Yokohama Tire
Role: Creative Direction, Brand Stewardship, Campaign Development, Product and Experience Design
I served as lead creative on one of the agency’s largest and most integrated accounts, working as an embedded partner with Yokohama Tire’s marketing team. Together, we shaped the brand across advertising, digital platforms, experiential, retail, dealer communications, partnerships, and product launches.
Working directly with client leadership, I helped guide brand strategy, creative direction, and execution across a broad ecosystem of consumer and dealer-facing experiences. My role balanced long-term brand stewardship with the ongoing demands of new products, sponsorships, promotions, events, and evolving business priorities.
The work included national advertising campaigns, social media, environmental graphics, retail communications, dealer marketing, sales enablement, digital learning, motion, product launches, and branded experiences. I also supported partnerships with Porsche, Chelsea FC, LPGA, IMSA, Spartan Race, Nitro Circus, Pikes Peak International Hill Climb, SEMA, Crandon International Raceway, NORRA, and other motorsports and lifestyle properties.
I also led creative development for the Porsche Pikes Peak by Yokohama Tire experience, designing the official course map, experiential graphics, event materials, and promotional assets while guiding the work through strategic creative leadership and integrated storytelling.
Brand experience short.
Bringing the brand’s performance story to life through motion and visual storytelling.
Working with Yokohama’s existing video library, I wrote, storyboarded, and designed the film, then directed the edit from initial assembly. The result brought products, partnerships, and performance together into a cohesive expression of the Yokohama brand.
Yokohama Dealer Training Platform
Transforming technical product education into an engaging digital learning experience.
I conceived, branded, and led the development of Yokohama Tire’s primary dealer training platform, creating a more intuitive and engaging way for dealers to build product knowledge. I established the organizing idea, shaped how users moved through the experience, and directed the platform from initial concept and UX/UI through design, production, and launch.
Built as a scalable learning system, the platform supported more than 60 Figma-based training modules and thousands of visual, motion, and video assets. By combining clear information design, interactive storytelling, and repeatable content structures, we transformed complex technical material into a consistent digital experience that could evolve alongside Yokohama’s products and training needs.
