Concepts that didn’t make it. Not because they weren’t great, but because it scared someone. These ideas never saw the light, but they still burn bright. No compromises. Just the kind of work that makes you wish they had said yes.
IDEA
Launch Mayo Monday with something no one asked for but everyone would remember. So I gave the world Paul Rudd as a vintage pin-up, tucked inside People with a mayo-scented reveal strip. The back featured game-day recipes. Equal parts smirk, scent, and strategy. Because mayo deserves its own holiday and its own centerfold.
ROLE
art direction + design
IDEA
Create a fast food collab built around the Paul Rudd Mayo Monday Meal. Custom packaging pulled from vintage lunchbox art with a modern twist—bold color blocking, playful typography, and just enough kitsch to get snapped before it’s unwrapped. Limited drop. Mondays only. A meal designed to feed the mayo-loving masses and the algorithm.
ROLE
art direction + design
IDEA
Mayo lovers swear it’s better on the outside of the sandwich. That hot take becomes a national wager. A public taste test asking people to sample sandwiches blind and choose their favorite. Partnering with a sportsbook, the activation lets fans bet on which regions preferred which version. Sandwich stakes met real stakes. Weirdly smart. Instantly snackable.
ROLE
art direction
IDEA
Build a safe space for mayo lovers to spread their truth. The Hellmann’s Confessional lets mayo lovers step inside, fess up on camera, and profess their love without judgment. Styled like a vintage photo booth, it was concepted as a pop-up outside restaurants and festivals. Part brand theater, part guilty pleasure—designed to turn cravings into confessions.
ROLE
creative direction + ai enhanced art direction
IDEA
Tackle trucker mental health with something no one saw coming, a Fleet Card perk that covers therapy. I partnered Shell with BetterHelp to give drivers free, on-demand counseling, then wrapped it in raw, docu-style storytelling made for the road. Real truckers. Real talk. Real relief. It never launched, but it still runs deep.
ROLE
creative direction + art direction + design
Reimagine EDB as the pulse behind the Postgres revolution. I led the pitch with a creative platform built to inspire belief: data as art, code as culture, and Postgres as a movement. We pitched original music from Danger Mouse, data-driven installations, and a brand with real gravity. It never launched. But it proved enterprise doesn't have to play it safe.
ROLE
creative direction + art direction + design