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MusiCares National Awareness Campaign
“The Day That Music Cares” was developed to drive national awareness for MusiCares and reposition the organization as a visible cultural advocate for music professionals — not just a safety net in times of need. MusiCares, founded by the Recording Academy, provides financial, healthcare, and crisis assistance for musicians and industry workers facing hardship.
The campaign elevated visibility during a period when the music community faced real and ongoing challenges, including support efforts for musicians affected by the devastating Los Angeles wildfires. In response to those fires, MusiCares and the Recording Academy pledged $1 million toward the Los Angeles Fire Relief Effort to support displaced artists and industry professionals, demonstrating the organization’s role as both first responder and long-term advocate within the cultural ecosystem.
As Art Director, I helped shape the campaign’s visual and narrative system across film, digital, broadcast, and live platforms — integrating emotional storytelling with strategic clarity to deepen national awareness and underscore MusiCares’ position at the intersection of culture, care, and community support.
Microsoft Social Media
For over two years, I led creative within Microsoft’s agency-of-record team, stewarding evergreen brand systems and major tentpole initiatives across Windows, Surface, and Xbox.
Our scope spanned flagship product launches, seasonal campaigns, and always-on ecosystems — translating 360 brand strategies into cohesive, platform-native experiences at global scale.
From early ideation on Windows Mixed Reality to cultural extensions like the Windows 95 Ugly Sweater, the work balanced innovation, commerce, and storytelling within a unified brand architecture.
The Asian American Foundation – #SeeUsUnite
As anti-Asian hate crimes surged during the pandemic, the Asian American Foundation set out to create more than a statement — they needed a cultural platform that could amplify voices, mobilize allies, and reframe what solidarity looks like in action.
As Art Director (Concept Lead) on #SeeUsUnite, I helped develop the campaign’s creative platform — anchoring the work in an anthem film and nationally broadcast event, “See Us Unite for Change.” Through music, comedy, short documentaries, and live storytelling, the campaign spotlighted lived experiences while directing attention to the grassroots organizers driving impact.
In partnership with cross-functional teams, we brought the platform to life across film, digital, and live programming — building a cohesive narrative system designed to educate, humanize, and inspire collective action at scale.
Run Lift Rosé – Influencer Campaign
As a Graphic Designer at Barry’s in 2016, I designed the original Run Lift Rosé wine label for VIP clients — a playful, elevated brand extension blending lifestyle, luxury, and fitness culture. The packaging featured custom-designed typography paired with a minimal palette of blush tones and crisp white — a nod to the rosé itself. I collaborated with vendors to bring the concept to life and supported the launch through targeted social and influencer marketing. The release was so well received, it expanded into a capsule apparel collection — and the label continues to evolve as part of the Barry’s brand universe today.
Windows Mixed Reality
For the global launch of Windows Mixed Reality, I led the campaign’s visual expression across digital and social ecosystems — introducing a new category of immersive computing to mainstream audiences.
At a pivotal moment for consumer tech, the work translated complex innovation into human storytelling — balancing product performance, experiential possibility, and retail partnership integrations including Intel and major global distributors.
We leveraged emerging immersive formats — from interactive 360 experiences to platform-native live and social executions — positioning Mixed Reality as both accessible and aspirational for early adopters.
The result was a cohesive launch system designed to educate, inspire, and drive adoption at scale.
Windows 95 Holiday Campaign
To reconnect with longtime fans — and introduce Windows to a new generation — we turned one of the most iconic interfaces in tech history into an unapologetically nostalgic holiday sweater.
The idea tapped directly into peak ’90s internet culture, transforming the Windows 95 UI into a wearable inside joke for the internet. What started as a limited-edition drop quickly became a community moment — landing on Reddit’s front page and earning coverage across Mashable, Business Insider, PC Gamer, and regional broadcast.
More than a novelty, the campaign demonstrated how legacy equity can be reinterpreted for contemporary audiences — converting nostalgia into relevance and establishing an annual holiday tradition for the brand.
Barry’s Global Rebrand
As Creative Lead at Barry’s during a pivotal growth phase, I directed a full-scale global rebrand—redefining the visual identity, environmental system, and brand expression across studio interiors, retail touchpoints, social, and marketing.
From concept to execution, I led the development of a cohesive visual system designed to scale rapidly as the company expanded from 10 to over 100 studios worldwide. The new identity rolled out across 14 countries and supported the acquisition of 140,000+ new members during a period of accelerated international growth.
More than a refresh, the work established a durable brand framework—one that continues to shape boutique fitness aesthetics and experiential wellness spaces today.
Music + Live Events
One of my earliest and most creatively formative roles, I designed over 100 posters for Spaceland Presents, including events at iconic LA venues The Echo and Echoplex. Each piece was an opportunity to experiment and evolve — blending illustration, collage, photography, and graphic design to create bold, genre-aware visuals that resonated with music fans. These posters remain some of my favorite pieces to this day.