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Tahoe |

Lifestyle Shoot

Challenge:

Transforming a startup automotive vision into a premium global brand through storytelling that bridges engineering innovation and luxury lifestyle. Scaling from zero to building an agile in-house creative engine capable of producing CGI, video, photography, and digital experiences that could adapt to rapidly evolving product specs—all while maintaining the integrity of revolutionary vehicle design.

My Role: Executive Producer

Orchestrator of Creative Momentum Promoted from Senior Producer to Executive Producer in 2022. I built systems that made exceptional work possible when faced with shifting engineering specs and compressed timelines. My philosophy: "it's all figureoutable." - Connected specialized talent with technical challenges - Balanced aspirational imagery with authentic product representation - Anchored decisions in both brand impact and measurable ROI - Maintained harmony across competing cross-functional priorities

Impact Metrics:

  • Orchestrated Gravity SUV Global Reveal with $4.35M budget, contributing to 49% revenue growth to $234.5M in Q4 2024

  • Implemented production systems enabling vehicle delivery growth surpassing entire 2023 totals by August 2024

  • Led award-winning configurator development driving 18% higher engagement and 7,246% increase in sign-ups

  • Directed Dream Ahead NASDAQ campaign spanning guerrilla installations, print media in NYT/WSJ, and Oscars brand video

Results

  • Delivered $7M customer education experiential space (3,000 sq. ft.) on time and within budget

  • Created modular environment with 6 interactive digital content modules designed for intuitive product education

  • Established experiential design protocols enhancing team efficiency

  • Completed project in March 2020—just as pandemic restrictions prevented public launch

My Approach

To create an inviting educational space that enables users to experience Slack's capabilities firsthand. As Slack's first branded built environment showcasing its customer-centric approach, this project was nothing but—ambiguity. Translating abstract software features into tangible interactions required reimagining how users could physically interact with a digital product while maintaining the warmth and functionality that defines Slack's brand.

OMFGCO | Architecture / Interior
R/GA | Content
O+A | Permitting + Legal
SC Builders | General Contractor

Senior Experiential Creative Producer

As Slack's first experiential producer, I translated digital brand values into physical environments. I sought and secured internal partners for a project that demanded cross-functional contributions, yet wasn't on department's roadmaps.

- Bridged creative vision with technical implementation constraints

- Adapted digital brand elements to three-dimensional spaces

- Navigated ambiguity to create clear project frameworks

- Balanced educational goals with community-building functions

Slack

Education Center

Challenge

Partners

  • 3,000 Sq. Ft.

  • Custom Design

  • Bespoke Materiality

  • Custom Fabrication

  • Branded Accessories

Digital | UX/UI, Website, Digital Design

Executive Producer leading—

  • Original Web Design, Redesigns (x a jillion)

  • Paid Advertising

CGI Animation

CGI Animation

Partners:

Yakima Roof Racks

Product Marketing

Data Visualization

Slack’s San Francisco HQ brand

Translated employee research into physical environments that enhance wellbeing and productivity. By mapping how people actually use spaces rather than how we think they should, I supported interior enhancements that supported both focused work and meaningful collaboration—prioritizing human needs over design trends.

  • Envisioned Spaces

  • Bespoke Materialities

  • HQ Expriential Spaces

  • Co-Working Spaces

Tahoe CGI Shoot

Executive produced photo, video, and CGI shoot across multiple Tahoe locations, coordinating California Highway Patrol road closures on steep hairpin turns while managing complex safety protocols for high-altitude vehicle filming. Led comprehensive asset capture strategy that created extensive CGI backplate library and established production standards for the vehicle's first accessories launch. The shoot's methodology and visual language became the template for all subsequent vehicle campaigns, including the $4.35M SUV Global Reveal. Strategic foresight in asset planning maximized ROI across multiple launches while setting the precedent for future high-stakes automotive content production.

Photography + Video Shoots

Pre-Production, Line Production, Post-production, oh my!

Disciplines

Video/Photo Production
Pre to Post Production
Digital Design
Website UX/UI
App UX/UI
Retail Merchandising
Content Strategy
Experiential Strategy + Design
Content Strategy + Production
User-Journey Design
Video + Photo Production
Experiential Strategy
Environmental Design
Architectural + Interior Design
Brand Digital Content