Crafting the words and approaching the audience
The words we choose shape the story people believe. A few that changed the conversation.
Squid Game Expert Activation
Webby Award Nominee, 2026
For the Season 3 launch of Squid Game in June 2025, Netflix posted a real job listing on LinkedIn titled "Now Recruiting: Netflix's Squid Game Expert."
Applicants had to score 90% or higher on a companion quiz on Tudum to qualify, with the winner earning a trip to the New York premiere and the role of Pink Guard for a day at Squid Game: The Experience.
The mechanic turned a standard giveaway into a piece of narrative content fans could participate in directly, rather than a sweepstakes they simply entered. Result: a Webby nomination, 1.5M+ impressions, 6K clicks to Tudum, 1.4K applicants, and record comments on a single Netflix LinkedIn post. Netflix's broader marketing team leaned on the same logic across the Season 3 rollout, treating the audience as active participants in the show's universe rather than viewers watching from outside it.
Mental Health Animated Film Series
Silver Anthem Award, Health: Campaign – Brand, 2024
In 2023, I directed a global creative program to turn clinical mental health science into something a teenager scrolling YouTube would actually stop and watch.
Six animated films produced across two agencies and distributed on YouTube, brought together the American Academy of Pediatrics, the Centre for Addiction and Mental Health, and the Child Mind Institute, three institutions that don't often share a single creative brief, around one goal: make real coping tools land with people who'd never sit through a lecture on them.
The flagship film, Grounding, teaches the 5-4-3-2-1 technique, a simple sensory exercise clinicians use to pull someone out of a spiral of anxiety and back into the present moment. Its companion, Self-Compassion, tackles the instinct to be crueler to ourselves than we'd ever be to a friend.
Both were translated into more than a dozen languages, carrying a single grounding exercise from a New York studio to teenagers across a dozen countries.
The series won a Silver Anthem Award, but the real measure of it is smaller and harder to track: a technique simple enough to remember in the moment you actually need it.