What used to be rare is now routine.
I didn’t just witness the future take shape — I told the stories that helped define it.
I’ve been inside the moments that created “firsts.” From the birth of personal computing, to the dot-com boom and bust that re-wired how we lived and worked, to the era of social media that turned culture into a constant conversation
These weren’t just technologies. They were cultural shifts. They changed how people connect, how they imagine, and how they believe in what’s possible.
Now, the pace has only quickened. We live in a hyper-accelerated cycle of liminal moments — where innovation arrives in waves, not decades. Change is no longer a single story but thousands of points of light, flaring at once, reshaping culture in real time.
Liminal moments are no longer rare. They’re daily. Hourly. And with each one, a new story begins.
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.
UCSF | Pain is universal — but until Dr. David Julius, its biology was a mystery. His Nobel-winning discovery of pain receptors reshaped science and redefined the way we understand the human body.
MYOVANT SCIENCES | A social video campaign about prostate cancer support — grounded in real conversation, shot for connection, and designed to reduce stigma.
UCSF & ZSFG | A 50-year partnership worth celebrating. We created the commemorative film with UCSF to honor a legacy of equity, care, and innovation.
UCSF | Dr. Jennifer Doudna helped unlock CRISPR — a revolutionary tool that allows scientists to edit the very code of life. Her discovery has opened the door to curing genetic disease, reshaping agriculture, and reimagining what’s possible in science. It’s a breakthrough that earned her the Nobel Prize.