OSBORNE PERSONAL COMPUTER | My first taste of tech — helping market the world’s first “portable” computer (about the size of a sewing machine). I didn’t know it then, but this launched a career built on tracking and telling the story of innovation.
SPECIALIZED BICYCLES | Launched the first mass-market mountain bike, helping define an entirely new sport.
APPLE COMPUTER | I didn’t know it at the time, but working on the launch of the Macintosh II meant I was part of something historic. It was more than a product — it was the beginning of a new way to think, create, and express. Looking back, it changed everything. Including me.
SATURN AUTOMOBILES | The brand launch was a masterclass in documentary-style storytelling. It shaped how I approach brand building to this day — authentic, human, emotionally resonant.
FOSTER FARMS | Two dirty birds. One mission: become Foster Farms chickens. This comedic campaign was also a commentary on industrial meat — character-driven storytelling with a conscience.
POINTCAST | Pioneered push-media with a screensaver that delivered breaking news. Sparked a media frenzy, turned down a $450M offer, and taught us all about hype cycles. A cautionary tale from the dot-com frontlines.
THE NORTH FACE | Repositioned the brand from elite gear to everyday exploration. From “Expedition Proven” to “Never Stop Exploring,” we built a platform that reshaped product, retail, and storytelling strategy.
ZIFF DAVIS | At the height of the dot-com boom, I created the brand for ZDTV — the first 24-hour tech network. It later became TechTV under Paul Allen. A bold brand born for acquisition.
THE NORTH FACE RETAIL | Led the redesign and nationwide rollout of in-store graphics and signage to align the retail experience with the brand’s new “Never Stop Exploring” positioning.
FOOD.COM | Cybermeals was…fine. But investors wanted more. I renamed it Food.com — staking a claim in the digital food frontier before anyone else.
THE NORTH FACE EXPEDITIONS | Used the expedition budget to produce a five-part NBC Sports series hosted by Sting — uniting retail, film, and cultural relevance. Early proof that content is brand.
EXPEDIOR | Dotcom madness at its best. Surreal TV campaign. Dada metaphors. Business process meets Bebop Deluxe. A wild ride that said: imagination is the strategy.
TRANSAMERICA | Created the $50/month investing idea to open the market to working families. The campaign invited Americans to “Be an Investor.” It worked — emotionally and economically.
EXPEDITION GEAR FOR THE FEET | Led creative, strategic development and launch of the The North Face brand’s footwear line, expanding its reach beyond outerwear.
EMBARK.COM | Rebranded from ‘College Edge’ to ‘Embark’ to reflect a broader mission — expanding beyond college enrollment to include career counseling and life guidance. A name and brand built to support every step of the journey into the future.
BELIEVE IN TECHNOLOGY? | A short film and early internet-era cautionary tale that asked a simple question with complicated answers. Released at the dawn of digital optimism, it explored how a tool meant to unite us could just as easily divide — or devour — us.
DEGREE DEODORANT | Produced The Road to Ironman — a documentary for NBC Sports tracking three amateurs as they trained for Kona. A brand alignment with grit, performance, and possibility.
THE NORTH FACE | Led a photo and video crew with elite athletes on location in Namibia to create a content library for the launch of The North Face trail running footwear and apparel — capturing stunning, high-performance visuals that powered marketing across digital, retail, and social.
WHOLE FOODS MARKET | Rooted in Values — a brand documentary tracing the origins and growth of Whole Foods Market, created to inspire new recruits by showcasing the company’s mission, culture, and commitment to quality, community, and sustainability. A story of passion, purpose, and people.
EA GAMES | From Russia With Love — the first James Bond video game featuring Sean Connery’s likeness. To build anticipation, we created Clayworth Academy, a fictional elite spy school that trained the next generation of agents. The campaign blended immersive storytelling and world-building to pull fans deeper into Bond’s universe.
STOUFFER’S | During Dinner was a digital-first comedy experience with ABC Family. It made mealtime fun again — one of the internet’s earliest examples of branded entertainment that worked.
LEAN CUISINE | Created “Kate the Wellness Coach” — a voice of common-sense health and humanity. A character-first approach to rebranding dieting culture.
SIERRA MIST | Regifters Anonymous was a holiday campaign built around Facebook’s early Gift Shop feature — turning the act of regifting into a social experience. Users could “anonymously” pass along quirky virtual gifts, driving playful engagement and brand visibility during the festive season.
SIERRA MIST — ON THE BUBBLE NEWS | Animated. Irreverent. Cross-platform. This 20-episode show mixed comedy and commentary with retail tie-ins and early multi-channel distribution.
SIERRA MIST COMEDY LAB | Before YouTube ruled comedy, we launched one of the first digital-first branded comedy platforms. It gave young comics their shot — and Sierra Mist some real cultural currency.
PEPSI REFRESH PROJECT | No Super Bowl ad. Just real grants to real people. I led video crews documenting grassroots change across America. A risky pivot to brand purpose. Respect.
NEWS REPUBLIC | Created and launched a bipartisan social campaign to spark conversation — not outrage. Helped position the platform for its eventual acquisition by ByteDance.
RECOLOGY BETTER AT THE BIN | When China stopped taking global recyclables, Recology stepped up. I created an instructional campaign featuring Kathryn Kellogg to empower smarter habits citywide.
FORD x AMERICAN IDOL | Developed storylines for on-air integrations featuring Idol contestants and Ford vehicles — proving broadcast content could also drive brand narrative.
RECOLOGY ART TRUCK | Painted by Sirron Norris and SF students, the mobile art truck toured schools and streets — educating residents on recycling with creativity and heart.
UBER + RAINN | Amid scandal, we partnered with Uber and RAINN to create mobile-optimized videos that addressed passenger and driver misconduct. Serious, thoughtful, and behavioral-change focused.
RECOLOGY SAFETY | Revamped safety training for 350 trucks with real employees guiding peers on life-saving procedures. Gritty, honest, and grounded in trust.
WHITE HOUSE — UNITED WE STAND | Five days. One anthem. Four vignettes. Produced a video series for Biden’s 2022 summit against hate-fueled violence. Real heroes. Real urgency.
MYOVANT SCIENCES | A social video campaign about prostate cancer support — grounded in real conversation, shot for connection, and designed to reduce stigma.
UCSF CHANCELLOR MEDALS | Created the story framework for a four-part series honoring healthcare visionaries. The narrative, visuals, and questions — all guided by our “Series Story Guide.”
UCSF & ZSFG | A 50-year partnership worth celebrating. We created the commemorative film with UCSF to honor a legacy of equity, care, and innovation.