A refreshing agency in the advertising landscape.
Behind the Agency
Partnering with the two additional creative and marketing minds, Soda & Lime set out to be a refreshing agency in the advertising landscape.
The creative team, along with forward-thinking designs and strategies, helped secure lasting client relationships that spanned a colorful array of clients, including AEG, The Africa Channel, B. Draddy Clothing, Blumhouse, FOX Sports West, FOX Television, Koral, LA Kings, Los Angeles Angels of Anaheim, OK! Magazine, Red Bull, and Time, Inc.
As the Executive Creative Director for the inception of Soda & Lime, I am beyond proud of the work we achieved, and more so of the team and environment that continues to flourish today.
Lead Creative
Executive Creative Director for all work that ran through the agency
Fostered Inclusive Design
Helped create and cultivate a diverse and inclusive creative work environment
Client Management
Handled production for 20+ clients, hundreds of individual projects and deliveries
Client Relationships
Helped foster lasting relationships with clients to achieve their goals
Pitching
Secured new business opportunities through creative pitches and presentations
LA Kings Brand Refresh and Campaigns
Creative Direction, Design, Production
Seeking a fresh perspective on their brand, the LA Kings partnered with Soda & Lime. As Executive Creative Director, I led the team to achieve every goal, from refining their brand style guide to creating complex and impactful season campaigns. Our collaboration elevated the visibility of one of the most successful NHL teams in the league, including a 40% increase in YoY sales.
Website Redesign and Brand Refresh
Creative Direction, Design, Development
I led the redesign of select Travel+Leisure website sections and consumer-facing cornerstones using responsive design and forward-thinking expansion. Over an intense 100-day timeline, I oversaw the design, migration, and development of these brand refreshes, ensuring a modern and cohesive online presence that aligns with the brand's high standards.
Theatrical Releases
Creative Direction, Design, Social Media
Blumhouse, a leader in horror and independent filmmaking, partnered with Soda & Lime, with me as the Creative Director, to launch multiple theatrical releases. Our challenge was to optimize discoverability, virality, and engagement to reach a global audience and drive social conversation, ticket sales, and VOD purchases. We identified high-interest demographics for each title, crafting additional storylines to entice users and developing a socially active, tone-specific voice to enhance creative assets across social networks. This approach resulted in over 700M+ social media impressions, significantly increasing awareness, ticket pre-sales, and brand recognition for each title. By developing unique and thought-provoking social media campaigns, we successfully delivered impactful creative to support each film’s release and provided end-of-campaign updates and insights.
The Africa Channel Brand Initiatives
Creative Direction, Design, Broadcast, Production
As the premier provider of African content in the US, The Africa Channel partnered with Soda & Lime, with me as Creative Director, to launch multiple brand initiatives. I led efforts to refine the channel's brand and strategically reposition the network for a new generation, enhancing its appeal and reach to diverse audiences.
Creative strategy for one of the world’s leading entertainment platforms.
At Amazon MGM Studios and Prime Video, I led a team of creatives to develop and execute multi-channel marketing campaigns that engaged over 200 million subscribers. My role involved crafting high-impact visuals, driving innovative projects, and contributing to groundbreaking DEIA initiatives. Explore my work here to see how I blended creativity with strategy and storytelling to elevate one of the world’s leading entertainment platforms.
Website Redesign
Creative Direction, Design, Web Development
OK! Magazine, a leader in celebrity news, partnered with the creative team at Soda & Lime to rebrand and reimagine their online experience. The redesign incorporated intelligent responsive design and forward-thinking creativity to maximize ad impressions and curate engaging content for visitors. By collaborating closely with the editorial team, we delivered development-ready assets crafted with pixel-perfect precision, resulting in a beautiful responsive website that reinforced the publication's status as a one-stop shop for celebrity entertainment.
A key feature of the redesign was the introduction of customizable content through the "OK! Hero" bar, which allowed visitors to curate their content or receive recommendations based on their preferences. Under my Creative Direction, we ensured cross-browser and cross-platform compatibility for a seamless user experience. Additionally, to keep content prominent and boost sponsorship opportunities, we created the "High 5" module, enabling editorial teams to promote content and maximize ad sales effectively.
Creative strategy for the world’s leading celebrity entertainment news platform.
As the Creative Director for TMZ, I had the privilege of managing a talented team of graphic artists and overseeing newsroom projects and creative initiatives. I spearheaded in-house design projects, driving the visual direction and ensuring cohesive, impactful branding across all platforms. My role encompassed leading innovative design efforts and managing high-profile projects that kept TMZ at the forefront of celebrity entertainment news.
E-commerce Website and Integration
Creative Direction, Design, Web Development
I designed and developed Koral's first integrated online retail solution, creating a clean, refined interface that allowed their clothing to take center stage. This comprehensive e-commerce site not only provided an exceptional shopping experience but also integrated Koral's warehouse shipping system. This integration tracked sales and inventory, providing valuable insights for targeted marketing campaigns based on sales data. The result was a seamless, efficient e-commerce platform that elevated Koral's online presence and operational efficiency.