PROJECTS:

CONSUMERBOTS - A GTP Consumer Persona Service

I conceived and helped develop ConsumerBots, a generative AI tool that brings consumer personas to life for richer journey mapping and more human understanding. The goal was to go beyond static segmentation and create dynamic, interactive personalities that reveal what truly drives our consumers.

Each ConsumerBot represents a detailed persona built from thousands of insights and can even generate new personalities on its own. This capability helps teams see from multiple perspectives and challenge their assumptions about audiences. Over time, we taught the system to prompt itself, moving beyond user input to surface deeper insights autonomously.

By feeding GenAI with specific traits or viewpoints, ConsumerBots can live on a client’s desktop and provide 24/7 feedback about preferences, motivations, and cultural attitudes. Imagine having a virtual focus group available anytime—one that’s constantly updated by strategists, social listening, and predictive analytics. With multimodal capability, the system can interpret images as well as text, opening the door to new forms of visual analysis and creative testing.

So far, ConsumerBots has been showcased in presentations for brands such as Jaguar Land Rover, Mars, Takeda, Concentric Life, and Merck. It takes thousands of data points per segment and transforms them into living, interactive consumer personas—helping teams think more like the people they’re creating for.

Welcome to the Omniverse - Customization 2.0

Partnered with Nvidia. Using NVIDIA's Omniverse platform to generate highest fidelity Defender vehicles from computer-aided design data for marketing purposes. Coupled with the NVIDIA Edify-powered generative AI micro service, we enabled the creation of cinematic 3D environments via conversational prompts. The result is a fully immersive 3D scene, harmonizing realistic, generated environments with a digital twin of the Defender vehicle.

IA FOR AI - A Conscience For AI

Who says AI isn’t self aware? I created a platform proposal that is “IA or AI” meaning Internal Affairs for AI. It’s purpose; to scan itself. As we all know, AI can unconsciously perpetuate and amplify biases. This can damage a brands credibility and reputation. “SuperEgo” acts as a safeguard for a companies own AI practices to make sure it is conforming to their own corporate code of ethics and best practices. It is the keeper for ethical AI practices including making sure that is not behaving or abetting in ways that counteract diversity /inclusive practices and codes of conduct etc of the company that deploys it. It scans for bias in language or interactions. It acts as an add-on service that gives the company piece of mind in their particular adopted AI system.

Direct TV - “FOYMO” Fear of Missing Out

A data-driven campaign built on audience behavior and cultural signals.

Created #FOYMO idea for DIRECTV to capture the anxiety viewers feel in the fragmented streaming landscape, the sense that everyone else is watching something you are not.

The campaign was designed around real audience signals, including viewing behavior, cultural trends, and social conversation, to shape messaging that felt timely and personally relevant. Each execution aligned creative to specific audience mindsets, ensuring the right content showed up when interest was highest.

Rather than presenting DIRECTV as a static platform, the work positioned it as responsive and in tune with what people are watching, helping viewers stay connected to the shows that matter in the moment.

Turning audience signals into timely, relevant creative

Capital Group — “Ask More / Be an Investellectual”
Celebrating human intelligence in an age of algorithmic investing.

For Capital Group, we built “Ask More” around a simple but powerful truth: the smartest investors don’t follow trends — they question them. The idea of the “Investellectual” became a modern archetype for thoughtful, research-driven investing — people who dig deeper, think critically, and never stop asking why.

The campaign positioned Capital Group as a brand that values human curiosity as much as data, blending storytelling and education through podcasts, interviews, and masterclasses that explored how intelligent questions lead to better investment decisions. In today’s world of AI and automation, “Ask More” felt prescient — a reminder that human insight remains the most valuable algorithm of all

Love’s Travel Stops — “Recharge”
A sustainability platform redefining the road trip

We created “Recharge” to help Love’s Travel Stops evolve from a fuel brand into a future-focused mobility brand. As the company introduced electric charging stations nationwide, we built the creative platform to make sustainability feel accessible, human, and fun — something travelers could experience, not just read about.

At its center was “Get Lost,” a digital experience designed to give EV drivers back the spontaneity of traditional road trips. Using real-time data, it reconfigured routes and suggested nearby experiences, allowing travelers to explore off-route while keeping their next charge in sight.

“Recharge” wasn’t just about electric vehicles — it reframed how Love’s could use intelligence, data, and creativity to build emotional connection in a changing category.