The NFL asked for awareness on six youth programs: NFL FLAG, Flag in School, Play 60, Character Playbook, Inspire Change, and Way to Play. The league was not short on impressions. The six programs still weren't reaching everyday families, and they ran as six separate things no parent had a reason to track.

We surveyed 2,020 people and found parents and kids more disconnected than they've been. I framed the insight: no one was meant to play the hardest game in the world. That turned the brief from an awareness problem into a connection problem, and gave the campaign one question to answer. How do six programs become one reason for families to care?

Push Forward unified all six under a single platform and put the NFL in the role of a teammate. It ran on four pillars: emotional, physical, social, intellectual. Growth audiences were young women and Latino families.

I built the two brand partnership activations. NFL × LEGO ran as "Brick by Brick," a branded content spot, a highway billboard, and a walk-in installation built from brick. NFL × Sonic produced four Zone collateral cards mapped one to one against the pillars, Cutter gloves with a pillar printed on each finger, and a Sonic football. I also ran communication between media, creative, and the account director.

When we tested the campaign against four other concepts, 76% of respondents preferred Push Forward.

The campaign placed 2nd at districts with a projected 1 billion impressions. Javier Farfan, the NFL's global brand consultant, judged it and told me afterward at the hotel:

"I remember you. The theatrics combined with the insight was killer."

read the full plansbook (PDF, 16MB)

TULU runs IoT amenity units in apartment buildings, student housing, and offices across 65+ markets. Every building launch needs its own printed collateral, and I was the one making it.

The process per location: pull the address from a sheet, build 8 pieces of collateral in Canva, verify the location, generate a custom QR code per piece in QRTiger, update the Typeform listing, and fix the Typeform link. Across 300+ locations that's roughly 2,400 assets, and every one is a chance to paste the wrong address or point a resident's phone at the wrong building.

I did the whole thing by hand first, long enough to know exactly where it broke. Then I rebuilt it in N8N as a loop: sheet to Canva, QRTiger, and Typeform, then back to the sheet. Canva stayed. The copying disappeared, and the copying was where the mistakes came from. The workflow wrote its results back, so the sheet stayed accurate.

diagram of the workflow as built, summer 2025

Three weeks of work became a 20-minute run. It still runs today.

Fast food sells the short-term hit. Anything good for you sells the long-term payoff and makes it feel like a chore. Salad and Go was doing both at once, quality food out of a drive-thru, and none of it was showing up on their social.

On account, I helped land the insight the campaign ran on: the category had made healthy the opposite of fun. Creative turned it into the line: Salad and Go is fun. "Lettuce Turn You On to Fast Food" reframed the brand as the most attractive thing in fast food, across four pillars: cravability, transparency, routine, and personality.

On media, I projected the paid spend across Instagram, Facebook, and TikTok for a 13-week plan in three markets at $25,000 a month.

The three markets weren't at the same stage. Salad and Go was strong in Phoenix, doing alright in Las Vegas, and weak in Tucson, so an even split would have spent awareness money where people already knew the brand. Phoenix took the largest budget at $12,500 a month and ran 60% conversion, because the job there was getting people who already knew the brand into the drive-thru. Tucson at $8,750 and Las Vegas at $3,750 both ran the reverse, 60% awareness, because in those markets nobody was showing up yet.

The work was an intern campaign, built in-house and presented to the client at the end of the summer. Projected results: 3.4× lift in quarterly impressions, 1.5M to 5.1M, and up to 267% lift in Instagram engagement.

Fora was chess.com for debate. I started it with Rishab and Naseem on the belief that argument could be ranked, matched, and played like a sport. The positioning was one line: debate is a sport.

I ran the research. Surveying 100+ people turned up the finding the product was built on: people don't debate to learn, they debate to feed their egos.

We launched publicly. Fora ran on Next.js and Supabase with Groq for the AI, four-exchange matches, PvP challenges, and a leaderboard. An AI judge scored both sides 0 to 100 against a weighted rubric of logic, evidence, rebuttal, and clarity.

I designed the five AI opponents, their personalities and how good each one is at arguing. Chill Carl makes weak claims and half-concedes when pushed. Professor Pat builds structured cases from evidence. The fifth, Ragebait Randy, argues badly on purpose and tries to provoke you into losing your temper. I added him after the other four, once the ego finding was in hand.

To test that finding in the open, I built a Twitter bot that posted twice daily for five weeks. Each post put two sides of a low-stakes argument against each other with no bias toward either, then asked people to defend their choice. It ran 70 posts and pulled 100+ comments across 10,000+ impressions.

I ran the UI/UX testing across 10+ live matches, students against each other and students against the bots.

Investors passed and we couldn't see a path to scale, so we stopped.

fora.llc is still live.

Artist Boat is a Galveston nonprofit buying coastline to preserve it. They had raised $12.5M of a $16M goal, and the remaining $3.5M would unlock state and federal grant money for the last 204 acres.

We surveyed 660 people. 91.5% said environmental conservation mattered, but the barriers were money and skepticism about where donations go, and under 3% had ever visited Galveston. The finding underneath it: people want to be seen as helpful more than they care about the cause. Appearing to be a good person mattered more than doing good.

So the campaign gave donors an identity to step into. Artist Boat's line was "Be One in a Million." Ours was "Be Someone in a Million," a nod to the BE SOMEONE graffiti over I-45 that every Houstonian has driven under. It made donating to Galveston a Houston thing to do.

I ran the account across media, account planning, and creative, rewrote copy throughout the book, built the presentation, and presented it. Every activation in the final book carries a cost, an impression estimate, and a CPM, from the $30,000 museum exhibit down to the $250 welcome sign, and getting each idea to that level of detail was my job.

The plan ran $97,500 across billboards on I-45, a Houston Museum of Natural Science exhibit, an Astros first pitch, a drone show over Galveston beach, an art car in the Houston parade, a 5K along the land being preserved, and merch on TikTok Shop. Projected donations: $3,532,104, which is exactly the gap Artist Boat needed to close.

The book was a class capstone. I presented it to Artist Boat's director and COO.