01 · Chick-fil-A Team Member Recruitment
Social-First Employer Brand at Scale
Role: Creative Lead, Art Direction & Social Strategy
To reach Gen Z talent and keep pace with rising recruitment demand, I led the evolution of our employer-brand creative: a social-first effort built to drive national awareness of the Team Member role and give local Operators authentic assets to attract and retain talent in their own markets.
The bet was authenticity. Instead of casting actors, we filmed real Team Members from the Atlanta area inside their own Restaurants, then built each story on a "what you see / what you don't" reveal: the person at the counter, and the fuller life behind them (full-time student, part-time dance captain, future CEO). It's UGC in spirit, real people, real places, vertical format and social-native text, produced with enough craft to run as paid media.
I designed it as a repeatable system, not a one-off. Four employee stories share one durable storytelling mechanic, so the work scales across people and markets and stays relevant year-round rather than riding a single trend that dates in a month. It ran as paid pre-roll on YouTube Shorts and OLV, and as organic content for local Restaurants.
Outcome: A scalable, real-employee creative platform giving Operators ready-to-deploy recruitment content for both national paid media and local organic social.
02 · XBert (Nextiva)
Conversion Architecture
Role: Creative lead, Design & Front-End Build
A launch for an AI product, where I reframed the pitch from capability to consequence: a missed call isn't an inconvenience, it's a financial event. The whole platform runs on one line, "Every Call Is a Customer," that works as a brief, a promise, and a product truth at once.
The system is one argument in two acts, and the shift between them is the funnel. Awareness (ads, social, out of home) opens the problem cold and unmissable. The landing page heals it, warm and proof-driven, and converts. I designed that cold-to-warm journey as one connected experience, mapping three entry points to where an owner already is rather than to their industry.
The landing page is built around the single objection that kills the category, "Will it sound robotic to my customers?", so the hierarchy answers that first, demos the product working live, shows real proof, and ends on one clear path to start. I designed and hand-coded the full prototype myself in HTML and CSS, not just art-directed it.
03 · Stella & Chewy's
The Digital Shelf
Role: Lead Art Direction, Designer & E-Commerce Strategy
Expanding a boutique, premium brand onto Amazon meant a real risk of disappearing into the sea of white-background product listings. The challenge was translating "small batch" warmth into a high-conversion environment.
I designed a mobile-first product detail experience: macro texture photography that proves quality instantly on a small screen, and infographics built to explain the feeling of raw feeding, not just list ingredients. The goal was comprehension and conversion in the same scroll.
Outcome: Launched the brand's e-commerce presence while protecting its premium price point.
04 · Kohl's Outfit Bar
Discovery & Path to Purchase
Role: Art Direction & Content Strategy
Department stores suffer from the "endless aisle" problem. Shoppers were overwhelmed by volume, so we shifted from selling items to selling looks, simplifying the path to purchase.
I helped lead the pivot to a digital-first discovery engine, moving away from stiff catalog shots toward lifestyle flat lays and relatable model photography that felt native to the feed rather than a mailer. Curated storytelling did the work that endless product listings couldn't.
Outcome: Became a primary driver of social engagement and cart volume.
