director + content marketing strategist + concept development based in Chicago
My parents moved here from the Philippines in the early ’90s to build the life they’d dreamed of. Part of that dream was giving my sisters and me the chance to see the world. It started with day trips around Illinois, then road trips across the US, and eventually trips abroad. On every one of them, my dad was the one with the camera, documenting the moments between my mom, my sisters and me.
Watching him do that, and watching the two of them build the life they wanted here, made me want to do the same. So I picked up a camera and started filming my own friends and family. I fell so hard for it that I walked away from pre-dental and went all in on film, much to their disapproval, understandably so.
That decision has taken me all over the world, filming across industries and cultures. I’m drawn to world-building and pacing: slow, deliberate, human-centered stories that build into fast, kinetic cuts, and work that shows something abstract and complex while staying grounded in something deeply human.
Right now I’m sharpening that voice in deep tech, vehicles and adventure work, alongside short and narrative films.
I started learning marketing and sales almost out of necessity. An early dry spell taught me the hard way that sometimes the work doesn’t speak for itself. You have to know how to pitch it, package it and sell it. That’s why I’ve pitched and overseen large campaigns and built in-house content systems for brands and startups.
Directing, producing, strategy, building the systems behind the work: each one makes me better at the others.
When I’m not working, I’m probably adventuring in another state or country, sleeping in hostels, striking up conversations with locals or catching a sunset. Or I’m back home getting friends and family together for a movie night or some kind of side quest.
In high school I heard a Les Brown speech that has shaped how I live ever since. He asks you to picture yourself on your deathbed, surrounded by the ghosts of every dream, idea and talent you never acted on. They say: “We came to you, and only you could have given us life. Now we must die with you forever.”
A bit intense, a bit romantic. But I can’t see life any other way. Lean in. Try new things. Why not.
Commercials
Set inside an abstract performance space, the bassy pulse of a Theragun becomes the score that syncs three athletes, showing that slowing down to recover is what makes the breakthrough possible. Spec campaign. 1m+ views and 2.6k+ likes on Instagram. Featured by Prism Lens FX (381k followers) and Frameset (314k followers).
Commercials
An institutional investor, a professional trader and a fintech founder wander through the disconnected world of institutional cryptocurrency, until BlockFills gives them a place to fill the biggest trades and a way to bring TradFi and digital finance together. Global campaign built with the BlockFills C-suite: 94+ multilingual assets across LinkedIn, X, YouTube and CTV, delivered by a 30-person team. World premiere at TOKEN2049 Dubai.
Commercials
Looking at the world through a Childlike Imagination, powered by Adobe Stock. Global social campaign for Adobe Stock, co-directed with Gracie Koh. 500,000+ impressions.
Commercials, Campaign Development
To celebrate ten years of Acid Rap, a limited-edition Acid Rap can made with Lyrical Lemonade gets passed hand to hand by Chicago’s own across the city’s most iconic backdrops, with a mind of its own. 10+ videos and 50+ photos released in a single day, each cameo posting and tagging the next. Shared by 26 Chicago influencers for 1M+ reach across Instagram, X, and YouTube.
Documentary
A mini-documentary portrait of my dear friend Emmy: a producer, a super-mom, an artist, and a magnetic, fearless, selfless friend who pours into everyone around her. Made with friends and family. In her words, “on the other side of fear is straight courage.” If that doesn’t speak to who she is, I don’t know what does.
Documentary
Brian Dema wanted to know what his late father would say now. So he fed tens of thousands of pages of writing, sales training, voice recordings and video into an AI built from the life and work of J. Richard Dema, entrepreneur and entertainment producer, and we followed what happened. The goal was never to bring him back. It was to see how far film, data science, psychology and art can go in recombining a person’s ideas and creative legacy: how close the bot gets to the man, and what it does to the people who knew him. Worked with a 19-person national team of data scientists, neuroscientists, project managers and art directors. A private screening showcased in San Francisco alongside a companion exhibit, with team members from Anthropic, Google, Adobe and EM Marketing in the room, and was featured in The Wall Street Journal.
watch Department of Growth · Department of Growth — project page
Documentary
A four-part mini-series for Modelo that goes behind the scenes with LA Galaxy’s Diego Fagundez and the fans, showing the impact fútbol has on the LA community and how a shared passion for the game brings it together and moves it forward. Produced in partnership with Mitú and Eclectic Media.
watch Modelo × LA Galaxy · Modelo × LA Galaxy — project page
Documentary, Campaign Development
A 15-minute portrait of Chavi Leons at a turning point, set between New York and Miami, as he pulls from family, culture and memory to shape a sound that’s fully his own. Built from raw studio sessions, quiet in-between moments and conversations with the people closest to him. New York Latino Film Festival official selection.
Documentary, Campaign Development
An abstract short that doubles as the teaser for DryBoy’s EP Alone and Alive, moving through losing touch with reality, seeking solitude, surrendering control and finally finding release.
