“The One. For All.” celebrates the diversity of today’s vibrant guitar community.

My team and I were responsible for building and launching a fully integrated campaign that delivers an impactful launch moment, an effective customer acquisition funnel and a sustainable library of content that extends through the product lifecycle. We worked with over 150 artists, influencers and partners to ensure maximum reach and coverage. 

Campaign artists included Anna Calvi, Dominic Fike, Haim, Lindsey Ell, Michael Kiwanuka, MonoNeon, Nandi Bushell, Nirvana, Orville Peck, Steve Lacy and more. 

Agency: Wieden + Kennedy (Hero commercial)

Featuring: Billie Eilish, H.E.R., Shawn Mendes, Jimmy Page, Flea

Signature Models put the essence of musical collaboration in the hands of players and fans with bespoke instruments designed in partnership with the world’s most iconic and influential artists.

My team and I work directly with talent and their teams to formalize each partnership, ensure the end-to-end vision is met from the ideation/execution phases of product development to the fully integrated GTM launches and sustained momentum phases.  

Notable artists include Billie Eilish, Chris Stapleton, Flea, George Harrison, H.E.R., Jimmy Page, Kurt Cobain, Shawn Mendes, and more.

In 2019, we maintained Fender’s position as the industry thought leader by launching an entirely new category of guitars; leaning into its innovation and fostering grass roots adoption from artists like Jack White, Sting, and the Rolling Stones while earning over 1BN PR impressions from outlets like CNN, Wired, and the New York Times. 

To ensure the continued success of this platform, we partnered some several artists encouraging players to “Never Stop Looking for New Ways to Play”. 

Agency: Wieden + Kennedy

Hard Rock Hotel & Casino's Brand Campaign—Made for Music—features the company's Artist Ambassadors in their proprietary music amenity program, The Sound of Your Stay.  The brand partnered with several emerging and award-winning musicians, Rebel & a Basketcase, New Politics, Run River North, Michelle Branch, and The Aces.  

A global media campaign comprised of print, digital, and video launched, and the video of artist interviews was used for the guest in-room channel, website, and social media.

The non-artist version of Made for Music illustrates how the campaign is utilized for a pre-opening property in a specific city.  English and Chinese versions were published in various forms of media.  Because this is a property-specific campaign in a new international market—and the property itself hadn't completed construction—the hero image is focused on lifestyle, music, and guest experience.

Serialized and Evergreen content to expand Fender’s community of players.

Over the past three years, my team and I have been able to triple the size of Fender’s social channels (9M+ followers) through robust content and paid strategies focused on products, artists, and new players to drive growth, engagement, and conversion.

Serialized concepts featuring artists such as Fender Sessions, Technique of the Week, and Artist Check-ins have led to over 2M new followers to the Fender ecosystem.

Sound of Your Stay is Hard Rock Hotels music-centric amenity program featuring Picks, Mix, Wax, and Tracks. My team and I oversaw the development, execution and maintenance of the program and accompanying marketing activities on a global level.

Guests can check out a Fender guitar, DJ equipment from Native Instruments, a Crosley Turntable and vinyl records, and stream music from the brand's curated playlists.  All for free.  

We partnered with musicians Young the Giant, Tennis, The Jane Doze and Andrew McMahon.  A global media campaign comprised of print, digital and video launched as well as SOYS activations at music festivals like Coachella and Lollapalooza.

Labels: Drive-Thru, Geffen, Virgin

I founded the Starting Line in 1999 with the intention of writing some songs and playing a few shows. Little did I know that this band would change the course of my life and open up a world of opportunities that I had no idea existed.

Here’s the abbreviated version (You can read the full scoop on our Wikipedia page HERE):

• I found our singer in the AOL Member Directory while I was in college studying Civil Engineering.

• Our first show was opening for Saves the Day at their Through Being Cool record release show.

• A year later, we were signed to Drive-Thru Records where we put out an EP (With Hopes of Starting Over) and our first LP (Say It Like You Mean It).

• We were able to build an amazing following and spent a few summers on the Vans Warped Tour – eventually becoming a mainstay on the festival’s mainstage.

• We put out more albums on Geffen and Virgin and ended up selling close to a million records – quite a long way from my dorm room.

• We toured all over the world with bands like Fall Out Boy, Paramore, Panic at the Disco, New Found Glory, Brand New, Taking Back Sunday, and many more.

• We still play a handful of shows/festivals every year, and people still show up.