VASCEPA is the first and only FDA-approved medication to lower CV risk in addition to other medications, such as statins, in patients with high triglycerides (≥150 mg/dL) and heart disease or diabetes with other CV risk factors. The exact science of how VASCEPA works in the body is not fully understood, but years of clinical testing have led to proven results.
PHARMA AND HEALTHCARE
ONCOLOGY
KEYTRUDA
KEYTRUDA
Role: ACD: Digital
Period: 2023
Platform: Storyboarding, Keytruda: Pharma
Lift: HCP Education
- Matt Lear, VP, CD
- Carmel Winter, ACD
Ketruda is an immunotherapy treatment, not chemotherapy, that helps the body’s immune system fight cancer. It’s used to treat various cancers, including skin cancer, lung cancer, head and neck cancer, lymphoma, and certain types of breast cancer.
- Managed multiple projects from concept through to completion, working with both in-house resources and third-party vendors
- Provided leadership and professional development to video staff
- Ensured brand identity and message consistency across channels
- Developed and evaluated creative concepts, copy and art, at pre-determined points and providing direction prior to review by account management
- Cut video spots using AVID Technology, Adobe Premiere and Adobe After Effects
POLIVY
POLIVY
Role: Creative Lead: Animation, HTML5 and Video, Senior Art Director
Period: 2022-2024
Platform: Print, Digital, Social
Lift: 360 Campaign
- Mark Kelley, VP, CD
- Derby Tabuteu, ACD
- Dana Forker, Art Director
Polivy is a prescription medication used to treat adults with diffuse large B-cell lymphoma (DLBCL), a blood cancer that affects white blood cells.
HIV/AIDS
CABENUVA
CABENUVA
Role: Creative Lead: Animation, HTML5 and Video, Senior Art Director
Period: 2021-2022
Platform: Print, Digital, Video
Lift: 360 Campaign
- Travis Hibbis, VP, CD
- Lisa Boosin, ACD
- Anthony Lowe, ACD
- Michelle Johnson, Studio Manager
- Hayden Griffin, Copywriter
- Kerry Goeller, Digital Production Artist
Cabenuva is a co-packaged antiretroviral medication for the treatment of HIV/AIDS. It contains cabotegravir and rilpivirine in a package with two separate injection vials. None of this would be accomplished without solid leadership and the skilled work of the studio production team. I have had the pleasure as digital artist of collaborating with those from Havas’ ancillary agencies Arnold and Tonic on numerous digital pharma projects. A promising pharmaceutical to lower the viral load of HIV-positive patients, Cabenuva for ViiV had met enough regulations to begin the final design and development of it’s online presence. Designed for both desktop and mobile-responsive, the site began as a set of Photoshop files with many subsets nested within the site map that I migrated into Sketch for conversion to vector-light and nimble assets within the site and to prompt collaboration. Working files are still under NDA, so I am unable to share the build files live.
- Managed multiple projects from concept through to completion, working with both in-house resources and third-party vendors
- Provided leadership and professional development to department staff
- Ensured brand identity and message consistency across channels
- Developed and evaluated creative concepts, copy and art, at pre-determined points and providing direction prior to review by account management
- Cut video spots using AVID Technology, Adobe Premiere and Adobe After Effects
DELSTRIGO
DELSTRIGO
Role: Creative Lead: Animation, Senior Art Director
Period: 2021-2022
Platform: HTML5 Banner Animation, Social, Video
Lift: Patient Education, Video
- Travis Hibbis, VP, CD
- Michelle Johnson, Studio Manager
- Hayden Griffin, Copywriter
- Kerry Goeller, Digital Production Artist
Taken orally, Delstrigo is a fixed-dose combination antiretroviral medication for the treatment of HIV/AIDS, containing doravirine, lamivudine, and tenofovir disoproxil.
Delstrigo, a new and inspiring treatment in the fight against HIV, came into my studio from the Havas video studio, Studio 6, where all of the video had been cut down for the upcoming spot placement, and with the relationship between the client, agency and what we were accomplishing together being kismet, Merck asked if we were able to create a version of what Bayer had dazzled the industry with at a pharma conference the year before–a scrolling ISI both in video assets AND HTML5. Tapped by my friend EMILY WILSON within Studio 6 as she and I had triumphs together, my studio took over building the social media assets that mirror the stop-motion generation 1 portion of the Delstrigo campaign that was in market. It was with great joy that I not only set up the size, speed and transition of the animations for video social assets, but resourced the FDA-approved speed from the Bayer scrolling ISI and mirrored that flawlessly to show at the right speed and percentage of the screen. <br>Three assets were created combining the stop-motion footage provided, logos and ISI copy. Animation, colors, speed and ISI met FDA criteria for type size, legibility and background color to accommodate for the potentially visually-impaired.
- Developed and reviewed creative briefs that provided strategic insight(s) and creative inspiration
- Curated a culture of trust with peers, clients and all stakeholders
- Set high-impact objectives and went above and beyond to exceed performance expectations
- Scheduled and directed on-site, in-city and remote/travel video and photo shoots for both product and video campaign
- Cut video spots using AVID Technology, Adobe Premiere and Adobe After Effects
CARDIOVASCULAR
VASCEPA
VASCEPA
Role: ACD, Pharma, Website
Period: 2021-2022
Platform: Print, Digital, Video
Lift: Part of a 360 Campaign
- Travis Hibbis, VP, CD
- Lisa Boosin, ACD
- Anthony Lowe, ACD
- Michelle Johnson, Studio Manager
- Hayden Griffin, Copywriter
- Kerry Goeller, Digital Production Artist
VASCEPA is the first and only FDA-approved medication to lower CV risk in addition to other medications, such as statins, in patients with high triglycerides (≥150 mg/dL) and heart disease or diabetes with other CV risk factors. The exact science of how VASCEPA works in the body is not fully understood, but years of clinical testing have led to proven results.
- Managed shareholders from concept through to completion, working with both in-house resources and external vendors
- Provided leadership and professional development to creative staff
- Ensured brand identity, functionality and message consistency across channels
- Evaluated digital creative concepts, copy and art, at pre-determined points and providing direction prior to review by account management
DIABETES
SOLIQUA
SOLIQUA
Role: Creative Lead: Animation, Senior Art Director
Period: 2021-2022
Platform: HTML5 Banner Animation, Social, Video
Lift: Patient Education
- Travis Hibbis, VP, CD
- Lisa Boosin, ACD
- Anthony Lowe, ACD
- Michelle Johnson, Studio Manager
- Hayden Griffin, Copywriter
- Kerry Goeller, Digital Production Artist
Toujeo is a long-acting modified form of medical insulin injected just under the skin, used in the management of type I and type II diabetes. Benefits generally begin an hour after use.
- Proactively raised issues to improve effective team working and collaboration
- Communicated ideas and direction confidently in a clear, concise and articulate manner
- Capable of constructively challenging the status-quo and took risks to challenge internal and external perspectives
- Lead design direction by providing subordinate creatives key assets for each leg of the campaign build (digital color breakdowns, templated breakdowns for motion/ratio/sizes, imagery selection and definition of photographic color treatment and adjustments)
- Animated assets using Adobe Illustrator and Adobe After Effects
TOUJEO
TOUJEO
Role: ACD: Digital
Period: 2021-2022
Platform: HTML5 Banner Animation, Social, Video
Lift: Patient Education
- Travis Hibbis, VP, CD
- Lisa Boosin, ACD
- Anthony Lowe, ACD
- Michelle Johnson, Studio Manager
- Hayden Griffin, Copywriter
- Kerry Goeller, Digital Production Artist
The simplest ask: to create a rasher of banner ads. The complication: To conscientiously incorporate BNY-mandated DEI initiatives based upon social equity initiatives. Across all of the digital assets, round one simply depicting diversity ethnically, and my pressing for not only ethnic, but gender and orientation representation as well as ethnically, the client was not only pleased to see my execution across the static banners in the initial batch, but I had been expanding beyond the brief behind the scenes.
By the next enthusiastic media buy from BNY, I had not only pulled their design standard documentation, but I was animating in Adobe Animate behind the scenes. Animating in a manner that was pixel-identical to their internal regulations and matched their online, social and environmental brand. Emphasis was put on the animation for brand recognition as primary, then the gentle fade into the diversity shot.
- Managed the workload for assigned book of business to maximize the productivity and quality of work from the creative staff
- Built relationships quickly with others and engaged personally with peers and clients
- Collaborated with stakeholders and embraced an inclusive-based environment
- Implemented traditional and interactive design, including web, mobile, UX, animation, social and rich media experiences
OSTEOPOROSIS
ENBREL
POLIVY
Role: Creative Lead: Animation, HTML5 and Video, Senior Art Director
Period: 2022-2024
Platform: Print, Digital, Social
Lift: 360 Campaign
- Mark Kelley, VP, CD
- Derby Tabuteu, ACD
- Dana Forker, Art Director
Polivy is a prescription medication used to treat adults with diffuse large B-cell lymphoma (DLBCL), a blood cancer that affects white blood cells.
EVENITY
POLIVY
Role: Creative Lead: Animation, HTML5 and Video, Senior Art Director
Period: 2022-2024
Platform: Print, Digital, Social
Lift: 360 Campaign
- Mark Kelley, VP, CD
- Derby Tabuteu, ACD
- Dana Forker, Art Director
Polivy is a prescription medication used to treat adults with diffuse large B-cell lymphoma (DLBCL), a blood cancer that affects white blood cells.
PROLIA
PROLIA
Role: ACD, Pharma, Website
Period: 2021-2022
Platform: Print, Digital, Video
Lift: Part of a 360 Campaign
- Travis Hibbis, VP, CD
- Lisa Boosin, ACD
- Anthony Lowe, ACD
- Michelle Johnson, Studio Manager
- Hayden Griffin, Copywriter
- Kerry Goeller, Digital Production Artist
For women with osteoporosis after menopause at high risk for fracture, Prolia has been proven to help strengthen and protect bones from the risk of osteoporosis and hypercalcemia. This 3-year clinical study tested the safety of Prolia in over 7700 women with postmenopausal osteoporosis aged 60 to 90 years. Approximately half of the women took Prolia, while the other half were untreated (given a placebo injection).
- Managed shareholders from concept through to completion, working with both in-house resources and external vendors
- Provided leadership and professional development to creative staff
- Ensured brand identity, functionality and message consistency across channels
- Evaluated digital creative concepts, copy and art, at pre-determined points and providing direction prior to review by account management
ANAEMIA
REBLOZYL
REBLOZYL
Role: ACD, Pharma, Website
Period: 2022-2024
Platform: Digital, Print, Video
Lift: 360 Campaign
- Mark Kelley, VP, CD
- Derby Tabuteu, ACD
- Dana Forker, Art Director
Reblozyl, is a medication used for the treatment of anemia in beta thalassemia and myelodysplastic syndromes. The US Food and Drug Administration considers it to be a first-in-class medication.
Guided Creative Vision and Managed Campaign Assets: Led the design direction by equipping subordinate creatives with essential assets for every stage of the campaign development, both in print and digital formats. This included detailed color breakdowns, templated guidelines for various ratios and sizes, curated imagery selections, and well-defined photographic color treatments and adjustments to ensure visual consistency across all platforms.
Optimized Resource Allocation for Project Success: Ensured that resources were efficiently allocated based on the specific needs and timelines of each project. This involved careful planning and coordination to maximize team productivity and meet project milestones without compromising quality.
Approached all situations and interactions with honesty, integrity, and humility: This fostered a collaborative and respectful working environment, encouraging open communication and mutual respect among team members and clients.
Addressed Client Marketing Challenges with Strategic Creativity: Demonstrated a thorough understanding of clients’ marketing challenges and was highly responsive to their strategic needs. By proposing innovative and tailored creative solutions, consistently exceeded client expectations and contributed to achieving their marketing objectives.
(Shown as PDF. Original files acquired from agency prior were in Adobe XD format, which does not permit sharing multiple working-file artboards online.)
SLEEP SCIENCE
QUVIVIQ
QUVIVIQ
Role: Art Director: Video, Graphics and Storyboarding
Period: 2023
Platform: Video
Lift: Pharma Congress Video
- Greg Polin, Director of Video Production
- Lori Eisenberg, SVP, Client Services
Quviviq is a prescription treatment for adults who have trouble falling asleep or staying asleep (insomnia). In clinical trials, Quviviq helped adults with insomnia get more sleep with improvements measured at months 1 and 3.
As quoted from Lori Eisenberg herself:
“After months of planning, we just held the first live speaker training for QUVIVIQ this past weekend. It was literally an all hands on deck meeting with amazing contributions from Client Service, Medical, Creative, Production, Editorial and Finance. Our team was in charge of EVERYTHING from the core deck and break-out room content to inviting/securing speakers, travel, vendor coordination and every detail imaginable including selecting the chairs for the on-stage faculty. Everyone had to stretch in their role, get their hands dirty and pivot to allow for unanticipated circumstances. It was an amazing team experience and I was proud to witness it.
By the numbers:
- 154 Speakers
- 9 Faculty
- 24 Idorsia Clients
And the entire HSC/HCG Dream Team village…were all smiles praising HSC for the content, creative, materials, logistics and overall event coordination and production. [It] was incredibly well-executed—never a moment of panic or anxiety regarding what should be happening! The relationships we have built with the clients and KOLs is remarkable. I think [the client’s] favorite part was the team dinner where he invited everyone to share fun facts and personal anecdotes with the team. [The client] pulled me aside and said how happy he was with the entire team [and] reiterated that he always thinks of us as one cohesive team.
In terms of speaker feedback, quotes included: “This was definitely one of the best speaker trainings I have ever attended”; “excellent program”; “outstanding program”; “well thought out…”
- Managed multiple projects from concept through to completion, working with both in-house resources and third-party vendors
- Provided leadership and professional development to department staff
- Ensured brand identity and message consistency across channels
- Developed and evaluated creative concepts, copy and art, at pre-determined points and providing direction prior to review by account management
- Cut video spots using AVID Technology, Adobe Premiere and Adobe After Effects
HEALTHCARE
& HEALTH SCIENCES
ASTRAZENICA PRECISION MEDICINE
ASTRAZENECA
PRECISION MEDICINE
Role: ACD, Pharma, Website
Period: 2021-2022
Platform: Print, Digital, Video
Lift: Part of a 360 Campaign
- Mark Kelley, VP, CD
- Amadeu Dimas, VP, CD
- Jessica Blanchard, ACD, Digital
- Dana Forker, SAD
- Bella Wood, UX Designer
“Precision medicine is an innovative approach for tailoring disease treatment and prevention. It makes it possible for doctors and researchers to more accurately predict which treatments are more likely to work for a patient, taking into account individual genetic and molecular make-up, environment, and lifestyle.
By unravelling the complex underlying biology of many diseases, and pioneering and applying advanced technologies, we are leading the way in the application of precision medicine. Our work, and our collaborations with partners across industry, biotech and academia, are driving for better treatments for patients as well as a more sustainable future for healthcare systems.”
- Worked closely with our CDs and the client to evaluate the best approach to clearly define the messaging and how to convey a hefty amount of HCP-based information in a scalable site contingent on the user’s needs
- Managed shareholders from concept through to completion, working with both in-house resources and external vendors
- Provided leadership and professional development to creative staff whilst actively educating them in the functions and flow of Figma and transitioning from Adobe XD
- Ensured brand identity, functionality and message consistency across channels
- Evaluated digital creative concepts, copy and art, at pre-determined points and providing direction prior to review by account management
NEW YORK PRESBYTERIAN HOSPITALS
NEW YORK PRESBYTERIAN
Role: Creative Lead: Animation, Video, Senior Art Director
Period: 2022
Platform: Print, Digital, Video
Lift: Healthcare Public Image Rebrand
- Travis Hibbis, VP, CD
- Lisa Boosin, ACD
- Michelle Johnson, Studio Manager
- Hayden Griffin, Copywriter
The NewYork-Presbyterian Hospital, a nonprofit academic medical center in New York City, is the primary teaching hospital for two Ivy League medical schools, Weill Cornell Medicine at Cornell University and Columbia University Vagelos College of Physicians and Surgeons at Columbia University. As of 2022, the hospital is ranked the seventh-best hospital in the United States and second-best in the New York City metropolitan area, treating about 310,000 patients in its emergency department and delivers about 15,000 babies.
“Refresh, rebrand, remind.” These are the three core tenets handed down from strategy at Havas based on two months of collaboration between NewYork-Presbyterian and everyone from account to PMs in my sphere. When finally tapped for my up ramp, the build of the campaign was primarily print and already meted out by another print design team, with Presby giving full enthusiastic sign-off as it was the print leg of their brand refresh. Full environmental wraps, billboards, 3-D laser letter cuts—the full print spectrum backed by a massive budget. I was excited for this as the direction, because I knew that Presby and the team were partially missing a lynchpin in a campaign—OOH digital. Digital wherever digital can live, from lobby screens to, app design, and of course Link NYC street side kiosks. I had already known that Presby was using only looped PowerPoint documents for years as their only digital interaction and they thought that they were getting more of the same—not with me helming Adobe Acrobat and Premiere and this slight oversight being my playground. Left, see the set of animations that I created as a branded style from digital to video, with free-reign to animate within the bounds of the campaign look-and-feel.
