For Aura's "What Are the Odds?" spot, we flipped the script on fear with a little help from Robert Downey Jr. He dives into the surprisingly high likelihood of online crime versus those classic, but statistically improbable, anxieties like plane crashes.

As VP of Creative at Aura, I teamed up with the awesome folks at Arnold Worldwide (Havas) to shepherd this from initial concept through the final cut, delivering a thought-provoking message in :60 online, and :30/:15 versions for TV and streaming.

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The Challenge
Drive awareness of the Aura brand via video spot to run on linear/CTV, paid, and organic.

The Tactic
Harness Robert Downey Jr.'s comedic talent to underscore the very real dangers of online crime for Aura. Our solution? Content that masterfully blended his signature humor with the serious consequences, creating a uniquely engaging and impactful message.

The Result
TV spots ran nationally, resulting in a major brand moment for Aura. Led to an aided-awareness lift of 30%, a branded search increase of 81%, and a product enrollment increase of 66%. Organic media coverage on Good Morning America, NBC News, The Wall Street Journal, AdAge, Forbes, Fast Company, Adweek.

Campaign extension: Red Sox Partnership
Stepped up to the plate with Aura and the Boston Red Sox, bringing back Robert Downey Jr. for another round of "What Are the Odds?" This time, we playfully explored your chances at the ballpark, connecting online security to America's pastime.

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Role: VP of Creative
Client: Aura

Shoutable: Unleash your inner romantic—or hilarious prankster—on New York City streets! This app lets you blast personalized cards onto public screens for a full minute of fame. Think digital billboards, powered by your feels.

From whiteboard scribbles to the final "go-live," I personally steered the creative ship as Senior Creative Director. Partnering with the executive team, I dove deep into product development, user experience, UI design, and branding, ensuring every pixel and interaction sang.

I spearheaded the product and UX vision, sketching out user journeys and wireframes to build the app's first MVP. Then, I rallied the design and engineering squads to craft the final UI and nail the iOS and Android launches through rigorous development and QA.

I shaped the entire brand vibe, from logo to voice, leading a talented design squad to nail the look & feel. Beyond our in-house magic, I curated and directed external partnerships, bringing in a dream team of guest illustrators and designers to create a stunning library of 100+ unique cards.

Finally, I led the marketing charge, partnering internally and externally on launch events, press, photoshoots, and high-impact advertising campaigns.

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Role: Creative Director, Brand Strategist
Client: Intersection

Aura is AI-powered protection that empowers people of all ages to thrive in an increasingly connected world.

My mission as VP of Creative was to give Aura a brand upgrade that was smart, simple, and ready for anything. I brought in Red Antler to cook up future-proof principles and a winning position, while I personally oversaw the creation of all brand guidelines, working in partnership with product, marketing, and the executive team.

Scope included wordmark, color palette, typography, illustration, iconography, design systems, brand guidelines, websites, and all supporting marketing assets.

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Role: VP of Creative
Client: Aura

Brand identity for KARMA, a pay-wall media platform for the business-minded millennial, featuring original video programming and content focused on investing, innovation, and social impact.

Working closely with KARMA CEO and senior leadership team, I developed the brand system for the platform. Inspired the penrose triangle, the mark conveys the complexity of investing with social impact.

This was a ground-up brand build. I dove deep with leadership and staff to nail their market vibe, future dreams, and success metrics. Then, I unleashed a range of brand concepts, fine-tuning everything from fonts to icons based on their feedback. The grand finale? Presenting the full brand system to the executive team and international board – and getting the green light!

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Role: Creative Director, Brand Strategist
Client: Timeless Media

Brand identity and visual system for Link, a first-of-its-kind communications and advertising network, replacing 7,500 pay phones across the five boroughs of New York City.

As creative director on the project, I led a team of designers and worked with content, product, engineering, and UX teams to develop a user-focused brand system for Link’s 55” digital displays. That, in turn, blossomed to become an overall redesign of the Link visual system. This work included brand strategy, UX research, visual design, and development of best practices across cross-platform applications.

