Paper Triangles
Reel
For the past three years, I’ve had the honor of working with an incredible team of designers, illustrators, and developers to produce high-quality AR social experiences for Snap, YouTube, TikTok, and various brands. When I first joined, I led the creative team—guiding designers to bring the client’s vision to life in AR while refining internal processes around onboarding, mentorship, and professional growth. I helped designers reach their goals, from advancing into leadership roles to developing a clear path for their creative evolution. Beyond creative leadership, I helped ideate and develop new concepts, build strategic decks, and craft brand narratives — all with social AR at the forefront.
I streamlined operations, provided direction, and sourced a vendor to completely rebrand Paper Triangles, which was executed by Fuzzco. Our goal was to strategically place ourselves as champions of the social AR space.
As a Creative Director, I approach AR through systems thinking—building scalable creative frameworks that balance consistency, user experience, and production realities.
Rather than forcing a single solution across platforms, I design shared foundational workflows and storytelling principles that can be used to each platform’s social behaviors and technical constraints within time and budget.
Most recently, I led the creation of a new workflow for Youtube’s AR platform, testing and refining the system against audience behavior, technical limitations, and ways of creating with their platform.
Below you find a few of my favorite projects I’ve Creative Directed.