Luke possesses 10+ years of agency side and in-house experience across creative and strategy. Some of his most notable work is being a key leader in architecting creative social strategies for the world's three leading brands in sport, social, and entertainment — Red Bull, TikTok, and Netflix. He is best at 360° storytelling that gets audiences talking (not just watching) and brand building rooted in community. While he takes a social-first approach, he can go from making TikToks that amass millions of views, to creating TV spots, to producing experiential activations — seamlessly. Although how he got here, is far from status quo. While he is grateful for cutting his teeth early in his career in communications, strategy, and event production, he always felt an irresistible pull to creative. Even though he will never deny the importance of a well written press release, a lucid get-who-to-by brief, or air tight pre/post production processes, there was something about the creative notion behind "best idea wins" that was undeniable. So while entering the agency circuit to scale creative studios, he studied under classically trained advertising creative directors, taught himself much of adobe suite, started taking on freelance design projects, enrolled in art school to learn animation and typography, which now warrants him to lead multi-disciplinary teams as a hybrid creative director, but one with years of strategy, production, and comms chops. His colleagues appreciate how well he works with cross functional teams within big orgs, given his varied skill set.