BRAND STORYTELLING
Creative content with something to say
Brand storytelling isn’t about forcing personality—it’s about revealing it. I help teams uncover the voice they already have, then build the structure to support it across visuals, messaging, and motion.
A brand voice is a lot like building a character in a story. We need to understand who the brand is and what it stands for—what it is, what it isn’t, and how it moves through the world. Once we understand that character, we can start shaping the world around it: the social voice, the visual tone, the types of content that feel uniquely theirs. This isn’t about following trends—it’s about building a creative framework that lets the brand show up with clarity and nuance. When we do that, content becomes more than content. It becomes a world people want to step into.
San Diego County Fair - Personality Through Play
As the fair’s lead videographer and editor, I helped shape its public voice—balancing fun, tradition, and a deep sense of place. These videos were crafted to reflect the fair’s quirky personality and cultural history, while keeping things entertaining and true to its community.
Don Diego
Director / Videographer / Editor
This piece opens with a running joke from the media team—confusing a staff member for the iconic Don Diego. That playful start sets the tone before shifting into a light narrative dive, introducing fairgoers to the actual story behind the statue. Blending old archival footage with present-day visuals, the video balances humor and heritage—showing how the San Diego County Fair’s voice can celebrate tradition without taking itself too seriously.
New Rides Reel (Mr. Six Inspired)
Director / Videographer / Editor
Inspired by the iconic Mr. Six commercials, this piece brings that same over-the-top joy to the San Diego County Fair. With “We Like to Party” blaring in the background, Fair entertainer Mark Wilder rides his unicycle, juggles, and dances in front of every new ride on the grounds—including a spin on his 7-foot unicycle. It’s playful, nostalgic, and pure chaos in the best way—fitting the Fair’s tone of fun-first storytelling.
Bite, Binge, Bail (Man on the Street)
Director / Videographer / Editor
A fresh spin on the classic “this or that” format—this piece turned three iconic fair foods into a playful showdown. By inviting guests to rank their picks, we brought familiar offerings into a new light while matching the Fair’s interactive and energetic tone.
Game 16 – Breaking Down the Battle
With Game 16, I set out to tell a more complete story of break culture—one that moves between the hype and the quiet, the spotlight and the sidelines. Each piece is part of a larger arc: “The Waiting Game” shows the stillness before the storm. “KILLA at SkillzTalk” hits with full-force intensity. And the SkillzTalk doc brings it all together, capturing the full scope of what it feels like to move through a day as a competing crew. The tone shifts, but the voice stays consistent—raw, rhythmic, and grounded in the culture.
The Waiting Game (Reel)
Director / Videographer / Editor
A quiet reel about the time in between. This piece captures the stillness, preparation, and mental recalibration that happens before a battle begins. Built around breath and pacing, it shows the internal rhythm of breaking—before the music even starts.
KILLA at Skillztalk LV (Reel)
Director / Videographer / Editor
This one’s all heat—battle mode in full swing. Set to Baby Keem’s “Trademark USA,” the edit is fast, aggressive, and loud by design. It’s about presence. Confidence. The energy shift that happens when it’s time to step into the cypher and shut it down.
KILLA at SkillzTalk LV (Documentary)
Director / Videographer / Editor
A fly-on-the-wall journey through the entire competition day—from leaving the house to battling in the finals. This piece captures the rhythms, rituals, and realities of being a crew in competition mode. Less hype, more presence. No narration, no explainer—just a close-up look at what it feels like to live a battle from the inside.
Simplex Minds – Voice in Motion
Simplex Minds has been my longest-running experiment in brand storytelling. From the visual identity and tone to the content formats and community experience, I’ve been able to shape every part of the brand’s voice. At its core, it’s about creative exploration—encouraging others to try, to play, and to push their process forward. Whether through workshop prompts, short-form videos, or challenge-based tools like Creative Roulette, every piece is designed to invite curiosity while keeping the brand voice warm, energetic, and intentional.
Brand Overview
Creative Direction / Strategy / Design
This internal brand bible defines the tone, purpose, and creative structure of Simplex Minds. It’s the strategic anchor behind every product, post, and event—built to guide both internal decisions and external storytelling.
Foldable Infobook
Designer / Copywriter / Visual Identity
A printed fold-out zine that introduces Simplex Minds in a tangible, tactile way. Designed to unfold like a discovery process, it reflects the brand’s playful structure and encourages curiosity with every flip.
Creative Roulette
Creator / Brand Strategist / Designer
Creative Roulette is a deck of challenge prompts designed to help artists, designers, and creators break through creative blocks. Each draw combines unexpected instructions across Form, Tone, and Subject—pushing you to think differently and make something new. Every element of the product, from the writing to the visuals, reflects the Simplex Minds voice: playful, low-stakes, and rooted in curiosity.
Creative Recreation – Drop-In Creation, No Pressure
Event Creator / Host / Brand Voice
Creative Recreation is a pop-up event where people are invited to sit down and make something—no rules, no pressure. Supplies are provided, curiosity leads the way. The goal is to create just for the sake of it, tapping back into the joy of making without needing it to be perfect. It’s one of the purest expressions of the Simplex Minds mission: make creativity feel accessible, low-stakes, and fun again.
Every Brand Has a Story…
My job is to find the thread, pull it through, and make sure it sounds like someone real
on the other end.