Role: Senior Creative Strategist

Project Type: Art Direction | Copywriting | Producing

For VIA Metropolitan Transit’s State of Transit event, I led the creative development and storyboarding of a tribute video honoring CEO Jeff Arndt, culminating in the reveal of his own custom “Buppet.” Inspired by a Night at the Museum-style narrative, the concept brought legacy transit puppets to life within VIA’s headquarters, blending humor, nostalgia, and storytelling into a memorable executive moment.

As Creative Strategist, I translated the vision into a clear, producible storyboard and worked closely with Sprocket Media to guide execution from concept through final delivery. I also directed the integration of a VIA transit officer as on-screen talent, ensuring authenticity while maintaining the cinematic tone of the piece. My role focused on aligning story, pacing, and visual beats to build anticipation toward the “El Jefe” reveal, creating a moment that felt both personal and celebratory for Jeff Arndt.

The final video successfully balanced strategic storytelling with production execution, delivering a standout experience that honored leadership while reinforcing VIA’s brand personality through creativity and craft.