Creative Direction + Brand Experience
I developed a narrative-driven campaign for The Smyth Group’s presence at Jolt! Conference 2025. The experience enabled organic, executive-level dialogue around their services and positioned them as long-term growth partners.
The result: multiple significant client relationships initiated at the event and a campaign system that continues to support TSG’s evolving authority marketing.
We centered the campaign around The Sleep Well at Night (SWaN) Audit — a diagnostic model that prevents and identifies the root causes of software "dumpster fire" situations. It serves as an entry point into their broader custom development ecosystem. My role was to clarify and sharpen how the audit was articulated so its business value was immediately legible to a non-technical audience.
I helped guide a narrative framework and wrote a story-driven content series designed to demonstrate the value of TSG’s expertise by helping the audience envision how they would benefit from the process. Rather than listing technical capabilities, the storytelling made risks, outcomes, and transformation tangible in an entertaining format.
SWAN Audit Booth Animated Promo Video
The concept evolved into a film-noir story about a “Swan Detective” who solves mysteries involving "dumpster fire" situations that emerge during software development. The script and storyboards were translated into creative direction across booth design, a custom soft-sculpture character (“Inspector Downy”), animated promo video, themed merchandise, and a comic-style promotional piece.
Comic Book Brochure Cover & Page 1
Comic Book Brochure Pages 3, 4
I sourced and directed creative collaborators, managed production, and partnered closely with the TSG team to bring the experience to life.
Inspector Downy Plush Build Turn-Around
Environmental Artifacts in Downy's Office
Environmental Artifacts in Downy's Office
Merch Assortment
Concept Art for Builders
Early Concept Art
