Work
What this actually
looks like.
Twenty-five years of building and advising across platform shifts, franchise launches, and emerging technology. A partial record of what participation looks like when it's working.
The Challenge
Marvel had one of the most powerful fandoms on earth — and almost no repeatable mechanism for turning that passion into daily mobile engagement. The IP was strong. The participation layer was nonexistent.
The Work
Led the mobile business through the launch and scaling of 25+ AAA titles — including Spider-Man, X-Men, Fantastic Four, and The Incredible Hulk. Built the product and partnership infrastructure that turned licensed IP into a sustainable mobile franchise, not a one-time download.
The Result
Multiple #1 titles. One of the earliest examples of fandom-driven mobile participation at scale — treating the audience not as a target but as a participant whose identity was already invested in the outcome.
Fandom is the most powerful retention engine that exists. The mistake is treating it as a marketing layer instead of a participation system.
The Challenge
How do you connect physical retail behavior — a person walking into a convenience store — with digital franchise engagement at scale? Before location-based services were mainstream, before smartphones were ubiquitous, this was an unsolved problem.
The Work
Executive produced a landmark activation linking the Halo franchise to thousands of 7-Eleven locations across the country. Designed the participation mechanics bridging physical retail behavior and digital game identity — one of the earliest large-scale location-based engagement systems ever built.
The Result
Millions of players engaged. A blueprint for how physical retail locations can function as participation surfaces — not just purchase points. The model anticipated what would later become standard practice in location-based gaming and loyalty systems.
The physical world is the most underutilized participation surface in existence. Every real-world location is a potential engagement layer waiting to be activated.
The Challenge
Build location-based augmented reality gaming before the platforms, the hardware, or the market existed. Raise venture capital for a category no one had a name for yet. Design participation mechanics for a medium that had never had users.
The Work
Co-founded Ogmento — the first venture-backed AR gaming company. Built the technology stack, the team, and the product vision for spatial participation years before Apple, Google, or anyone else had AR developer frameworks. Shipped real products into the real world on hardware that was never designed for it.
The Result
The technology and team were acquired by Apple and became part of the foundation of ARKit — the framework that would eventually put augmented reality on over a billion devices. Built something real enough that the company that invented the iPhone wanted it.
The most valuable thing about being early is that you learn what participation looks like before anyone else has language for it. That knowledge compounds.
The Challenge
How does one of the world's oldest and most watched properties create genuine participation — not just viewership — for a generation that lives inside virtual platforms? The Olympics had global attention. It needed a participation layer.
The Work
Designed the creative strategy and participation frameworks for bringing the Olympics into Roblox — connecting global audiences to living, interactive digital experiences. Built the engagement, retention, and community mechanics for a virtual environment that needed to feel as consequential as the real thing.
The Result
Frameworks for how legacy institutions can enter virtual worlds without losing their identity — and how emerging platforms can borrow the gravity of established brands to deepen participation. A model for the intersection of physical events and digital community that continues to evolve.
Legacy institutions don't fail in new platforms because of the technology. They fail because they broadcast instead of participate. The medium demands a different posture.
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fits your situation?
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