I craft experiences that move product, dominate trade show floors, and leave lasting impressions, from global product launches to precision motorsports activations, with results that go straight to the bottom line.
Selected from HEXIS's entire global network to lead the worldwide launch strategy for the flagship HXONE Super Gloss cast wrap film series — directing premium production shoots across Paris and Las Vegas.
HEXIS tasked their Americas team — selected from the entire global marketing network — with launching HXONE Super Gloss, a new flagship cast wrap film series. The challenge: introduce a premium product to a market defined by strong brand loyalty while establishing HXONE as the definitive choice in the high-gloss film category. Content had to be compelling enough to convert established users of competing brands and generate genuine demand at the installer level worldwide.
A dual-track strategy: premium content production to match the product's positioning, combined with a targeted sample and UGC program. High-end photo and video assets were produced in-house across Paris and Las Vegas. Simultaneously, contracted sample rolls were distributed to key installers in exchange for testimonial footage, installation content, and social media participation — turning the installer network into an authentic content engine at launch.
The launch established HXONE as the premier option in the high-gloss film category globally. Content generated across the shoots fueled social media, print, newsletters, and trade shows well beyond launch day. The installer and UGC network delivered a sustained stream of authentic content that continued driving demand post-launch, cementing HXONE's position at the top of the category.
Built a competing brand from zero — logo to product — then cracked open a decades-long monopoly at one of IMSA's biggest events with a precision paddock activation that converted 12 teams on first contact.
The motorsports windshield protection film market had been dominated by a single brand uncontested for multiple decades. Breaking into this tight-knit community with a competing product's debut required a flawless first impression — there are no second chances in the paddock. Racing teams operate on schedules planned to the minute with no tolerance for outside pitches or separate meetings. The activation had to deliver value instantly, on their terms, on their turf.
Rather than pursuing traditional outreach, the activation was engineered around the teams' own workflow. During the testing and qualifying phases at the Rolex 24hr, the strategy offered complimentary sample installations directly in each team's garage — no separate meetings, no downtime. While the product was being applied, the team could validate it on track the same day. This condensed the entire pitch and proof-of-concept cycle into a single, service-first engagement. Exclusive track access was secured and logistics were pre-planned to the pit lane.
Converted 8 teams in the Michelin Pilot Series and 4 teams in the GTD Series on first contact — a 24% conversion rate against a competitor with years of uncontested market hold. Acquired testimonials, install footage, and race photography. Generated genuine word-of-mouth recommendationswithin a closed, high-trust community on a minimal investment — the most durable form of traction available in this market.
Devised a dual-booth strategy to simultaneously launch multiple products, establish MATMAK as its own brand distinct from HEXIS, and maximize our impact. 2150+ direct leads were generated and two new brand partnerships were established on the floor.
SEMA 2025 required differentiating HEXIS and MATMAK as separate market entities while simultaneously launching multiple new products — all within one of the most competitive trade environments in the automotive aftermarket. The show's attendance has been stagnating over recent years but we still needed to maximize the impact of our presence and launch our new products effectively to as wide an audience as possible.
Designed and executed a coordinated twin-booth experience with wholly distinct branding in each space. Separate visual identities, dedicated sales reps, and a structured visitor flow drove movement between booths while reinforcing each brand independently. The HEXIS booth gained better demo sightlines and pathways. Pre-show geo-targeted ads hit the Las Vegas market. Lead capture was structured, swag was conditional on social engagement, and live demos were livestreamed to capture the audience that couldn't attend.
MATMAK gained meaningful independent brand traction for the first time. 2150+ direct leads generated across both spaces with two new brand partnerships secured on the floor. The restructured HEXIS booth delivered improved engagement through better spatial flow and dedicated demo programming.
Turned a shrinking trade show from a budget liability into a distributed multi-partner activation — saving $150K while tripling lead count from 942 to 2,700 across three branded floor spaces.
ISA is the primary annual opportunity to market HEXIS signage and print products in the USA, but the show was shrinking and costs were increasingly difficult to justify. Withdrawing entirely would send a negative signal to the market. The goal: maintain credible brand presence without the full overhead of hosting a proprietary booth, while protecting lead volume and brand equity.
Rather than renting booth space, the approach activated the existing distributor and partner network attending the show. Three areas of the event floor were secured through partners including TWI (The Wrap Institute) for livestreams, contests, and live demos, Mutoh for broader market activation in the signage category, and MBS for live demos and direct sales connections. This allowed HEXIS branding, product samples, and sales reps to be present across the floor at approximately 15% of traditional booth costs.
HEXIS branding appeared in 3 booth spaces rather than one which provided more visibility for significantly less investment. Total lead count reached 2,700 across all partner and distributor spaces, nearly triple the 942 generated from the prior year's proprietary booth. $150K in booth costs was saved and redeployed into higher-ROI product launches and marketing efforts.
Sold out in under two weeks and held back-order status for months launching into a brand-loyal market with a $2,000 marketing investment by putting the product directly in front of the people who mattered most.
Entering the color change PPF market as a late entrant, against established players with significant brand loyalty, required a strategy that bypassed traditional awareness-building timelines entirely. The product was genuinely exceptional, but the challenge was getting it into the right hands, fast, without a large budget.
Let the product do the talking. A targeted sample distribution program delivered working samples straight to key accounts and high-influence installers, and bundled swatch quantities free with distributor purchases. Installers went to social media organically posting installs and recommending the product in Facebook groups and on Instagram with no additional incentive required. In-house content, launch promos, web banners, and newsletters amplified what was already spreading on the ground.
Sold out in under two weeks. Back-order status held for multiple months while supply chain was scaled to meet demand. Became the top-selling product in the carbon fiber PPF category driven almost entirely by installer word-of-mouth in Facebook groups and Instagram, with a total marketing outlay of approximately $2,000.
Diagnosed an insurmountable market perception problem, engineered a full name and identity change, and relaunched at SEMA taking daily free trial signups from 18 to 120 with what was essentially the same product.
MATMAK precut software went to market too early. By the time the product was genuinely competitive, the name had been poisoned by the early-release experience. Conversions were stalling and the addressable market had been tapped out. Compounding this, HEXIS had no visible proprietary software presence in the market's perception, putting them at a disadvantage against brands with their own solutions.
Identified that the product wasn't the problem, but the name was. A quick-turn rebrand pivot renamed, repackaged, and relaunched under HPL (HEXIS Precut Lab), white-labeled under HEXIS branding. This solved two problems simultaneously: distancing from the MATMAK stigma and positioning HEXIS as having proprietary software with established brand recognition. Timed to SEMA for maximum market impact.
The HPL rebrand immediately reignited interest in a market that had written the product off. The first month averaged 120 new free trial users per day, compared to 18 per day under the MATMAK name — a 6x increase with essentially the same product. The SEMA launch provided the credibility reset needed to re-engage lost prospects and drive a sharp increase in subscriptions and overall platform interaction.
Creative Director with a track record of building brands from zero and scaling them across competitive verticals — automotive aftermarket, motorsports, consumer products, and beyond. The throughline is always the same: strategy-first creative that delivers measurable results, whether that means cracking open a decades-long monopoly with a $0 ad spend or relaunching a product the market had already written off.
I bridge the gap between strategic vision and ground-level execution — directing international production shoots, designing immersive trade show environments, and building the kind of installer and influencer networks that generate authentic demand you can't buy. If the work doesn't move product, it doesn't make the cut.
