For Bulgari's 2022 holiday campaign 'I Believe In Wonder,' The Mill crafted a global AR storefront experience. Users interacted with window displays, revealing Bulgari-branded gift boxes in AR. As Creative Director, I managed the creative aspects of the project, ensuring effective communication between Meta and Bulgari and securing client approvals along the way. Additionally, I provided direction to 3D teams and developers for animations, particle effects, and 3D assets. The project's global success highlighted its creative and technological ingenuity.

Michelob ULTRA and Williams Racing's 'Lap of Legends' project uniquely merged real and virtual racing through data, AI, and AR, pitting a real car against virtual legends. As Creative Director, I was involved from the project's start, playing a crucial role in the pitch phase, initial ideation, and narrative crafting. My expertise in augmented reality, mixed reality, and creative problem-solving contributed to the success of the team’s efforts. I collaborated with various team members on the visualization of the AR components and spearheaded the development of innovative racer communications. Lap of Legends

Leveraging 8th Wall's tech, Trigger XR’s groundbreaking ‘LEGO Hidden Side Web AR Demo,’ transformed LEGO retail with QR-activated, app-free AR gameplay, offering an immersive ghost-hunting experience. As XR Director, I shaped the user experience and in-store QR messaging, led the UI design, and collaborated with developers to create engaging particle effects and character animations, significantly enhancing customer interaction and sales. Press

Trigger XR collaborated with Pixar on Disney’s Toy Story 4 AR experience. The project was integrated into the Regal Cinemas app and allowed fans to interact with the characters in the film. As XR Director, I oversaw the 3D assets and animations while ensuring top-quality collaboration with Pixar and the 3D teams. My responsibilities also included client communications, UI design, and adapting the app for the Japanese market.

At CES in Las Vegas, Trigger XR, in collaboration with the NHL, showcased their first-of-its-kind NHL AR project, which utilized live telemetry data for an immersive fan experience. As XR Director, I was responsible for overseeing the creative deliverables, crafting the user experience and UI, as well as designing the 3D rink and info panels. I was also involved in creating and overseeing UI animations and special effects, along with developing custom image targets to launch the AR experience. Press

Trigger XR’s Coors Light Beerman AR experience was a holiday campaign that aimed to captivate users with interactive animations linked to exclusive prizes. As XR Director, I oversaw all creative aspects, designing the user experience and UI, overseeing 3D elements, animations, and sound design. My collaboration with the client ensured brand alignment, and I worked closely with stakeholders for seamless integration into the larger Beerman campaign.

For Molson Coors' Blue Moon LightSky promotion, Trigger XR developed an engaging web AR experience, inviting users to interact with a whimsical AR cloudscape via a Blue Moon bottle scan. As XR Director, my role involved leading our team from concept to execution, coordinating our creative efforts in areas like UX/UI, 3D design, sound design, and client communications. Working together, we successfully implemented machine learning, created promotional assets, and delivered a comprehensive and compelling user experience.

Trigger XR’s web AR app for FOX's LEGO Masters allowed viewers to create AR LEGO builds, engaging with weekly challenges and social media competitions for prizes. In my role as XR Director, I focused on collaborating with the tech and development team, providing creative direction for 3D assets and the brick-building mechanics to produce an immersive and innovative user experience. Press | Shorty Awards

For St Patrick's Day, Trigger XR was tasked with crafting a web AR experience for Miller Lite, which used machine learning and image recognition. Scanning a Miller Lite label revealed a 3D green-bearded man in AR world space. As XR Director, I led the project from its inception, designing the user experience and UI, while also directing 3D, animation, character design, and sound design. Press

Trigger XR's ‘Celebrity Edge Access Tour’ app utilized AR and 360º videos to showcase the features of their newest and most luxurious ship. This pioneering approach offered passengers an immersive exploration of the ship’s innovative spaces and restricted areas. As XR Director, I collaborated with developers and other creatives to ensure cohesion with the client's brand strategy for the final app integration. My role also extended to 3D oversight, focusing specifically on volumetric capture components. Press

To honor the 150th anniversary of the Atlanta Braves, Molson Coors and Trigger XR developed a celebratory web AR experience. Launched via QR code or Coors Light pints, it featured Truist Park in AR, a fireworks display, and VO by Jeff Francoeur. As XR Director, I oversaw all of the creative deliverables and collaborated with the Molson Coors team on 3D assets and promotional content. The experience, exclusive to Atlanta, was a “hit” among fans during the Braves' World Series win.

Using machine learning, the Miller Lite Tight Knit Holiday web AR activation developed by Trigger XR, allowed users to scan Miller Lite labels and earn points for exclusive prizes. As XR Director, I was responsible for creative oversight, including machine learning integration, campaign assets, and user experience design. My role also involved sound design, UI creation, and directing developers in animation.