- Managed multiple project portions from concept through to completion, working with both in-house resources and third-party vendors
- Ensured brand identity and message consistency across channels
- Developed and evaluated creative concepts, copy and art, at pre-determined points and providing direction prior to review by account management
- Cut spots and created deliverables using AVID Technology, Adobe Premiere and Adobe After Effects
LIFESTYLE
SPORTS
DAZN
DAZN, U.S.
Role: Art Director: Freelance
Period: 2019
Platform: Print, Digital
Lift: Fight Promotional Campaign, Sports
DAZN is the leading global sports streaming service. Created by fans, for fans, it is leading the charge to give affordable access to sport anytime, anywhere. DAZN is available on most internet-connected devices, including smart TVs, smartphones, tablets, PCs, game consoles, streaming sticks and set-top boxes.
Overwhelmed by the establishment of their One World Trade headquarters in NYC and it’s quintessential “coolness,” I was enlisted by DAZN to create Instagram social assets for the Dec. 7, 2019 bout and introduction to the U.S. sports market, from the fight poster (far left,) to the fan-centric-targeted social media boxer profiles (center and right.)
Andy Ruiz Jr. vs. Anthony Joshua II, was a heavyweight professional boxing rematch between the Andy Ruiz Jr. and former champion Anthony Joshua. Noting what I viewed to be a missing branding asset for this inaugural foray into the U.S. fight market, I also created a “3-D” rubik of the logo as a loader and screensaver for anything from phone takeovers to transition screens (animated, bottom last.)
MAJOR LEAGUE SOCCER
NEW YORK RANGERS
Role: Senior Art Director
Period: 2013-2016
Platform: Print, Public Affairs and Media
Lift: 360 Evergreen Sports Campaign
- Anthony Zucconi, Manager, Marketing
- Dino Tichenelli, Public Relations Coodinator
- Tarek Awad, Design Director
- Michelle Cruz, Senior Art Director
The New York Rangers are a professional ice hockey team based in New York City. The Rangers compete in the National Hockey League as a member of the Metropolitan Division in the Eastern Conference.
As Art Director for Madison Square Garden, I created and lead team advertising across all touchpoints, with an emphasis on television, digital media and branded content with a focus on the print and digital media and playoff guides as my speciality. I never would have thought that I would become a hockey fan. Working with Dino Ticinelli, Tarek Awad and Michelle Cruz, I quickly became one without resistance. I took the enthusiasm that I grew for hockey and put it wholeheartedly (and sometimes from actual sun-up to sundown during playoffs) into creating print assets for The New York Rangers. A collective of team players, history, statistics and other essential team knowledge materials were provided in multiple formats throughout. As a world leader in live sports and entertainment, The Madison Square Garden Company (MSG) sets a global standard for excellence in live experiences and forges deep and enduring connections with diverse and passionate audiences that span generations. Curating and documenting the dynamic history of such a magnanimous NHL club was accomplished by my efforts with the NY Ranger Public Affairs Department. Producing a 450-500 page essential media and playoff guides as well as other accompanying collateral took careful collection and consideration of the overall flow and pagination of this seasonal undertaking. Beyond this, it was critical to be constantly aware of all trades, stats and media chatter concerning the club and it’s fans—events like playoffs and trades could change not only the landscape of the club, but the overall content being provided by the public relations department.
- Mentored and trained team members, wrote performance reviews, and allocated work
- Championed curiosity and open mindset towards new ways of doing things
- Ensured that creative presentations to the client met the highest professional standards
- Brainstormed and developed campaigns while working with clients on multiple projects at once
THE NEW YORK RANGERS
NEW YORK RANGERS
Role: Senior Art Director
Period: 2013-2016
Platform: Print, Public Affairs and Media
Lift: 360 Evergreen Sports Campaign
- Anthony Zucconi, Manager, Marketing
- Dino Tichenelli, Public Relations Coodinator
- Tarek Awad, Design Director
- Michelle Cruz, Senior Art Director
The New York Rangers are a professional ice hockey team based in New York City. The Rangers compete in the National Hockey League as a member of the Metropolitan Division in the Eastern Conference.
As Art Director for Madison Square Garden, I created and lead team advertising across all touchpoints, with an emphasis on television, digital media and branded content with a focus on the print and digital media and playoff guides as my speciality. I never would have thought that I would become a hockey fan. Working with Dino Ticinelli, Tarek Awad and Michelle Cruz, I quickly became one without resistance. I took the enthusiasm that I grew for hockey and put it wholeheartedly (and sometimes from actual sun-up to sundown during playoffs) into creating print assets for The New York Rangers. A collective of team players, history, statistics and other essential team knowledge materials were provided in multiple formats throughout. As a world leader in live sports and entertainment, The Madison Square Garden Company (MSG) sets a global standard for excellence in live experiences and forges deep and enduring connections with diverse and passionate audiences that span generations. Curating and documenting the dynamic history of such a magnanimous NHL club was accomplished by my efforts with the NY Ranger Public Affairs Department. Producing a 450-500 page essential media and playoff guides as well as other accompanying collateral took careful collection and consideration of the overall flow and pagination of this seasonal undertaking. Beyond this, it was critical to be constantly aware of all trades, stats and media chatter concerning the club and it’s fans—events like playoffs and trades could change not only the landscape of the club, but the overall content being provided by the public relations department.
- Mentored and trained team members, wrote performance reviews, and allocated work
- Championed curiosity and open mindset towards new ways of doing things
- Ensured that creative presentations to the client met the highest professional standards
- Brainstormed and developed campaigns while working with clients on multiple projects at once
NEW YORK RED BULLS
NEW YORK RED BULLS
Role: Art Director: Freelance
Period: 2016
Platform: Print, Digital
Lift: Corporate Promotional Campaign, Sports
- Michelle Cruz, SAD
- Joe Stetson, Chief Commercial Officer
The New York Red Bulls are an American professional soccer club based in the New York metropolitan area, dedicated to giving back to the community in which they live and work. As assistant art director for the 2016-2017 Seasons, I had the pleasure of working with Michelle Cruz again after our initial collaborations at Madison Square Garden. In her position at NYRB, she pulled me in as art director to undertake the creation of a 350+ print and digital media guide. Using every trick in the Adobe CSS book from InDesign pagination to Illustrator player bio artwork, I developed an overarching look and feel, initially creating befitting style guide for the media guide.
This photo, not that photo, is there a reshoot of that player, this typeface and not that one and here is exactly why based on this asset—the daily design decisions and briefs that I had the autonomous pleasure of having with everyone involved from design, social media and public relations. With great direction, I was able to create an accurate and engaging media guide for news outlets and other users.
- Worked with the Creative Director to evaluate performance, workflow, and quality issues and develop long-range plans for the team
- Curated a culture of trust with peers, clients and all stakeholders
- Set high-impact objectives and went above and beyond to exceed performance expectations
- Lead design direction by providing subordinate creatives key assets for each leg of the campaign build (print and digital color breakdowns, templated breakdowns for ratio/sizes, imagery selection and definition of photographic color treatment and adjustments)
- Developed concepts around brand touchpoints (e.g. campaigns, big events)
- Creative lead on big events bringing to life entire platform, including primary campaign marks, color schemes and secondary elements, to usage guidelines and applications
- Helped to identify best resources for creative production, e.g., online content, photography, talent, etc.
- Reviewed proofs and seeing projects through final production
- Prepared final files for production
- Attended internal calls and meetings as required
GENERAL
AIR FRANCE
KEYTRUDA
Role: ACD: Digital
Period: 2023
Platform: Storyboarding, Keytruda: Pharma
Lift: HCP Education
- Matt Lear, VP, CD
- Carmel Winter, ACD
Ketruda is an immunotherapy treatment, not chemotherapy, that helps the body’s immune system fight cancer. It’s used to treat various cancers, including skin cancer, lung cancer, head and neck cancer, lymphoma, and certain types of breast cancer.
- Managed multiple projects from concept through to completion, working with both in-house resources and third-party vendors
- Provided leadership and professional development to video staff
- Ensured brand identity and message consistency across channels
- Developed and evaluated creative concepts, copy and art, at pre-determined points and providing direction prior to review by account management
- Cut video spots using AVID Technology, Adobe Premiere and Adobe After Effects
JAGUAR/LAND ROVER U.S.
KEYTRUDA
Role: ACD: Digital
Period: 2023
Platform: Storyboarding, Keytruda: Pharma
Lift: HCP Education
- Matt Lear, VP, CD
- Carmel Winter, ACD
Ketruda is an immunotherapy treatment, not chemotherapy, that helps the body’s immune system fight cancer. It’s used to treat various cancers, including skin cancer, lung cancer, head and neck cancer, lymphoma, and certain types of breast cancer.
- Managed multiple projects from concept through to completion, working with both in-house resources and third-party vendors
- Provided leadership and professional development to video staff
- Ensured brand identity and message consistency across channels
- Developed and evaluated creative concepts, copy and art, at pre-determined points and providing direction prior to review by account management
- Cut video spots using AVID Technology, Adobe Premiere and Adobe After Effects
KEURIG/DR. PEPPER
POLIVY
Role: Creative Lead: Animation, HTML5 and Video, Senior Art Director
Period: 2022-2024
Platform: Print, Digital, Social
Lift: 360 Campaign
- Mark Kelley, VP, CD
- Derby Tabuteu, ACD
- Dana Forker, Art Director
Polivy is a prescription medication used to treat adults with diffuse large B-cell lymphoma (DLBCL), a blood cancer that affects white blood cells.
ROLEX
POLIVY
Role: Creative Lead: Animation, HTML5 and Video, Senior Art Director
Period: 2022-2024
Platform: Print, Digital, Social
Lift: 360 Campaign
- Mark Kelley, VP, CD
- Derby Tabuteu, ACD
- Dana Forker, Art Director
Polivy is a prescription medication used to treat adults with diffuse large B-cell lymphoma (DLBCL), a blood cancer that affects white blood cells.
PERFORMANCE AND EVENTS
HAVAS PRIDE 2020
HAVAS PRIDE 2020
Role: Senior Art Director/Creative Lead: Animation, Animation, Logo Mark, Animation and Video
Period: 2020
Platform: Social, Digital, Video
Lift: Corporate DEI/PRIDE Initiative during COVID
- Travis Hibbis, VP, CD
- Lisa Boosin, ACD
- Anthony Lowe, ACD
- Michelle Johnson, Studio Manager
- Hayden Griffin, Copywriter
- Kerry Goeller, Digital Production Artist
- Shirley Katz, Executive Director, Head of Resource Management
- Aileen Boyce, VP, Associate Creative Director
- Rob Conger, Presentation Designer
When you are exceedingly proud of the work that you and your team created, it is equally-easy to be proud to host, design and organize the Havas Pride 2020 initiative. With the restrictions and climate of COVID-19, everyone was forced into quarantine who was not an essential worker, postponing life, work and gathering as we know it. One of the largest and greatly-anticipated events of the year, PRIDE NYC, was cancelled for the year by the city health agencies, forcing all to find ways to improvise and celebrate diversity and accomplishment in the LGBTQIA+ community.
As part of the HXC 2020 Pride Committee, I created and lead the overall design direction below that was utilized from Instagram filters to being used as a template from which other committee members developed the assets that they required.
NEW YORK CITY PRIDE 2025
NEW YORK CITY PRIDE 2024
Role: Creative Lead: Animation, HTML5 and Video, Senior Art Director
Period: 2017-2019
Platform: Print, Digital, Video
Lift: 360 Evergreen Sports Campaign
- Sandra Perez, Executive Director, NYC Pride
- Kazz Alexander, Co-Chair, NYC Pride
- Sue Doster, Co-Chair, NYC Pride
- Evan Reed, Youth Pride Coordinator
- Veronica Ryzio, Media Coordinator
- Kayle Williams, Assistant Creative Director
“Heritage of Pride works toward a future without discrimination where all people have equal rights under the law. We do this by producing LGBTQIA+ Pride events that inspire, educate, commemorate and celebrate our diverse community.”
As creative director with NYC Pride 2024, I was skilled in understanding organizational and partner needs and translating key objectives into creative concepts rooted in the heritage of Pride. I breathed life throughout the experiential community journey (environmental, digital, video, and social). I brought hybrid experience in both art direction and copywriting, working across various tentpoles, mediums and platforms. Having brought live event experience from such outlets as Madison Square Garden, Major League Soccer and other premium event brands, I kept NYC Pride ahead of the latest innovations in the marketplace and integrated that knowledge into concepts that cut through the noise.<br>I oversaw high-value brand platforms and was therefore responsible for managing the full creative process – from conceptualization through execution. I thrived on being client-facing with C-suite executives such as MasterCard and utilized my storytelling skills to effectively communicate the team’s work in a design presentation. I was responsible for creatively leading many of our top existing client partners in developing award-winning Pride platforms. These sponsorship driven platforms ultimately helped our clients accomplish their business objectives and stand-out creatively in the marketplace to establish NYC Pride as a leading voice in the LGBTQIA+ community. I directed a cohesive creative vision and development of design direction for promotional materials (environmental design, stage design, special events, brand collateral, and multiple social media pieces ) based on creative briefs, conversations and wide-ranging internal brand strategies. I possesses outstanding interpersonal skills, a relentless work ethic, and a spirit of collaboration that inspires those around them to create work that represents NYC Pride as a thoughtful and powerful force in queer equality.
THE PALEY CENTER FOR MEDIA ARTS
THE PALEY CENTER FOR MEDIA, NYC
Role: Art Director: Freelance
Period: 2016
Platform: Digital, Video
Lift: Broadcast Network Promotion, AMC/BBC
- CK Chen, Senior Creative Director, The Paley Center
PALEYFEST 2017 seminar honors “Orphan Black,” the dramatic science fiction series about the far-reaching consequences of a secret government cloning experiment.
“Orphan Black” PaleyFest: I was already a huge fan of The Paley Center and was working on a ton of print and digital assets from flyers to web banners promoting a variety of celebrity events. When I was chatting with Senior Creative Director Jack Chen about one of my favorite shows, “Orphan Black” was set to be hosted for a Q&A in a week, it was all that I could do to control my enthusiasm. I remember walking over and asking what I could do to help. Many things were already set in motion, with one of the last items outstanding being a PowerPoint presentation highlighting the event and characters from the show.
I volunteered and the creatives no longer had to try to educate themselves on a show and characters that they had never seen—I completely threw myself into it with it almost becoming a video feature. The Paley Center is an archive of all things entertainment-related. With it being a two-night engagement due to popular demand and fans overwhelming the venue, I took it upon myself to append the original presentation with video from the prior night. The result was a fun, engaging reel that had fans of the show taking photos in front of the screens. I knew that I had done something right.
FINANCE & BANKING
BNY MELLON
POLIVY
Role: Creative Lead: Animation, HTML5 and Video, Senior Art Director
Period: 2022-2024
Platform: Print, Digital, Social
Lift: 360 Campaign
- Mark Kelley, VP, CD
- Derby Tabuteu, ACD
- Dana Forker, Art Director
Polivy is a prescription medication used to treat adults with diffuse large B-cell lymphoma (DLBCL), a blood cancer that affects white blood cells.
WELLS FARGO
POLIVY
Role: Creative Lead: Animation, HTML5 and Video, Senior Art Director
Period: 2022-2024
Platform: Print, Digital, Social
Lift: 360 Campaign
- Mark Kelley, VP, CD
- Derby Tabuteu, ACD
- Dana Forker, Art Director
Polivy is a prescription medication used to treat adults with diffuse large B-cell lymphoma (DLBCL), a blood cancer that affects white blood cells.
NEWS OUTLETS
THOMPSON REUTERS
KEYTRUDA
Role: ACD: Digital
Period: 2023
Platform: Storyboarding, Keytruda: Pharma
Lift: HCP Education
- Matt Lear, VP, CD
- Carmel Winter, ACD
Ketruda is an immunotherapy treatment, not chemotherapy, that helps the body’s immune system fight cancer. It’s used to treat various cancers, including skin cancer, lung cancer, head and neck cancer, lymphoma, and certain types of breast cancer.
- Managed multiple projects from concept through to completion, working with both in-house resources and third-party vendors
- Provided leadership and professional development to video staff
- Ensured brand identity and message consistency across channels
- Developed and evaluated creative concepts, copy and art, at pre-determined points and providing direction prior to review by account management
- Cut video spots using AVID Technology, Adobe Premiere and Adobe After Effects
SERVICE PROVIDERS
DIRECTV
POLIVY
Role: Creative Lead: Animation, HTML5 and Video, Senior Art Director
Period: 2022-2024
Platform: Print, Digital, Social
Lift: 360 Campaign
- Mark Kelley, VP, CD
- Derby Tabuteu, ACD
- Dana Forker, Art Director
Polivy is a prescription medication used to treat adults with diffuse large B-cell lymphoma (DLBCL), a blood cancer that affects white blood cells.
VERIZON
KEYTRUDA
Role: ACD: Digital
Period: 2023
Platform: Storyboarding, Keytruda: Pharma
Lift: HCP Education
- Matt Lear, VP, CD
- Carmel Winter, ACD
Ketruda is an immunotherapy treatment, not chemotherapy, that helps the body’s immune system fight cancer. It’s used to treat various cancers, including skin cancer, lung cancer, head and neck cancer, lymphoma, and certain types of breast cancer.
