I've spent over a decade as the embedded creative lead inside NASA research.

I led our piece of NASA's national eclipse broadcast from Mazatlán — the live feed, the camera rig, the connectivity (yes, a Starlink in my checked bag) — and brought home a short film about the faces under the shadow, not the shadow itself. Nominated for three Emmys; won two.

Watch the film ↗Read the field note →

SSERVI, NASA's Solar System Exploration Research Virtual Institute, is the relationship everything else grew out of. Since 2015 I've run its entire creative and technology function: the films and live broadcasts, the publications, the web platform rebuilt on AWS GovCloud, and the brand itself. Right now I'm leading a full brand, identity, and messaging overhaul — redefining how a research institute presents itself to the scientists, policymakers, and public it serves. That's what embedded means: a decade in the room with the science, trusted to set its standard.

NASA Aeronautics needed the public and the aviation world to weigh in on the future of the national airspace. I redirected and rebuilt the interactive platform that gathered that input — and the feedback it captured shaped NASA's white paper to Congress. It started with me and a question, and shipped because I built the team that carried it.

Brought in by Mayad USA to lead creative on the Department of Tourism's largest-ever San Francisco program — a 30-day, multi-platform run of activations, out-of-home, and live events that drove 75M+ impressions. Part of the national campaign named Asia's Leading Marketing Campaign 2024.

See the campaign →

Space For Good is founder Greg Schmidt's foundation, built on one idea: space science saves lives, and someone has to tell that story. I'm a principal collaborator on its brand — the visual identity, messaging, and narrative framework built to carry real institutional weight. I sit on the board and produce its media and partnerships. The mission is the one I've spent a career on, now pointed at a bigger stage.