Running production and AI for the brands defining culture.
As Producer and Co-Head of AI at Sawhorse, the Telly Awards Production Company of the Year 2025, I lead the systems behind the work: budgeting, scheduling, technical production, and the company-wide AI strategy. The campaigns below are the output. The job is the operation that ships them.
The AI strategy behind the studio.
I lead Sawhorse's AI engagement at every level: implementation, media creation, technology integration, legal and rights compliance, and process automation. The throughline with the campaigns below is that AI is not a gimmick bolted onto the work. It is wired into how the work gets scoped, bid, produced, and delivered.
An AI personalization engine for Diet Coke, built brand-safe from the ground up.
For Diet Coke's "This Is My Taste" platform in the GB market, we produced an AI-powered personalization experience: a consumer describes their taste in a few words, picks an art style, and gets a set of AI-generated can designs to customize, reveal in 3D, share, and enter into a prize draw. As Producer, I ran it end to end: the client relationship, the schedule, and a cross-functional team across creative, engineering, and the brand's legal, security, and compliance groups.
The hard part of AI for a brand this size is not generating images. It is generating them safely. Rather than open-ended live generation, we built a curated pipeline: custom-trained image models across several distinct art styles, a library of hundreds of thousands of pre-moderated assets, and a vector-search layer so a user's prompt returned on-brand, pre-cleared results instantly. Every asset cleared both AI and human moderation against the brand's trademark, legal, and brand-safety rules.
Social and ARG for a Best Picture winner.
I was part of the producing team for the One Battle After Another social media and ARG campaign and media junket, supporting the theatrical release of Paul Thomas Anderson's Warner Bros film, which premiered in September 2025 and went on to win the Academy Award for Best Picture. The campaign was part of a six-win haul for Sawhorse's film marketing at the 2026 Drum Awards Marketing Americas, where One Battle After Another won across all three categories, including the Gold in Gaming.
This is the kind of rollout where a major studio release meets the open internet, and the schedule, the talent windows, and the rights all have to line up across partners. The clip is from the cast junket, one of the social pieces that fed the campaign: the full cast, cut for vertical, built to move people to the box office.
Wicked, reimagined as a world on Roblox.
As Producer at Sawhorse, I stepped in to help manage the long-running NBCUniversal Wicked world on Roblox, a persistent, immersive experience produced end to end across creative, engineering, and platform partners. It was one of the platform's standout film experiences.
The experience set several platform firsts: the first global New Year's Eve ball drop on Roblox, the first immersive theater trailer, and the first two-player emote. Its "Popular Animation Pack" became the top-selling item on the platform.
The Championships, built as a playable world.
Official Wimbledon interactive experience, presented by American Express. As one of the producers at Sawhorse, I delivered a playable activation that launched ahead of the 2026 Championships and ran through the tournament, produced for Liquid Media and published with Genesis Studios.
This build was unique as the first roguelike Only Up experience. It turns the Championships into a vertical climb: players ascend from the grounds through oversized tennis elements, strawberries and cream, and a London skyline, with the American Express integration living inside the progression itself.
The same play, across studios and platforms.
Bringing a film to life, both in marketing work and inside a live platform, is a recurring part of producing at Sawhorse, where the build constraints, review cycles, and partners differ from a traditional shoot. As Producer, I delivered trailers and an in-engine activation for Universal Pictures' Nobody 2, brought Warner Bros' The Bride!, Maggie Gyllenhaal's 2026 reimagining of Bride of Frankenstein, into Fortnite for its launch, and produced a social gameplay trailer for Warner Bros' Weapons.
