The brief

After decades at the top of golf, Tiger Woods wanted a brand that was his own. The job was to introduce Sun Day Red to a global audience and turn the buzz around the launch into demand on day one.

The idea

What we made

• Brand strategy
• Identity & guidelines
• Launch film
• Follow-on films
• Website with early access
• Social channels

My role

I led the program for AKQA: owning the relationship with Tiger's team and TaylorMade, and running the strategy, design, film and technology teams through launch.

The brief

Celebrate 30 years of Jordan Brand at NBA All-Star Weekend in New York, in a way fans would remember and want to share.

The idea

What we made

• Interactive LED court
• Real-time graphics
• Era-specific crowds
• Live event
• Global tour

My role

I led the Jordan Brand account for AKQA and produced the activation through to the live event.

The brief

IBM's Munich headquarters is a smart building, packed with IoT technology that nobody can see. The brief was to reveal it to the industry leaders who visit, and show them what IoT could do for their own businesses.

The idea

A museum for things you can't see. Each exhibit makes an invisible system visible, so visitors experience how the building senses and responds to them instead of just hearing about it.

What we made

• Building model with live sensor data
• Smart-object display case
• Interactive projection table
• Client story films

My role

I led the project for AKQA: directing the creative, overseeing production with local developers in Munich, and managing the launch.

The brief

Watson was famous, but it didn't speak with one voice. Teams around the world were explaining complex AI in different ways, and the brand looked different everywhere it showed up.

The insight

Simplicity and consistency build connection. Explaining AI takes exceptional communication, so the system had to make complex ideas feel clear.

The idea

Give abstract AI concepts a visual language: data shown as dots, intelligence shown as color. Built on IBM's existing design foundation, one system now runs across data visualization, motion, photography, product interfaces, illustration and print.

What we made

• Design language
• Visual system
• Brand guidelines & assets
• Brand Experience Guide

My role

I led the relationship with IBM and the AKQA team that built the system and the guide.

The idea

The staff

Brand ambassadors in custom scrubs carrying the Planetary Health Check symbol guided visitors through the club. Subject matter experts in custom lab coats explained the science behind every message.

The menu

The final station

Visitors signed Planetary Guardians' letter to the Presidents of the UN Security Council and General Assembly, asking for an annual Planetary Science and Security briefing and for nations to appoint Chief Planetary Scientists.

The take-home

Every guest left with a Planetary Treatment Regimen printed on seed paper, pointing them to the Planetary Health Check, the Renewable Freedom report and the partners. Once read, it goes back in the ground and grows pollinator-friendly plants.

My role

I owned the Planetary Guardians relationship for Studio.One and ran delivery from scope to opening day.

The brief

Coral Gardeners started in 2017 when a group of island kids watched their home reef dying and decided to act. It had grown into an organization with a global following, labs and branches across the Pacific, but its brand still looked and sounded like the early days. The job was to define what the organization stands for now, and build a brand that could carry it into a new chapter.

The idea

The voice

Punchy, inspiring, grounded and open. No guilt trips and no jargon, just lines a gardener would actually say: Plant what you preach. Beat the odds, coral by coral. Grow it all back.

The identity

What we made

• Vision, mission & values
• Brand platform & tagline
• Tone of voice & manifesto
• Brand film concept & script
• Symbol & wordmark
• Design system
• 114-page brand guidelines
• Website
• Social & motion templates
• Merch

My role

I led the engagement for Studio.One, from the strategy work that reset the organization's foundation through the identity, guidelines and website.

The brief

CoreWeave builds the cloud that powers AI, which is hard to picture and easy to tune out. Going public put the company in front of a much wider audience, and it needed a brand that could explain why it matters.

The insight

To make people understand how exciting an AI platform can be, you have to humanize it. Show what it makes possible for people, not the servers behind it.

The idea

What we made

• Brand foundation
• Guidelines for AI models
• AI-generated image library
• National TV spot
• Times Square takeover
• Branded vehicles
• Website landing page

My role

I led the CoreWeave relationship for AKQA as Director, Client Services, and ran the program across brand, campaign and launch.

The brief

Build one social strategy for two brands with different jobs: NordicTrack sells the equipment, iFIT powers the workouts on it. Each needed its own personality, and every post had to earn its place.

The insight

Fitness isn't a transaction, it's a transformation. People stay for purpose and connection, so the community around these brands needed culture, not just content.

The idea

To resonate, you have to move people. Every post was treated as a performance: entertaining, useful and emotional, cut to each platform's rhythm and each brand's voice.

What we made

• Social strategy for 2 brands
• Trainer-led original content
• Campaign remixes
• Real-time event coverage
• Influencer partnerships
• Product launch content

My role

I led the iFIT and NordicTrack account for AKQA and the team behind the social program.

The brief

Almost everyone in IT knows PagerDuty, but the product had outgrown how people saw it. The market still filed it under "on-call," while competitors told bigger stories about observability, automation and AI. The problem wasn't awareness. It was relevance.

The insight

AI is accelerating complexity, creating as much risk as capability. In that world, PagerDuty's oldest strength becomes its most valuable one: trust that systems will work when it matters.

The idea

What we made

• Campaign strategy
• Brand platform & manifesto
• CTV spot
• Out-of-home
• Digital & social
• Campaign toolkit

The toolkit

We also built a campaign toolkit so PagerDuty's in-house team could roll "Make Sure" out across every channel themselves, keeping it consistent long after launch.

My role

I led the engagement for Studio.One, from the research and strategy that defined the platform through production of the campaign.