Día de los Muertos (DDLM) celebrates welcoming the spirits of loved ones back to Earth. We honored that tradition by helping one of Mexico’s most iconic artists—José Guadalupe Posada—live again.

Credited with creating much of the holiday’s celebrated imagery, Posada became our collaborator more than a century after his passing. In partnership with the Posada Art Foundation, we trained a custom A.I. engine on his original works so it could “think and create” in Posada’s distinctive style.

This was not simply a campaign enhanced by technology—it was one only possible through A.I. Enabling the creation of the first new Posada art in over 100 years, featured on limited-edition packaging, retail point-of-sale displays, and social/digital content. The Foundation worked closely with us to ensure every design remained authentic to Posada’s legacy.

Each package carried a QR code linking to the artwork’s story and a social filter that invited consumers to share a toast alongside Posada’s newly imagined skeleton figures.

Results: The limited release packaging design helped deliver +12% sales velocity making October the brands top performing month of the year.

To engage the small percentage of consumers actively shopping for tires, we spotlighted Firestone’s partnership with IndyCar to build professional-level trust.

We told the story of racing legend Mario Andretti’s 1969 Indy 500 win, when he completed the entire race on a single right-rear Firestone tire—a powerful proof point of performance and durability.

By positioning Firestone as the tire trusted by IndyCar champions past and present, we elevated brand credibility and drove sales through a full-funnel marketing campaign.

Results: The program and video content increased retailer website visits by 156% YOY and increased tire unit sales by 10% YOY.

For Modelo’s debut in college basketball, we invited consumers to “give into the madness,” highlighting how March tournament fever turns even casual viewers into Full-Time Fans.

We used a two-pronged strategy: win during the tournament and position Modelo as a basketball brand long after the final buzzer.

Retail Activation
Partnering with fantasy-sports giant DraftKings, we built a branded game that tapped into live tournament action—without needing official March Madness marks. Consumers engaged through the DraftKings app, in-store point-of-sale, and a robust digital/social push. Because Full-Time Fans follow every play, we rewarded every basket: each made shot increased the prize pot, letting participants enter for daily cash prizes and climb the leaderboard toward a grand payout.

Cultural Partnership
To cement Modelo’s place in hoops culture, we teamed up with SLAM, basketball’s leading lifestyle brand. Together we launched limited-edition merch, executed localized drops with partner teams, and hosted an experiential Final Four watch party.

Results: The DraftKings challenge shattered benchmarks and generated nearly 4X the engagement as a standard bracket takeover. The SLAM collaboration delivered 20.5 million impressions and 6.25 million video views across its massive social audience.

Coming out of the pandemic, Americans planned to spend 91% more on summer activities than before—a surge Corona was ready to embrace.

The brand knows summer’s essentials—music, baseball, and obviously the beach—so we put the ticket to summer right in consumers’ hands. QR codes on every product invited drinkers to scan their beer or in-store POS for a chance to win.

We opened the virtual Corona Will Call booth, with Snoop Dogg manning the window. Fans could check in daily to see if Snoop had tickets with their name on them. All season long we awarded instant-win festival wristbands, travel vouchers, and MLB tickets, keeping the summer spirit alive with every scan.

Results: The virtual Corona Will Call Booth experience had nearly 3X the pageviews through the first 5 weeks of summer over the previous year. Distributor spending on Corona summer materials went up 14%.

Millions of small-town residents lack reliable home internet, and many didn’t know U.S. Cellular offered a high-speed solution built for the places big providers overlook.

To raise awareness, we rebranded the service as “Fast & Fair,” emphasizing that where you live shouldn’t determine the quality of your connection.

Working with a tight budget, we produced online video, digital OOH, and interactive media with dynamic overlays that delivered localized messaging to more than 1,200 cities and towns, speaking directly to underserved markets.

As part of the relaunch, we also redesigned the website and developed paid social and banner campaigns to reinforce the new identity.

