In 2022, Pangaea Holdings brought me in to build a fully integrated creative and production department from the ground up while simultaneously leading a comprehensive omnichannel repositioning and rebranding of their flagship men's skincare brand, Lumin. Building the plane while flying it, the work required establishing a functioning creative infrastructure, hiring and organizing a team, and developing an entirely new brand identity and voice, all on the same aggressive timeline.

The rebrand repositioned Lumin from a straightforward DTC men's skincare brand into a modern, tech-forward grooming leader built around simple, innovative, and effective skincare solutions. From brand strategy and campaign development to packaging, ecommerce, retail, paid advertising, and organic social, the new creative department became the engine behind every consumer touchpoint. As new AI tools came online, I systematically transitioned the department to an AI-augmented flex model — pioneering a purpose-built stack spanning generative image and video, node-based workflows, and copy automation — meaningfully increasing output volume, accelerating production velocity, and reducing costs while maintaining full-channel output across every brand initiative.