Hi, I’m Allen
I'm a creative director with a hands-on range across the full spectrum: conceiving the brand idea, writing the line, designing the layout, directing the shoot, and producing the film. I've launched brands from scratch and revitalized existing ones, building the editorial and creative systems that sustain them long after launch. Whatever the medium, the work is the same: find the story worth telling, make it impossible to ignore, and build the systems that keep it consistent enough to be trusted yet flexible enough to surprise.
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Brand Building
From founding story to full launch, encompassing brand strategy, verbal and visual identity, campaign concepting, and every touchpoint in between.
Editorial & Narrative
Thought leadership, brand voice systems, executive storytelling, and the editorial operations that produce great content at scale.
Creative Direction
Art direction, photography, video production, design, and the integrated creative oversight that makes campaigns land across every channel.
Selected Work
Founding Voice & Brand Launch
Virgin Sport
Brand voice, full creative direction, campaign concepting, and experiential design for Sir Richard Branson's fitness startup .
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Thought Leadership at Scale
Salesforce
Editorial strategy and narrative development across 14 industries, with assets earning $155M in pipeline and a research program that established Salesforce as a market authority in AI adoption.
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Editorial Direction & Video Production
Interior Design Magazine
Editorial POV ownership, social creative direction, newsletter art direction, and branded content video for a national design publication.
View case study →About me (the short-ish version)
I started as a writer. A deliberate and sometimes serpentine path has taken me somewhere more interesting: I'm a creative director who works fluently across words, images, and film, covering everything from conceiving the strategy, writing the copy, designing the materials, directing the shoot, and producing the video.
That range comes from necessity as much as ambition. At TPG Architecture, I built a content studio from nothing and had to be everything: writer, designer, filmmaker, photographer, producer. At Virgin Sport, I joined eight weeks before launch and built the brand's entire creative output — voice, design, social, email, OOH, experiential, event collateral — with no team support and on a startup's timeline. At Salesforce, I've led an editorial operation spanning 14 industries and built the voice and content systems that produced $155M in marketing-driven pipeline in fiscal year 2025.
I'm based in New York City.