Anyone can reach an audience. Holding one is the work.
I lead teams that build experiences, content and products people understand, remember and act on, at global scale and against real revenue targets.
AI Table Tennis | IBM + The US Open
Sports and Technology
Sponsorship gets you attention. But not comprehension.
IBM's sports partnerships create entry points into dense technological topics. At IBM, I led a team of designers and developers transforming the technology behind the Masters, Scuderia Ferrari HP, Sevilla FC, Wimbledon, and the US Open into a suite of premium, AI-driven installations. Working closely with Field.IO, we built personalized experiences that use data gathered through play to demonstrate IBM technology in a live environment.
Each activation deploys independently or as a group, and is installed at hundreds of global events annually, putting the same core technology in front of audiences across dozens of markets. Content created for each experience is also designed for use across other marketing and advertising work.
Media: Fox Business, CBS Sports, Yahoo! Sports, Morning at the Masters, Hashtag Sports, Agassi vs. Courier, Masters Broadcast
AI Foosball Scout | IBM + Sevilla FC
Tournament Insights Data Wall | IBM + The Masters
F1 Simulator Driver Analysis | IBM + Scuderia Ferrari HP
Explorable Cyberattack Visualization | IBM Randori
Experiential Product Marketing
Complex ideas are invisible to everyone but the experts. They have to land in a room, in under a minute, with an audience that includes both.
I directed IBM's product activation program: interactive experiences that let IBM specialists explain and explore intangible ideas in a memorable way. Each activation is designed around the interface mechanism that best allows participants to explore the content, whether that's touch, gesture recognition, motion tracking, or interactive models and objects. The experiences are modular, and scale to a variety of space constraints and cost targets. One build, deployed across a global event calendar.
These activations have been recognized with Clio, Muse, w3, Event Marketer, Hermes and Stevie awards for interactivity, design and data visualization.
Interactive Guide to Quantum and Hybrid Cloud | IBM Technology Atlas
ESG Scenario Simulation | IBM Maximo & Envizi
AI Agent Management Illustration | watsonx Orchestrate
Musical Crossroads
To support IBM's partnership with the Recording Academy, I led the reimagining of one of the Grammys Museum's most engaging installations: an interactive exploration of music history.
Museum guests select from artists, tracks, and genres that pique their interest. Using the museum's data, a custom AI model finds deep connections between each person's choices and contextualizes them through text, images, and audio in real time. The tactile interface lets guests share discoveries with others across the table, and continue exploring beyond the museum with generated artist and genre suggestions.
The table is a permanent installation at the Grammys Museum in Los Angeles.
Editorial & Branded Content
As advertising revenue became more dispersed, traditional media and publishing needed hyperscaled distribution, direct content partnerships with brands, innovative formats, and socially relevant points of view.
At Discovery and Time Inc., I led the teams that turned television channels and publishing banners into digital media brands advertisers wanted to buy. That work yielded billions of views and impressions, an Emmy award-winning companion app, a first-to-market VR series, and sponsored, editorially driven YouTube channels with highly engaged audiences.
