My job is to see the thing no one else sees, then make everyone else wonder how they missed it.
This site is a snapshot of what I do, how I think, and the kind of work I care about, brand, storytelling, video, and the strategy that holds it all together.
Every project here started with a simple goal, to make something clear, thoughtful, and meaningful. Browse the work. Learn a little about me.
“And if you thinkwe should build something together, send a note.”
Real Work. Real People. Mike Rowe and CAT Technicians.
Campaign Overview
Partnering with Mike Rowe on Caterpillar’s technician recruitment campaign brought instant credibility to a story rooted in real skill, grit, and pride in the trades. Known for giving a platform to the people behind the work, Mike Rowe helped authentically spotlight CAT technicians and the role they play in keeping the world moving.
The campaign expanded across a custom published book, a multi video content series, and supporting recruitment assets built to reach future technicians where they live and work. The creative focused on real voices, real challenges, and real craftsmanship, showing the role as a career with purpose, not just a job.
The project gained national recognition, earning Ad Age Small Agency of the Year, validating both the creative approach and the impact of the work. It helped position Caterpillar as a brand that values skill, invests in people, and celebrates the work that often goes unseen.
Never Had a Bad Day.
The Legend of Bernie Karl Documentary
Never Had a Bad Day tells the story of Bernie Karl, an inventor, entrepreneur, and lifelong problem solver who built an unconventional life in Alaska through persistence, curiosity, and a deep belief in renewable energy. From running a geothermal powered resort to mining for gold and hosting an annual renewable energy fair, Bernie’s life reflects a rare mix of optimism, grit, and forward thinking.
I led the creative direction and narrative concept for the documentary, shaping the story into a human portrait of innovation and resilience rather than a traditional business profile. The film follows Bernie through both his work and his philosophy, capturing the way he approaches challenges with humor, confidence, and an unshakable belief that problems exist to be solved.
The documentary premiered at the Boston Film Festival, where it won the Audience Award, and went on to screen at multiple national and international festivals, including environmental and documentary specific film events. It received recognition across several festivals for its storytelling, originality, and audience impact.
This project remains one of my most meaningful long form storytelling experiences, blending real life character, technical ingenuity, and cinematic narrative into a story that continues to resonate with viewers.
doorway to discovery.
Discover Peoria Tourism Campaign
I partnered with Discover Peoria to create a city-wide tourism campaign built around a simple but powerful idea: discovery happens one doorway at a time. Using a recurring visual device, each spot transitions viewers through multiple Peoria experiences by opening a single door into the next environment.
Alongside the broadcast creative, I led the production of a Day in the Life documentary series featuring real Peorians doing what they love. From early-morning bakers and local shop owners to artists, athletes, and entrepreneurs, the series captured the rhythm, pride, and personality of the city through authentic, unscripted storytelling.
Beyond awareness, the campaign was designed to create a deep arsenal of evergreen content for Discover Peoria to deploy across digital, social, and paid platforms for awareness, consideration, and conversion. I also supported web development and ensured the campaign creative integrated seamlessly into the brand’s digital identity and user experience.
The result was a scalable content ecosystem that shifted the focus from attractions to people, positioning Peoria as a place defined by energy, creativity, and community, not just destinations.
DON’T SHOOT.
Don’t Shoot. Anti Violence Community Campaign
Citywide anti gun and gang violence campaign in Peoria, Illinois, focused on reducing shootings, keeping the most dangerous offenders off the streets, and sending a clear message to put down the guns. I helped shape creative that connected the initiative to everyday residents across the city, turning a law enforcement program into a community wide call to protect our neighborhoods.
What made it complex and real
Don’t Shoot Peoria was not simply a “poster campaign.” It tried to combine hard enforcement (targeting gang violence) with community outreach, public messaging, legitimate alternatives (for youth and offenders), and broad local cooperation among government, law enforcement, social services, and citizens. That multi-layered approach meant telling difficult truths: violence affects entire neighborhoods, stopping it takes more than policing, and it requires honest engagement with people often overlooked.
Because of that, working on Don’t Shoot meant balancing sensitivity, urgency, cultural awareness, and creative clarity — designing messaging that spoke to risk, fear, hope, responsibility, and community.
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Video
Cinematic storytelling built on real people, sharp craft, and strong ideas. Brand films, documentaries, and campaign work designed to move with purpose across every screen. Click Here »
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Art Direction
Identity systems built from the inside out. Strategy, design, and voice working together to create brands that feel clear, confident, and built to last. Click Here »
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Photography
Real moments, intentional composition, and strong light. Campaign, lifestyle, and brand photography captured with honesty and control. Click Here »