For the Coachella app, an AR module was developed by Trigger XR using Niantic's ARDK to enhance the music festival experience with a blend of practical features and engaging surprises. As XR Director, I was primarily responsible for the portal’s initial design phase. Drawing on my successful background in designing portals for immersive experiences, I applied this expertise to collaborate effectively with Niantic, laying a solid foundation for the project's success. Press

Working in collaboration with Verizon, LiveNation, and 8th Wall, our team crafted a metaverse concert for CES featuring the Black Pumas, accessible via QR code during Hans Vestberg’s keynote. In my role as XR Director, I guided our team in UX/UI design and portal implementation, played a key part in overseeing the Black Pumas asset integration, and coordinated on-stage camera placements for an immersive web AR experience offering multiple views. Press

In this project, Trigger XR was tasked by Pepsi to create engaging Snap lenses for the NFL's Steelers and Lions teams. Players interacted with 3D models of Stafford or Smith-Schuster in a fan-favorite reception game, accessible via Snapcodes. In my role as XR Director, I led the project from creative ideation to client approval, crafting the UX/UI, game design, and sound design. I also oversaw 3D direction and was responsible for securing approvals from the teams and players.

Developed by Trigger XR, the ‘PGA Jr. League Safari Par-Tee’ App used Niantic's Lightship SDK to create AR gamified golf experiences in real-world settings. In my role as XR Director, I played a pivotal role in guiding the project's initial setup for optimal workflow and collaborated closely with our team on user experience design, game design, sound design, and player onboarding mechanics. Together, we achieved the creative goals of the project, demonstrating the power of our collective effort. Press#1 | Press#2

Utilizing AI and Machine Learning for AR, Trigger XR collaborated with Google Lens and Purina to create content that activates when Friskie's pet food packaging is recognized. As XR Director, I oversaw the creative aspects of the project, playing a key role in conceptualizing and directing the promotional video activated by Google Lens. Collaborating with video editors and motion designers, we effectively utilized the brand’s assets to craft an immersive and engaging video. Working alongside developers, we collectively fine-tuned the project's user experience and creative elements, aiming to ensure a seamless and interactive experience for users.

In partnership with Rev-D, Trigger XR developed AR social lenses for ChapStick's Moisture + Tint lines, enabling virtual try-ons via Facebook camera effects. As the XR Director on the project, I supervised creative deliverables and collaborated closely with developers to uphold the brand’s standards. I took a lead role in directing the color and tone choices, optimized for diverse skin tones and lighting conditions. Additionally, our team created a surprise lip graphic effect triggered by blowing a kiss, enhancing user engagement. Try it here

For Nissan's Black History Month campaign, Trigger XR developed AR effects for Facebook and Instagram, simulating the driver's seat of the Nissan Sentra. As XR Director for the project, I was in charge of overseeing the creative deliverables, including UX/UI design, sound, and 3D elements. I worked closely with developers to add an animated background, enhancing user immersion and engagement in the #DrivingMyStory campaign.

At Trigger XR, we were tasked with developing an AR Snap Lens for State Farm's ESPN College GameDay, aimed at bringing the Hoop Heads tradition into the digital realm for social sharing. In my role as XR Director, I guided our team in the development and production of the project's creative aspects. This included user experience design, 3D direction, sound, UI, and motion design. The lens we created featured a virtual basketball net that responds to user movements, with 3D basketballs activated by mouth movements. Our efforts were enhanced with realistic sound effects, supporting dual-user interaction.

Trigger XR was approached to craft the ‘WeChat Mini Program’ app for LEGO's Beijing store debut. The app featured innovative LEGO-themed 2D filters, including LEGO designs of a Chinese Dragon, a Rickshaw Man, and the mesmerizing Shanghai Skyline. Proving wildly popular with the public, it attracted more than 900 million daily users. As XR Director, I led creative deliverables, from UX/UI design to asset creation. My collaboration with developers ensured the LEGO brand was effectively represented and encouraged photo saving and sharing among users.

Trigger XR developed an AR experience for the NHL’s Seattle Krakens co-branded with Coors Light. This easily shareable, immersive experience was launched by scanning branded packaging. It featured an AR Kraken locker with ‘hot spots’ that activated the AR face filters. As XR Director, I conceptualized the face filter designs and directed the 3D elements, UX/UI, and sound. My designs included an enhanced user interaction component where confetti falls when users smiled or raised their eyebrows.