Music Videos
Music Videos
Music Videos
Music video, part of the Alone and Alive EP campaign.
Narrative, Campaign Development
In a weeklong college recruitment tour across Illinois, two Admissions officers with opposing views of the college Admissions system must confront the uneasy reality of deciding who gets to move forward, while their own futures remain uncertain. Starring Ben Wang (Karate Kid: Legends, American Born Chinese) and Minnie Mills (The Summer I Turned Pretty, Obliterated), written and directed by Aimee Pham and Kai Sampadian. Personally raised part of the production budget from a single investor, and leading a 7-person creative marketing team from production through 2027. Principal photography wrapped late August 2026; in the slate, upcoming 2027.
Working with clients across industries, from music, sports and venture-backed startups to narrative work, to conceptualize and produce cohesive content ecosystems, from short-form to long-form, that support their launches with brand uniformity. I work directly with founders, CMOs, directors and agencies to lead and conceptualize multi-platform story campaigns that support each launch.
Commercials, Campaign Development
To celebrate ten years of Acid Rap, a limited-edition Acid Rap can made with Lyrical Lemonade gets passed hand to hand by Chicago’s own across the city’s most iconic backdrops, with a mind of its own. 10+ videos and 50+ photos released in a single day, each cameo posting and tagging the next. Shared by 26 Chicago influencers for 1M+ reach across Instagram, X, and YouTube.
Documentary, Campaign Development
A 15-minute portrait of Chavi Leons at a turning point, set between New York and Miami, as he pulls from family, culture and memory to shape a sound that’s fully his own. Built from raw studio sessions, quiet in-between moments and conversations with the people closest to him. New York Latino Film Festival official selection.
Documentary, Campaign Development
An abstract short that doubles as the teaser for DryBoy’s EP Alone and Alive, moving through losing touch with reality, seeking solitude, surrendering control and finally finding release.
Narrative, Campaign Development
In a weeklong college recruitment tour across Illinois, two Admissions officers with opposing views of the college Admissions system must confront the uneasy reality of deciding who gets to move forward, while their own futures remain uncertain. Starring Ben Wang (Karate Kid: Legends, American Born Chinese) and Minnie Mills (The Summer I Turned Pretty, Obliterated), written and directed by Aimee Pham and Kai Sampadian. Personally raised part of the production budget from a single investor, and leading a 7-person creative marketing team from production through 2027. Principal photography wrapped late August 2026; in the slate, upcoming 2027.
Campaign Development
Grey Space Group’s The Crew League set out to recut seasons 1–4 into 8–12 minute episodes built for vertical viewing on Snapchat. 50+ vertical episodes across 4 seasons, amassing 350k+ subscribers, edited across two producers working closely with The Crew League and Snapchat’s internal teams.
I’ve helped build, manage and create production content systems and pipelines from zero, supporting start-up agencies as they build infrastructure across pre-production, production and post-production, and providing the creative personnel behind those processes so they can “scale” without sacrificing “story”.
Building Agency Infrastructure
clients: Pike MVMT, Adjusted Health + Performance, Lure Lofts
Joined in stealth to build the agency’s operating foundation and the roadmap behind its mid-2026 public launch. Grew the content team from 4 to 6 and replaced ad hoc posting with a content calendar, a set shoot cadence, a caption system, a campaign pitch system and a Frame.io review workflow, across Pike MVMT, Adjusted Health + Performance and Lure Lofts.
visit Aberdeen Story Company · Aberdeen Story Company case study
Building Agency Infrastructure
Lead video production and content strategy for a fractional marketing agency serving venture-backed startups, Seed to Series A, across 6–8 concurrent clients, partnering with CEOs and CMOs to concept, budget and execute campaigns for LinkedIn, YouTube, X and Connected TV. Launched the agency’s video service line from zero, adding a new video revenue stream in 2025 and giving it a full-service package that became a core differentiator in pitches. Built the film production system end to end, staffed lean with one in-house editor and a direct line to the CMO, scaling to full crews on set. Led BlockFills’ Find Liquidity global film campaign: a 30+ person team delivering 94+ multilingual assets, premiered at TOKEN2049 Dubai. Also wrote, concepted, budgeted and pitched six- to seven-figure campaigns alongside the CMO.
visit Department of Growth · Department of Growth case study
Building Agency Infrastructure
clients: Revolt TV, Island Records, Atlantic Records, Red Bull Records, Sony Music Group, Universal Music Group, Warner Music Group, WNDR Museum
Built a narrative architecture studio from zero: a national network of freelance crews, photographers and marketers, a direct-to-client model and a pitch-to-production workflow, and pitched full-service content campaigns across music, entertainment, culture, consumer brands and venture-backed startups. More than doubled studio revenue in one year, collaborating with Revolt TV, Island Records, Atlantic Records, Red Bull Records, Sony Music Group, Universal Music Group, Warner Music Group and WNDR Museum.