Creative Direction

Integrated campaigns

Featured project: McKinsey's flagship sustainability campaign, Beyond Why to How

Challenge
Sustainability campaigns look remarkably alike. Dominant green, predictable imagery, nothing stands out.

Solution
Built a visual system on bold, unexpected imagery, a transparent blue overlay, and a signature green pixel — unmistakably McKinsey, yet strikingly distinct in the space. Designed for adoption, it scaled across web, social, events, and paid media, giving designers a framework they could flex and extend as needed.

Results
Reached 3 million CXOs and senior decision-makers. Increased sustainability page traffic 232%. Recognized by the Digiday Content Marketing Awards, the Shorty Awards, and the MUSE Creative Awards.

Role
Creative strategy, art direction, and design. Collaborating with multidisciplinary teams and partnering with senior leadership from concept through delivery.

Hero artwork

Featured project: McKinsey's flagship case study heroes

Reckitt case study artwork (view animation)

Role
Creative strategy, art direction. Collaborating with an external vendor to bring the vision to life

Overview
The strongest hero experiences distill a story into a single compelling idea.

I developed a unique visual metaphor for each case study. The artwork and motion created an immersive introduction that expressed the transformation at the heart of each story before a single word was read.

These stills and animations were reusable across mediums, interpreted for the web, paid, and social.

Allianz case study artwork (view animation)

Blackstone case study artwork (view animation)

Paid & organic social

Featured project: McKinsey thought leadership and enterprise marketing campaign assets

Role
Creative strategy • Art direction

Overview
Every social asset has just a few seconds to earn someone's attention.

I translated content into compelling visuals that enticed audiences to explore further. Through thoughtful hierarchy, typography, imagery, and composition, I created social assets that turned everyday touchpoints into opportunities to amplify McKinsey's ideas and strengthen its brand.