- Managed multiple projects from concept through to completion, working with both in-house resources and third-party vendors
- Provided leadership and professional development to video staff
- Ensured brand identity and message consistency across channels
- Developed and evaluated creative concepts, copy and art, at pre-determined points and providing direction prior to review by account management
- Cut video spots using AVID Technology, Adobe Premiere and Adobe After Effects
BIO AND CV
ONCOLOGY
KEYTRUDA
KEYTRUDA
Role: ACD: Digital
Period: 2023
Platform: Storyboarding, Keytruda: Pharma
Lift: HCP Education
- Matt Lear, VP, CD
- Carmel Winter, ACD
Ketruda is an immunotherapy treatment, not chemotherapy, that helps the body’s immune system fight cancer. It’s used to treat various cancers, including skin cancer, lung cancer, head and neck cancer, lymphoma, and certain types of breast cancer.
- Managed multiple projects from concept through to completion, working with both in-house resources and third-party vendors
- Provided leadership and professional development to video staff
- Ensured brand identity and message consistency across channels
- Developed and evaluated creative concepts, copy and art, at pre-determined points and providing direction prior to review by account management
- Cut video spots using AVID Technology, Adobe Premiere and Adobe After Effects
POLIVY
POLIVY
Role: Creative Lead: Animation, HTML5 and Video, Senior Art Director
Period: 2022-2024
Platform: Print, Digital, Social
Lift: 360 Campaign
- Mark Kelley, VP, CD
- Derby Tabuteu, ACD
- Dana Forker, Art Director
Polivy is a prescription medication used to treat adults with diffuse large B-cell lymphoma (DLBCL), a blood cancer that affects white blood cells.
HIV/AIDS
CABENUVA
CABENUVA
Role: Creative Lead: Animation, HTML5 and Video, Senior Art Director
Period: 2021-2022
Platform: Print, Digital, Video
Lift: 360 Campaign
- Travis Hibbis, VP, CD
- Lisa Boosin, ACD
- Anthony Lowe, ACD
- Michelle Johnson, Studio Manager
- Hayden Griffin, Copywriter
- Kerry Goeller, Digital Production Artist
Cabenuva is a co-packaged antiretroviral medication for the treatment of HIV/AIDS. It contains cabotegravir and rilpivirine in a package with two separate injection vials. None of this would be accomplished without solid leadership and the skilled work of the studio production team. I have had the pleasure as digital artist of collaborating with those from Havas’ ancillary agencies Arnold and Tonic on numerous digital pharma projects. A promising pharmaceutical to lower the viral load of HIV-positive patients, Cabenuva for ViiV had met enough regulations to begin the final design and development of it’s online presence. Designed for both desktop and mobile-responsive, the site began as a set of Photoshop files with many subsets nested within the site map that I migrated into Sketch for conversion to vector-light and nimble assets within the site and to prompt collaboration. Working files are still under NDA, so I am unable to share the build files live.
- Managed multiple projects from concept through to completion, working with both in-house resources and third-party vendors
- Provided leadership and professional development to department staff
- Ensured brand identity and message consistency across channels
- Developed and evaluated creative concepts, copy and art, at pre-determined points and providing direction prior to review by account management
- Cut video spots using AVID Technology, Adobe Premiere and Adobe After Effects
DELSTRIGO
DELSTRIGO
Role: Creative Lead: Animation, Senior Art Director
Period: 2021-2022
Platform: HTML5 Banner Animation, Social, Video
Lift: Patient Education, Video
- Travis Hibbis, VP, CD
- Michelle Johnson, Studio Manager
- Hayden Griffin, Copywriter
- Kerry Goeller, Digital Production Artist
Taken orally, Delstrigo is a fixed-dose combination antiretroviral medication for the treatment of HIV/AIDS, containing doravirine, lamivudine, and tenofovir disoproxil.
Delstrigo, a new and inspiring treatment in the fight against HIV, came into my studio from the Havas video studio, Studio 6, where all of the video had been cut down for the upcoming spot placement, and with the relationship between the client, agency and what we were accomplishing together being kismet, Merck asked if we were able to create a version of what Bayer had dazzled the industry with at a pharma conference the year before–a scrolling ISI both in video assets AND HTML5. Tapped by my friend EMILY WILSON within Studio 6 as she and I had triumphs together, my studio took over building the social media assets that mirror the stop-motion generation 1 portion of the Delstrigo campaign that was in market. It was with great joy that I not only set up the size, speed and transition of the animations for video social assets, but resourced the FDA-approved speed from the Bayer scrolling ISI and mirrored that flawlessly to show at the right speed and percentage of the screen. <br>Three assets were created combining the stop-motion footage provided, logos and ISI copy. Animation, colors, speed and ISI met FDA criteria for type size, legibility and background color to accommodate for the potentially visually-impaired.
- Developed and reviewed creative briefs that provided strategic insight(s) and creative inspiration
- Curated a culture of trust with peers, clients and all stakeholders
- Set high-impact objectives and went above and beyond to exceed performance expectations
- Scheduled and directed on-site, in-city and remote/travel video and photo shoots for both product and video campaign
- Cut video spots using AVID Technology, Adobe Premiere and Adobe After Effects
CARDIOVASCULAR
VASCEPA
VASCEPA
Role: ACD, Pharma, Website
Period: 2021-2022
Platform: Print, Digital, Video
Lift: Part of a 360 Campaign
- Travis Hibbis, VP, CD
- Lisa Boosin, ACD
- Anthony Lowe, ACD
- Michelle Johnson, Studio Manager
- Hayden Griffin, Copywriter
- Kerry Goeller, Digital Production Artist
VASCEPA is the first and only FDA-approved medication to lower CV risk in addition to other medications, such as statins, in patients with high triglycerides (≥150 mg/dL) and heart disease or diabetes with other CV risk factors. The exact science of how VASCEPA works in the body is not fully understood, but years of clinical testing have led to proven results.
- Managed shareholders from concept through to completion, working with both in-house resources and external vendors
- Provided leadership and professional development to creative staff
- Ensured brand identity, functionality and message consistency across channels
- Evaluated digital creative concepts, copy and art, at pre-determined points and providing direction prior to review by account management
DIABETES
SOLIQUA
SOLIQUA
Role: Creative Lead: Animation, Senior Art Director
Period: 2021-2022
Platform: HTML5 Banner Animation, Social, Video
Lift: Patient Education
- Travis Hibbis, VP, CD
- Lisa Boosin, ACD
- Anthony Lowe, ACD
- Michelle Johnson, Studio Manager
- Hayden Griffin, Copywriter
- Kerry Goeller, Digital Production Artist
Toujeo is a long-acting modified form of medical insulin injected just under the skin, used in the management of type I and type II diabetes. Benefits generally begin an hour after use.
- Proactively raised issues to improve effective team working and collaboration
- Communicated ideas and direction confidently in a clear, concise and articulate manner
- Capable of constructively challenging the status-quo and took risks to challenge internal and external perspectives
- Lead design direction by providing subordinate creatives key assets for each leg of the campaign build (digital color breakdowns, templated breakdowns for motion/ratio/sizes, imagery selection and definition of photographic color treatment and adjustments)
- Animated assets using Adobe Illustrator and Adobe After Effects
TOUJEO
TOUJEO
Role: ACD: Digital
Period: 2021-2022
Platform: HTML5 Banner Animation, Social, Video
Lift: Patient Education
- Travis Hibbis, VP, CD
- Lisa Boosin, ACD
- Anthony Lowe, ACD
- Michelle Johnson, Studio Manager
- Hayden Griffin, Copywriter
- Kerry Goeller, Digital Production Artist
The simplest ask: to create a rasher of banner ads. The complication: To conscientiously incorporate BNY-mandated DEI initiatives based upon social equity initiatives. Across all of the digital assets, round one simply depicting diversity ethnically, and my pressing for not only ethnic, but gender and orientation representation as well as ethnically, the client was not only pleased to see my execution across the static banners in the initial batch, but I had been expanding beyond the brief behind the scenes.
By the next enthusiastic media buy from BNY, I had not only pulled their design standard documentation, but I was animating in Adobe Animate behind the scenes. Animating in a manner that was pixel-identical to their internal regulations and matched their online, social and environmental brand. Emphasis was put on the animation for brand recognition as primary, then the gentle fade into the diversity shot.
- Managed the workload for assigned book of business to maximize the productivity and quality of work from the creative staff
- Built relationships quickly with others and engaged personally with peers and clients
- Collaborated with stakeholders and embraced an inclusive-based environment
- Implemented traditional and interactive design, including web, mobile, UX, animation, social and rich media experiences
OSTEOPOROSIS
ENBREL
POLIVY
Role: Creative Lead: Animation, HTML5 and Video, Senior Art Director
Period: 2022-2024
Platform: Print, Digital, Social
Lift: 360 Campaign
- Mark Kelley, VP, CD
- Derby Tabuteu, ACD
- Dana Forker, Art Director
Polivy is a prescription medication used to treat adults with diffuse large B-cell lymphoma (DLBCL), a blood cancer that affects white blood cells.
EVENITY
POLIVY
Role: Creative Lead: Animation, HTML5 and Video, Senior Art Director
Period: 2022-2024
Platform: Print, Digital, Social
Lift: 360 Campaign
- Mark Kelley, VP, CD
- Derby Tabuteu, ACD
- Dana Forker, Art Director
Polivy is a prescription medication used to treat adults with diffuse large B-cell lymphoma (DLBCL), a blood cancer that affects white blood cells.
PROLIA
PROLIA
Role: ACD, Pharma, Website
Period: 2021-2022
Platform: Print, Digital, Video
Lift: Part of a 360 Campaign
- Travis Hibbis, VP, CD
- Lisa Boosin, ACD
- Anthony Lowe, ACD
- Michelle Johnson, Studio Manager
- Hayden Griffin, Copywriter
- Kerry Goeller, Digital Production Artist
For women with osteoporosis after menopause at high risk for fracture, Prolia has been proven to help strengthen and protect bones from the risk of osteoporosis and hypercalcemia. This 3-year clinical study tested the safety of Prolia in over 7700 women with postmenopausal osteoporosis aged 60 to 90 years. Approximately half of the women took Prolia, while the other half were untreated (given a placebo injection).
- Managed shareholders from concept through to completion, working with both in-house resources and external vendors
- Provided leadership and professional development to creative staff
- Ensured brand identity, functionality and message consistency across channels
- Evaluated digital creative concepts, copy and art, at pre-determined points and providing direction prior to review by account management
ANAEMIA
REBLOZYL
REBLOZYL
Role: ACD, Pharma, Website
Period: 2022-2024
Platform: Digital, Print, Video
Lift: 360 Campaign
- Mark Kelley, VP, CD
- Derby Tabuteu, ACD
- Dana Forker, Art Director
Reblozyl, is a medication used for the treatment of anemia in beta thalassemia and myelodysplastic syndromes. The US Food and Drug Administration considers it to be a first-in-class medication.
Guided Creative Vision and Managed Campaign Assets: Led the design direction by equipping subordinate creatives with essential assets for every stage of the campaign development, both in print and digital formats. This included detailed color breakdowns, templated guidelines for various ratios and sizes, curated imagery selections, and well-defined photographic color treatments and adjustments to ensure visual consistency across all platforms.
Optimized Resource Allocation for Project Success: Ensured that resources were efficiently allocated based on the specific needs and timelines of each project. This involved careful planning and coordination to maximize team productivity and meet project milestones without compromising quality.
Approached all situations and interactions with honesty, integrity, and humility: This fostered a collaborative and respectful working environment, encouraging open communication and mutual respect among team members and clients.
Addressed Client Marketing Challenges with Strategic Creativity: Demonstrated a thorough understanding of clients’ marketing challenges and was highly responsive to their strategic needs. By proposing innovative and tailored creative solutions, consistently exceeded client expectations and contributed to achieving their marketing objectives.
(Shown as PDF. Original files acquired from agency prior were in Adobe XD format, which does not permit sharing multiple working-file artboards online.)
SLEEP SCIENCE
QUVIVIQ
QUVIVIQ
Role: Art Director: Video, Graphics and Storyboarding
Period: 2023
Platform: Video
Lift: Pharma Congress Video
- Greg Polin, Director of Video Production
- Lori Eisenberg, SVP, Client Services
Quviviq is a prescription treatment for adults who have trouble falling asleep or staying asleep (insomnia). In clinical trials, Quviviq helped adults with insomnia get more sleep with improvements measured at months 1 and 3.
As quoted from Lori Eisenberg herself:
“After months of planning, we just held the first live speaker training for QUVIVIQ this past weekend. It was literally an all hands on deck meeting with amazing contributions from Client Service, Medical, Creative, Production, Editorial and Finance. Our team was in charge of EVERYTHING from the core deck and break-out room content to inviting/securing speakers, travel, vendor coordination and every detail imaginable including selecting the chairs for the on-stage faculty. Everyone had to stretch in their role, get their hands dirty and pivot to allow for unanticipated circumstances. It was an amazing team experience and I was proud to witness it.
By the numbers:
- 154 Speakers
- 9 Faculty
- 24 Idorsia Clients
And the entire HSC/HCG Dream Team village…were all smiles praising HSC for the content, creative, materials, logistics and overall event coordination and production. [It] was incredibly well-executed—never a moment of panic or anxiety regarding what should be happening! The relationships we have built with the clients and KOLs is remarkable. I think [the client’s] favorite part was the team dinner where he invited everyone to share fun facts and personal anecdotes with the team. [The client] pulled me aside and said how happy he was with the entire team [and] reiterated that he always thinks of us as one cohesive team.
In terms of speaker feedback, quotes included: “This was definitely one of the best speaker trainings I have ever attended”; “excellent program”; “outstanding program”; “well thought out…”
- Managed multiple projects from concept through to completion, working with both in-house resources and third-party vendors
- Provided leadership and professional development to department staff
- Ensured brand identity and message consistency across channels
- Developed and evaluated creative concepts, copy and art, at pre-determined points and providing direction prior to review by account management
- Cut video spots using AVID Technology, Adobe Premiere and Adobe After Effects
HEALTHCARE
& HEALTH SCIENCES
ASTRAZENICA PRECISION MEDICINE
ASTRAZENECA
PRECISION MEDICINE
Role: ACD, Pharma, Website
Period: 2021-2022
Platform: Print, Digital, Video
Lift: Part of a 360 Campaign
- Mark Kelley, VP, CD
- Amadeu Dimas, VP, CD
- Jessica Blanchard, ACD, Digital
- Dana Forker, SAD
- Bella Wood, UX Designer
“Precision medicine is an innovative approach for tailoring disease treatment and prevention. It makes it possible for doctors and researchers to more accurately predict which treatments are more likely to work for a patient, taking into account individual genetic and molecular make-up, environment, and lifestyle.
By unravelling the complex underlying biology of many diseases, and pioneering and applying advanced technologies, we are leading the way in the application of precision medicine. Our work, and our collaborations with partners across industry, biotech and academia, are driving for better treatments for patients as well as a more sustainable future for healthcare systems.”
- Worked closely with our CDs and the client to evaluate the best approach to clearly define the messaging and how to convey a hefty amount of HCP-based information in a scalable site contingent on the user’s needs
- Managed shareholders from concept through to completion, working with both in-house resources and external vendors
- Provided leadership and professional development to creative staff whilst actively educating them in the functions and flow of Figma and transitioning from Adobe XD
- Ensured brand identity, functionality and message consistency across channels
- Evaluated digital creative concepts, copy and art, at pre-determined points and providing direction prior to review by account management
NEW YORK PRESBYTERIAN HOSPITALS
NEW YORK PRESBYTERIAN
Role: Creative Lead: Animation, Video, Senior Art Director
Period: 2022
Platform: Print, Digital, Video
Lift: Healthcare Public Image Rebrand
- Travis Hibbis, VP, CD
- Lisa Boosin, ACD
- Michelle Johnson, Studio Manager
- Hayden Griffin, Copywriter
The NewYork-Presbyterian Hospital, a nonprofit academic medical center in New York City, is the primary teaching hospital for two Ivy League medical schools, Weill Cornell Medicine at Cornell University and Columbia University Vagelos College of Physicians and Surgeons at Columbia University. As of 2022, the hospital is ranked the seventh-best hospital in the United States and second-best in the New York City metropolitan area, treating about 310,000 patients in its emergency department and delivers about 15,000 babies.
“Refresh, rebrand, remind.” These are the three core tenets handed down from strategy at Havas based on two months of collaboration between NewYork-Presbyterian and everyone from account to PMs in my sphere. When finally tapped for my up ramp, the build of the campaign was primarily print and already meted out by another print design team, with Presby giving full enthusiastic sign-off as it was the print leg of their brand refresh. Full environmental wraps, billboards, 3-D laser letter cuts—the full print spectrum backed by a massive budget. I was excited for this as the direction, because I knew that Presby and the team were partially missing a lynchpin in a campaign—OOH digital. Digital wherever digital can live, from lobby screens to, app design, and of course Link NYC street side kiosks. I had already known that Presby was using only looped PowerPoint documents for years as their only digital interaction and they thought that they were getting more of the same—not with me helming Adobe Acrobat and Premiere and this slight oversight being my playground. Left, see the set of animations that I created as a branded style from digital to video, with free-reign to animate within the bounds of the campaign look-and-feel.
