A selection of my work

Storytelling Systems at Scale

Crafting strategic, scalable story infrastructure for enterprise brands.

Markforged

Markforged makes incredible industrial 3D printers that empowers brands like Google, Cadillac and NASA to 3D print parts in stainless steel and carbon fiber. But their content didn’t match their premium tech. So I built a full-scale in-house content operation from scratch that saved the brand $500K/year while generating leads and creating 193% audience growth. From studio build, to hiring and training staff, to designing the content roadmap, the studio did more than generate external heat for the brand; it also transformed the internal culture.

Uproxx

I helped establish millennial media powerhouse Uproxx as a culture-generating machine. We built & scaled the world-class studio, production infrastructure, team, brand guidelines, and multi-platform programming slate across every platform. The engine served hundreds of stories to 30M monthly unique visitors and Fortune 100 clients while generating marketing accolades from Cannes, Clio, Fast Company and more.

Tari

Led narrative development and marketing strategy for one of Web3’s fastest-growing communities, taking them from 8K to 250K followers on X in under a year.

Creative Direction & Production

I help brands create impactful stories through my company Arroyo Parkway. From brand promos, documentaries, podcasts to social-first content, we offer scalable, end-to-end production solutions with a storytelling-first approach.

Here are a few samples:

Charles Schwab - The Challengers

Edited a multi-platform campaign of mini-docs, broadcast spots, and social content celebrating golf’s boldest disruptors — crafted to align Charles Schwab with innovation, grit, and modern leadership.

Intel - CRE8

Intel came to us at Uproxx wanting to make their new Optane processor cool amoung youth. So I devised a global campaign where told the stories of what happens when your favorite creators push the limits of creation. Through a fascinating look inside the process of creatives - both through unique experiences, editorial and video - we gave the processor a heartbeat; generating 22.7M views, increased brand lift and earned repeat business from Intel.

How do you build connection among your customers amid the global pandemic? You create a first-of-its kind sensory-driven e-learning experience that blends content, curriculum, and custom kits to turn flavor science into brand love at scale.

Torani - Master Flavor Class

My debut feature documentary about the courageous athletes of the International Gay Rodeo Association. I often say this 4-year passion project taught me everything I know about story — from making every possible mistake. From a humble kickstarter to a multi-festival winning film distributed on Netflix, Prime, AppleTV and beyond, this film solidified my love of true, heartfelt stories.

Queens & Cowboys: A Straight Year on the Gay Rodeo

Coors Banquet - Warriors of the West

Coors wanted to highlight their support of wildland firefighters and increase relevance among Uproxx’s youthful audience. We created a story-first campaign highlighting heroes battling one of the most dangerous fire seasons on record. The beloved 360 campaign included docuseries, coffee table books, live events and more, generating 47M+ impressions and brand equity lift.

Working alongside doctors, I created a narrative podcast designed to shift culture from the inside — using real stories of medical error to spark empathy, safety, and system-wide learning.

Kaiser Permanente - The Sharp End

Speaking & Education

Teaching storytelling as a leadership skill and growth tool.

Ford - “Speak Their Language” Workshop

Ford wanted to help their global marketing team understand how to better cater stories to social media. So I designed a custom, high-impact training experience that helped the team unlock new avenues to communicate their brand in the digital age. The workshop earned the highest workshop rating in their L&D history.

University Workshops

I love helping people level up their stories and quickly learn tools that took me years to understand. From USC, to Pepperdine to my top rated Udemy course for beginners, I’ve taught over 16,000 students how to use storytelling not just as a creative skill, but as a life skill to increase success.

More work available on request