Advertising · 2019–2022

Alfa Romeo

I led the Alfa Romeo brand for three years, and owned every place it showed up. Broadcast and social, race weekends and runways, the website and everything in between. One Italian voice, held to a single standard across all of it.

Brand Lead · Creative Director

Brand + broadcast

Every asset the brand runs on.

Leading the brand meant owning the assets it lives on. Regionalized broadcast, brand and lifestyle photography, one visual system every other channel pulled from.

Regionalized broadcast

The Revel in Speed platform, localized to land in every market.

Branded photography

The photography that set the visual system every channel pulled from.

01 / 12

Lifestyle photography

The Stelvio campaign shoot that set the look everything else pulled from.

01 / 07

Social

Social was never one thing.

The brand's biggest owned audience, run as a practice and not a posting schedule. Holiday moments, original films, and always-on race coverage, held to one Italian voice in every format.

Holidays

Owning the cultural moments, from Women's Day to St. Patrick's.

Dream Drives

A social series built on the idea that an Alfa is made to be driven.

Feature Fridays

A weekly franchise that gave the audience a reason to keep coming back.

Formula 101

Teaching the brand's Formula 1 story and building the anticipation around it.

Events

Where the brand showed up in person.

From New York Fashion Week to the paddock at the US Grand Prix, Alfa showed up in the world. I brought in creators and influencers so every activation traveled far past the room it happened in.

New York Fashion Week

Putting the brand into the fashion conversation in New York.

F1 event coverage

Covering everything the brand did at the racetrack that weekend.

F1 race day

Turning race day into a brand moment across every channel.

Live events

Monterey Car Week.

The biggest week in car culture, and Alfa showed up for all of it. The Concours d'Elegance, the racing at Laguna Seca, and the creators who pulled the whole week onto the feed.

Concours d'Elegance

The hardware, and the cars that earned it.

WeatherTech Race Track

On track at WeatherTech Raceway Laguna Seca.

Monterey car influencers

Bringing in the creators who carried the whole week.

Web & product

Not just the brand. The product.

A car company is a product business, always launching. I led the web teams behind Alfa's, shipping the pages that carried every model reveal and every Formula 1 moment. The same brand instincts, pointed at product design and conversion.

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