At the heart of creative producing lies the perfect balance of strategy and storytelling, and this intersection defines my work. As the steward of video production and photography for Simply Good Foods’ Creative Services department, I do more than execute projects—I shape stories that sell, persuade, and endure. Leading content creation for powerhouse brands like Quest Nutrition and Atkins Nutritionals, I take pride in orchestrating product launches and marketing initiatives that cut through the noise and make an impact.

My approach to creative producing is rooted in collaboration. It’s not about controlling the process but fostering an environment where bold, audacious ideas are nurtured into extraordinary outcomes. Creativity flourishes when there’s trust, experimentation, and a sharp understanding of what resonates with people.

In today’s crowded media landscape, the medium matters—but the message matters more. Whether producing snackable Instagram content, immersive 360 VR experiences, or compelling video narratives, I tailor every detail to ensure the message lands. The secret? Resonance. Make them laugh, make them think, make them feel something—ultimately, make them care. That’s the essence of winning hearts and minds.

Before Simply Good Foods, I honed my craft in Los Angeles, where I earned a reputation as the go-to editor for high-stakes storytelling. From building brand narratives for K•Swiss to delivering standout campaigns for ABC, VICE, and National Lampoon, I discovered the power of collaboration. The best ideas are never born in isolation—they come from rigorous teamwork, sharp precision, and relentless curiosity. These principles have guided me then, and they guide me now.

To me, creative producing is more than managing projects—it’s about execution that drives results. A great idea is only the start; the magic happens in bringing it to life. Every frame, every word, and every choice is an opportunity to inspire action and create work that not only dazzles but delivers.