Campaign systems at scale ↓
Good Morning America
Creative Direction
Campaign Design
Cross-Platform Execution
The GMA Inspo List(s)
The GMA Inspo Lists are recurring editorial campaigns that celebrate culture, identity, and impact in real time. Each year brought new voices and stories, which meant the visual approach had to stay recognizable while still leaving room to evolve. The challenge opportunity was creating a design language that could feel consistent, flexible, and thoughtful as it adapted across stories, contributors, and platforms.
> Creative direction
bhm
2021
featured
For Black History Month 2021, I led the visual direction for the campaign.
This included defining the overall look and feel, establishing the design system, and setting the tone for how the campaign would live across social, web, and broadcast.
featured
aapihm
Asian American and Pacific Islander Heritage Month
hhm
In the years after, I partnered with the team to extend the Inspo Lists across social, web, and broadcast, refining and adapting the visuals as new cultural moments took shape.
Hispanic Heritage Month
This phase of the work emphasized teamwork and continuity, supporting editors, producers, and motion designers with assets that could be easily deployed and reworked as needed.
> Collaborative execution
featured
parade to the polls
For Parade to the Polls, I created campaign assets supporting a national initiative celebrating the power of early voting and civic participation. The work was designed to help communities feel seen, encouraged, and connected while they waited in line to cast their ballots
This campaign highlighted the collective experience of voting, incorporating a mix of visual performance. A compilation of curated content from Advancement Project, Leadership Conference and NAACP voting work in 2020. It features a mix of performances, PSA’s, conversations and words of encouragement from artists, elected officials and other advocates.
> Collaborative execution
featured
world pride 2019
For WorldPride 2019, I designed a large-format billboard for New York Cruise Lines that was displayed along Manhattan’s West Side Highway during the month-long celebration.
WorldPride marked the 50th anniversary of the Stonewall riots and became the largest LGBTQ+ event in history, welcoming millions to New York City under the theme “Millions of Moments of Pride.” My task was to translate that energy into a single, bold visual that felt celebratory, unmistakably New York, and immediately legible at street scale.
Circle Line Sightseeing Cruises operated as a key vantage point for harbor-based festivities. The events drew over 5 million people to NYC, featuring major parades and waterfront celebrations.