- Managed multiple project portions from concept through to completion, working with both in-house resources and third-party vendors
- Ensured brand identity and message consistency across channels
- Developed and evaluated creative concepts, copy and art, at pre-determined points and providing direction prior to review by account management
- Cut spots and created deliverables using AVID Technology, Adobe Premiere and Adobe After Effects
SPORTS
DAZN
DAZN, U.S.
Role: Art Director: Freelance
Period: 2019
Platform: Print, Digital
Lift: Fight Promotional Campaign, Sports
DAZN is the leading global sports streaming service. Created by fans, for fans, it is leading the charge to give affordable access to sport anytime, anywhere. DAZN is available on most internet-connected devices, including smart TVs, smartphones, tablets, PCs, game consoles, streaming sticks and set-top boxes.
Overwhelmed by the establishment of their One World Trade headquarters in NYC and it’s quintessential “coolness,” I was enlisted by DAZN to create Instagram social assets for the Dec. 7, 2019 bout and introduction to the U.S. sports market, from the fight poster (far left,) to the fan-centric-targeted social media boxer profiles (center and right.)
Andy Ruiz Jr. vs. Anthony Joshua II, was a heavyweight professional boxing rematch between the Andy Ruiz Jr. and former champion Anthony Joshua. Noting what I viewed to be a missing branding asset for this inaugural foray into the U.S. fight market, I also created a “3-D” rubik of the logo as a loader and screensaver for anything from phone takeovers to transition screens (animated, bottom last.)
MAJOR LEAGUE SOCCER
NEW YORK RANGERS
Role: Senior Art Director
Period: 2013-2016
Platform: Print, Public Affairs and Media
Lift: 360 Evergreen Sports Campaign
- Anthony Zucconi, Manager, Marketing
- Dino Tichenelli, Public Relations Coodinator
- Tarek Awad, Design Director
- Michelle Cruz, Senior Art Director
The New York Rangers are a professional ice hockey team based in New York City. The Rangers compete in the National Hockey League as a member of the Metropolitan Division in the Eastern Conference.
As Art Director for Madison Square Garden, I created and lead team advertising across all touchpoints, with an emphasis on television, digital media and branded content with a focus on the print and digital media and playoff guides as my speciality. I never would have thought that I would become a hockey fan. Working with Dino Ticinelli, Tarek Awad and Michelle Cruz, I quickly became one without resistance. I took the enthusiasm that I grew for hockey and put it wholeheartedly (and sometimes from actual sun-up to sundown during playoffs) into creating print assets for The New York Rangers. A collective of team players, history, statistics and other essential team knowledge materials were provided in multiple formats throughout. As a world leader in live sports and entertainment, The Madison Square Garden Company (MSG) sets a global standard for excellence in live experiences and forges deep and enduring connections with diverse and passionate audiences that span generations. Curating and documenting the dynamic history of such a magnanimous NHL club was accomplished by my efforts with the NY Ranger Public Affairs Department. Producing a 450-500 page essential media and playoff guides as well as other accompanying collateral took careful collection and consideration of the overall flow and pagination of this seasonal undertaking. Beyond this, it was critical to be constantly aware of all trades, stats and media chatter concerning the club and it’s fans—events like playoffs and trades could change not only the landscape of the club, but the overall content being provided by the public relations department.
- Mentored and trained team members, wrote performance reviews, and allocated work
- Championed curiosity and open mindset towards new ways of doing things
- Ensured that creative presentations to the client met the highest professional standards
- Brainstormed and developed campaigns while working with clients on multiple projects at once
THE NEW YORK RANGERS
NEW YORK RANGERS
Role: Senior Art Director
Period: 2013-2016
Platform: Print, Public Affairs and Media
Lift: 360 Evergreen Sports Campaign
- Anthony Zucconi, Manager, Marketing
- Dino Tichenelli, Public Relations Coodinator
- Tarek Awad, Design Director
- Michelle Cruz, Senior Art Director
The New York Rangers are a professional ice hockey team based in New York City. The Rangers compete in the National Hockey League as a member of the Metropolitan Division in the Eastern Conference.
As Art Director for Madison Square Garden, I created and lead team advertising across all touchpoints, with an emphasis on television, digital media and branded content with a focus on the print and digital media and playoff guides as my speciality. I never would have thought that I would become a hockey fan. Working with Dino Ticinelli, Tarek Awad and Michelle Cruz, I quickly became one without resistance. I took the enthusiasm that I grew for hockey and put it wholeheartedly (and sometimes from actual sun-up to sundown during playoffs) into creating print assets for The New York Rangers. A collective of team players, history, statistics and other essential team knowledge materials were provided in multiple formats throughout. As a world leader in live sports and entertainment, The Madison Square Garden Company (MSG) sets a global standard for excellence in live experiences and forges deep and enduring connections with diverse and passionate audiences that span generations. Curating and documenting the dynamic history of such a magnanimous NHL club was accomplished by my efforts with the NY Ranger Public Affairs Department. Producing a 450-500 page essential media and playoff guides as well as other accompanying collateral took careful collection and consideration of the overall flow and pagination of this seasonal undertaking. Beyond this, it was critical to be constantly aware of all trades, stats and media chatter concerning the club and it’s fans—events like playoffs and trades could change not only the landscape of the club, but the overall content being provided by the public relations department.
- Mentored and trained team members, wrote performance reviews, and allocated work
- Championed curiosity and open mindset towards new ways of doing things
- Ensured that creative presentations to the client met the highest professional standards
- Brainstormed and developed campaigns while working with clients on multiple projects at once
NEW YORK RED BULLS
NEW YORK RED BULLS
Role: Art Director: Freelance
Period: 2016
Platform: Print, Digital
Lift: Corporate Promotional Campaign, Sports
- Michelle Cruz, SAD
- Joe Stetson, Chief Commercial Officer
The New York Red Bulls are an American professional soccer club based in the New York metropolitan area, dedicated to giving back to the community in which they live and work. As assistant art director for the 2016-2017 Seasons, I had the pleasure of working with Michelle Cruz again after our initial collaborations at Madison Square Garden. In her position at NYRB, she pulled me in as art director to undertake the creation of a 350+ print and digital media guide. Using every trick in the Adobe CSS book from InDesign pagination to Illustrator player bio artwork, I developed an overarching look and feel, initially creating befitting style guide for the media guide.
This photo, not that photo, is there a reshoot of that player, this typeface and not that one and here is exactly why based on this asset—the daily design decisions and briefs that I had the autonomous pleasure of having with everyone involved from design, social media and public relations. With great direction, I was able to create an accurate and engaging media guide for news outlets and other users.
- Worked with the Creative Director to evaluate performance, workflow, and quality issues and develop long-range plans for the team
- Curated a culture of trust with peers, clients and all stakeholders
- Set high-impact objectives and went above and beyond to exceed performance expectations
- Lead design direction by providing subordinate creatives key assets for each leg of the campaign build (print and digital color breakdowns, templated breakdowns for ratio/sizes, imagery selection and definition of photographic color treatment and adjustments)
- Developed concepts around brand touchpoints (e.g. campaigns, big events)
- Creative lead on big events bringing to life entire platform, including primary campaign marks, color schemes and secondary elements, to usage guidelines and applications
- Helped to identify best resources for creative production, e.g., online content, photography, talent, etc.
- Reviewed proofs and seeing projects through final production
- Prepared final files for production
- Attended internal calls and meetings as required
GENERAL
AIR FRANCE
KEYTRUDA
Role: ACD: Digital
Period: 2023
Platform: Storyboarding, Keytruda: Pharma
Lift: HCP Education
- Matt Lear, VP, CD
- Carmel Winter, ACD
Ketruda is an immunotherapy treatment, not chemotherapy, that helps the body’s immune system fight cancer. It’s used to treat various cancers, including skin cancer, lung cancer, head and neck cancer, lymphoma, and certain types of breast cancer.
- Managed multiple projects from concept through to completion, working with both in-house resources and third-party vendors
- Provided leadership and professional development to video staff
- Ensured brand identity and message consistency across channels
- Developed and evaluated creative concepts, copy and art, at pre-determined points and providing direction prior to review by account management
- Cut video spots using AVID Technology, Adobe Premiere and Adobe After Effects
JAGUAR/LAND ROVER U.S.
KEYTRUDA
Role: ACD: Digital
Period: 2023
Platform: Storyboarding, Keytruda: Pharma
Lift: HCP Education
- Matt Lear, VP, CD
- Carmel Winter, ACD
Ketruda is an immunotherapy treatment, not chemotherapy, that helps the body’s immune system fight cancer. It’s used to treat various cancers, including skin cancer, lung cancer, head and neck cancer, lymphoma, and certain types of breast cancer.
- Managed multiple projects from concept through to completion, working with both in-house resources and third-party vendors
- Provided leadership and professional development to video staff
- Ensured brand identity and message consistency across channels
- Developed and evaluated creative concepts, copy and art, at pre-determined points and providing direction prior to review by account management
- Cut video spots using AVID Technology, Adobe Premiere and Adobe After Effects
KEURIG/DR. PEPPER
POLIVY
Role: Creative Lead: Animation, HTML5 and Video, Senior Art Director
Period: 2022-2024
Platform: Print, Digital, Social
Lift: 360 Campaign
- Mark Kelley, VP, CD
- Derby Tabuteu, ACD
- Dana Forker, Art Director
Polivy is a prescription medication used to treat adults with diffuse large B-cell lymphoma (DLBCL), a blood cancer that affects white blood cells.
ROLEX
POLIVY
Role: Creative Lead: Animation, HTML5 and Video, Senior Art Director
Period: 2022-2024
Platform: Print, Digital, Social
Lift: 360 Campaign
- Mark Kelley, VP, CD
- Derby Tabuteu, ACD
- Dana Forker, Art Director
Polivy is a prescription medication used to treat adults with diffuse large B-cell lymphoma (DLBCL), a blood cancer that affects white blood cells.
PERFORMANCE AND EVENTS
HAVAS PRIDE 2020
HAVAS PRIDE 2020
Role: Senior Art Director/Creative Lead: Animation, Animation, Logo Mark, Animation and Video
Period: 2020
Platform: Social, Digital, Video
Lift: Corporate DEI/PRIDE Initiative during COVID
- Travis Hibbis, VP, CD
- Lisa Boosin, ACD
- Anthony Lowe, ACD
- Michelle Johnson, Studio Manager
- Hayden Griffin, Copywriter
- Kerry Goeller, Digital Production Artist
- Shirley Katz, Executive Director, Head of Resource Management
- Aileen Boyce, VP, Associate Creative Director
- Rob Conger, Presentation Designer
When you are exceedingly proud of the work that you and your team created, it is equally-easy to be proud to host, design and organize the Havas Pride 2020 initiative. With the restrictions and climate of COVID-19, everyone was forced into quarantine who was not an essential worker, postponing life, work and gathering as we know it. One of the largest and greatly-anticipated events of the year, PRIDE NYC, was cancelled for the year by the city health agencies, forcing all to find ways to improvise and celebrate diversity and accomplishment in the LGBTQIA+ community.
As part of the HXC 2020 Pride Committee, I created and lead the overall design direction below that was utilized from Instagram filters to being used as a template from which other committee members developed the assets that they required.
NEW YORK CITY PRIDE 2025
NEW YORK CITY PRIDE 2024
Role: Creative Lead: Animation, HTML5 and Video, Senior Art Director
Period: 2017-2019
Platform: Print, Digital, Video
Lift: 360 Evergreen Sports Campaign
- Sandra Perez, Executive Director, NYC Pride
- Kazz Alexander, Co-Chair, NYC Pride
- Sue Doster, Co-Chair, NYC Pride
- Evan Reed, Youth Pride Coordinator
- Veronica Ryzio, Media Coordinator
- Kayle Williams, Assistant Creative Director
“Heritage of Pride works toward a future without discrimination where all people have equal rights under the law. We do this by producing LGBTQIA+ Pride events that inspire, educate, commemorate and celebrate our diverse community.”
As creative director with NYC Pride 2024, I was skilled in understanding organizational and partner needs and translating key objectives into creative concepts rooted in the heritage of Pride. I breathed life throughout the experiential community journey (environmental, digital, video, and social). I brought hybrid experience in both art direction and copywriting, working across various tentpoles, mediums and platforms. Having brought live event experience from such outlets as Madison Square Garden, Major League Soccer and other premium event brands, I kept NYC Pride ahead of the latest innovations in the marketplace and integrated that knowledge into concepts that cut through the noise.<br>I oversaw high-value brand platforms and was therefore responsible for managing the full creative process – from conceptualization through execution. I thrived on being client-facing with C-suite executives such as MasterCard and utilized my storytelling skills to effectively communicate the team’s work in a design presentation. I was responsible for creatively leading many of our top existing client partners in developing award-winning Pride platforms. These sponsorship driven platforms ultimately helped our clients accomplish their business objectives and stand-out creatively in the marketplace to establish NYC Pride as a leading voice in the LGBTQIA+ community. I directed a cohesive creative vision and development of design direction for promotional materials (environmental design, stage design, special events, brand collateral, and multiple social media pieces ) based on creative briefs, conversations and wide-ranging internal brand strategies. I possesses outstanding interpersonal skills, a relentless work ethic, and a spirit of collaboration that inspires those around them to create work that represents NYC Pride as a thoughtful and powerful force in queer equality.
THE PALEY CENTER FOR MEDIA ARTS
THE PALEY CENTER FOR MEDIA, NYC
Role: Art Director: Freelance
Period: 2016
Platform: Digital, Video
Lift: Broadcast Network Promotion, AMC/BBC
- CK Chen, Senior Creative Director, The Paley Center
PALEYFEST 2017 seminar honors “Orphan Black,” the dramatic science fiction series about the far-reaching consequences of a secret government cloning experiment.
“Orphan Black” PaleyFest: I was already a huge fan of The Paley Center and was working on a ton of print and digital assets from flyers to web banners promoting a variety of celebrity events. When I was chatting with Senior Creative Director Jack Chen about one of my favorite shows, “Orphan Black” was set to be hosted for a Q&A in a week, it was all that I could do to control my enthusiasm. I remember walking over and asking what I could do to help. Many things were already set in motion, with one of the last items outstanding being a PowerPoint presentation highlighting the event and characters from the show.
I volunteered and the creatives no longer had to try to educate themselves on a show and characters that they had never seen—I completely threw myself into it with it almost becoming a video feature. The Paley Center is an archive of all things entertainment-related. With it being a two-night engagement due to popular demand and fans overwhelming the venue, I took it upon myself to append the original presentation with video from the prior night. The result was a fun, engaging reel that had fans of the show taking photos in front of the screens. I knew that I had done something right.
FINANCE & BANKING
BNY MELLON
POLIVY
Role: Creative Lead: Animation, HTML5 and Video, Senior Art Director
Period: 2022-2024
Platform: Print, Digital, Social
Lift: 360 Campaign
- Mark Kelley, VP, CD
- Derby Tabuteu, ACD
- Dana Forker, Art Director
Polivy is a prescription medication used to treat adults with diffuse large B-cell lymphoma (DLBCL), a blood cancer that affects white blood cells.
WELLS FARGO
POLIVY
Role: Creative Lead: Animation, HTML5 and Video, Senior Art Director
Period: 2022-2024
Platform: Print, Digital, Social
Lift: 360 Campaign
- Mark Kelley, VP, CD
- Derby Tabuteu, ACD
- Dana Forker, Art Director
Polivy is a prescription medication used to treat adults with diffuse large B-cell lymphoma (DLBCL), a blood cancer that affects white blood cells.
NEWS OUTLETS
THOMPSON REUTERS
KEYTRUDA
Role: ACD: Digital
Period: 2023
Platform: Storyboarding, Keytruda: Pharma
Lift: HCP Education
- Matt Lear, VP, CD
- Carmel Winter, ACD
Ketruda is an immunotherapy treatment, not chemotherapy, that helps the body’s immune system fight cancer. It’s used to treat various cancers, including skin cancer, lung cancer, head and neck cancer, lymphoma, and certain types of breast cancer.
- Managed multiple projects from concept through to completion, working with both in-house resources and third-party vendors
- Provided leadership and professional development to video staff
- Ensured brand identity and message consistency across channels
- Developed and evaluated creative concepts, copy and art, at pre-determined points and providing direction prior to review by account management
- Cut video spots using AVID Technology, Adobe Premiere and Adobe After Effects
SERVICE PROVIDERS
DIRECTV
POLIVY
Role: Creative Lead: Animation, HTML5 and Video, Senior Art Director
Period: 2022-2024
Platform: Print, Digital, Social
Lift: 360 Campaign
- Mark Kelley, VP, CD
- Derby Tabuteu, ACD
- Dana Forker, Art Director
Polivy is a prescription medication used to treat adults with diffuse large B-cell lymphoma (DLBCL), a blood cancer that affects white blood cells.
VERIZON
KEYTRUDA
Role: ACD: Digital
Period: 2023
Platform: Storyboarding, Keytruda: Pharma
Lift: HCP Education
- Matt Lear, VP, CD
- Carmel Winter, ACD
Ketruda is an immunotherapy treatment, not chemotherapy, that helps the body’s immune system fight cancer. It’s used to treat various cancers, including skin cancer, lung cancer, head and neck cancer, lymphoma, and certain types of breast cancer.
