eBay

A YouTube original series for eBay Motors, conceived, developed and produced as owned brand entertainment for enthusiasts who modify their vehicles and push them to the limit.

Rather than placing ads against the content car enthusiasts were already watching, we became the content. Episodes featured professional drivers, builders and modifiers, including drift racer Collete Davis, rally legend Tanner Foust and record-breaking driver Emilia Hartford, each putting extraordinary vehicles to the test. A second off-road series expanded the franchise.

Creators were cast for credibility in the motors community, not follower count. The result was a series enthusiasts sought out, shared and came back for.

YouTube Works Award · Shorty Award Gold (Auto) · Shorty Award Silver · LA Addy Bronze · AICP Award shortlist

To win back share from GOAT and StockX, eBay needed real credibility with sneakerheads, an audience with finely tuned radar for brands that don't belong.

We stepped outside our agency-of-record relationship and brought in Passerine, a boutique agency with deep roots in sneaker culture, to create Rare Drops, eBay's top-performing North America campaign of 2021. Alongside it, we built @ebaysneakers from the ground up, with a distinct content strategy, creator partnership model and social presence.

Social content extended the brand into culture through collaborations with artists and creators, including illustrator and designer Mike Perry, whose distinctive style brought an unexpected creative dimension to the sneaker story.

One Show Shortlist, eBay x Mike Perry (Design Craft, Illustration) · Shorty Award shortlist

eBay's new authentication service for luxury and fashion needed to build trust with an audience that had long questioned the platform's credibility in high-end categories. As ECD, I led all creative for the program, from identity to national broadcast. The strategy was to make the authenticators the hero: real people, real process, real proof.

In social, we built for each platform's native format. On TikTok, a first-person POV series put viewers in the authenticator's shoes. On Snapchat, AR lenses let users interact with authenticated merchandise. On Pinterest, animations showed real authenticators handing luxury items to customers.

Every execution came from the same truth: authenticity isn't a claim, it's a process you can see.

To launch eBay's new Certified Refurbished category, we handed the brief to two of social media's most authentic voices instead of producing a traditional brand campaign.

We partnered with creators Noel Miller and Cody Ko on an original video series in their own style, then turned it into Facebook video ads using immersive full-screen vertical Stories and interactive polls. The insight was simple: audiences trust creators they already follow more than brands they've never bought from.

The luxury watch market had shifted toward focused competitors and collector communities with high standards for brand credibility. eBay needed a real presence in a category where authenticity and connoisseurship matter more than reach.

We launched @ebaywatches with a content strategy built around style, craft and cultural cachet rather than product promotion, and built credibility through partnerships with style figures who brought cultural authority to the category: Teyana Taylor, Law Roach, Iris Apfel and Lil Yachty.

Shorty Award finalist, Old School Meets New School

A video series for eBay sellers, part of the unified messaging architecture I built to align seller communications across markets.