Experience

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Hartbeat - Los Angeles, CA

Creative Director - Oct 2018 – Present

Head of the Design team at Hartbeat, supporting studios, marketing, brand partnerships and media. 

Key responsibilities & accomplishments:

• Played a pivotal role in the rebranding of Hartbeat and LOL Network, collaborating closely with cross-functional teams to ensure a fresh and impactful look and to maintain consistency and resonance across all touchpoints

• Drive awareness and engagement to shows, films, and events by creating marketing assets for social campaigns, billboards, OOH, TV & radio spots

• Establish the look and feel and visual identity for live performances, premieres, and experiences, including Kevin Hart's Reality Check and RockHart Comedy Tours, All-Star Comedy Jam, Women Write Now, and Hartbeat Weekend

• Create key art, logos, and on-air graphics for live and filmed shows; examples include Straight from the Hart, Cold As Balls, Die Hart, Hart to Heart, Coach Kev, Gold Minds, One Song, Love Thang, Date Night, Quake's House, Meditate with Me, The Donors, LOL Files, You Look Like, Bernie Mac, Ladies Room, Tapes From A King, Reality Check, That's Funny, and Comedy In Color

• Develop presentation materials including decks, one-sheets, and case studies, to secure talent, brand partnerships, corporate investment, and distribution deals

• Other responsibilities include developing the visual design and identity for various projects by creating marketing promos, site design, keyart, event design and branding

• Lead a team of 2 designers; oversee vendors, agency partners, and photographers on visual execution

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Lastrella Creative - Los Angeles, CA

Creative Direction / Design / Branding  - 2015 – 2019​

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Developed design visuals across various media and platforms, including UXUI, print, infographics, presentation design, responsive web/mobile design, and social media. Created video content and motion graphics for ad agencies, independent studios, and production companies with the ability to storyboard, illustrate, direct, edit, and animate. Key accomplishments:

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• Enabled brands to define and differentiate their visual identities by creating original logos and style guides inspired by extensive research, competitive analysis and understanding the brand’s audience; clients include Culture House, Honto 88, Fictionless Films, Aasif Mandvi, Think Common, Skinny Black Productions
   

• Designed quick turnaround graphic packages and animations for social media campaigns by conducting brand explorations and design guidelines for social platforms and managing team of freelancers to tackle larger projects; clients include Goldman Sachs, BravoTV, Mustache, Nylon Magazine, MO Studios, Borrowed Camera and JC Penney
   

• Launched websites by working with digital content teams, creating wireframes, developing creative concepts, and building responsive pages and prototypes using Sketch InVision and Adobe Creative Suite; clients include Hello Sessions and Epidiolex
   

• Drove awareness for brand initiatives and inspire client renewals through unique illustrations, animation, and other motion graphics; clients include Isaac Mizrahi, GE, Conde Nast, The Human Story
   

• Other notable clients: Red Bull, CNN, Nike, Fullscreen, Tall , Borrowed Camera, TechTable, FuseTV, eOne.

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Viacom / MTV World - New York, NY

Design Director - 2010 - 2015

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Led a team of designers, interns, and freelancers that supplied the visual communication for three brands within the Viacom Network: MTV K, MTV Desi and MTV IGGY.

 

Key responsibilities were to provide each brand’s stakeholders (writers, producers, and directors) with visual content for their editorial stories, social posts, video productions, and promos. Allocated resources and assigned projects to junior staff, conducted weekly design status meetings to ensure projects were on schedule, and proposed budgets for hiring vendors or design freelancers for projects. Collaborated with digital producers to maintain and update MTV World websites.  

 

Other responsibilities included the development of presentations for internal (budget and partnerships proposals for executives within the Viacom Network) and external purposes (new business pitches, PR materials, and ad sales).

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Publicis New York  - New York, NY

Senior Art Director - 2005 - 2010

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Created campaigns for a wide range of brands such as Canadian Club, Malibu Rum, LG Electronics, P&G, Charmin, BMW, EOS Airlines, Topps, Paley Center for Media, General Mills, and T-fal. 

 

Was part of the team that helped Publicis become the AOR for LG Electronics in 2007, which included the home appliance, mobile device, and home entertainment businesses. Conceptualized campaigns and promotions of key product features. Redesigned several sections of LG’s main website and created branded retail pages on Amazon, CompUSA and Walmart.

 

Created a microsite for the cookware and kitchen appliance maker T-fal that encouraged people to cook at home by providing them with simple recipe ideas based on ingredients that they already had in their home. The concept won the business for Publicis and ultimately led to other digital projects for GroupSEB.

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