The initial LinkNYC project grew, with InLinkUK launching in London and cities across the UK, as well as kiosks in Newark and Philadelphia.

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Role: Creative Director, Brand Strategist
Client: Intersection

CarGurus isn't just America's most popular car shopping site; it's where trust meets the road.

When they revamped their brand guidelines for ultimate transparency in 2024, their digital experience needed a major pit stop.

Leading the charge, I partnered with their rockstar product, marketing, and engineering teams to completely overhaul cargurus.com and their flagship app. Navigating a complex back-end, this design was more than met the eye. Rigorous A/B testing paved the way for the 2025 launch of a trust-focused, transparent user experience.

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Role: Creative Director, Design Lead
Client: CarGurus

Creative direction for the brand identity and website of Place Exchange, a programmatic media company.

Strategizing with marketing and product leads on brand personality, tone, look and feel, I led a team of designers in the development of a brand identity for Place Exchange and directed its implementation across print, digital and UI touch points.

I also managed the placeexchange.com website project from brief to launch, working closely with the CEO and senior sales and product leaders, managing expectations and directing all creative endeavors. I directed my team in the UX and UI design for the project, managed an external development team, presented work to executives for feedback and managed the final launch of the project.

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Role: Creative Director, Brand Strategist
Client: Place Exchange

Leader of all creative at Intersection, an Alphabet-backed company. Reporting to the CMO and serving on her marketing leadership team. Role focuses on ideation, strategy and planning, problem solving, optimization, and driving company-wide results. Work includes leading national team of creatives and elevating and enriching the Intersection brand.

Examples here include video work, illustration sets, presentation templates and internal and external communications.

To launch Aura’s sponsorship of the Minnesota Timberwolves as official NBA jersey patch partners I oversaw the creative direction of a launch video and supporting photoshoot, starring Timberwolves MVP Anthony Edwards.

I managed NBA and agency partners in the development of a bespoke Aura logo optimized for legibility on TV and in-stadium broadcasts. Additionally my team created a range of supporting materials, including press conference step-and-repeats, in-stadium digital signage, and floor graphics.

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Role: VP of Creative
Client: Aura / NBA

UI design of internal intranet system for Starbucks. User experience was built upon enterprise technology system Unily, utilizing Microsoft Sharepoint.

Role: Creative Director, Lead Designer
Client: Brightstarr, for Starbucks

Led user experience redesign of popular real estate media brand Brownstoner.

Brownstoner began as a Brooklyn-based real estate blog 2004 and quickly grew to become one of the most visited real estate sites in New York City. In 2017, after acquisition by Blank Slate Inc., Brownstoner underwent a rebrand, launching a monthly printed edition and a totally redesigned website.

Over a period of three months I partnered with internal product, editorial, and executive teams on the redesign of the user experience, refreshing the brand and UI. I directed a team of designers and external developers on implementation and QA of new UX for mobile and desktop.

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Role: Creative Director, Lead Designer
Client: Blank Slate Inc.

Album packaging design for thrash metal band Gama Bomb's fifth album 'Untouchable Glory'.

Role: Creative Director, Designer
Client: AFM Records

Website for Link New York, Philadelphia and Newark (“Link Cities”).

As Creative Director I oversaw the project, leading a team of UX and visual designers. I partnered with project managers, developers and executives in realizing the project, in turn presenting to city and external partners.

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Role: Creative Director
Client: Intersection

To announce Aura’s multi-year partnership with Robert Downey Jr. I oversaw the creative direction of viral announcement video and supporting photoshoot starring the Hollywood actor.

The spot, titled “Role of a Lifetime” shows Downey in an audition-style parody as he playfully expresses the goals of the partnership. The 2-minute video, launched ahead of media appearances on Good Morning America, and at SXSW, was created in collaboration with DDB San Francisco and Cut.

“I've played a lot of roles in my lifetime, but none more important than my latest. Online crime is an American crisis that requires an innovative solution. Aura is that solution. That's why I'm proud to partner with them. To learn more, check out my audition for the role of a lifetime!“ — Robert Downey Jr.

Role: VP of Creative
Client: Aura