Ignited adidas Tango League across North America by smashing together the worlds that shape the game — music, art, fashion, creator culture — and letting that energy fuel a multi-year run of experiences in NYC, LA, and Toronto. Each stop became our own cultural micro-universe, built with handpicked local creators who didn’t just decorate the space — they elevated it, shaped it, and turned every moment of tournament play into pure content gravity.

Every City became a fully designed experience and journey that carried players and fans from the pitch into the digital world and back again. The mission was simple: build a platform that didn’t just showcase talent, but propelled North American players toward the highest levels of the sport — while creating a global, always-on community connected through storytelling, creativity, and culture.

PRESS

FORD BRONCO

When Ford brought the Bronco back, the hype was ridiculous — 200,000+ people dropped deposits just to be first in line. But with production delays pushing delivery out by as much as 2 years, the risk was clear: frustrated fans, reservation cancellations, and millions in lost revenue.

So I flipped the script. Instead of treating the wait like dead air, it became a runway. The team built a long-term engagement platform that kept future Bronco owners emotionally invested — energized, informed, and proud to be part of the comeback. Using behavioral economics and smart choice architecture, we delivered a full journey of personalized content, exclusive experiences, early-access merch, owner support, and moments built to reward their patience. The result: anticipation transformed into loyalty, not attrition.

the challenge

Even the most hardcore Bronco loyalists had off-ramps. Competitors like Jeep and Toyota were right there with vehicles available now, and Ford’s own launch uncertainty didn’t help. There were plenty of moments where a reservation could quietly disappear.

So I rewired the entire meaning of a deposit. Instead of “waiting to become owners,” I made them owners the second they raised their hand. No limbo. No distance. From day one, they were welcomed into the Ford family — with a real, tangible connection to the brand that made walking away feel impossible.

The solve

To ensure success, I started by getting inside the headspace of the Bronco audience — not just who they are, but how they move, think, and make decisions. These are adventure-first humans, always chasing the next escape, always testing their limits outdoors. And patience isn’t part of their DNA. When they invest in the gear that fuels their lifestyle — especially the vehicle that gets them off the grid — they expect momentum, not a holding pattern.

MERCEDES BENZ

LAUNCHING THE ALL-NEW E-CLASS

As CCO at Superplastic, I partnered with Mercedes-Benz to solve a core challenge: launch the new E-Class in a way that feels native to a generation shaped by TikTok, gaming, and digital culture—not traditional auto advertising. We brought back the classic Mercedes “Wackeldackel” and reinvented it as Superdackel, a fully digital character introduced at CES 2023 through film, a massive sculpture, and integrations across the Superplastic universe. Superdackel then became part of the product itself, appearing inside the E-Class MBUX Superscreen and ZYNC ecosystem as a digital road-trip companion designed for in-car entertainment and social-first storytelling. The partnership culminated in a limited-edition capsule and VIP event at Superplastic’s SoHo flagship, positioning the E-Class within art, fashion, and design circles. The result: a modern model for brand times IP collaboration that respects heritage, taps cultural relevance, and unifies product, storytelling, and PR to make the E-Class feel more human, intelligent, and culturally fluent than any competitor.