A career-defining moment as Executive Creative Director on Discover's largest campaign — a national platform built around a simple, human truth: no hidden fees, ever.

Working with CMO and Brand Campaign leadership alongside AOR The Martin Agency, I led "Yes/No" — a two-spot campaign airing in the same commercial break, using recognizable pop-culture characters to answer one question: does Discover charge annual fees? Splitting the story let each spot land on its own while working together as one idea — Discover's SVP of brand called it "a fun way to get consumers' attention."


As Executive Creative Director, I owned the creative vision across every touchpoint: both spots, the homepage takeover, and social extensions that carried the campaign beyond the game. The format's success extended well past game day for NFL broadcasts and digital pre-roll through 2021, with third-party ad analytics later crediting the format's high-contrast simplicity with a 22% higher click-through rate and 34% lower cost-per-click versus industry benchmarks.



The "Yes/No" format became a permanent brand pillar through 2021