- Managed multiple projects from concept through to completion, working with both in-house resources and third-party vendors
- Provided leadership and professional development to video staff
- Ensured brand identity and message consistency across channels
- Developed and evaluated creative concepts, copy and art, at pre-determined points and providing direction prior to review by account management
- Cut video spots using AVID Technology, Adobe Premiere and Adobe After Effects
PERFORMANCE AND EVENTS
HAVAS PRIDE 2020
HAVAS PRIDE 2020
Role: Senior Art Director/Creative Lead: Animation, Animation, Logo Mark, Animation and Video
Period: 2020
Platform: Social, Digital, Video
Lift: Corporate DEI/PRIDE Initiative during COVID
- Travis Hibbis, VP, CD
- Lisa Boosin, ACD
- Anthony Lowe, ACD
- Michelle Johnson, Studio Manager
- Hayden Griffin, Copywriter
- Kerry Goeller, Digital Production Artist
- Shirley Katz, Executive Director, Head of Resource Management
- Aileen Boyce, VP, Associate Creative Director
- Rob Conger, Presentation Designer
When you are exceedingly proud of the work that you and your team created, it is equally-easy to be proud to host, design and organize the Havas Pride 2020 initiative. With the restrictions and climate of COVID-19, everyone was forced into quarantine who was not an essential worker, postponing life, work and gathering as we know it. One of the largest and greatly-anticipated events of the year, PRIDE NYC, was cancelled for the year by the city health agencies, forcing all to find ways to improvise and celebrate diversity and accomplishment in the LGBTQIA+ community.
As part of the HXC 2020 Pride Committee, I created and lead the overall design direction below that was utilized from Instagram filters to being used as a template from which other committee members developed the assets that they required.
NEW YORK CITY PRIDE 2025
NEW YORK CITY PRIDE 2024
Role: Creative Lead: Animation, HTML5 and Video, Senior Art Director
Period: 2017-2019
Platform: Print, Digital, Video
Lift: 360 Evergreen Sports Campaign
- Sandra Perez, Executive Director, NYC Pride
- Kazz Alexander, Co-Chair, NYC Pride
- Sue Doster, Co-Chair, NYC Pride
- Evan Reed, Youth Pride Coordinator
- Veronica Ryzio, Media Coordinator
- Kayle Williams, Assistant Creative Director
“Heritage of Pride works toward a future without discrimination where all people have equal rights under the law. We do this by producing LGBTQIA+ Pride events that inspire, educate, commemorate and celebrate our diverse community.”
As creative director with NYC Pride 2024, I was skilled in understanding organizational and partner needs and translating key objectives into creative concepts rooted in the heritage of Pride. I breathed life throughout the experiential community journey (environmental, digital, video, and social). I brought hybrid experience in both art direction and copywriting, working across various tentpoles, mediums and platforms. Having brought live event experience from such outlets as Madison Square Garden, Major League Soccer and other premium event brands, I kept NYC Pride ahead of the latest innovations in the marketplace and integrated that knowledge into concepts that cut through the noise.<br>I oversaw high-value brand platforms and was therefore responsible for managing the full creative process – from conceptualization through execution. I thrived on being client-facing with C-suite executives such as MasterCard and utilized my storytelling skills to effectively communicate the team’s work in a design presentation. I was responsible for creatively leading many of our top existing client partners in developing award-winning Pride platforms. These sponsorship driven platforms ultimately helped our clients accomplish their business objectives and stand-out creatively in the marketplace to establish NYC Pride as a leading voice in the LGBTQIA+ community. I directed a cohesive creative vision and development of design direction for promotional materials (environmental design, stage design, special events, brand collateral, and multiple social media pieces ) based on creative briefs, conversations and wide-ranging internal brand strategies. I possesses outstanding interpersonal skills, a relentless work ethic, and a spirit of collaboration that inspires those around them to create work that represents NYC Pride as a thoughtful and powerful force in queer equality.
THE PALEY CENTER FOR MEDIA ARTS
THE PALEY CENTER FOR MEDIA, NYC
Role: Art Director: Freelance
Period: 2016
Platform: Digital, Video
Lift: Broadcast Network Promotion, AMC/BBC
- CK Chen, Senior Creative Director, The Paley Center
PALEYFEST 2017 seminar honors “Orphan Black,” the dramatic science fiction series about the far-reaching consequences of a secret government cloning experiment.
“Orphan Black” PaleyFest: I was already a huge fan of The Paley Center and was working on a ton of print and digital assets from flyers to web banners promoting a variety of celebrity events. When I was chatting with Senior Creative Director Jack Chen about one of my favorite shows, “Orphan Black” was set to be hosted for a Q&A in a week, it was all that I could do to control my enthusiasm. I remember walking over and asking what I could do to help. Many things were already set in motion, with one of the last items outstanding being a PowerPoint presentation highlighting the event and characters from the show.
I volunteered and the creatives no longer had to try to educate themselves on a show and characters that they had never seen—I completely threw myself into it with it almost becoming a video feature. The Paley Center is an archive of all things entertainment-related. With it being a two-night engagement due to popular demand and fans overwhelming the venue, I took it upon myself to append the original presentation with video from the prior night. The result was a fun, engaging reel that had fans of the show taking photos in front of the screens. I knew that I had done something right.
SPORTS
DAZN
DAZN, U.S.
Role: Art Director: Freelance
Period: 2019
Platform: Print, Digital
Lift: Fight Promotional Campaign, Sports
DAZN is the leading global sports streaming service. Created by fans, for fans, it is leading the charge to give affordable access to sport anytime, anywhere. DAZN is available on most internet-connected devices, including smart TVs, smartphones, tablets, PCs, game consoles, streaming sticks and set-top boxes.
Overwhelmed by the establishment of their One World Trade headquarters in NYC and it’s quintessential “coolness,” I was enlisted by DAZN to create Instagram social assets for the Dec. 7, 2019 bout and introduction to the U.S. sports market, from the fight poster (far left,) to the fan-centric-targeted social media boxer profiles (center and right.)
Andy Ruiz Jr. vs. Anthony Joshua II, was a heavyweight professional boxing rematch between the Andy Ruiz Jr. and former champion Anthony Joshua. Noting what I viewed to be a missing branding asset for this inaugural foray into the U.S. fight market, I also created a “3-D” rubik of the logo as a loader and screensaver for anything from phone takeovers to transition screens (animated, bottom last.)
MAJOR LEAGUE SOCCER
NEW YORK RANGERS
Role: Senior Art Director
Period: 2013-2016
Platform: Print, Public Affairs and Media
Lift: 360 Evergreen Sports Campaign
- Anthony Zucconi, Manager, Marketing
- Dino Tichenelli, Public Relations Coodinator
- Tarek Awad, Design Director
- Michelle Cruz, Senior Art Director
The New York Rangers are a professional ice hockey team based in New York City. The Rangers compete in the National Hockey League as a member of the Metropolitan Division in the Eastern Conference.
As Art Director for Madison Square Garden, I created and lead team advertising across all touchpoints, with an emphasis on television, digital media and branded content with a focus on the print and digital media and playoff guides as my speciality. I never would have thought that I would become a hockey fan. Working with Dino Ticinelli, Tarek Awad and Michelle Cruz, I quickly became one without resistance. I took the enthusiasm that I grew for hockey and put it wholeheartedly (and sometimes from actual sun-up to sundown during playoffs) into creating print assets for The New York Rangers. A collective of team players, history, statistics and other essential team knowledge materials were provided in multiple formats throughout. As a world leader in live sports and entertainment, The Madison Square Garden Company (MSG) sets a global standard for excellence in live experiences and forges deep and enduring connections with diverse and passionate audiences that span generations. Curating and documenting the dynamic history of such a magnanimous NHL club was accomplished by my efforts with the NY Ranger Public Affairs Department. Producing a 450-500 page essential media and playoff guides as well as other accompanying collateral took careful collection and consideration of the overall flow and pagination of this seasonal undertaking. Beyond this, it was critical to be constantly aware of all trades, stats and media chatter concerning the club and it’s fans—events like playoffs and trades could change not only the landscape of the club, but the overall content being provided by the public relations department.
- Mentored and trained team members, wrote performance reviews, and allocated work
- Championed curiosity and open mindset towards new ways of doing things
- Ensured that creative presentations to the client met the highest professional standards
- Brainstormed and developed campaigns while working with clients on multiple projects at once
THE NEW YORK RANGERS
NEW YORK RANGERS
Role: Senior Art Director
Period: 2013-2016
Platform: Print, Public Affairs and Media
Lift: 360 Evergreen Sports Campaign
- Anthony Zucconi, Manager, Marketing
- Dino Tichenelli, Public Relations Coodinator
- Tarek Awad, Design Director
- Michelle Cruz, Senior Art Director
The New York Rangers are a professional ice hockey team based in New York City. The Rangers compete in the National Hockey League as a member of the Metropolitan Division in the Eastern Conference.
As Art Director for Madison Square Garden, I created and lead team advertising across all touchpoints, with an emphasis on television, digital media and branded content with a focus on the print and digital media and playoff guides as my speciality. I never would have thought that I would become a hockey fan. Working with Dino Ticinelli, Tarek Awad and Michelle Cruz, I quickly became one without resistance. I took the enthusiasm that I grew for hockey and put it wholeheartedly (and sometimes from actual sun-up to sundown during playoffs) into creating print assets for The New York Rangers. A collective of team players, history, statistics and other essential team knowledge materials were provided in multiple formats throughout. As a world leader in live sports and entertainment, The Madison Square Garden Company (MSG) sets a global standard for excellence in live experiences and forges deep and enduring connections with diverse and passionate audiences that span generations. Curating and documenting the dynamic history of such a magnanimous NHL club was accomplished by my efforts with the NY Ranger Public Affairs Department. Producing a 450-500 page essential media and playoff guides as well as other accompanying collateral took careful collection and consideration of the overall flow and pagination of this seasonal undertaking. Beyond this, it was critical to be constantly aware of all trades, stats and media chatter concerning the club and it’s fans—events like playoffs and trades could change not only the landscape of the club, but the overall content being provided by the public relations department.
- Mentored and trained team members, wrote performance reviews, and allocated work
- Championed curiosity and open mindset towards new ways of doing things
- Ensured that creative presentations to the client met the highest professional standards
- Brainstormed and developed campaigns while working with clients on multiple projects at once
NEW YORK RED BULLS
NEW YORK RED BULLS
Role: Art Director: Freelance
Period: 2016
Platform: Print, Digital
Lift: Corporate Promotional Campaign, Sports
- Michelle Cruz, SAD
- Joe Stetson, Chief Commercial Officer
The New York Red Bulls are an American professional soccer club based in the New York metropolitan area, dedicated to giving back to the community in which they live and work. As assistant art director for the 2016-2017 Seasons, I had the pleasure of working with Michelle Cruz again after our initial collaborations at Madison Square Garden. In her position at NYRB, she pulled me in as art director to undertake the creation of a 350+ print and digital media guide. Using every trick in the Adobe CSS book from InDesign pagination to Illustrator player bio artwork, I developed an overarching look and feel, initially creating befitting style guide for the media guide.
This photo, not that photo, is there a reshoot of that player, this typeface and not that one and here is exactly why based on this asset—the daily design decisions and briefs that I had the autonomous pleasure of having with everyone involved from design, social media and public relations. With great direction, I was able to create an accurate and engaging media guide for news outlets and other users.
- Worked with the Creative Director to evaluate performance, workflow, and quality issues and develop long-range plans for the team
- Curated a culture of trust with peers, clients and all stakeholders
- Set high-impact objectives and went above and beyond to exceed performance expectations
- Lead design direction by providing subordinate creatives key assets for each leg of the campaign build (print and digital color breakdowns, templated breakdowns for ratio/sizes, imagery selection and definition of photographic color treatment and adjustments)
- Developed concepts around brand touchpoints (e.g. campaigns, big events)
- Creative lead on big events bringing to life entire platform, including primary campaign marks, color schemes and secondary elements, to usage guidelines and applications
- Helped to identify best resources for creative production, e.g., online content, photography, talent, etc.
- Reviewed proofs and seeing projects through final production
- Prepared final files for production
- Attended internal calls and meetings as required
ONCOLOGY
KEYTRUDA
KEYTRUDA
Role: ACD: Digital
Period: 2023
Platform: Storyboarding, Keytruda: Pharma
Lift: HCP Education
- Matt Lear, VP, CD
- Carmel Winter, ACD
Ketruda is an immunotherapy treatment, not chemotherapy, that helps the body’s immune system fight cancer. It’s used to treat various cancers, including skin cancer, lung cancer, head and neck cancer, lymphoma, and certain types of breast cancer.
- Managed multiple projects from concept through to completion, working with both in-house resources and third-party vendors
- Provided leadership and professional development to video staff
- Ensured brand identity and message consistency across channels
- Developed and evaluated creative concepts, copy and art, at pre-determined points and providing direction prior to review by account management
- Cut video spots using AVID Technology, Adobe Premiere and Adobe After Effects
POLIVY
POLIVY
Role: Creative Lead: Animation, HTML5 and Video, Senior Art Director
Period: 2022-2024
Platform: Print, Digital, Social
Lift: 360 Campaign
- Mark Kelley, VP, CD
- Derby Tabuteu, ACD
- Dana Forker, Art Director
Polivy is a prescription medication used to treat adults with diffuse large B-cell lymphoma (DLBCL), a blood cancer that affects white blood cells.
HIV/AIDS
CABENUVA
CABENUVA
Role: Creative Lead: Animation, HTML5 and Video, Senior Art Director
Period: 2021-2022
Platform: Print, Digital, Video
Lift: 360 Campaign
- Travis Hibbis, VP, CD
- Lisa Boosin, ACD
- Anthony Lowe, ACD
- Michelle Johnson, Studio Manager
- Hayden Griffin, Copywriter
- Kerry Goeller, Digital Production Artist
Cabenuva is a co-packaged antiretroviral medication for the treatment of HIV/AIDS. It contains cabotegravir and rilpivirine in a package with two separate injection vials. None of this would be accomplished without solid leadership and the skilled work of the studio production team. I have had the pleasure as digital artist of collaborating with those from Havas’ ancillary agencies Arnold and Tonic on numerous digital pharma projects. A promising pharmaceutical to lower the viral load of HIV-positive patients, Cabenuva for ViiV had met enough regulations to begin the final design and development of it’s online presence. Designed for both desktop and mobile-responsive, the site began as a set of Photoshop files with many subsets nested within the site map that I migrated into Sketch for conversion to vector-light and nimble assets within the site and to prompt collaboration. Working files are still under NDA, so I am unable to share the build files live.
- Managed multiple projects from concept through to completion, working with both in-house resources and third-party vendors
- Provided leadership and professional development to department staff
- Ensured brand identity and message consistency across channels
- Developed and evaluated creative concepts, copy and art, at pre-determined points and providing direction prior to review by account management
- Cut video spots using AVID Technology, Adobe Premiere and Adobe After Effects
DELSTRIGO
DELSTRIGO
Role: Creative Lead: Animation, Senior Art Director
Period: 2021-2022
Platform: HTML5 Banner Animation, Social, Video
Lift: Patient Education, Video
- Travis Hibbis, VP, CD
- Michelle Johnson, Studio Manager
- Hayden Griffin, Copywriter
- Kerry Goeller, Digital Production Artist
Taken orally, Delstrigo is a fixed-dose combination antiretroviral medication for the treatment of HIV/AIDS, containing doravirine, lamivudine, and tenofovir disoproxil.
Delstrigo, a new and inspiring treatment in the fight against HIV, came into my studio from the Havas video studio, Studio 6, where all of the video had been cut down for the upcoming spot placement, and with the relationship between the client, agency and what we were accomplishing together being kismet, Merck asked if we were able to create a version of what Bayer had dazzled the industry with at a pharma conference the year before–a scrolling ISI both in video assets AND HTML5. Tapped by my friend EMILY WILSON within Studio 6 as she and I had triumphs together, my studio took over building the social media assets that mirror the stop-motion generation 1 portion of the Delstrigo campaign that was in market. It was with great joy that I not only set up the size, speed and transition of the animations for video social assets, but resourced the FDA-approved speed from the Bayer scrolling ISI and mirrored that flawlessly to show at the right speed and percentage of the screen. <br>Three assets were created combining the stop-motion footage provided, logos and ISI copy. Animation, colors, speed and ISI met FDA criteria for type size, legibility and background color to accommodate for the potentially visually-impaired.
- Developed and reviewed creative briefs that provided strategic insight(s) and creative inspiration
- Curated a culture of trust with peers, clients and all stakeholders
- Set high-impact objectives and went above and beyond to exceed performance expectations
- Scheduled and directed on-site, in-city and remote/travel video and photo shoots for both product and video campaign
- Cut video spots using AVID Technology, Adobe Premiere and Adobe After Effects
CARDIOVASCULAR
VASCEPA
VASCEPA
Role: ACD, Pharma, Website
Period: 2021-2022
Platform: Print, Digital, Video
Lift: Part of a 360 Campaign
- Travis Hibbis, VP, CD
- Lisa Boosin, ACD
- Anthony Lowe, ACD
- Michelle Johnson, Studio Manager
- Hayden Griffin, Copywriter
- Kerry Goeller, Digital Production Artist
VASCEPA is the first and only FDA-approved medication to lower CV risk in addition to other medications, such as statins, in patients with high triglycerides (≥150 mg/dL) and heart disease or diabetes with other CV risk factors. The exact science of how VASCEPA works in the body is not fully understood, but years of clinical testing have led to proven results.
