FIFA World Cup Campaign
Led creative for a data-driven OOH campaign spanning nearly 500 screens across six cities during the FIFA World Cup. Developed a dynamic content system that responded in real time — featuring countdowns to kickoff, live scores, daily matchups, highlight reels, and animated player features throughout the tournament.
Impact: Delivered a timely, high-energy fan experience at scale, keeping audiences engaged with live tournament moments across major markets.
KY Duration Campaign
Led creative for a data-driven OOH campaign that delivered highly contextual, humor-driven messaging across nearly 100 screens in New York and Las Vegas. Developed a dynamic system that triggered dozens of tailored creative variations using real-time inputs including location, time of day, weather, and live sports moments.
Impact: Created a memorable, culturally relevant campaign at scale and earned a Silver OBIE Award (2017) for contextual out-of-home.
United Wins NY
Led creative for a data-driven out-of-home campaign repositioning Newark as the preferred airport for New York travelers. Built a dynamic messaging system powered by real-time data and contextual insights, highlighting Newark’s advantages over JFK and LaGuardia — from shorter travel times to greater convenience and reliability. Creative dynamically adapted across placements to meet busy commuters with timely, location-specific proof points.
Impact: Shifted perception of Newark as a smart, time-saving choice for New Yorkers, delivering a high-visibility, insight-led campaign across major commuter corridors. Awarded OAAA Media Plan of the Year — United Airlines (2019).
Café Bustelo — 90th Anniversary
Led creative for a citywide OOH campaign celebrating Café Bustelo’s 90th anniversary and deep connection to the Miami community. Developed a bold visual system inspired by the brand’s iconic typography and color palette, creating custom “love letter” messaging to the city across bus wraps, building takeovers, roadside bulletins, and transit shelters.
Impact: Delivered a vibrant, culturally resonant campaign that celebrated brand heritage while reinforcing Café Bustelo’s enduring connection with the Miami community.
Michelob Ultra Pure Gold — “Golden Hour”
Led creative for a national OOH campaign introducing Michelob Ultra Pure Gold through a daily “Golden Hour” countdown experience. Developed a dynamic digital poster system that tracked local sunset times across U.S. markets, with west-facing screens triggering real-time countdowns in the hour leading up to sunset from New York to Los Angeles.
Impact: Created a timely, location-aware brand moment that aligned Pure Gold with ritual, reward, and the cultural significance of golden hour — delivering a distinctive, data-driven campaign at national scale.
Chandon Garden Spritz
Led creative for a data-driven OOH campaign launching Chandon Garden Spritz into the competitive summer spritz category. Developed a flexible creative system that evolved throughout the day, using real-time inputs — time of day, day of week, weather, local events, and location — to deliver timely, contextually relevant messaging to consumers.
Impact: Positioned Chandon as a fresh, modern spritz option through highly targeted, moment-driven creative that stayed relevant from morning to evening across key markets.
