All The Ads

The Moment

DoorDash had the opportunity to turn the Super Bowl into the biggest product demo in its history. The idea was simple to say and incredibly complex to pull off: deliver something from every commercial that aired during the game. Making that real would require a level of collaboration across brands, creators, media, and internal teams that simply hadn't been done before.

What I Did

I helped turn the idea into a system people could actually work inside of. I led the creative direction and helped align a wide range of disciplines across Wieden+Kennedy, DoorDash, creators, and partners around a shared plan for how the night would operate.

On game day, that work came together in a live war room where decisions were made in real time. My role was to create clarity, remove friction, and keep everyone moving in the same direction as the night unfolded, so the idea could scale without breaking.

What Became Possible

The Super Bowl became a live, participatory product experience that extended far beyond the game itself. The work went on to win the Dan Wieden Cannes Titanium Grand Prix at the 2024 Cannes Lions Festival.