- Managed shareholders from concept through to completion, working with both in-house resources and external vendors
- Provided leadership and professional development to creative staff
- Ensured brand identity, functionality and message consistency across channels
- Evaluated digital creative concepts, copy and art, at pre-determined points and providing direction prior to review by account management
DIABETES
SOLIQUA
SOLIQUA
Role: Creative Lead: Animation, Senior Art Director
Period: 2021-2022
Platform: HTML5 Banner Animation, Social, Video
Lift: Patient Education
- Travis Hibbis, VP, CD
- Lisa Boosin, ACD
- Anthony Lowe, ACD
- Michelle Johnson, Studio Manager
- Hayden Griffin, Copywriter
- Kerry Goeller, Digital Production Artist
Toujeo is a long-acting modified form of medical insulin injected just under the skin, used in the management of type I and type II diabetes. Benefits generally begin an hour after use.
- Proactively raised issues to improve effective team working and collaboration
- Communicated ideas and direction confidently in a clear, concise and articulate manner
- Capable of constructively challenging the status-quo and took risks to challenge internal and external perspectives
- Lead design direction by providing subordinate creatives key assets for each leg of the campaign build (digital color breakdowns, templated breakdowns for motion/ratio/sizes, imagery selection and definition of photographic color treatment and adjustments)
- Animated assets using Adobe Illustrator and Adobe After Effects
TOUJEO
TOUJEO
Role: ACD: Digital
Period: 2021-2022
Platform: HTML5 Banner Animation, Social, Video
Lift: Patient Education
- Travis Hibbis, VP, CD
- Lisa Boosin, ACD
- Anthony Lowe, ACD
- Michelle Johnson, Studio Manager
- Hayden Griffin, Copywriter
- Kerry Goeller, Digital Production Artist
The simplest ask: to create a rasher of banner ads. The complication: To conscientiously incorporate BNY-mandated DEI initiatives based upon social equity initiatives. Across all of the digital assets, round one simply depicting diversity ethnically, and my pressing for not only ethnic, but gender and orientation representation as well as ethnically, the client was not only pleased to see my execution across the static banners in the initial batch, but I had been expanding beyond the brief behind the scenes.
By the next enthusiastic media buy from BNY, I had not only pulled their design standard documentation, but I was animating in Adobe Animate behind the scenes. Animating in a manner that was pixel-identical to their internal regulations and matched their online, social and environmental brand. Emphasis was put on the animation for brand recognition as primary, then the gentle fade into the diversity shot.
- Managed the workload for assigned book of business to maximize the productivity and quality of work from the creative staff
- Built relationships quickly with others and engaged personally with peers and clients
- Collaborated with stakeholders and embraced an inclusive-based environment
- Implemented traditional and interactive design, including web, mobile, UX, animation, social and rich media experiences
OSTEOPOROSIS
ENBREL
POLIVY
Role: Creative Lead: Animation, HTML5 and Video, Senior Art Director
Period: 2022-2024
Platform: Print, Digital, Social
Lift: 360 Campaign
- Mark Kelley, VP, CD
- Derby Tabuteu, ACD
- Dana Forker, Art Director
Polivy is a prescription medication used to treat adults with diffuse large B-cell lymphoma (DLBCL), a blood cancer that affects white blood cells.
EVENITY
POLIVY
Role: Creative Lead: Animation, HTML5 and Video, Senior Art Director
Period: 2022-2024
Platform: Print, Digital, Social
Lift: 360 Campaign
- Mark Kelley, VP, CD
- Derby Tabuteu, ACD
- Dana Forker, Art Director
Polivy is a prescription medication used to treat adults with diffuse large B-cell lymphoma (DLBCL), a blood cancer that affects white blood cells.
PROLIA
PROLIA
Role: ACD, Pharma, Website
Period: 2021-2022
Platform: Print, Digital, Video
Lift: Part of a 360 Campaign
- Travis Hibbis, VP, CD
- Lisa Boosin, ACD
- Anthony Lowe, ACD
- Michelle Johnson, Studio Manager
- Hayden Griffin, Copywriter
- Kerry Goeller, Digital Production Artist
For women with osteoporosis after menopause at high risk for fracture, Prolia has been proven to help strengthen and protect bones from the risk of osteoporosis and hypercalcemia. This 3-year clinical study tested the safety of Prolia in over 7700 women with postmenopausal osteoporosis aged 60 to 90 years. Approximately half of the women took Prolia, while the other half were untreated (given a placebo injection).
- Managed shareholders from concept through to completion, working with both in-house resources and external vendors
- Provided leadership and professional development to creative staff
- Ensured brand identity, functionality and message consistency across channels
- Evaluated digital creative concepts, copy and art, at pre-determined points and providing direction prior to review by account management
ANAEMIA
REBLOZYL
REBLOZYL
Role: ACD, Pharma, Website
Period: 2022-2024
Platform: Digital, Print, Video
Lift: 360 Campaign
- Mark Kelley, VP, CD
- Derby Tabuteu, ACD
- Dana Forker, Art Director
Reblozyl, is a medication used for the treatment of anemia in beta thalassemia and myelodysplastic syndromes. The US Food and Drug Administration considers it to be a first-in-class medication.
Guided Creative Vision and Managed Campaign Assets: Led the design direction by equipping subordinate creatives with essential assets for every stage of the campaign development, both in print and digital formats. This included detailed color breakdowns, templated guidelines for various ratios and sizes, curated imagery selections, and well-defined photographic color treatments and adjustments to ensure visual consistency across all platforms.
Optimized Resource Allocation for Project Success: Ensured that resources were efficiently allocated based on the specific needs and timelines of each project. This involved careful planning and coordination to maximize team productivity and meet project milestones without compromising quality.
Approached all situations and interactions with honesty, integrity, and humility: This fostered a collaborative and respectful working environment, encouraging open communication and mutual respect among team members and clients.
Addressed Client Marketing Challenges with Strategic Creativity: Demonstrated a thorough understanding of clients’ marketing challenges and was highly responsive to their strategic needs. By proposing innovative and tailored creative solutions, consistently exceeded client expectations and contributed to achieving their marketing objectives.
(Shown as PDF. Original files acquired from agency prior were in Adobe XD format, which does not permit sharing multiple working-file artboards online.)
SLEEP SCIENCE
QUVIVIQ
QUVIVIQ
Role: Art Director: Video, Graphics and Storyboarding
Period: 2023
Platform: Video
Lift: Pharma Congress Video
- Greg Polin, Director of Video Production
- Lori Eisenberg, SVP, Client Services
Quviviq is a prescription treatment for adults who have trouble falling asleep or staying asleep (insomnia). In clinical trials, Quviviq helped adults with insomnia get more sleep with improvements measured at months 1 and 3.
As quoted from Lori Eisenberg herself:
“After months of planning, we just held the first live speaker training for QUVIVIQ this past weekend. It was literally an all hands on deck meeting with amazing contributions from Client Service, Medical, Creative, Production, Editorial and Finance. Our team was in charge of EVERYTHING from the core deck and break-out room content to inviting/securing speakers, travel, vendor coordination and every detail imaginable including selecting the chairs for the on-stage faculty. Everyone had to stretch in their role, get their hands dirty and pivot to allow for unanticipated circumstances. It was an amazing team experience and I was proud to witness it.
By the numbers:
- 154 Speakers
- 9 Faculty
- 24 Idorsia Clients
And the entire HSC/HCG Dream Team village…were all smiles praising HSC for the content, creative, materials, logistics and overall event coordination and production. [It] was incredibly well-executed—never a moment of panic or anxiety regarding what should be happening! The relationships we have built with the clients and KOLs is remarkable. I think [the client’s] favorite part was the team dinner where he invited everyone to share fun facts and personal anecdotes with the team. [The client] pulled me aside and said how happy he was with the entire team [and] reiterated that he always thinks of us as one cohesive team.
In terms of speaker feedback, quotes included: “This was definitely one of the best speaker trainings I have ever attended”; “excellent program”; “outstanding program”; “well thought out…”
- Managed multiple projects from concept through to completion, working with both in-house resources and third-party vendors
- Provided leadership and professional development to department staff
- Ensured brand identity and message consistency across channels
- Developed and evaluated creative concepts, copy and art, at pre-determined points and providing direction prior to review by account management
- Cut video spots using AVID Technology, Adobe Premiere and Adobe After Effects
HEALTHCARE
& HEALTH SCIENCES
ASTRAZENICA PRECISION MEDICINE
ASTRAZENECA
PRECISION MEDICINE
Role: ACD, Pharma, Website
Period: 2021-2022
Platform: Print, Digital, Video
Lift: Part of a 360 Campaign
- Mark Kelley, VP, CD
- Amadeu Dimas, VP, CD
- Jessica Blanchard, ACD, Digital
- Dana Forker, SAD
- Bella Wood, UX Designer
“Precision medicine is an innovative approach for tailoring disease treatment and prevention. It makes it possible for doctors and researchers to more accurately predict which treatments are more likely to work for a patient, taking into account individual genetic and molecular make-up, environment, and lifestyle.
By unravelling the complex underlying biology of many diseases, and pioneering and applying advanced technologies, we are leading the way in the application of precision medicine. Our work, and our collaborations with partners across industry, biotech and academia, are driving for better treatments for patients as well as a more sustainable future for healthcare systems.”
- Worked closely with our CDs and the client to evaluate the best approach to clearly define the messaging and how to convey a hefty amount of HCP-based information in a scalable site contingent on the user’s needs
- Managed shareholders from concept through to completion, working with both in-house resources and external vendors
- Provided leadership and professional development to creative staff whilst actively educating them in the functions and flow of Figma and transitioning from Adobe XD
- Ensured brand identity, functionality and message consistency across channels
- Evaluated digital creative concepts, copy and art, at pre-determined points and providing direction prior to review by account management
NEW YORK PRESBYTERIAN HOSPITALS
NEW YORK PRESBYTERIAN
Role: Creative Lead: Animation, Video, Senior Art Director
Period: 2022
Platform: Print, Digital, Video
Lift: Healthcare Public Image Rebrand
- Travis Hibbis, VP, CD
- Lisa Boosin, ACD
- Michelle Johnson, Studio Manager
- Hayden Griffin, Copywriter
The NewYork-Presbyterian Hospital, a nonprofit academic medical center in New York City, is the primary teaching hospital for two Ivy League medical schools, Weill Cornell Medicine at Cornell University and Columbia University Vagelos College of Physicians and Surgeons at Columbia University. As of 2022, the hospital is ranked the seventh-best hospital in the United States and second-best in the New York City metropolitan area, treating about 310,000 patients in its emergency department and delivers about 15,000 babies.
“Refresh, rebrand, remind.” These are the three core tenets handed down from strategy at Havas based on two months of collaboration between NewYork-Presbyterian and everyone from account to PMs in my sphere. When finally tapped for my up ramp, the build of the campaign was primarily print and already meted out by another print design team, with Presby giving full enthusiastic sign-off as it was the print leg of their brand refresh. Full environmental wraps, billboards, 3-D laser letter cuts—the full print spectrum backed by a massive budget. I was excited for this as the direction, because I knew that Presby and the team were partially missing a lynchpin in a campaign—OOH digital. Digital wherever digital can live, from lobby screens to, app design, and of course Link NYC street side kiosks. I had already known that Presby was using only looped PowerPoint documents for years as their only digital interaction and they thought that they were getting more of the same—not with me helming Adobe Acrobat and Premiere and this slight oversight being my playground. Left, see the set of animations that I created as a branded style from digital to video, with free-reign to animate within the bounds of the campaign look-and-feel.
- Managed multiple project portions from concept through to completion, working with both in-house resources and third-party vendors
- Ensured brand identity and message consistency across channels
- Developed and evaluated creative concepts, copy and art, at pre-determined points and providing direction prior to review by account management
- Cut spots and created deliverables using AVID Technology, Adobe Premiere and Adobe After Effects
GENERAL
AIR FRANCE
KEYTRUDA
Role: ACD: Digital
Period: 2023
Platform: Storyboarding, Keytruda: Pharma
Lift: HCP Education
- Matt Lear, VP, CD
- Carmel Winter, ACD
Ketruda is an immunotherapy treatment, not chemotherapy, that helps the body’s immune system fight cancer. It’s used to treat various cancers, including skin cancer, lung cancer, head and neck cancer, lymphoma, and certain types of breast cancer.
- Managed multiple projects from concept through to completion, working with both in-house resources and third-party vendors
- Provided leadership and professional development to video staff
- Ensured brand identity and message consistency across channels
- Developed and evaluated creative concepts, copy and art, at pre-determined points and providing direction prior to review by account management
- Cut video spots using AVID Technology, Adobe Premiere and Adobe After Effects
JAGUAR/LAND ROVER U.S.
KEYTRUDA
Role: ACD: Digital
Period: 2023
Platform: Storyboarding, Keytruda: Pharma
Lift: HCP Education
- Matt Lear, VP, CD
- Carmel Winter, ACD
Ketruda is an immunotherapy treatment, not chemotherapy, that helps the body’s immune system fight cancer. It’s used to treat various cancers, including skin cancer, lung cancer, head and neck cancer, lymphoma, and certain types of breast cancer.
- Managed multiple projects from concept through to completion, working with both in-house resources and third-party vendors
- Provided leadership and professional development to video staff
- Ensured brand identity and message consistency across channels
- Developed and evaluated creative concepts, copy and art, at pre-determined points and providing direction prior to review by account management
- Cut video spots using AVID Technology, Adobe Premiere and Adobe After Effects
KEURIG/DR. PEPPER
POLIVY
Role: Creative Lead: Animation, HTML5 and Video, Senior Art Director
Period: 2022-2024
Platform: Print, Digital, Social
Lift: 360 Campaign
- Mark Kelley, VP, CD
- Derby Tabuteu, ACD
- Dana Forker, Art Director
Polivy is a prescription medication used to treat adults with diffuse large B-cell lymphoma (DLBCL), a blood cancer that affects white blood cells.
ROLEX
POLIVY
Role: Creative Lead: Animation, HTML5 and Video, Senior Art Director
Period: 2022-2024
Platform: Print, Digital, Social
Lift: 360 Campaign
- Mark Kelley, VP, CD
- Derby Tabuteu, ACD
- Dana Forker, Art Director
Polivy is a prescription medication used to treat adults with diffuse large B-cell lymphoma (DLBCL), a blood cancer that affects white blood cells.
FINANCE & BANKING
BNY MELLON
POLIVY
Role: Creative Lead: Animation, HTML5 and Video, Senior Art Director
Period: 2022-2024
Platform: Print, Digital, Social
Lift: 360 Campaign
- Mark Kelley, VP, CD
- Derby Tabuteu, ACD
- Dana Forker, Art Director
Polivy is a prescription medication used to treat adults with diffuse large B-cell lymphoma (DLBCL), a blood cancer that affects white blood cells.
WELLS FARGO
POLIVY
Role: Creative Lead: Animation, HTML5 and Video, Senior Art Director
Period: 2022-2024
Platform: Print, Digital, Social
Lift: 360 Campaign
- Mark Kelley, VP, CD
- Derby Tabuteu, ACD
- Dana Forker, Art Director
Polivy is a prescription medication used to treat adults with diffuse large B-cell lymphoma (DLBCL), a blood cancer that affects white blood cells.
NEWS OUTLETS
THOMPSON REUTERS
KEYTRUDA
Role: ACD: Digital
Period: 2023
Platform: Storyboarding, Keytruda: Pharma
Lift: HCP Education
- Matt Lear, VP, CD
- Carmel Winter, ACD
Ketruda is an immunotherapy treatment, not chemotherapy, that helps the body’s immune system fight cancer. It’s used to treat various cancers, including skin cancer, lung cancer, head and neck cancer, lymphoma, and certain types of breast cancer.
- Managed multiple projects from concept through to completion, working with both in-house resources and third-party vendors
- Provided leadership and professional development to video staff
- Ensured brand identity and message consistency across channels
- Developed and evaluated creative concepts, copy and art, at pre-determined points and providing direction prior to review by account management
- Cut video spots using AVID Technology, Adobe Premiere and Adobe After Effects
SERVICE PROVIDERS
DIRECTV
POLIVY
Role: Creative Lead: Animation, HTML5 and Video, Senior Art Director
Period: 2022-2024
Platform: Print, Digital, Social
Lift: 360 Campaign
- Mark Kelley, VP, CD
- Derby Tabuteu, ACD
- Dana Forker, Art Director
Polivy is a prescription medication used to treat adults with diffuse large B-cell lymphoma (DLBCL), a blood cancer that affects white blood cells.
VERIZON
KEYTRUDA
Role: ACD: Digital
Period: 2023
Platform: Storyboarding, Keytruda: Pharma
Lift: HCP Education
- Matt Lear, VP, CD
- Carmel Winter, ACD
Ketruda is an immunotherapy treatment, not chemotherapy, that helps the body’s immune system fight cancer. It’s used to treat various cancers, including skin cancer, lung cancer, head and neck cancer, lymphoma, and certain types of breast cancer.
