At AKQA I had the opportunity to work for the world’s biggest brands. Nike, Jordan, Xbox, Audi, Gap, Budweiser, NVIDIA, Google, Apple, Schwab and Virgin. Campaigns and eCommerce. Product launches and mobile games. Consumer applications and education.

Three problems kept coming up, and they shaped my expertise:

Repositioning. NVIDIA sold chips and graphics cards. An ingredients brand. The SHIELD launch, with the “Made to Game” campaign, made them a gaming brand. Gap had stopped being talked about, and “Born to Fit” and “1969” restarted the conversation.

Conversion. Schwab had 5.5 million people who visited the site once and then left. The answer wasn’t more content. It was personalization. Slowly unfolding the complexity, and answering the questions someone came in with.

Connection. MyAudi tied an owner to their account, their vehicle, and their dealer. Audi on Demand made a car something you summoned rather than owned. Work for VW, Levi’s and Jordan connected people to the products they love.