Born from my passion for music videos—and my experience as a music video commissioner at Warner Bros. Records—I brought a creator-driven approach to Mattel, where I developed and led a slate of award-winning, top-performing music videos for Barbie.

From music development and creative direction to set design, choreography, and writing each video treatment, I owned the process end-to-end. I also pioneered a new format at the company—the narrative music video—blending storytelling with performance in a way that felt native to YouTube. This approach quickly scaled across the portfolio, becoming a repeatable, cross-brand strategy and a core annual content pillar.