Make it stand out.
I’ve always believed the best videos don’t just get watched—they make people feel something. That’s what drives my passion for directing. Whether it’s a commercial, a brand film, or a Super Bowl spot, my goal is to create stories that connect in a real, human way.
Wintrust needed to stand out from the big national banks—but how do you prove you're different in a way that truly connects?
Enter the Bank Bully, a recurring character embodying all the frustrations people face with their current banks. Through this engaging and relatable campaign, we didn’t just tell people Wintrust was different—we showed them.
The result after launching the Super Bowl ad? A 200%+ annual increase in brand awareness and record-breaking revenue growth, proving that the right story can do more than capture attention—it can drive real business impact.
Homeownership isn’t just about paperwork and percentages—it’s about believing in what’s possible. Guaranteed Rate wanted to do more than sell mortgages; they wanted to spark inspiration. So, we launched "Believe You Will," a Super Bowl campaign built on a simple but powerful truth: every dream begins with belief.
Instead of pushing rates and refinancing, we told human stories—stories of perseverance, ambition, and the relentless pursuit of something better. The impact? Guaranteed Rate leapt from the 9th to the 4th largest lender in the U.S. Funded loan volume soared 50%, and market share jumped 36%
After seeing a 270% spike in engagement from our Super Bowl ad, we kept the momentum going with the Bank Bully campaign. So, we went to work—crafting stories tailored to connect with each of our key audience personas in a way that truly speaks to them.
To bring Wintrust’s unique approach to banking, we launched the 'Different Approach, Better Results' ad series—a campaign that goes beyond numbers and accounts. Because for Wintrust, banking isn’t just business—it’s personal. It’s about the communities we serve, the neighborhoods we call home, and the people who make them thrive.
Focused on building Guaranteed Rate’s brand awareness, I led a co-branded campaign with MLB, UFC, NASCAR, NHL, HGTV, and a mix of influencers—spotlighting powerful stories of belief. I wrote and directed over ten commercials for the series, helping drive more than 425 million impressions and lasting connections.
These videos are designed to launch products, explain services, and drive results. Each one is strategically crafted to spotlight key benefits, spark interest, and move audiences to act or gain knowledge.