Hey, I'm Joey.

I’m a Creative Director/Product Designer with over 25+ years of experience in visual & experience design.

I’m also a proud Los Angeleno. Former baseball player. Graffiti artist. Shoe designer. Artist manager and music executive. Grammy award winner. New Dad.

Throughout my career in the ad/creative world, my unique background has inspired and brought my work to life. Because I think it’s important as a Creative Director that the stories you tell are, if nothing else, authentic and impactful.

Regardless of the size of the company or scope of work, my approach remains the same: a passion for making powerful, useful and beautiful creative experiences that deliver results. And that’s only fun in a supportive culture where creatives can thrive.

With all these websites out here, I appreciate you spending time on mine. Feel free to check out my portfolio + view & download my current resume/cv below.





I am a creative director specializing in experience & visual design for some of the most recognizable brands and agencies. My creative direction and leadership promotes team collaborations, attracts talented creatives, out-of-the-box ideation, and proven results.

I’m also an award-winning designer with a keen eye for user experience. I offer a unique perspective rooted in raw creativity fueled by my urban graffiti background and refined through the rigors of design school and years of execution for top brands and clients.

My peers would say that I’m just “Joey”, a creative guy with a lifetime of unique experiences that I love to share. Running record labels. Designing/customizing shoes for numerous brands. Growing up as a graffiti artist. Winning Grammys. Developing video games. I’ve done it all, and so grateful to have had the privilege of working on all this in my creative career and there’s so much more left to do.

Work Experience:

Senior Creative Director / Head of Creative, Digital
Fanatics, Inc. / Topps Digital
[5/2022 – 3/2023] (10 months)
As Principal Creative for Fanatics Collectibles/Topps Digital, I led and managed a department of creative professionals, providing creative direction, oversight, and mentorship across all verticals, including digital collectible apps: Topps Bunt, Star Wars Card Trader, Disney Collect, Marvel Collect, Topps Kick & Skate, Web3/digital collectibles, content, .com, and more.

Product portfolio included a range of sports and entertainment properties, such as MLB, NFL, NHL, WWE, Bundesliga & UEFA, Marvel, Star Wars, Disney & Garbage Pail Kids. I collaborated with licensors and partners to ensure that all products met their brand guidelines and standards.

In this role, I oversaw all aspects of creative development, from concepting and design to production and implementation. I worked closely with cross-functional teams, including product management, engineering, and marketing, to ensure that all products and campaigns met business goals and user needs.

As a leader, I fostered a culture of creativity and innovation within the department, encouraging team members to push boundaries and explore new ideas. I provided mentorship and guidance to help team members grow and develop their skills, while also ensuring that everyone worked collaboratively and efficiently.

Overall, my leadership and creative direction were instrumental in creating engaging and high-quality products that delighted fans and drove business success. I am proud of the impact that my team and I had on the business and its customers, and I look forward to continuing to lead and inspire creative teams in the future.

Creative Director, Design
Critical Mass  / Omnicom Group
[10/2021 – 5/2022] (8 months)
Oversaw the creative across AT&T B2B, Corporate and FirstNet to develop and execute innovative advertising campaigns across all digital (Social pre-rolls, OLV, landing pages/microsites, OOH, etc.) while managing a team of 8+ creatives (art directors, sr. designers/designers and writers) and worked closely with our sister agency BBDO’s executive creatives directors.

Provided strategic creative direction and oversight for AT&T’s digital campaigns, ensuring that they aligned with the client’s business goals and targeted the right audiences. By working closely with cross-functional teams, including marketing, account, engineering, production, and producers/directors.

Fostered a culture of creativity and collaboration within the team, empowering members to think outside the box and pursue innovative ideas. Through regular feedback and mentorship, I helped team members develop their skills and advance in their careers, resulting in improvement in overall team performance.

Creative Director, Experience & Visual Design
Razorfish (Formerly Rosetta/SapientRazorfish_/Publicis Sapient) / Publicis Groupe
[2/2015 – 12/2020] (5 years 10 months)
+ Oversaw user experience and visual design for all Samsung projects, from .com related projects, app design to building retail experiences for Samsung’s flagship stores and retail partners across the globe, as well as overseeing all usability testing for every retail experience release.

