OPI x Xbox: First Fingernail Segmentation AR Experience
Challenge
OPI sought to connect with gamers through their Xbox collaboration, but existing AR beauty technology couldn't deliver the precision needed for fingernail experiences. Computer vision models existed for faces and hand gestures, but fingernail segmentation presented unique challenges—the surface area was extremely small, requiring millimeter-level precision to look convincing.
The technical problem: Train a custom ML model to identify and track fingernails accurately across multiple angles and positions in real-time mobile AR.
Innovation
We developed the first fingernail segmentation ML model for Snapchat using Snap ML Workbooks to train a custom computer vision system.
Technical breakthrough:
- Produced 50,000+ annotated fingernail training images
- Iteratively refined model performance through multiple learning cycles
- Solved perspective bias by expanding side-view training datasets when accuracy varied by angle
- Achieved real-time precision tracking across nail positions
My Role: As Head of Production at Camera IQ, I led project strategy, team coordination, and technical implementation.
Implementation:
- Collaborated with Creative Director on project brief and strategy
- Managed Creative Technologist building Snap ML Workbooks integration
- Coordinated offshore annotation team for massive training dataset
- Navigated technical roadblocks with Snap partnership support
Results & Impact
Performance:
- Successfully launched the first fingernail segmentation AR experience on Snapchat
- Significantly higher usage than typical beauty AR filters
- Broader demographic appeal extending beyond gaming audiences
- Press coverage for both innovative collaboration and breakthrough AR technology
Strategic Impact:
- Deepened Camera IQ relationships with Snap and Microsoft/Xbox
- Established Camera IQ as leader in custom ML model development for AR
- Created proprietary technology that remains largely unmatched in the market due to training complexity
Mt Dew - AI-Enabled Modular Video Campaign
Challenge
Traditional commercial production operates on rigid waterfall workflows—concept, shoot, edit, deliver. MT DEW wanted personalized video content at scale, but existing automation systems only handled static display ads, not dynamic video assets.
The core challenge: Adapt traditional post-production workflows to work with AI automation while maintaining creative quality and brand consistency across 1,000+ variants.
Innovation
We pioneered the first application of Critical Mass's Artbot AI platform for paid social video content, redesigning the post-production pipeline around intelligent asset layering and version control.
Key approach: Instead of delivering finished spots, we created a library of modular creative components that the AI system could intelligently recombine based on audience data and platform requirements.
My Role: Agency Producer responsible for cross-functional alignment and production architecture.
Technical Solution:
- Developed flexible post-production pipeline with cascading change management
- Created asset delivery framework optimized for AI ingestion
- Coordinated account, creative, strategy, and automation teams
- Delivered 8 base :12-second spots that generated 1,000+ variants through AI recombination
Performance:
- 81% positive association with "good times with friends" (primary target)
- YouTube performance significantly above benchmarks
- :06 versions outperformed :12 versions
Strategic Impact:
- Critical Mass now uses this as their primary case study for modular commercial capabilities
- MT DEW's parent company committed to expanding modular production across their brand portfolio
- Established first successful integration of AI automation with high-production-value video content
Working with Critical Mass and their Artbot Platform, I was Agency Sr Producer for this campaign. DPM production company with Zack Seckler directing.
Sr Agency Producer, Live Action, Post, Integrated Production
Delta Sky Way at LAX
Soup to nuts on this one. Delta and LAFC provided some footage. Original material otherwise.
EP, Live Action, Animation, Directing, Brand
Nissan Electrification
As part of Nissan's electrification campaign, which included promotions on mobile, social, TV, smart TV, Twitch, YouTube and other digital platforms, some viewers saw an on-screen QR code which brought them to the interactive web AR experience.
The web experience opens with Brie Larson inviting the viewer to ‘take tomorrow for a spin’ to find out more about Nissan EVs. The viewer then enters the Nissan Digital Universe as an energy orb, allowing them to flow through the virtual showroom and discover three different worlds.
I was Sr Interactive Producer with Magnopus, in collaboration with TBWAChiatDay and Ventureland. Directed by Elijah Allan Blitz.
Producer, Interactive, Animation, Brand
Lexus Global Brand
Lexus undertook a global brand refresh. Leadership and product are brought together in this video to showcase their new platform.
EP, Live Action, Animation, Brand