Trigger XR was asked to develop a Facebook AR filter experience with immersive road trip scenarios for Royal Enfield's press event. At the event, users could scan an exclusive QR code to unlock a multifaceted face effect. As XR Director, I oversaw all creative aspects, including 3D direction, UX/UI, sound design, and client presentations. My responsibilities extended to integrating user feedback and developing promotional assets.

For the Coors Light and Las Vegas Raiders partnership, Trigger XR developed an AR experience accessible via QR codes and branded packaging. The face filter component of the experience put users in a Coors Light/Raiders hat or a Raiders football helmet. As XR Director, I supervised all creative deliverables, including the face filters, UX/UI, and 3D designs. I also worked closely with the clients to ensure the consistency and quality of promotional assets and messaging.

For LEGO Masters' FOX premiere, Trigger XR developed a Mosaic Facebook Effect, rendering reality in LEGO brick visuals. Accessible via the Facebook app or LegoMastersMosaic.com, it featured selfie and world camera modes with adjustable contrast and color settings. As XR Director, I focused on the project's initial stages, guiding creative and technical teams to ensure high visual fidelity for the filter's mosaic arrangements.

In collaboration with Miller Lite, Trigger XR developed an XR cornhole game for fan engagement linked to the Miller Lite House at the Dallas Cowboys Stadium. Users accessed the game by scanning a Miller Lite can or QR code. As XR Director, I managed all creative aspects, from initial client communications to UX/UI, 3D, sound design, and 360º capture. I also directed promotional assets across social channels, advertising the AR experience with opportunities to win prizes.

For a collaboration between Coors Light and MLB, Trigger XR created the ‘Web AR Home Run Derby’ game, where users enter a virtual stadium by scanning a Coors Light product. As XR Director, I led creative deliverables, including game design, UX/UI, sound design, and 3D direction. I collaborated with developers to enrich the derby with immersive extras like firework particles, camera flashes, and dynamic sound effects, ensuring an engaging and replayable experience for fans.

Collaborating with Netflix and the Midnight Oil Agency, I provided art direction and integrated design for a 360º promotional campaign for Season 2 of 'The Unbreakable Kimmy Schmidt.' This involved developing unique, brand-specific concepts and assets for out-of-home and digital platforms, capturing the show's distinct humor. Our team's collaborative efforts in this campaign, played a pivotal role in its success, culminating in the prestigious recognition as the winner of the 2016 Clio Award for Best Integrated Marketing Campaign. Clio

At Media Arts Lab (MAL), I contributed clean, smart, and efficient design to an Apple Music campaign targeting domestic markets. As a designer working within tight deadlines, I collaborated with lead creatives and digital producers to generate a series of promotional ads for digital, social, and out-of-home platforms. Utilizing the Sketch App, I ensured each design met specific layout and sizing specifications, effectively executing across multiple platforms.

The Dial Smartwatch, created by Will.I.Am needed a bold yet compelling marketing campaign to showcase the product. I conceptualized and designed various marketing assets through extensive competitor and target audience research, including a fully responsive website and interface. Geared towards "Screenagers," the strategy captured current technology, music, and culture trends.

At Mattel, I was involved in driving high-level creative solutions and art direction for Barbie's social and digital marketing campaigns. Responsibilities involved developing and executing impactful campaign concepts in close collaboration with corporate marketing and brand strategy teams. Under my leadership, our team ensured the content resonated with Barbie's brand architecture, leading to high engagement rates across media and social platforms. I managed a diverse group of designers, motion graphics artists, photographers, and copywriters, aligning our creative output with Mattel's overall marketing goals.

As an Art Director, I was responsible for managing all aspects of creative development for Uno's marketing campaigns and social channels. Embracing this role with dedication, I developed and directed campaigns that were tightly aligned with Uno's unique identity and Mattel's broader marketing strategies. My focus was on hitting key performance indicators and achieving concrete marketing goals. Through innovative approaches and strategic execution, I helped Uno's campaigns deliver measurable results, enhancing the brand's presence and engagement across various platforms.

As the creative lead at Siltanen and Partners Advertising, I directed the strategy, design, and development of a web-based onboarding application for Chubb Insurance. This interactive platform intuitively introduced new members to Chubb's services, engaging them with animated illustrations, videos, and motion graphics. My role involved ensuring that the application not only informed but also captivated users, enabling effective communication of the brand's comprehensive coverage.

For the launch of Barbour's Gold Standard line, Trigger XR produced detailed 3D videos of their latest jackets. As XR Director, I played a pivotal role in the initial phases, providing key 3D direction to ensure a strong foundation. My focus on 3D oversight helped to set the project on a successful trajectory, resulting in 15-second videos that highlighted the jackets' luxury details. The videos were optimized for social media impact and supported Barbour's high-end brand experience.