Led end-to-end creative direction for Netflix House, Netflix’s first large-scale, permanent, location-based entertainment destination. Defined the foundational brand and creative system that translated Netflix’s digital-first storytelling into a physical, immersive environment—spanning campaign concepting, experiential storytelling, motion, design systems, and in-venue applications.

Drove the creative vision across launch marketing, press-forward teaser assets, paid and social creative, environmental graphics, and experiential touchpoints—ensuring a cohesive, premium expression across screens, spaces, and moments. Partnered closely with internal marketing, brand, product, and ops teams, as well as external agencies and production partners, to balance bold creative ambition with real-world constraints like fabrication, timelines, and budget.

The work established a scalable creative framework designed to evolve across seasons, IPs, and future locations—laying the groundwork for Netflix House as an ongoing entertainment platform, not a one-off stunt.