When Pepsi brought its largest Super Bowl activation to life across New Orleans, I was brought on by Miniac to direct, capture, and edit the campaign’s full visual story. Over the course of three days, my photographer partner, Casey Chagrin, and I raced through 11 unique activations spread throughout the city — from VIP concerts at the Pep House to brand experiences celebrating Pepsi’s food partners like Doritos, Lays, and Cheetos.

New Orleans was the perfect backdrop — a place where food, culture, and a little bit of magic collide. The people were electric, the energy contagious, and the food some of the best we’ve ever had. That spirit fueled the way we filmed — fast-paced, immersive, and alive.

I served as director, cinematographer, and editor, crafting a suite of short-form vertical stories for social along with a high-energy recap film capturing Pepsi’s full Super Bowl presence. The final piece became the anchor film for Pepsi’s internal Super Bowl showcase and post-event marketing, helping pave the way for even larger future activations.

I joined Dryft Board in October 2024 as Director of Social Media to lead the creative build-up to the company’s 2025 launch. Working closely with the CMO and Creative Director, I helped shape the brand’s identity, audience strategy, and full social launch plan — from defining its voice to developing a month-long content rollout designed to sustain momentum before, during, and after launch day.

My role spanned strategy, creative direction, and production. I developed campaign decks, managed a team of editors and videographers, and worked with top-tier action-sports talent to produce a library of content that introduced the Dryft Board to the world. On launch day, I oversaw live posting, community engagement, and short-form storytelling that brought the brand to life across every platform.

Post-launch, our team hit the road — capturing real-world reactions and activations at Supercross events nationwide. I directed and filmed on-site content, created event recaps, and continued driving awareness through consistent social storytelling. The campaign established Dryft Board’s visual identity and continued conversations about innovations in the emerging electric-motion space.

For Coachella 2024, I was brought on by the Dorothy Creative agency to capture their incredible Postmates Activation. This space was saucy! Benny Blanco had partnered with Postmates to concoct a Secret Sauce that was perfect for dipping in fries, tots, or even in a few signature Saucetail beverages. 

We had a chance to capture with Benny when he stopped by the activation, and made sure to make it known that this was The space to stop by in the VIP Coachella space.

Here’s how we turned a Ferrari into a viral espresso bar - When Walter Haas, a new investor in San Francisco’s oldest Italian coffee roaster, asked me to make Graffeo Coffee go viral, I took the challenge head-on. His wild idea — turning a vintage 1980s Ferrari into a mobile espresso bar — was too good not to capture. Partnering with strategist Yasmin Buarque, we built a full campaign rollout to launch Grafeo’s first social presence, from viral-day content to a long-term editorial plan.

With a skeleton crew, we cruised through San Francisco serving espresso shots from the Ferrari’s trunk, blending cinematic storytelling with street-level spontaneity. I led the creative direction, directed, shot, and edited all deliverables, shaping the campaign’s signature tone and pacing.

The teaser post alone hit 1M views in 24 hours, organically growing Graffeo’s account by 10K followers in a week. What started as a stunt became a case study in how a legacy brand can reignite its identity through bold creativity, authentic storytelling, and community-driven strategy.

As lead creator for C4’s Supersport launch, I concepted and executed a high-impact visual campaign that highlighted their two hero flavors using magical realism and practical effects. I directed, shot, production designed, and edited the project—engineering in-camera illusions like levitating shaker bottles and swirling macro powder shots that gave the campaign a textured, tactile aesthetic. What was meant to be a one-day shoot became a three-day buildout due to the complexity of capturing real-world magic, like a bottle cap spiraling shut mid-air or bursting cans with colored powder. The end result was a visually explosive spot elevated by hip-hop energy and handcrafted visual effects that helped distinguish the brand in a crowded category.

C4 Energy - New York

As a part of C4’s Energy Drink of the Summer campaign, I followed the one and only Jason Diaz to New York for the annual Pride celebration. The goal was to show Jason exploring New York, while also giving him a chance to meet up with his fans during the celebration. I came on board as the C4 content creator to jam out a series of relevant and quick turn social assets that C4 could use to keep the campaign’s momentum running strong.

C4 Energy - House Party

To kick off the summer, C4 Smart Energy hosted an epic house party in Beverly Hills, CA. Partnering with Kevin Hart’s Gran Coramino, this C4 energy LA bash caught all the vibes, and I was lucky enough to join them as their content capturer for the night. I set up and covered step and repeat interviews, as well as all around capture of this unforgettable event.

C4 Energy - WWE

C4 Energy was a major sponsor in this year’s WWE SummerSlam event. They had a massive event the day before to provide fans with an up close C4 experience where they got a chance to meet the all stars, Seth ‘Freakin’ Rollins and Rhea Ripley.

I was brought on to conceptualize and execute a bank of content we could capture and deliver on the day. Though when the production day did come, most of the production assets that were needed for the event never arrived, we had to quickly pivot to fresh concepts that would be just as fun and relevant for the brand’s platform.