My Role: Art Director & Creator (conception through execution)
Overview:
I conceived a campaign for Walmart that challenged category norms and re-imagined how a mass retailer tells stories. With a full-scale creative approach, I wrote the scripts, collaborated with ECDs and the CCO to select the director (Matt Spicer), and guided every visual and narrative decision.
My Responsibilities:
Developed the original concept and positioning with the brand team
Drafted the initial scripts (dialogue, beats, tone) and iterated with writer and creative leads
Worked closely with ECD/CCO to identify and brief director Matt Spicer
Led art direction: visual style, set design, casting brief, film-look, and campaign imagery
Oversaw production and post-production alignment with brand and agency guidelines
Delivered a campaign that broke the mold for Walmart: shifting tone, format, and audience perception
Impact:
Recognized internally as a turning point in Walmart’s creative strategy
Why It Matters:
Retail campaigns often fall into “product demo” tropes. This campaign used narrative and character to create emotional connection—treating Walmart not just as a store, but as a cultural stage. It demonstrated how mass retail can play in the cinematic domain without losing brand clarity. Through this work, I proved that big-budget storytelling for scale clients can retain nuance, attitude, and creative risk.
ECD: Travis Parr
CCOs: Nikki Baker & Leslie Shaffer
director: Matt Spicer
production co: Division 7
agency: Fallon NY
A portrait series designed to reframe who belongs in science.
I conceived this campaign as a visual ode to women in STEM — drawing inspiration from Annie Leibovitz–style portraiture, where every detail carries emotional weight. I wanted girls to literally see themselves reflected in these women: scientists, mothers, innovators, each captured like a living museum portrait.
I led the creative development, choosing the director and shaping the aesthetic — from the soft, painterly lighting to the symbolic set design that elevated their environments into something timeless. Writer Reid Masimore crafted the poetic voiceovers, weaving together real stories sourced from Chemours employees.
The result was an intimate fusion of truth and beauty — a campaign that made chemistry feel deeply human.
Role: Senior Art Director
Senior Copywriter: Reid Masimore
GCD: John Long
Press:
Adweek ( Editor’s Pick)
Ogilvy NY
2021-2025
Everyday magic meets meticulous storytelling — from spring dreams to seamless delivery.
For many students, learning about the Periodic Table has never been something to sing about. So to promote #NationalChemistryWeek, we created a series of animated music videos to celebrate this fundamental scientific tool and inspire the next generation of chemists.
From a classical performance by the Noble Gases to a punk tribute by the Halogens, various elements of the Periodic Table were assigned a distinct genre, style, and lyrics for each day of the week.
Utilizing stop-motion and 3D printed props, we turned every set into a stage and dominated the conversation on Twitter. Earning almost a million impressions in two days and the highest engagement Chemours has ever received.
Role: Art Director
Copywriter : Reid Masimore
Group Creative Director: John Long
Design Director: Bastien Baumann
Director: Sam Sulam
Animator: Weston Doty
Character Designer: Robyn Makinson
Press:
Awards:
Shorty Award Winner -Best Art Direction
Silver DMA Award Winner -Best Art Direction
Ogilvy NY
Halloween lost its edge. Only the darkest spirit could bring it back. In an effort to make Halloween scary again, we kidnapped one very famous and beloved (hated) influencer. And we did it LIVE.
Role: Art Director
Copywriter: Reid Masimore
CCO: Alfonso Marian
Executive Creative Director: John Long
Photographer: Justin Bettman
Agency: Ogilvy NY
In 2018 Jack in the Box needed a distinct visual identity for their social channels along with a year’s worth of snackable content.
I also contributed to tabletop-photography, illustration, food-styling and animated all the gifs.
Role: Senior Art Director
ECD: Steve Yee
CCO: Bobby Pearce
Photographer: Kelly Woods +Leslie Diez
David&Goliath LA
For World Pistachio Day, The Wonderful Company wanted to give their audience something fun, engaging, and shareable.
We created a GIPHY branded page with nutty gif stickers. Users will be able to use our celebratory gifs on all social channels and SMS by simply using the hashtags that they’re probably already using like #awkward #TFW #Nutty #crazy #lol
My role involved leading a mid-level team in developing branded GIPHY stickers, along with contributing designs and animations.
Role: Senior Art Director
Art Director: Adam Daniels
Copywriter: Jameson Miller
ECD: Steve Yee
CCO: Bobby Pearce
The Wonderful Company
Home security’s not just about turning your security on—it’s about turning your worries off. With XFINITY Home’s advanced technology,customers can get the peace of mind they’re looking for at the touch of a button.
Art Director: Leslie Diez
Copywriter: Zachary Hinkle
ECD: Jesse Vendley
ACD: Sam Park + Darren Jeffries
Digitas NY
Make it short
The most menial errand can leave you with a story when you depend completely on public transportation. Car2Go puts you in control so you can cut through unwelcome detours anytime the trip needs to be quick.
Art Director: Leslie Diez
Copywriter: Cesar Vallejo
Freelance NY
Role: Art Direction / Design / Animation / Photography
Copywriter: Walker Schwartzman
Freelance LA 2019
Work shot and art directed by me in my home studio.
Various commercials
