Chick-fil-A Tri-State
Accelerating Pre-Production via Generative AI
Role: Creative Director / AI Innovation Lead
THE CHALLENGE: The traditional pre-production workflow (sketching, mood boarding, revisions) is often the biggest bottleneck in commercial production. We needed to launch a massive recruitment campaign in the Tri-State area immediately, but the timeline didn't allow for weeks of "concepting churn."
THE AI SOLUTION: I engineered a Generative Pre-Visualization Workflow to replace manual storyboarding.
Precision Prompting: Using Midjourney and Firefly, we generated high-fidelity frames that mimicked the exact lighting, casting, and camera angles of the intended shoot.
Zero Misalignment: This allowed stakeholders to "see" the final film before cameras rolled, eliminating costly on-set pivots.
The Result: We reduced pre-production hours by 50% and successfully launched a campaign that filled 700+ roles in a critical market.
GenAI Pre-Vis:
Final Production:
Campaign concept. Figures shown are illustrative, not reported metrics.
XBert by Nextiva
Every Call Is a Customer
Role: Creative Director / Campaign Lead
THE CHALLENGE: Nextiva was launching XBert, an AI employee that answers every customer call, to an enormously broad audience: anyone who runs a business, from a solo plumber to a multi-location dental group. The creative had to land instantly across that entire spectrum without narrowing to any one type of owner.
THE BIG IDEA: Every Call Is a Customer. A platform built on a single, universal truth for business owners, a missed call is a missed customer, repositioning XBert not as software but as the thing that makes sure you never lose one.
THE AI SOLUTION: To prove the concept end to end, I didn't stop at static comps, I art-directed Cursor, an AI development environment, to build a fully working, responsive landing page from my creative direction. I acted as the creative director of the build: making every design decision and directing the AI to execute it.
Art Direction, Not Hand-Off: I set the visual system up front, the type hierarchy, the copy-led restraint, the pacing of each section, and directed Cursor to build to that spec rather than handing a developer a flat mockup and hoping it survived translation.
Design Decisions in Real Time: Working in the tool, I could direct changes live, tightening spacing, rewriting hierarchy, adjusting the flow from problem to solution, so the page was shaped by creative judgment at every step, not just at the end.
Concept to Working Build: The result is a real, responsive page, not a picture of one. It carries the same platform discipline as the rest of the campaign: one clear message, instantly legible, built to convert.
Art-directed in Cursor. Live, responsive, and built to convert.
Sunshine Days
Scaling Hyper-Local Culture via Generative AI
Role: Creative Director / AI Innovation Lead
THE CHALLENGE: "Sunshine Days" is a massive spring activation across 2,000+ locations. The problem? Scaling a "handwritten, personal" experience requires thousands of unique assets. Centralized design couldn't keep up, and local execution was inconsistent.
THE AI SOLUTION: I reimagined the campaign using a Distributed Generative AI System.
Visual Automation: We built a tool allowing local Operators to generate on-brand, customized assets (posters, cards, digital signage) in seconds—bypassing the corporate design bottleneck.
The Result: We achieved 10x output compared to previous years and cut creative production timelines by 65%, proving that AI can scale "human connection" without losing the soul of the brand.