Creative Director · Brand Strategist · Team Builder

Most global brands don't struggle with product. They struggle with earning a meaningful place in culture, and building the creative infrastructure to sustain it. This is the heart of the work I do. 

Over 25+ years, I've built brands, teams, and global creative programs at the intersection of fashion, culture, technology, and experiential storytelling. My work lives where strategy meets craft: turning brand philosophy into campaigns, collaborations, and cultural moments that move markets.

Brand-Building in Practice

I lead UNIQLO's Global Creative Lab in New York — a lean, high-output team of designers, art directors, writers, and strategists shaping the brand's voice across 25+ markets. I serve as a creative advisor to C-suite and global leadership, translating philosophy into executable strategy across campaigns, retail, partnerships, and PR. And I build the next generation of creative leaders capable of sustaining it.

Landmark work includes:

• LifeWear Day at MoMA — Creative direction for UNIQLO's defining global cultural moment: Cate Blanchett as global ambassador, KAWS as the brand's first Artist-in-Residence.

• Around the World with Roger Federer — A multi-year global storytelling platform across six cities that transformed a sponsorship into a long-term cultural narrative.

• KAWS: Artist-in-Residence — Evolved UNIQLO's most commercially successful partnership from limited product drop into a global cultural platform.

• UNIQLO US Expansion — Campaign strategy connecting the brand's global philosophy to local identity across new markets nationwide

Before UNIQLO

At HYPEBEAST, I built the brand's first content strategy from the ground up — generating $70M+ in annual revenue and establishing a new model for media brands operating as creative studios. I led a team of 12 directing campaigns for Nike, Google, and Adidas across digital, social, experiential, and editorial.

Earlier, I founded Hatchback Studios, a branded content and in-game marketing studio for Sony PlayStation's virtual world platform, directing creative for Uncharted, Street Fighter, and Killzone.

My career started in interactive design and digital media — giving me a foundation in systems thinking and craft that still shapes how I lead.

What I Bring

I operate at the intersection of creative vision and business strategy, with a firm belief that excellent creative and an airtight business case are the same thing. I build teams, define frameworks, and advise leadership — while staying close enough to the work to know when it's right.

I'm drawn to organizations with unrealized creative potential: brands that have the product, the ambition, and the audience, but need someone to build the infrastructure that brings it all together.

If that sounds like where you are, let's talk.