ROLE: CREATIVE DIRECTOR, BRANDED CONTENT

WORK: FILMS, INTERVIEWS, INTERNAL NARRATIVE, EXTERNAL POSITIONING

OUTCOME: CULTURE → BRAND → ACQUISITION FUEL

THE SITUATION

CreativeDrive was a factory. A fast, scalable, frighteningly efficient content pipeline.
Clients loved the output.
Creatives saw an existential threat.
The brand had no identity - just velocity.


THE TASK

Turn an invisible vendor into a visible creative ally.
Give a machine a face.
Give a pipeline a point of view.
Make people feel something other than fear of automation.

THE PLAY

I built a branded content series that stripped away the corporate varnish and showed the organism underneath:
short films, weird collaborations, human stories, and creators telling the truth about how the work actually gets made.

Ray Parker Jr. in the studio.
KINGS OF SPANK being joyfully unhinged.
Manhattan makeup artists improvising art.
A chorus of makers reminding the industry what creativity feels like.

Every piece shifted perception:
from throughput → culture
from pipeline → people
from threat → curiosity.


THE RESULT

Those films didn’t just introduce a brand voice - they became the brand voice.
They helped reposition the company from commodity vendor to creative partner.

The shift contributed to a $300M acquisition by Accenture, tripling the enterprise pipeline and proving that culture isn’t decoration -it’s leverage.