The production work behind the systems. Vehicle launches, experiential builds, and the campaigns that carried them, produced across 10+ years at Lucid Motors and Slack.
Tahoe Winter Lifestyle Mood Edit
Executive produced photo, video, and CGI shoot across multiple Tahoe locations, coordinating California Highway Patrol road closures on steep hairpin turns while managing complex safety protocols for high-altitude vehicle filming. Led the asset capture strategy that created an extensive CGI backplate library and established production standards for the vehicle's first accessories launch.
The shoot's methodology and visual language became the template for all subsequent vehicle campaigns, including the $4.35M SUV Global Reveal. Strategic foresight in asset planning maximized ROI across multiple launches while setting the precedent for future high-stakes automotive content production.
Deliverables: photo and video (long-form and cutdowns), OOH, digital, social, an interactive website configurator, CRM nurture email campaigns, and experiential activations (the Dream Ahead road tour), reaching customers at every stage of the funnel.
The challenge: without a car on the road, we needed to turn a startup automotive vision into a premium global brand through storytelling that bridges engineering innovation and luxury lifestyle. We scaled from zero to building an agile in-house creative agency capable of producing CGI, video, photography, animation, and digital experiences that could adapt to rapidly evolving product specs, all while holding the integrity of the vehicle design.
My role: Executive Producer
I built systems that made exceptional work possible when faced with shifting engineering specs and compressed timelines. My philosophy: "it's all figureoutable."
The challenge: to create an inviting educational space that lets users experience Slack's capabilities firsthand. As Slack's first branded built environment showcasing its customer-centric approach, this project was nothing but ambiguity. Translating abstract software features into tangible interactions required reimagining how users could physically interact with a digital product while maintaining the warmth and functionality that defines Slack's brand.
My role: Senior Experiential Creative Producer, Creative Operations
As Slack's first experiential producer, I translated digital brand values into physical environments. I sought and secured internal partners for a project that demanded cross-functional contributions yet wasn't on any department's roadmap.
Results:
Creative partners: OMFGCO (architecture and interior), R/GA (content), O+A (permitting and legal), SC Builders (general contractor).
Executive Creative Producer leading original web design, redesigns (x a jillion), paid advertising, and digital media.
Translated employee research into physical environments that enhance wellbeing and productivity. By mapping how people actually use spaces rather than how we think they should, I supported interior enhancements that served both focused work and meaningful collaboration, prioritizing human needs over design trends.
Playalchemist build and camp highlights, 2025. Video by Mariessa & Evan.
Producing at this scale is where the operational patterns came from. The case studies cover what that looks like now, applied inside client teams as creative operations and AI enablement.