Strategy and design for the world’s premier 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.
About TMZ
As the Creative Director for TMZ, I managed a talented team of graphic artists, streamlined creative department operations, and spearheaded in-house design projects. My responsibilities ranged from newsroom art prep to large-scale ad sale campaigns, ensuring productivity and efficiency for TMZ's online presence.
I conceptualized, designed, and executed over 100 ad pitches, maintained brand unification across web, TV, print, and OOH platforms, and led three TMZ.com redesigns. Additionally, I developed initiatives for TMZ Sports, TMZ Tour, and TMZ Live, shaping one of the most recognizable brands in entertainment.
Editorial Design
Oversaw art and design production for fast-paced newsroom environment
Brand Evolution
Designed and helped execute three TMZ.com website refreshes
Mobile App
Designed the TMZ Mobile App
Sister Sites
Led initial and subsequent designs for sister site, Toofab and TMZ Sports
Best Practices
Ushered in new design, production techniques, and best practices
Pitching
Led ad sales department in maximizing profit and potential clients
Website
UI/UX, Design, Development
I designed and oversaw the look-and-feel of TMZ.com for four years, ushering in a more modern design. This comprehensive redesign led to a notable increase in ad revenue by making the website faster-loading, more responsive, and easier for viewers to navigate. The improved user experience not only enhanced the site's aesthetic appeal but also significantly boosted engagement and monetization, solidifying TMZ's online presence as a leader in celebrity entertainment news.
Brand Consistency
Design
A rapidly growing brand spanning multiple mediums, including print, broadcast, and web, required a cohesive trademark to solidify brand recognition and equity. The challenge was to unify the TMZ brand with a singular logo-mark that could be implemented in both static and motion formats while allowing for future brand expansions without losing the already established brand equity.
Meeting with stakeholders ranging from show EPs to the marketing and PR departments, each requirement was noted, and a comprehensive style guide was crafted. The results were increased brand recognition and trust, achieved by designing a strong singular mark. Brand expansions using the style guide were implemented smoothly by adhering to strict guidelines.
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.
A refreshing agency in the advertising landscape.
In the Summer of 2014, we had a novel idea: create a different advertising agency. One that valued client relationships over profit, experiences over bottom lines. Three years later, countless hours of passion, and dozens of internationally recognized client work, we achieved what we set out to do.
Brand Extensions
Design, Developement
Launched in the fall of 2010, TMZ’s sister site, TooFab, delivers lifestyle and red carpet content alongside hard-hitting celebrity news. Through two iterations, TooFab has become a powerhouse in Hollywood's glamorous side. As Creative Director, I oversaw the initial branding and subsequent evolutions of the site, ensuring it remained a vibrant and engaging destination for visitors seeking the latest in celebrity and lifestyle news.
TMZ App
Design, Development
To deliver breaking content and provide more interactive elements than a mobile website could, we redesigned and revolutionized the TMZ App. The new app serves up curated content, videos, news, and advertising tailored to each user, enhancing the overall user experience. This redesign ensured a more engaging and personalized experience, meeting the needs of modern users and elevating TMZ's mobile presence.
TMZ Hollywood Tour
Design, Production, Development
We transformed the popular elements of TMZ into an immersive experience with the TMZ Hollywood Tour, which launched in 2011 to rave reviews. By extending the brand's look-and-feel, my Creative Direction helped solidify the tour as more than just a sightseeing adventure but a “show on wheels!” This unique approach ensured guests enjoyed a dynamic, engaging experience, seamlessly integrating the excitement of TMZ into the Hollywood landscape.
Integrated Marketing Campaigns
Design, Developement
In collaboration with the advertising team, I played a key role in conceptualizing, designing, and executing over 100 ad campaign designs for marketing integrations. These creatively driven pitches resulted in securing significant ad buys from high-profile clients such as Lifetime, Discovery, TLC, The CW, ABC, and many others, highlighting the impact of our innovative approach.