“You’re gonna see some serious shit.” — Dr. Emmett “Doc” Brown, Back to the Future (1985)
CREATIVE CAMPAIGNS & EXPERIENCES
These are projects that go beyond the scope of just one medium, and are some of my absolute favorites.
All Elite Wrestling + Official League + Pittsburgh Riverhounds Collaboration
This project is especially meaningful to me because it combined several of my biggest passions: sports, professional wrestling, branding, and storytelling. I was selected to design a collaboration jersey and merchandise collection between the Pittsburgh Riverhounds and All Elite Wrestling, featuring Claudio Castagnoli, with production handled by Official League.
With a strong understanding of both the AEW brand and Claudio's character, I was able to move quickly from concept to execution. Drawing inspiration from his existing visual identity while ensuring the collection felt authentic to both brands, I developed the initial jersey design. After several rounds of refinement and collaboration, I expanded the visual language into a complete merchandise collection that included multiple apparel and promotional concepts.
Once the designs were finalized, I took the lead in developing the campaign's marketing strategy. We announced the collaboration during halftime of a Riverhounds match roughly two months before launch, creating anticipation ahead of the release. I produced and edited the announcement video, while directing a coworker during filming. The final campaign was adapted across social media, broadcast, and in stadium platforms to ensure a consistent rollout.
While the merchandise was in production, I worked directly with AEW to develop promotional content featuring Claudio Castagnoli. I prepared creative direction and talking points to help shape the video, then incorporated the photography and footage provided by AEW into a series of social media advertisements that supported the product launch. From the initial concept through the marketing campaign, this project allowed me to contribute across every stage of the creative process and remains one of the most rewarding collaborations of my career.
AMOKart/AMOKart Racing
I've always been a huge fan of Mario Kart and Diddy Kong Racing. Growing up in Pittsburgh, I also loved one of the city's most iconic in game traditions: the Pittsburgh Pirates' Pierogies Race. That combination inspired me to create our own interactive race for Riverhounds matches, one that would be fun, repeatable, efficient to produce every week, and engaging for fans.
At the start of the season, we launched AMO Kart as a two dimensional tribute to the original Super Mario Kart on the SNES. I developed the overall concept and creative direction, then worked with one of our design interns to bring our four racers to life. Once the character designs were complete, I animated the races in Adobe After Effects each week, building a production workflow that allowed us to quickly update race outcomes while maintaining a polished presentation.
After proving the concept could be produced consistently throughout the season, I challenged myself to take it even further. I taught myself the fundamentals of three dimensional modeling and animation, completely redesigned the racers, and rebuilt the entire experience in 3D. Just as importantly, I created a reusable production template that dramatically reduced the time required to produce each week's race while giving us far greater creative flexibility for future episodes.
The project continued to evolve beyond the animation itself. Working alongside our email marketing team and Director of Merchandise, we integrated a QR code into the presentation, allowing fans to predict the winner of each race for a chance to receive a discount in the team store. What began as a simple in game entertainment feature grew into an interactive fan engagement campaign that combined motion design, game inspired storytelling, marketing, and promotional strategy.
The project continued to evolve beyond the animation itself. Working alongside our email marketing team and Director of Merchandise, we integrated a QR code into the presentation, allowing fans to predict the winner of each race for a chance to receive a discount in the team store. What began as a simple in game entertainment feature grew into an interactive fan engagement campaign that combined motion design, game inspired storytelling, marketing, and promotional strategy.
