Yokohama Tire

Role: Creative Direction, Brand Stewardship, Campaign Development, Experience Design

For nearly five years, I served as the lead creative on one of the agency's largest and most integrated accounts, working as an embedded partner with Yokohama Tire's marketing team to help shape the brand across advertising, experiential, retail, dealer communications, partnerships, product launches, and digital platforms.

Working directly alongside client leadership, I helped guide brand strategy, creative direction, and execution across a broad ecosystem of consumer and dealer-facing experiences—balancing long-term brand stewardship with the constant demands of new products, sponsorships, promotions, events, and evolving business priorities.

My work spanned national advertising campaigns, social media, experiential activations, environmental graphics, retail communications, dealer marketing, sales enablement, product launches, and branded experiences. I also supported partnerships with organizations including Porsche, Chelsea FC, LPGA, IMSA, Spartan Race, Nitro Circus, Pikes Peak International Hill Climb, SEMA, Crandon International Raceway, NORRA, and numerous motorsports and lifestyle properties.

Beyond campaign development, I led the creative direction for Yokohama's dealer education platform, designing a comprehensive learning experience that included storyboarding, motion graphics, experience design, and the creation of hundreds of educational modules supported by thousands of visual and video assets developed in After Effects and Figma.

Most recently, I 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 continuing to support the brand through strategic creative leadership and integrated storytelling.