
Visual merchandising program rolled across the AT&T fleet (Oct 27, 2017 – Jan 4, 2018) — lifelike statues of all five League members, authentic costumes & props, exclusive posters, VR & AR activities, and "join the Justice League" promotional kits. Visual merchandising plus a Warner Bros. partnership integration carried at scale across flagships nationwide.
▶ Video · 32s
Van Gogh Window 2016 · MAFS
Animated window installation at the Michigan Avenue flagship — the painting interpreted in motion, applied as a window program. Click for the 32s video + window photography.
Flagship Window Program · Multi-Year, Multi-Market
National window program rolled across multiple flagships over multiple years — Fashion, Olympic, Mother's Day, DirecTV, and TV Anywhere window themes. The system that built the case for the Shop! Design Gold for Mag Mile.
Live Proud Window · Pride Tentpole
Themed window program for Pride season — flagship-level visual merchandising aligned to the AT&T Pride platform.
Samsung Hero Display · 2016
Feature-product visual merchandising program for Samsung's hero launch inside the AT&T flagship — typography, lighting, and product-stage choreography.
Gaming Studio · Concept Space
In-flagship concept space designed for gaming demo, content programming, and community sessions — a different kind of "third place" inside the retail floor.
National Store Standards · 2016 Documentation
Visual merchandising standards documentation captured across the AT&T retail fleet — operational proof of brand-vision execution at national scale.
Westworld · WB Partnership Storytelling
Brand storytelling environment built around the Westworld property — Warner Bros. partnership integration inside the AT&T retail floor.
The marketing-strategy write-up
Trade-press breakdown of the Justice League campaign architecture — useful context for how the AT&T national retail takeover fit the larger WB plan.
Brand Partnerships
Sponsorships, community programming, and partnerships — where the brand earns the right to live in someone's lifestyle, not just on their bill.
NBA × WNBA All-Star Activation
Sponsorship integration that brought the All-Star moment onto the retail floor — full-court visual merchandising program built around a real basketball court and live programming.
"Fan Zone" Floor Program
Floor graphics and full-immersion merchandising — built so a fan walking past on the sidewalk could feel the sponsorship through the window.
"The Vintage" Heritage Exhibit
A museum-style heritage exhibit built inside the retail environment — treating sports as content the brand could authentically host.
Business Summit · Future of Retail Tech
Designed the concept space for a C-Suite conference presenting the future of retail technology — bridging the executive audience and the working retail floor.
Fall · DC Campaign · Multi-Market
Fall-season DC Comics campaign rolled across Chicago, Dallas, and San Francisco flagships — branded environments tied to the WB DC slate. Click for the full 15-photo gallery across all 3 cities.
AT&T × Warner Bros. partnership
Official AT&T announcement on the Friends 25th LA leg — context for the partnership architecture across the multi-city takeover.
Entertainment · Lifestyle · Fandom
Where IP, technology, and the retail floor collide. Fan-first activations engineered to be felt — and shared — by people who already love the property.
Iron Throne Photo Moment
The Iron Throne placed inside the flagship — fan magnet, photo-op, and the doorway into the deeper 4D-VR experience inside.
Game of Thrones · 4D-VR Fan Experience
Full VR with a motion floor, wind, and heat synced to the content — "Defend the Wall" from the White Walkers, in AT&T's Chicago and SF flagships. Result: Emmy Nomination, Outstanding Creative Achievement in Interactive Media.
Emmy nomination profile
Alma-mater write-up that lays out the role on the GoT 4D-VR — useful third-party validation of credit.
GoT Immersive Set Build
The physical set work surrounding the VR experience — the room itself doing as much narrative lifting as the headset.
Game of Thrones Retail Takeover
Castle banners, hero costumes, and chess-piece sculpture turning the flagship into a Westeros stop on the season-launch press tour.
Throne Hero Set Piece
Hero set piece used as the gravitational center of the takeover — every visitor's first frame.
Central Perk Set Recreation · In-Store
Three scale recreations of Central Perk inside AT&T flagships — the photo couch plus a 5G-vs-90s tech timeline that turned a free photo into a brand argument.
Central Perk · In-Store Photo Moment
The interior version of the orange-couch moment — programmed for repeatable, shareable photos that traveled further than any paid post.
Space Jam: A New Legacy
Design direction on the AT&T Discovery District takeover for Space Jam — Tune Squad/Goon Squad seats, character handprint basketballs, design-your-own player, and a playable in-store court.
Official AT&T project page
AT&T's own write-up of the Space Jam activation — useful as a citation when sharing the project externally.
HBO Max Holiday Takeover
Holiday programming integrating the HBO Max library into the flagship floor — content from the streaming service made physical and walk-through.
HBO Max Story Columns
Illuminated story columns that translated the HBO Max brand from a streaming UI into an environmental, physical brand language.
ATTexp.com · Mobile Gaming Platform
Mobile gaming platform that extended the in-store Space Jam moment onto phones — the activation that kept playing after the customer left the floor.
Justice League · Store Takeover
Replica Batmobile and Bruce Wayne's Mercedes-AMG Vision Gran Turismo inside the AT&T Times Square store — plus lifelike League statues, on-set props, VR activities, and a meet-and-greet with comic writer Geoff Johns.
Justice League rollout coverage
Trade-press write-up of the activation rollout across select AT&T stores — useful for sourcing and the lead-in to the campaign's earned-media arc.
Wonder Woman 1984 · WB Partnership
Full in-store activation program for WW84 across AT&T flagships — visual merchandising, environmental graphics, and hero costume vitrines built around the streaming launch. Click for the full 11-photo HDR gallery.
Harry Potter · Immersive Dining
Immersive dining and interactive fan experience built around the Harry Potter property — themed table service, theatrical lighting, and surprise interactive moments.