Long known for exclusivity and tradition, golf is attracting a new generation of players and fans. As Corona’s lightest, most refreshing beer, Corona Premier set out to capture that modern energy—where new experiences, bold apparel, and rising popularity are redefining the game.

Leveraging our U.S. Open Championship partnership, we created a promotion that let consumers win tickets no matter how—or where—they play.

From a standard course to mini golf, a bar-cade, or really anywhere you can sink a putt, fans were invited to share videos of their best long putts on social media for a chance to score U.S. Open tickets. We expanded the activation to golf events and bars, giving consumers the chance to sink putts in person and join the excitement live.

We set out to make laundry products relevant to Target shoppers, encouraging them to think of Target for laundry care just like they do for lifestyle purchases.

Recognizing that activewear inevitably absorbs workout odors, we partnered with Target’s C9 activewear line to position our sport-focused detergents as essential for keeping performance gear fresh.

The campaign moved our products beyond the laundry aisle with out-of-aisle displays, contextual digital media, and co-branded email marketing, seamlessly connecting laundry care to an active lifestyle.

When it comes to laundry, many shoppers assume “soap is soap” or simply buy what their parents used. It’s a chore people rarely care to think too hard about.

To stand out with consumers in such a routine category, we focused on the Single Most Important Thing (SMIT) about each product’s benefit and brought it to life in unexpected ways. These are just a few of my favorites from my time on P&G.

The brand visuals we created helped bring these products to life seamlessly across retail POS, e-commerce, and broadcast end cards, ensuring a consistent and memorable visual design that helped create sales and deliver successful product launches.

We set out to create a big-idea platform to drive growth for scent-booster beads, a still-emerging laundry category unfamiliar to most consumers.

Those who tried the products were amazed by their long-lasting fragrance, so we focused on that irresistible benefit.

Our concept highlighted the “addictive freshness” of beads—visualizing the lingering scent that keeps clothes smelling amazing for weeks.

Through unexpected visuals that focused on the experience instead of the product, we were able to show that after one wash, you simply can’t resist the freshness.

We partnered with Firestone’s brand and product teams to create a dealer launch kit for the Destination LE3 that educated retailers and boosted sell-through.

To make the unboxing memorable, we built in an augmented-reality product demo that guided sales teams through the tire’s new features and benefits in an interactive, hands-on way.

Día de los Muertos calls for tailored approaches that honor Mexican tradition while letting each of our beer brands express its own identity.

Modelo – With roots in celebrating where you come from, Modelo’s “Raise One in Their Honor” platform connected authentically to the holiday’s artistry and remembrance. We partnered with illustrator Bob Case to create striking visuals that fueled marketing materials and inspired custom streetwear.

Victoria – Speaking primarily to Spanish-first Mexican-American consumers, Victoria aims for a deeper cultural resonance. We created custom packaging, point-of-sale tools, and a mobile experience that let consumers craft personalized literary calaveras— satirical poems traditionally tied to the celebration.

Corona – As the perennial life-of-the-party, Corona brought its signature optimistic spirit to the holiday. Working with illustrator Mostafa Abdelmawla Ali, we produced vibrant artwork that appeared across point-of-sale displays, fiesta décor, and local murals, highlighting that Día de los Muertos is ultimately a joyful celebration of life.

Most tire shoppers enter the store without a set brand in mind, making the retail environment critical for influencing their choice.

To give Firestone an edge, we launched an industry-leading “Buy & Try” guarantee, inviting customers to experience the difference firsthand.

At point of sale, we highlighted the adventurous spirit of the brand—encouraging drivers to “get ‘em dirty” and enjoy the ride on or off the road.

Over my career, working with blue-chip brands has given me the chance to collaborate with incredible photographers and capture some unforgettable subjects.

From coaxing Olympians to sprint inside a two-car garage to crafting a fully cotton Patriots uniform for Gronk to abide by quirky product-legal rules, every shoot has come with its own memorable—and often fun—story.