OG Social Work from 2007-2018

I Launched Reebok Classic’s entire Social Platform in 2010/11
At Tribal Worldwide for client Reebok, I served as Content Director for the Online Magazine, weRclassic. Content was also mirrored on YouTube and Facebook brand channels. I was responsible for presenting content ideas, managing the editorial calendar and the team of bloggers & filmmakers. In one year, we made 50 mini documentaries focusing on up-and-coming artists from around the world. In addition, I produced, directed, and shot videos and wrote editorial, traveling all over the world in search of amazing artists and their stories.
Swizz Beatz was our Brand Creative Director, and together we even produced a track featuring Rick Ross and Meek Mills called “Reebok Back.”

The Early Years

2007 - Produced and Directed “Viral Brand Videos” - Back when a client’s ask for a viral meant a format, not that it had to go viral. The “viral” format was an opportunity to try and make the user believe the video was made by amateurs on YouTube, when really it was created and produced by an agency. I produced and directed “viral” videos for Nike, Pfizer, Samsung, and others, but “Fight Caught on Phone” was the first “viral style” video to make it to the Creativity Top 20 (a big deal back then).

2008/9 - At R/GA we made all the videos in-house, most were comedy back then and I would do casting with the UCB Theater, like the “Nokia Unboxing” video.

I worked for years as a Freelance Integrated Producer in New York, which allowed me to pick and choose the best projects. Back then, that meant comedy and online video. I was much less interested in big Broadcast spots, even though I had lots of experience doing those too, but online video was where you could make great stuff, because the brands gave agencies a lot of freedom back then and didn’t even go to the shoots.

One of my favorite projects directly for a brand, was for the Red Bull Mini-Drome and all of the “fixie” content we made around the event to help promote it. All of the promos were on social channels including heavy rotation on YouTube.

Another great thing about freelancing as a producer was I was able to work outside the country as well. As a fluent Portuguese speaker, I worked in Brazil in many different capacities. From EP at a Broadcast Production Company shooting spots for agencies like Goodby and McCann to working as an Agency Producer at places like R/GA São Paulo and W + K São Paulo.

For Weiden, I was able to work on the largest Broadcast campaign Nike had ever done in Brazil with 8 star athletes including Neymar, Anderson “Spider” Silva, and Luan Oliveira. We also produced mini takes for social, like this one with Luan Oliveira, showing that “Greatness” doesn’t come easy.

Bronze Lion in Branded Content
Working with Pereira & O'Dell, we traveled the world telling stories for Skype and it earned us a Bronze Lion in 2013.

We showed how families and friends stayed together over long distances by using video chats on Skype.

More Recent Work from 2019-Present

As Creative Video Lead at GoodFuse, I made Instagram and Twitter videos and animation for Pfizer during the pandemic.

As Creative Lead working inside the YouTube Brand Studio, I created and directed promos for YouTube Originals and Co-Productions like the HBCU Homecoming Live on BET. The team like my designs so much they used them as a brand guide for the entire live show.

I was the Executive Producer on the Social and Publicity Stunt campaign for Amazon Prime Video and the Launch of NFL Thursday Night Football on Prime. We made the sports world think we had changed the football for three whole days before revealing it was just a stunt.

Streaming commercial played on VHS via Facebook during the halftime of the Super Bowl counts as social, right? This fun project won a Gold Lion and 2 Bronze in 2023.

Not only did we make the video, but we also produced the IG filter that allowed users to stream on their partner’s underwear.