EY — Creative Direction at Enterprise Scale
Creative Direction across brand, digital, editorial, experience, and emerging technology.
At EY, I lead creative across complex financial-services and enterprise initiatives, translating business strategy into compelling brand experiences across digital, editorial, events, video, and emerging technology. My work spans publicly facing thought leadership as well as high-profile executive, client, and internal initiatives that cannot be publicly shared.
Creative Director
EY · 4 years
Scope
Events & experiential
Executive positioning & communications
Digital experiences
Editorial & thought leadership
Video & production
Emerging technology
Leadership
Creative team leadership
Cross-functional collaboration
Executive stakeholders
External production partners
✻ ENTERPRISE EVENTStrategic Growth Forum 2025
Strategic Growth Forum 2025 brought together high-growth entrepreneurs, CEOs, investors and enterprise leaders for four days of keynotes, conversations, workshops and immersive experiences in Palm Springs.
As one of EY's flagship experiences, the Forum creates a rare intersection of business, entrepreneurship, technology and culture — from conversations around AI and emerging business models to the national Entrepreneur Of The Year celebration.
2025 featured voices including Amy Purdy, Martha Stewart, Bobbi Brown and AI strategist Shawn Kanungo, alongside founders, investors and executives from across industries.
4 DAYS
Palm Springs
INVITATION ONLY
CEOs · Founders · Investors · Enterprise Leaders
FLAGSHIP EVENT
EY's premier growth and entrepreneurship forum
MULTI-FORMAT EXPERIENCE
Keynotes · Panels · Workshops · Networking · Immersive Experiences
NATIONAL AWARDS
Entrepreneur Of The Year
✻ ENTERPRISE EVENT
SIBOS 2024 — Will you shape the future of banking, or will it shape you?
Beijing · Creative Direction · Experiential
01 — Environmental
LED wraps · Static graphics · 3D globe
02 — Motion
Video loops · Messaging · Content system
03 — Interactive
Touchscreen UI · Services · Thought leadership
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Create a distinctive EY presence for Sibos 2024 that could stand out within a highly competitive global financial-services environment, while translating EY's brand and point of view into a compelling story for an international banking audience.
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Will you shape the future of banking, or will it shape you?
Working with our global brand partners, we developed a creative narrative around the idea of shaping the future of banking. The visual centerpiece was a 3D globe constructed from glass prism forms, creating a sense of transformation, connectivity, and possibility.
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As Creative Director, I helped shape the overarching creative direction and messaging, partnering with global brand stakeholders and overseeing the creative execution across the physical and digital experience.
The experience included:
Large-scale LED wraps and environmental graphics
Static and motion content bringing the Shape the Future narrative to life
A 3D visual system centered around the glass-prism globe
Video loops designed for high-impact, continuous playback
An interactive touchscreen UI connecting visitors to EY services and thought leadership
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The result was a cohesive booth experience designed to capture attention from across the conference floor, create a strong visual presence, and give visitors multiple ways to engage with EY's perspective on the future of banking.
✻ ENTERPRISE ADVERTISING
Award winning paid ad campaign
Risk reimagined ✻ financial services
01 — Cut Through
Complex risk messaging · Senior audiences · ABM
02 — Scale
Paid social · Programmatic · 7.16M impressions
03 — Impact
90% ABM penetration · 3.3× benchmark CTR · 51.5K+ video views
03 — Impact
90% ABM penetration · 3.3× benchmark CTR · 51.5K+ video views
04 — Winner — 2026 Financial Marketing Strategy Awards
The Gramercy Institute
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Risk management encompasses an enormous range of issues — from regulatory reporting and model risk to credit, liquidity, operational resilience, and emerging technology.
The creative needed to distill that complexity into a message that could be understood in seconds.
More importantly, it had to earn attention in a notoriously noisy environment and feel relevant to the people actually making risk decisions.
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We built a campaign system that translated complex risk challenges into concise, visually arresting creative designed for the realities of paid media.
Rather than trying to explain everything, the work focused on creating an immediate point of recognition — giving senior audiences a reason to stop, understand the message, and continue into the broader EY risk experience.
The campaign was supported by a dedicated EY.com risk hub featuring campaign content, insights, and leadership perspectives, creating a connected journey from paid media to deeper engagement.
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The campaign generated 7.16 million impressions across LinkedIn and Glassview, reaching approximately 90% of target accounts.
Programmatic creative delivered a 0.11% CTR — 3.3× the benchmark — while LinkedIn generated a 0.35% CTR and more than 51,500 video views. Engagement was particularly strong among C-suite and risk management audiences, validating both the targeting and the creative approach.
7.16M impressions
90% ABM penetration
3.3× programmatic CTR benchmark
51.5K+ LinkedIn video views
Driven by curiosity and built on purpose, this is where bold thinking meets thoughtful execution. Let’s create something meaningful together.
Thought Leadership
EY US Financial Services AI
Creative Direction · Editorial · Digital Experience
The challenge: Make complex research feel compelling and differentiated while balancing brand, business, UX, and competing stakeholder perspectives.
My role: Set the creative vision and oversee design from concept through execution, guiding the visual direction, UX, animation, and stakeholder alignment.