Bringing big ideas to life
Concept Work
I believe that bringing ideas to life is where creativity and strategy truly connect. Whether it’s for experiential activations, storyboards, or sell-in materials, I’m all about turning big ideas into something visually compelling—quickly and with purpose. Using tools like my iPad and Wacom tablet, I create sketches that do more than just show an idea; they help spark it. I love being part of the process, helping teams and clients see a concept’s full potential from the ground up.
Experiential Activation
Not your Knorr-dinary Drive Thru
Agency: Arc | Client: Knorr | Role: Senior Art Director & Illustrator
For this pop-up event at HEB, I created concept sketches to pitch an innovative experience that reimagined grocery shopping. Shoppers drove through with their carts to sample Knorr meals, receive exclusive coupons, and collect recipe cards. The concept was designed to engage customers in a fun, memorable way. These sketches helped communicate the vision to creative leads and clients, showcasing how the activation would drive interaction and stand out as an award-winning experience.
+GOLD Reggie Award for Local Marketing
+BRONZE Reggie Award for Experiential Marketing
Experiential Activation
Good Humor Ice Cream
Agency: Arc | Client: Unilever | Role: Senior Art Director & Illustrator
For Walmart’s Year Beginning Meeting, I led the creative vision for an immersive ice cream parlor activation featuring a nostalgic, vintage Good Humor ice cream truck. The experience was enhanced by a jukebox, black-and-white checkered floors, retro high-top tables, and a custom neon sign inspired by the iconic strawberry shortcake bars. Designed to transport associates to simpler times, the activation captured the charm of classic ice cream parlors, creating a playful and engaging environment. Every detail, from hand-drawn signage to the truck’s design, was meticulously crafted to evoke warm memories and leave a lasting impression on the Ice Cream buyer and attendees.
Experiential Activation
St. Ives Sensations
Agency: VML | Client: St. Ives | Role: Art Director & Illustrator
This St. Ives in-store activation is designed to spark the senses and captivate Walmart shoppers from the moment they step in. Customers will be invited to fully immerse themselves in the world of St. Ives laundry detergents, engaging with touchable textures, irresistible scents, and cutting-edge technology. Digital screens will bring the washing process to life, while interactive displays offer fun, informative experiences about product benefits and the enticing fragrances. Shoppers can discover sample-sized products to take home, and effortlessly add full-size versions to their carts, transforming an ordinary shopping trip into an unforgettable, sensory-driven adventure.
Experiential Activation
Ben & Jerry’s Bang Bang Swap
Agency: VML | Client: Ben & Jerry’s | Role: Art Director & Illustrator
To pitch the 'Bang Bang Swap' event for Ben & Jerry’s, I created concept sketches to visually sell in the idea. The activation encouraged kids to trade in toy guns for a scoop of ice cream, promoting peace and safety. With a twist, we’d recycle the guns, turning the plastic into custom ice cream spoons—adding a sustainable element to the experience. Through dynamic visuals, I illustrated how the event would unfold—combining fun, education on gun safety, and interactive digital elements. These sketches helped bring the concept to life and setting the stage for a meaningful and impactful activation.
In-Store Interactive Demonstration
Pampers
Agency: Integer | Client: Pampers | Role: Art Director & Illustrator
To bring Pampers’ core benefits to life in-store, I created concept sketches for an interactive experience that would captivate and engage shoppers. The concept featured a dynamic display where parents could step on foot pedals to activate animations showcasing softness, flexibility, and convenience, while tactile samples allowed them to feel the diapers’ luxurious softness up close.
Additionally, I designed an interactive mirror that recognizes parents and kids, placing them into a playful, animated scene that brings Pampers’ features to life in a fun, relatable way. These concept sketches helped pitch the idea to creative leads and clients, illustrating how the activation would captivate shoppers and elevate the Pampers experience in-store.
Booth Design
Walmart Shareholder Conference
Agency: VML | Client: Unilever | Role: Art Director & Illustrator
For Walmart’s shareholder conference, I developed concept sketches for a bold, interactive booth designed to educate and inspire action around the fight against hunger in America. The centerpiece was a high-energy, trivia-style game where participants went head-to-head, answering questions about Walmart’s impactful initiatives to combat hunger. With vibrant digital displays and real-time competition, the booth created an engaging atmosphere that drew both participants and spectators into a lively, educational experience. These concept sketches helped bring the idea to life, showcasing how the activation would capture attention, spark conversation, and highlight Walmart’s dedication to creating meaningful change.
Experiential Activation
Pop•Tarts
Agency: Arc | Client: Pop•Tarts | Role: Senior Art Director & Illustrator
After 14 years off the radar in Canada, Pop-Tarts needed a bold reintroduction. I collaborated with our creative team to develop vibrant visuals for a new business pitch, targeting a new generation of Canadian teens.
We sparked a rebellion against the ordinary with playful, bold designs that inspired teens to live life with a Crazy Good twist. From Pop-Tart merch to mobile toaster campers and dynamic social, digital, and print ads, the campaign made everyday moments unforgettable.
This pitch reimagined Pop-Tarts as a symbol of bold self-expression, reigniting excitement for the brand.
