Platforms, campaigns and products built to last.

HyundaiUSA.com is where most people meet the brand before they meet a dealer. I led its relaunch end to end: customer experience, UX and UI, engineering, personalization, CRM, analytics, SEO and content, all from inside Hyundai's in-house agency.

That meant directing a 60-person team across strategy, design, technology, content, analytics and project management, and holding a single coherent direction across all of it. Alongside the relaunch I initiated a personalization strategy as well as an AI integration program aimed at making the digital experience more responsive to individual customers.

Oculus Quest was Facebook's first standalone VR headset, and it arrived with a marketing problem no budget solves. Virtual reality only makes sense once you have been inside it. First person footage does not travel. To anyone who has never worn a headset, it just looks like a video game.

Everyone who tries VR has one moment where they briefly believe the impossible. Catching a bullet in mid air. Standing toe to toe with Darth Vader. Those moments happen to the person, not on the screen. So the campaign stopped showing the game and started showing the player, using mixed reality capture to put someone and their virtual world in the same frame. We called it Defy Reality.

I led the project together with Meta Lab, across film, out of home in Los Angeles, San Francisco and Chicago, digital takeovers, lifestyle photography and Oculus owned channels.

Global brand stewardship for Visa: amplifying the positioning and making sure it survived contact with 24 different markets. Every market has its own culture, its own media reality and its own good reasons to bend the brand a little. Enough small bends and there is no brand left.

So the work was less about policing and more about equipping. I mentored regional and local brand specialists and guided them on creative execution, so that consistency came from shared judgment rather than from a rulebook nobody reads.

AutoScout24 Direct lets people sell their car straight to a dealer. The campaign had to make that feel simple and human, and it had to run everywhere at once: social, YouTube, automated video delivery and digital out of home, each with its own formats and cuts.

We filmed the sellers in live action and generated the world around them. The dealer scenes exist only as pixels. Midjourney built the visual worlds, Kling the sets, Veo the human motion, Seedream and Nano Banana the retouching, Topaz the scale, ElevenLabs the voices.

Generative tools did not replace the crew. They built what a crew could not have afforded to build, which is the honest case for AI in production: not cheaper versions of the same work, but work that would otherwise never have been greenlit.