- Managed multiple projects from concept through to completion, working with both in-house resources and third-party vendors
- Provided leadership and professional development to video staff
- Ensured brand identity and message consistency across channels
- Developed and evaluated creative concepts, copy and art, at pre-determined points and providing direction prior to review by account management
- Cut video spots using AVID Technology, Adobe Premiere and Adobe After Effects
PHARMA AND HEALTHCARE
ONCOLOGY
KEYTRUDA
KEYTRUDA
Role: ACD: Digital
Period: 2023
Platform: Storyboarding, Keytruda: Pharma
Lift: HCP Education
- Matt Lear, VP, CD
- Carmel Winter, ACD
Ketruda is an immunotherapy treatment, not chemotherapy, that helps the body’s immune system fight cancer. It’s used to treat various cancers, including skin cancer, lung cancer, head and neck cancer, lymphoma, and certain types of breast cancer.
- Managed multiple projects from concept through to completion, working with both in-house resources and third-party vendors
- Provided leadership and professional development to video staff
- Ensured brand identity and message consistency across channels
- Developed and evaluated creative concepts, copy and art, at pre-determined points and providing direction prior to review by account management
- Cut video spots using AVID Technology, Adobe Premiere and Adobe After Effects
POLIVY
POLIVY
Role: Creative Lead: Animation, HTML5 and Video, Senior Art Director
Period: 2022-2024
Platform: Print, Digital, Social
Lift: 360 Campaign
- Mark Kelley, VP, CD
- Derby Tabuteu, ACD
- Dana Forker, Art Director
Polivy is a prescription medication used to treat adults with diffuse large B-cell lymphoma (DLBCL), a blood cancer that affects white blood cells.
HIV/AIDS
CABENUVA
CABENUVA
Role: Creative Lead: Animation, HTML5 and Video, Senior Art Director
Period: 2021-2022
Platform: Print, Digital, Video
Lift: 360 Campaign
- Travis Hibbis, VP, CD
- Lisa Boosin, ACD
- Anthony Lowe, ACD
- Michelle Johnson, Studio Manager
- Hayden Griffin, Copywriter
- Kerry Goeller, Digital Production Artist
Cabenuva is a co-packaged antiretroviral medication for the treatment of HIV/AIDS. It contains cabotegravir and rilpivirine in a package with two separate injection vials. None of this would be accomplished without solid leadership and the skilled work of the studio production team. I have had the pleasure as digital artist of collaborating with those from Havas’ ancillary agencies Arnold and Tonic on numerous digital pharma projects. A promising pharmaceutical to lower the viral load of HIV-positive patients, Cabenuva for ViiV had met enough regulations to begin the final design and development of it’s online presence. Designed for both desktop and mobile-responsive, the site began as a set of Photoshop files with many subsets nested within the site map that I migrated into Sketch for conversion to vector-light and nimble assets within the site and to prompt collaboration. Working files are still under NDA, so I am unable to share the build files live.
- Managed multiple projects from concept through to completion, working with both in-house resources and third-party vendors
- Provided leadership and professional development to department staff
- Ensured brand identity and message consistency across channels
- Developed and evaluated creative concepts, copy and art, at pre-determined points and providing direction prior to review by account management
- Cut video spots using AVID Technology, Adobe Premiere and Adobe After Effects
DELSTRIGO
DELSTRIGO
Role: Creative Lead: Animation, Senior Art Director
Period: 2021-2022
Platform: HTML5 Banner Animation, Social, Video
Lift: Patient Education, Video
- Travis Hibbis, VP, CD
- Michelle Johnson, Studio Manager
- Hayden Griffin, Copywriter
- Kerry Goeller, Digital Production Artist
Taken orally, Delstrigo is a fixed-dose combination antiretroviral medication for the treatment of HIV/AIDS, containing doravirine, lamivudine, and tenofovir disoproxil.
Delstrigo, a new and inspiring treatment in the fight against HIV, came into my studio from the Havas video studio, Studio 6, where all of the video had been cut down for the upcoming spot placement, and with the relationship between the client, agency and what we were accomplishing together being kismet, Merck asked if we were able to create a version of what Bayer had dazzled the industry with at a pharma conference the year before–a scrolling ISI both in video assets AND HTML5. Tapped by my friend EMILY WILSON within Studio 6 as she and I had triumphs together, my studio took over building the social media assets that mirror the stop-motion generation 1 portion of the Delstrigo campaign that was in market. It was with great joy that I not only set up the size, speed and transition of the animations for video social assets, but resourced the FDA-approved speed from the Bayer scrolling ISI and mirrored that flawlessly to show at the right speed and percentage of the screen. <br>Three assets were created combining the stop-motion footage provided, logos and ISI copy. Animation, colors, speed and ISI met FDA criteria for type size, legibility and background color to accommodate for the potentially visually-impaired.
- Developed and reviewed creative briefs that provided strategic insight(s) and creative inspiration
- Curated a culture of trust with peers, clients and all stakeholders
- Set high-impact objectives and went above and beyond to exceed performance expectations
- Scheduled and directed on-site, in-city and remote/travel video and photo shoots for both product and video campaign
- Cut video spots using AVID Technology, Adobe Premiere and Adobe After Effects
CARDIOVASCULAR
VASCEPA
VASCEPA
Role: ACD, Pharma, Website
Period: 2021-2022
Platform: Print, Digital, Video
Lift: Part of a 360 Campaign
- Travis Hibbis, VP, CD
- Lisa Boosin, ACD
- Anthony Lowe, ACD
- Michelle Johnson, Studio Manager
- Hayden Griffin, Copywriter
- Kerry Goeller, Digital Production Artist
VASCEPA is the first and only FDA-approved medication to lower CV risk in addition to other medications, such as statins, in patients with high triglycerides (≥150 mg/dL) and heart disease or diabetes with other CV risk factors. The exact science of how VASCEPA works in the body is not fully understood, but years of clinical testing have led to proven results.
- Managed shareholders from concept through to completion, working with both in-house resources and external vendors
- Provided leadership and professional development to creative staff
- Ensured brand identity, functionality and message consistency across channels
- Evaluated digital creative concepts, copy and art, at pre-determined points and providing direction prior to review by account management
DIABETES
SOLIQUA
SOLIQUA
Role: Creative Lead: Animation, Senior Art Director
Period: 2021-2022
Platform: HTML5 Banner Animation, Social, Video
Lift: Patient Education
- Travis Hibbis, VP, CD
- Lisa Boosin, ACD
- Anthony Lowe, ACD
- Michelle Johnson, Studio Manager
- Hayden Griffin, Copywriter
- Kerry Goeller, Digital Production Artist
Toujeo is a long-acting modified form of medical insulin injected just under the skin, used in the management of type I and type II diabetes. Benefits generally begin an hour after use.
- Proactively raised issues to improve effective team working and collaboration
- Communicated ideas and direction confidently in a clear, concise and articulate manner
- Capable of constructively challenging the status-quo and took risks to challenge internal and external perspectives
- Lead design direction by providing subordinate creatives key assets for each leg of the campaign build (digital color breakdowns, templated breakdowns for motion/ratio/sizes, imagery selection and definition of photographic color treatment and adjustments)
- Animated assets using Adobe Illustrator and Adobe After Effects
TOUJEO
TOUJEO
Role: ACD: Digital
Period: 2021-2022
Platform: HTML5 Banner Animation, Social, Video
Lift: Patient Education
- Travis Hibbis, VP, CD
- Lisa Boosin, ACD
- Anthony Lowe, ACD
- Michelle Johnson, Studio Manager
- Hayden Griffin, Copywriter
- Kerry Goeller, Digital Production Artist
The simplest ask: to create a rasher of banner ads. The complication: To conscientiously incorporate BNY-mandated DEI initiatives based upon social equity initiatives. Across all of the digital assets, round one simply depicting diversity ethnically, and my pressing for not only ethnic, but gender and orientation representation as well as ethnically, the client was not only pleased to see my execution across the static banners in the initial batch, but I had been expanding beyond the brief behind the scenes.
By the next enthusiastic media buy from BNY, I had not only pulled their design standard documentation, but I was animating in Adobe Animate behind the scenes. Animating in a manner that was pixel-identical to their internal regulations and matched their online, social and environmental brand. Emphasis was put on the animation for brand recognition as primary, then the gentle fade into the diversity shot.
- Managed the workload for assigned book of business to maximize the productivity and quality of work from the creative staff
- Built relationships quickly with others and engaged personally with peers and clients
- Collaborated with stakeholders and embraced an inclusive-based environment
- Implemented traditional and interactive design, including web, mobile, UX, animation, social and rich media experiences
OSTEOPOROSIS
ENBREL
POLIVY
Role: Creative Lead: Animation, HTML5 and Video, Senior Art Director
Period: 2022-2024
Platform: Print, Digital, Social
Lift: 360 Campaign
- Mark Kelley, VP, CD
- Derby Tabuteu, ACD
- Dana Forker, Art Director
Polivy is a prescription medication used to treat adults with diffuse large B-cell lymphoma (DLBCL), a blood cancer that affects white blood cells.
EVENITY
POLIVY
Role: Creative Lead: Animation, HTML5 and Video, Senior Art Director
Period: 2022-2024
Platform: Print, Digital, Social
Lift: 360 Campaign
- Mark Kelley, VP, CD
- Derby Tabuteu, ACD
- Dana Forker, Art Director
Polivy is a prescription medication used to treat adults with diffuse large B-cell lymphoma (DLBCL), a blood cancer that affects white blood cells.
PROLIA
PROLIA
Role: ACD, Pharma, Website
Period: 2021-2022
Platform: Print, Digital, Video
Lift: Part of a 360 Campaign
- Travis Hibbis, VP, CD
- Lisa Boosin, ACD
- Anthony Lowe, ACD
- Michelle Johnson, Studio Manager
- Hayden Griffin, Copywriter
- Kerry Goeller, Digital Production Artist
For women with osteoporosis after menopause at high risk for fracture, Prolia has been proven to help strengthen and protect bones from the risk of osteoporosis and hypercalcemia. This 3-year clinical study tested the safety of Prolia in over 7700 women with postmenopausal osteoporosis aged 60 to 90 years. Approximately half of the women took Prolia, while the other half were untreated (given a placebo injection).
- Managed shareholders from concept through to completion, working with both in-house resources and external vendors
- Provided leadership and professional development to creative staff
- Ensured brand identity, functionality and message consistency across channels
- Evaluated digital creative concepts, copy and art, at pre-determined points and providing direction prior to review by account management
ANAEMIA
REBLOZYL
REBLOZYL
Role: ACD, Pharma, Website
Period: 2022-2024
Platform: Digital, Print, Video
Lift: 360 Campaign
- Mark Kelley, VP, CD
- Derby Tabuteu, ACD
- Dana Forker, Art Director
Reblozyl, is a medication used for the treatment of anemia in beta thalassemia and myelodysplastic syndromes. The US Food and Drug Administration considers it to be a first-in-class medication.
Guided Creative Vision and Managed Campaign Assets: Led the design direction by equipping subordinate creatives with essential assets for every stage of the campaign development, both in print and digital formats. This included detailed color breakdowns, templated guidelines for various ratios and sizes, curated imagery selections, and well-defined photographic color treatments and adjustments to ensure visual consistency across all platforms.
Optimized Resource Allocation for Project Success: Ensured that resources were efficiently allocated based on the specific needs and timelines of each project. This involved careful planning and coordination to maximize team productivity and meet project milestones without compromising quality.
Approached all situations and interactions with honesty, integrity, and humility: This fostered a collaborative and respectful working environment, encouraging open communication and mutual respect among team members and clients.
Addressed Client Marketing Challenges with Strategic Creativity: Demonstrated a thorough understanding of clients’ marketing challenges and was highly responsive to their strategic needs. By proposing innovative and tailored creative solutions, consistently exceeded client expectations and contributed to achieving their marketing objectives.
(Shown as PDF. Original files acquired from agency prior were in Adobe XD format, which does not permit sharing multiple working-file artboards online.)
SLEEP SCIENCE
QUVIVIQ
QUVIVIQ
Role: Art Director: Video, Graphics and Storyboarding
Period: 2023
Platform: Video
Lift: Pharma Congress Video
- Greg Polin, Director of Video Production
- Lori Eisenberg, SVP, Client Services
Quviviq is a prescription treatment for adults who have trouble falling asleep or staying asleep (insomnia). In clinical trials, Quviviq helped adults with insomnia get more sleep with improvements measured at months 1 and 3.
As quoted from Lori Eisenberg herself:
“After months of planning, we just held the first live speaker training for QUVIVIQ this past weekend. It was literally an all hands on deck meeting with amazing contributions from Client Service, Medical, Creative, Production, Editorial and Finance. Our team was in charge of EVERYTHING from the core deck and break-out room content to inviting/securing speakers, travel, vendor coordination and every detail imaginable including selecting the chairs for the on-stage faculty. Everyone had to stretch in their role, get their hands dirty and pivot to allow for unanticipated circumstances. It was an amazing team experience and I was proud to witness it.
By the numbers:
- 154 Speakers
- 9 Faculty
- 24 Idorsia Clients
And the entire HSC/HCG Dream Team village…were all smiles praising HSC for the content, creative, materials, logistics and overall event coordination and production. [It] was incredibly well-executed—never a moment of panic or anxiety regarding what should be happening! The relationships we have built with the clients and KOLs is remarkable. I think [the client’s] favorite part was the team dinner where he invited everyone to share fun facts and personal anecdotes with the team. [The client] pulled me aside and said how happy he was with the entire team [and] reiterated that he always thinks of us as one cohesive team.
In terms of speaker feedback, quotes included: “This was definitely one of the best speaker trainings I have ever attended”; “excellent program”; “outstanding program”; “well thought out…”
- Managed multiple projects from concept through to completion, working with both in-house resources and third-party vendors
- Provided leadership and professional development to department staff
- Ensured brand identity and message consistency across channels
- Developed and evaluated creative concepts, copy and art, at pre-determined points and providing direction prior to review by account management
- Cut video spots using AVID Technology, Adobe Premiere and Adobe After Effects
HEALTHCARE
& HEALTH SCIENCES
ASTRAZENICA PRECISION MEDICINE
ASTRAZENECA
PRECISION MEDICINE
Role: ACD, Pharma, Website
Period: 2021-2022
Platform: Print, Digital, Video
Lift: Part of a 360 Campaign
- Mark Kelley, VP, CD
- Amadeu Dimas, VP, CD
- Jessica Blanchard, ACD, Digital
- Dana Forker, SAD
- Bella Wood, UX Designer
“Precision medicine is an innovative approach for tailoring disease treatment and prevention. It makes it possible for doctors and researchers to more accurately predict which treatments are more likely to work for a patient, taking into account individual genetic and molecular make-up, environment, and lifestyle.
By unravelling the complex underlying biology of many diseases, and pioneering and applying advanced technologies, we are leading the way in the application of precision medicine. Our work, and our collaborations with partners across industry, biotech and academia, are driving for better treatments for patients as well as a more sustainable future for healthcare systems.”
- Worked closely with our CDs and the client to evaluate the best approach to clearly define the messaging and how to convey a hefty amount of HCP-based information in a scalable site contingent on the user’s needs
- Managed shareholders from concept through to completion, working with both in-house resources and external vendors
- Provided leadership and professional development to creative staff whilst actively educating them in the functions and flow of Figma and transitioning from Adobe XD
- Ensured brand identity, functionality and message consistency across channels
- Evaluated digital creative concepts, copy and art, at pre-determined points and providing direction prior to review by account management
NEW YORK PRESBYTERIAN HOSPITALS
NEW YORK PRESBYTERIAN
Role: Creative Lead: Animation, Video, Senior Art Director
Period: 2022
Platform: Print, Digital, Video
Lift: Healthcare Public Image Rebrand
- Travis Hibbis, VP, CD
- Lisa Boosin, ACD
- Michelle Johnson, Studio Manager
- Hayden Griffin, Copywriter
The NewYork-Presbyterian Hospital, a nonprofit academic medical center in New York City, is the primary teaching hospital for two Ivy League medical schools, Weill Cornell Medicine at Cornell University and Columbia University Vagelos College of Physicians and Surgeons at Columbia University. As of 2022, the hospital is ranked the seventh-best hospital in the United States and second-best in the New York City metropolitan area, treating about 310,000 patients in its emergency department and delivers about 15,000 babies.
“Refresh, rebrand, remind.” These are the three core tenets handed down from strategy at Havas based on two months of collaboration between NewYork-Presbyterian and everyone from account to PMs in my sphere. When finally tapped for my up ramp, the build of the campaign was primarily print and already meted out by another print design team, with Presby giving full enthusiastic sign-off as it was the print leg of their brand refresh. Full environmental wraps, billboards, 3-D laser letter cuts—the full print spectrum backed by a massive budget. I was excited for this as the direction, because I knew that Presby and the team were partially missing a lynchpin in a campaign—OOH digital. Digital wherever digital can live, from lobby screens to, app design, and of course Link NYC street side kiosks. I had already known that Presby was using only looped PowerPoint documents for years as their only digital interaction and they thought that they were getting more of the same—not with me helming Adobe Acrobat and Premiere and this slight oversight being my playground. Left, see the set of animations that I created as a branded style from digital to video, with free-reign to animate within the bounds of the campaign look-and-feel.
- Managed multiple project portions from concept through to completion, working with both in-house resources and third-party vendors
- Ensured brand identity and message consistency across channels
- Developed and evaluated creative concepts, copy and art, at pre-determined points and providing direction prior to review by account management
- Cut spots and created deliverables using AVID Technology, Adobe Premiere and Adobe After Effects
LIFESTYLE
SPORTS
DAZN
DAZN, U.S.
