Lucid | Tahoe Photo/Live-Action Shoot, CGI Backplates, & Drone Photography

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.

Lucid | 360 Campaign | Tahoe

Deliverables:

Photo/video (long-form and cutdowns), OOH, digital, social, interactive website configurator, CRM nurture email campaigns, and experiential activations (Dream Ahead road tour)—reaching customers at every stage of the funnel

Challenge:

Without a car on the road, we needed to transform a startup automotive vision into a premium global brand through storytelling that bridges engineering innovation and luxury lifestyle. We scaled from zero to building an agile in-house creative agency capable of producing CGI, video, photography, animation and digital experiences that could adapt to rapidly evolving product specs—all while maintaining the integrity of revolutionary vehicle design.

My Role: Executive Producer

• 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

Slack | Go-To-Market | Experiential Space: Programming, Physical Build/Interior Design, Merchandising, Digital Content

The Challenge:

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.

My Role: Senior Experiential Creative Producer, Creative Operations

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

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

Creative Partners:

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

Lucid | Digital: UX/UI, Website, Digital Design

Executive Creative Producer leading—

• Original Web Design, Redesigns (x a jillion)

• Paid Advertising

Paid Advertising, Digital Media

Web Design

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.