Producer / Director
Commercial Video Producer
Photo and Video Production
Commercial Video Producer
From documentaries to Cadillac, I guide projects from pitch to post to create commercials that connect.
Adaptable Director
Photo and Video Production
Commercial Video Producer
I bring vision and clarity to every shoot, making stories work from drama to slapstick.
Photo and Video Production
Photo and Video Production
Photo and Video Production
I turn complex production choices into clear, confident steps.
Cadillac Financial | In-Dealership Spots - 2024
This project challenged us to bridge two worlds. A brand that identifies as fashion-adjacent needed to speak confidently about finance. The result?
A series of four elegant, text-driven spots designed specifically for in-dealership play.
Because the videos run without sound, every frame had to carry clarity and sophistication on its own—delivering brand awareness through bold visuals and refined messaging.
Read on for insights into how the campaign came to life.
-Creative Director of Multimedia for campaign development.
-Director/Producer for production.
CADILLAC FINANCIAL a Brand on a Brand
The Challenge
In 2022, the new Cadillac Financial was prepared to launch within eight months. Our internal marketing team was tasked with creating content that reflected Cadillac’s luxury brand identity. Our in-house multimedia team focused on delivering the photography and video assets needed to support the launch.
Leadership
As Creative Director of Multimedia, I adapted Cadillac’s visual vocabulary to highlight the customer experience while staying true to the brand’s focus on product.
Through workshops with Cadillac’s partners—Leo Burnett, Mother, and Jack Morton—and direct research with customers, we shaped the brand’s identity into a finance story that feels both authentic and compelling.
Execution
Six months and three shoots later, we had the base imagery and footage ready for launch. But phrases from finance stakeholders, like ‘Experience Concierge Service,’ needed elevation.
Collaborating with Cadillac and our copywriters, I developed refined messaging such as ‘Cadillac Empowered Resolutions’ to better reflect the brand’s voice and goals.
Additional Work
Upside Down On the Deal
Using humor was a simple pitch:
CMO, "Can our brand be funny?" Me, "Yes!"
- Writer, Producer and Director
Financial Business A Land Before Time
How to do you use an interview clip during a pandemic? One word, Dinosaurs .
- Writer, Producer and Director
GMF Sales Rally Dealers Across North America
A visually stimulating recap of the year featuring dealers talking about our reps. - Wide format for the three screen stage it was presented on.
- Writer, Producer and Director
AN ELITE EXPERIENCE: Commercial Vehicle Lending
Commercial Vehicle Lending is a 1 Billion dollar market that GMF had just ventured into it in 2016 when I made this spot.
I wrote and directed this ad and the number one question is "how did we get permission to show all those business?" The answer; I made them all up.
- Writer, Producer and Director
EMBODIED MOVEMENT EVENT: Nonprofit Marketing
I enjoy working with nonprofits to uplift the arts and community voices. This was a very artistic messaging for an event with Artstillery.
- Writer, Producer and Director
Top Dealer Tips: Retrospective
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