Role: Art Director: Freelance
Period: 2019
Platform: Print, Digital
Lift: Fight Promotional Campaign, Sports
DAZN is the leading global sports streaming service. Created by fans, for fans, it is leading the charge to give affordable access to sport anytime, anywhere. DAZN is available on most internet-connected devices, including smart TVs, smartphones, tablets, PCs, game consoles, streaming sticks and set-top boxes.
Overwhelmed by the establishment of their One World Trade headquarters in NYC and it’s quintessential “coolness,” I was enlisted by DAZN to create Instagram social assets for the Dec. 7, 2019 bout and introduction to the U.S. sports market, from the fight poster (far left,) to the fan-centric-targeted social media boxer profiles (center and right.)
Andy Ruiz Jr. vs. Anthony Joshua II, was a heavyweight professional boxing rematch between the Andy Ruiz Jr. and former champion Anthony Joshua. Noting what I viewed to be a missing branding asset for this inaugural foray into the U.S. fight market, I also created a “3-D” rubik of the logo as a loader and screensaver for anything from phone takeovers to transition screens (animated, bottom last.)
MAJOR LEAGUE SOCCER
NEW YORK RANGERS
Role: Senior Art Director
Period: 2013-2016
Platform: Print, Public Affairs and Media
Lift: 360 Evergreen Sports Campaign
- Anthony Zucconi, Manager, Marketing
- Dino Tichenelli, Public Relations Coodinator
- Tarek Awad, Design Director
- Michelle Cruz, Senior Art Director
The New York Rangers are a professional ice hockey team based in New York City. The Rangers compete in the National Hockey League as a member of the Metropolitan Division in the Eastern Conference.
As Art Director for Madison Square Garden, I created and lead team advertising across all touchpoints, with an emphasis on television, digital media and branded content with a focus on the print and digital media and playoff guides as my speciality. I never would have thought that I would become a hockey fan. Working with Dino Ticinelli, Tarek Awad and Michelle Cruz, I quickly became one without resistance. I took the enthusiasm that I grew for hockey and put it wholeheartedly (and sometimes from actual sun-up to sundown during playoffs) into creating print assets for The New York Rangers. A collective of team players, history, statistics and other essential team knowledge materials were provided in multiple formats throughout. As a world leader in live sports and entertainment, The Madison Square Garden Company (MSG) sets a global standard for excellence in live experiences and forges deep and enduring connections with diverse and passionate audiences that span generations. Curating and documenting the dynamic history of such a magnanimous NHL club was accomplished by my efforts with the NY Ranger Public Affairs Department. Producing a 450-500 page essential media and playoff guides as well as other accompanying collateral took careful collection and consideration of the overall flow and pagination of this seasonal undertaking. Beyond this, it was critical to be constantly aware of all trades, stats and media chatter concerning the club and it’s fans—events like playoffs and trades could change not only the landscape of the club, but the overall content being provided by the public relations department.
- Mentored and trained team members, wrote performance reviews, and allocated work
- Championed curiosity and open mindset towards new ways of doing things
- Ensured that creative presentations to the client met the highest professional standards
- Brainstormed and developed campaigns while working with clients on multiple projects at once
THE NEW YORK RANGERS
NEW YORK RANGERS
Role: Senior Art Director
Period: 2013-2016
Platform: Print, Public Affairs and Media
Lift: 360 Evergreen Sports Campaign
- Anthony Zucconi, Manager, Marketing
- Dino Tichenelli, Public Relations Coodinator
- Tarek Awad, Design Director
- Michelle Cruz, Senior Art Director
The New York Rangers are a professional ice hockey team based in New York City. The Rangers compete in the National Hockey League as a member of the Metropolitan Division in the Eastern Conference.
As Art Director for Madison Square Garden, I created and lead team advertising across all touchpoints, with an emphasis on television, digital media and branded content with a focus on the print and digital media and playoff guides as my speciality. I never would have thought that I would become a hockey fan. Working with Dino Ticinelli, Tarek Awad and Michelle Cruz, I quickly became one without resistance. I took the enthusiasm that I grew for hockey and put it wholeheartedly (and sometimes from actual sun-up to sundown during playoffs) into creating print assets for The New York Rangers. A collective of team players, history, statistics and other essential team knowledge materials were provided in multiple formats throughout. As a world leader in live sports and entertainment, The Madison Square Garden Company (MSG) sets a global standard for excellence in live experiences and forges deep and enduring connections with diverse and passionate audiences that span generations. Curating and documenting the dynamic history of such a magnanimous NHL club was accomplished by my efforts with the NY Ranger Public Affairs Department. Producing a 450-500 page essential media and playoff guides as well as other accompanying collateral took careful collection and consideration of the overall flow and pagination of this seasonal undertaking. Beyond this, it was critical to be constantly aware of all trades, stats and media chatter concerning the club and it’s fans—events like playoffs and trades could change not only the landscape of the club, but the overall content being provided by the public relations department.
- Mentored and trained team members, wrote performance reviews, and allocated work
- Championed curiosity and open mindset towards new ways of doing things
- Ensured that creative presentations to the client met the highest professional standards
- Brainstormed and developed campaigns while working with clients on multiple projects at once
NEW YORK RED BULLS
NEW YORK RED BULLS
Role: Art Director: Freelance
Period: 2016
Platform: Print, Digital
Lift: Corporate Promotional Campaign, Sports
- Michelle Cruz, SAD
- Joe Stetson, Chief Commercial Officer
The New York Red Bulls are an American professional soccer club based in the New York metropolitan area, dedicated to giving back to the community in which they live and work. As assistant art director for the 2016-2017 Seasons, I had the pleasure of working with Michelle Cruz again after our initial collaborations at Madison Square Garden. In her position at NYRB, she pulled me in as art director to undertake the creation of a 350+ print and digital media guide. Using every trick in the Adobe CSS book from InDesign pagination to Illustrator player bio artwork, I developed an overarching look and feel, initially creating befitting style guide for the media guide.
This photo, not that photo, is there a reshoot of that player, this typeface and not that one and here is exactly why based on this asset—the daily design decisions and briefs that I had the autonomous pleasure of having with everyone involved from design, social media and public relations. With great direction, I was able to create an accurate and engaging media guide for news outlets and other users.
- Worked with the Creative Director to evaluate performance, workflow, and quality issues and develop long-range plans for the team
- Curated a culture of trust with peers, clients and all stakeholders
- Set high-impact objectives and went above and beyond to exceed performance expectations
- Lead design direction by providing subordinate creatives key assets for each leg of the campaign build (print and digital color breakdowns, templated breakdowns for ratio/sizes, imagery selection and definition of photographic color treatment and adjustments)
- Developed concepts around brand touchpoints (e.g. campaigns, big events)
- Creative lead on big events bringing to life entire platform, including primary campaign marks, color schemes and secondary elements, to usage guidelines and applications
- Helped to identify best resources for creative production, e.g., online content, photography, talent, etc.
- Reviewed proofs and seeing projects through final production
- Prepared final files for production
- Attended internal calls and meetings as required
GENERAL
AIR FRANCE
KEYTRUDA
Role: ACD: Digital
Period: 2023
Platform: Storyboarding, Keytruda: Pharma
Lift: HCP Education
- Matt Lear, VP, CD
- Carmel Winter, ACD
Ketruda is an immunotherapy treatment, not chemotherapy, that helps the body’s immune system fight cancer. It’s used to treat various cancers, including skin cancer, lung cancer, head and neck cancer, lymphoma, and certain types of breast cancer.
- Managed multiple projects from concept through to completion, working with both in-house resources and third-party vendors
- Provided leadership and professional development to video staff
- Ensured brand identity and message consistency across channels
- Developed and evaluated creative concepts, copy and art, at pre-determined points and providing direction prior to review by account management
- Cut video spots using AVID Technology, Adobe Premiere and Adobe After Effects
JAGUAR/LAND ROVER U.S.
KEYTRUDA
Role: ACD: Digital
Period: 2023
Platform: Storyboarding, Keytruda: Pharma
Lift: HCP Education
- Matt Lear, VP, CD
- Carmel Winter, ACD
Ketruda is an immunotherapy treatment, not chemotherapy, that helps the body’s immune system fight cancer. It’s used to treat various cancers, including skin cancer, lung cancer, head and neck cancer, lymphoma, and certain types of breast cancer.
- Managed multiple projects from concept through to completion, working with both in-house resources and third-party vendors
- Provided leadership and professional development to video staff
- Ensured brand identity and message consistency across channels
- Developed and evaluated creative concepts, copy and art, at pre-determined points and providing direction prior to review by account management
- Cut video spots using AVID Technology, Adobe Premiere and Adobe After Effects
KEURIG/DR. PEPPER
POLIVY
Role: Creative Lead: Animation, HTML5 and Video, Senior Art Director
Period: 2022-2024
Platform: Print, Digital, Social
Lift: 360 Campaign
- Mark Kelley, VP, CD
- Derby Tabuteu, ACD
- Dana Forker, Art Director
Polivy is a prescription medication used to treat adults with diffuse large B-cell lymphoma (DLBCL), a blood cancer that affects white blood cells.
ROLEX
POLIVY
Role: Creative Lead: Animation, HTML5 and Video, Senior Art Director
Period: 2022-2024
Platform: Print, Digital, Social
Lift: 360 Campaign
- Mark Kelley, VP, CD
- Derby Tabuteu, ACD
- Dana Forker, Art Director
Polivy is a prescription medication used to treat adults with diffuse large B-cell lymphoma (DLBCL), a blood cancer that affects white blood cells.
PERFORMANCE AND EVENTS
HAVAS PRIDE 2020
HAVAS PRIDE 2020
Role: Senior Art Director/Creative Lead: Animation, Animation, Logo Mark, Animation and Video
Period: 2020
Platform: Social, Digital, Video
Lift: Corporate DEI/PRIDE Initiative during COVID
- Travis Hibbis, VP, CD
- Lisa Boosin, ACD
- Anthony Lowe, ACD
- Michelle Johnson, Studio Manager
- Hayden Griffin, Copywriter
- Kerry Goeller, Digital Production Artist
- Shirley Katz, Executive Director, Head of Resource Management
- Aileen Boyce, VP, Associate Creative Director
- Rob Conger, Presentation Designer
When you are exceedingly proud of the work that you and your team created, it is equally-easy to be proud to host, design and organize the Havas Pride 2020 initiative. With the restrictions and climate of COVID-19, everyone was forced into quarantine who was not an essential worker, postponing life, work and gathering as we know it. One of the largest and greatly-anticipated events of the year, PRIDE NYC, was cancelled for the year by the city health agencies, forcing all to find ways to improvise and celebrate diversity and accomplishment in the LGBTQIA+ community.
As part of the HXC 2020 Pride Committee, I created and lead the overall design direction below that was utilized from Instagram filters to being used as a template from which other committee members developed the assets that they required.
NEW YORK CITY PRIDE 2025
NEW YORK CITY PRIDE 2024
Role: Creative Lead: Animation, HTML5 and Video, Senior Art Director
Period: 2017-2019
Platform: Print, Digital, Video
Lift: 360 Evergreen Sports Campaign
- Sandra Perez, Executive Director, NYC Pride
- Kazz Alexander, Co-Chair, NYC Pride
- Sue Doster, Co-Chair, NYC Pride
- Evan Reed, Youth Pride Coordinator
- Veronica Ryzio, Media Coordinator
- Kayle Williams, Assistant Creative Director
“Heritage of Pride works toward a future without discrimination where all people have equal rights under the law. We do this by producing LGBTQIA+ Pride events that inspire, educate, commemorate and celebrate our diverse community.”
As creative director with NYC Pride 2024, I was skilled in understanding organizational and partner needs and translating key objectives into creative concepts rooted in the heritage of Pride. I breathed life throughout the experiential community journey (environmental, digital, video, and social). I brought hybrid experience in both art direction and copywriting, working across various tentpoles, mediums and platforms. Having brought live event experience from such outlets as Madison Square Garden, Major League Soccer and other premium event brands, I kept NYC Pride ahead of the latest innovations in the marketplace and integrated that knowledge into concepts that cut through the noise.<br>I oversaw high-value brand platforms and was therefore responsible for managing the full creative process – from conceptualization through execution. I thrived on being client-facing with C-suite executives such as MasterCard and utilized my storytelling skills to effectively communicate the team’s work in a design presentation. I was responsible for creatively leading many of our top existing client partners in developing award-winning Pride platforms. These sponsorship driven platforms ultimately helped our clients accomplish their business objectives and stand-out creatively in the marketplace to establish NYC Pride as a leading voice in the LGBTQIA+ community. I directed a cohesive creative vision and development of design direction for promotional materials (environmental design, stage design, special events, brand collateral, and multiple social media pieces ) based on creative briefs, conversations and wide-ranging internal brand strategies. I possesses outstanding interpersonal skills, a relentless work ethic, and a spirit of collaboration that inspires those around them to create work that represents NYC Pride as a thoughtful and powerful force in queer equality.
THE PALEY CENTER FOR MEDIA ARTS
THE PALEY CENTER FOR MEDIA, NYC
Role: Art Director: Freelance
Period: 2016
Platform: Digital, Video
Lift: Broadcast Network Promotion, AMC/BBC
- CK Chen, Senior Creative Director, The Paley Center
PALEYFEST 2017 seminar honors “Orphan Black,” the dramatic science fiction series about the far-reaching consequences of a secret government cloning experiment.
“Orphan Black” PaleyFest: I was already a huge fan of The Paley Center and was working on a ton of print and digital assets from flyers to web banners promoting a variety of celebrity events. When I was chatting with Senior Creative Director Jack Chen about one of my favorite shows, “Orphan Black” was set to be hosted for a Q&A in a week, it was all that I could do to control my enthusiasm. I remember walking over and asking what I could do to help. Many things were already set in motion, with one of the last items outstanding being a PowerPoint presentation highlighting the event and characters from the show.
I volunteered and the creatives no longer had to try to educate themselves on a show and characters that they had never seen—I completely threw myself into it with it almost becoming a video feature. The Paley Center is an archive of all things entertainment-related. With it being a two-night engagement due to popular demand and fans overwhelming the venue, I took it upon myself to append the original presentation with video from the prior night. The result was a fun, engaging reel that had fans of the show taking photos in front of the screens. I knew that I had done something right.
FINANCE & BANKING
BNY MELLON
POLIVY
Role: Creative Lead: Animation, HTML5 and Video, Senior Art Director
Period: 2022-2024
Platform: Print, Digital, Social
Lift: 360 Campaign
- Mark Kelley, VP, CD
- Derby Tabuteu, ACD
- Dana Forker, Art Director
Polivy is a prescription medication used to treat adults with diffuse large B-cell lymphoma (DLBCL), a blood cancer that affects white blood cells.
WELLS FARGO
POLIVY
Role: Creative Lead: Animation, HTML5 and Video, Senior Art Director
Period: 2022-2024
Platform: Print, Digital, Social
Lift: 360 Campaign
- Mark Kelley, VP, CD
- Derby Tabuteu, ACD
- Dana Forker, Art Director
Polivy is a prescription medication used to treat adults with diffuse large B-cell lymphoma (DLBCL), a blood cancer that affects white blood cells.
NEWS OUTLETS
THOMPSON REUTERS
KEYTRUDA
Role: ACD: Digital
Period: 2023
Platform: Storyboarding, Keytruda: Pharma
Lift: HCP Education
- Matt Lear, VP, CD
- Carmel Winter, ACD
Ketruda is an immunotherapy treatment, not chemotherapy, that helps the body’s immune system fight cancer. It’s used to treat various cancers, including skin cancer, lung cancer, head and neck cancer, lymphoma, and certain types of breast cancer.
- Managed multiple projects from concept through to completion, working with both in-house resources and third-party vendors
- Provided leadership and professional development to video staff
- Ensured brand identity and message consistency across channels
- Developed and evaluated creative concepts, copy and art, at pre-determined points and providing direction prior to review by account management
- Cut video spots using AVID Technology, Adobe Premiere and Adobe After Effects
SERVICE PROVIDERS
DIRECTV
POLIVY
Role: Creative Lead: Animation, HTML5 and Video, Senior Art Director
Period: 2022-2024
Platform: Print, Digital, Social
Lift: 360 Campaign
- Mark Kelley, VP, CD
- Derby Tabuteu, ACD
- Dana Forker, Art Director
Polivy is a prescription medication used to treat adults with diffuse large B-cell lymphoma (DLBCL), a blood cancer that affects white blood cells.
VERIZON
KEYTRUDA
Role: ACD: Digital
Period: 2023
Platform: Storyboarding, Keytruda: Pharma
Lift: HCP Education
- Matt Lear, VP, CD
- Carmel Winter, ACD
Ketruda is an immunotherapy treatment, not chemotherapy, that helps the body’s immune system fight cancer. It’s used to treat various cancers, including skin cancer, lung cancer, head and neck cancer, lymphoma, and certain types of breast cancer.
- Managed multiple projects from concept through to completion, working with both in-house resources and third-party vendors
- Provided leadership and professional development to video staff
- Ensured brand identity and message consistency across channels
- Developed and evaluated creative concepts, copy and art, at pre-determined points and providing direction prior to review by account management
- Cut video spots using AVID Technology, Adobe Premiere and Adobe After Effects