Overview
As Creative Director, I led brand and creative across Rooster Teeth, a multi-platform entertainment company under WarnerMedia, overseeing a complex ecosystem spanning content, commerce, and live experiences.
My role focused on building scalable creative systems that supported audience growth, brand expansion, and revenue generation.
Scope
•Brand creative across 300+ sub-brands and shows
•E-commerce (Rooster Teeth Store)
•Live events (RTX Convention)
•Franchise IP (RWBY, gen:LOCK, Red vs. Blue, Achievement Hunter, and more)
Challenge
•Fragmented brand identity across multiple properties
•Underperforming e-commerce experience
•Limited scalability across content, merchandising, and campaigns
•Need to expand beyond core audience
Approach
•I built a unified creative system across brand, content, and commerce:
•Developed scalable brand frameworks across multiple IPs
•Led full redesign of the Rooster Teeth Store (UX, UI, photography, merchandising)
•Established high-impact visual standards for campaigns and product storytelling
•Integrated content, commerce, and marketing into a cohesive ecosystem
•Expanded brand reach through influencer and press strategies
Execution:
E-Commerce Transformation
•Full redesign of digital storefront
•Elevated product photography and merchandising
•Improved customer experience and conversion flows
•Drove measurable increases in conversion and revenue through a full redesign of the e-commerce experience, improving product storytelling, navigation, and campaign alignment.
Campaign & Content Direction
•Directed campaigns across over 300 major shows and brand launches
•Built visual systems adaptable across multiple franchises
•Led and contributed to high-impact out-of-home campaigns, including Times Square and Broadway billboard placements, translating digital-first brands into large-scale physical experiences. Ensured consistency across channels while elevating brand perception in highly competitive public media environments.
Franchise Expansion
•Led creative for RWBY and gen:LOCK product and campaign ecosystems
Franchise Expansion
•Led creative for RWBY and gen:LOCK product and campaign ecosystems
•Supported cross-platform storytelling between content and commerce
•Supported the creative and brand ecosystem surrounding a $44MM podcast partnership, helping extend IP reach into new audio formats and audiences. Contributed to the visual and campaign systems that positioned the deal as a scalable media extension rather than a one-off launch.
Partnerships
•Collaborated with WarnerMedia on licensed campaigns including Batman and Harley Quinn
Live Events (RTX)
•Creative direction for convention branding and experiences in Austin (US), London (UK), Sydney (AUS)
•Extended brand storytelling into physical environments and activations
Impact
•Increased AOV by 22–27% year-over-year
•Elevated brand consistency across a global, complex media ecosystem
•Expanded audience reach beyond core community to mainstream media
•Strengthened partnerships with major media IP
•Secured $44MM Podcast Network Deal
Leadership
Led multidisciplinary teams across design, photography, marketing, and production, creating scalable systems that connected storytelling with measurable business growth.