+ Led a team of creatives (assoc. creative directors, art directors, designers, writers) in executing creative concepts for a wide range of projects for Samsung USA and Global market, while working closely with our strategist, producers, developers and account directors to ensure the needs of the client were fully met.

+ Duties included working closely with our in-house film/post production department to create interactive demos and videos for these experiences and having to approve edits and 3D product renders, etc. before sending over to client for approval.

+ Responsibilities also included influencing, mentoring and overseeing a constant growing creative team to make sure they grew as creatives and help to further their careers within the company and to build a positive team atmosphere in our work environment/place.

+ Creative lead on the following retail experiences: Samsung GS7, Note7, GS8, Note8, GS9, Note9, GS10, Family Hub, Connected Living (SmartThings), Galaxy Home, Tabs S3, Tab S4 to name a few, as well as a global redesign for Samsung.com and other .com related projects.

UX/UI Design Director, Mobile Games
BluBox Games / Collision Studios
[7/2014 – 1/2015] (7 months)
+ Led the user experience and visual design for all BluBox Games. Had oversight on the visual/UI design team and worked closely with our in-house game designers to develop UX/UI best practices and game design guidelines for their mobile games.

+ Worked closely with producers, designers, marketing and copywriters to conceptualize, design and execute visual solutions for mobile games such as FastFinger, Fortress Fury, Barbie Dream Careers (Mattel) (UX/UI oversight only) and Monster High Ghouls & Jewels (Mattel).

+ Responsibilities also included mentoring and overseeing a growing visual/UI design team on user-centered UX/UI design principles and methodologies, as well as being in charge of all creative approvals.

UX/UI Design Manager, Interactive
Electronic Arts (EA)
[10/2012 – 5/2013] (8 months)
+ Lead the UX/UI direction and design for EA mobile Interactive, with a focus on developing UX/UI best practices and design guidelines for mobile games. Worked closely with game designers on a wide-range of in-game experiences.

+ Incorporated usability and focus groups testing to validate design concepts, interaction design, experience design and product direction that led to improvements for new game releases.

+ Provided art direction and inspiration to a growing interactive creative/development team, mentored colleagues on user-centered design principles & methodologies, and helped build a positive team work environment.

Senior Art Director / Creative Consultant, Acquisitions
Electronic Arts (EA)
[7/2011 – 7/2012] (1 year 1 month)
+ Worked closely with managers, designers, strategist and copywriters within the Creative Services team to develop creative concepts for a wide range of projects for EA mobile games, including promotional and marketing campaigns, submission assets for all mobile platforms including game logos/icons/splash images, consumer benefit screens, interactive/web/app design (UI/UX), interactive PODs and more.

+ Responsible for the art direction, design and development of the EA Daily Deals 1.0 and 2.0 site which was awarded a W3 award. Including the UX/UI design process, art direction/design and daily production of the newly EA mobile promotional store platform.

+ Duties also included the reviewing and approval of all creative that came through the EA Interactive Creative Services department to ensure that all creative was consistent visually throughout all marketing for EA mobile games while mentoring, inspiring and overseeing a design team of 10 (EALA & EA Romania).

Owner / Executive Creative Director, Experience & Visual Design / Manager / A&R
Hi Def Media, LLC
[7/1997 – Present] (24 years +)
+ Key duties consisted of creative direction, art direction, design (UX/UI) and project management for any creative needs in the corporate/technology/entertainment industries, specializing in web/app design, interactive design, retail experience design, print and brand identity design to apparel/shoe design.

+ Tasks included artist management/artist development with a focus of recruiting new talent, guiding signed artists/producers, and dealing with the day-to-day obligations of their music careers.

+ Specializing in music supervision/A&R to deliver audio solutions for clients looking to enhance their music brand by creating or securing an original or licensed music track to video games, tv, film and the retail space.

Creative Director / Designer / Label Manager / A&R
Rebel Music Group / Universal Music Group
[3/2007 – 4/2012] (5 years 2 months)
+ Responsible for all record label decisions. Approved and managed the production schedules, budgets and release dates of all music and content.

+ Creative direction, design and project management of all album campaigns, from retail, promotional marketing to online and advanced media tools.

+ Head of A&R with main focus of recruiting new talent, guiding artists, facilitating collaboration between music producers and artists, and securing guest appearances for artists on their album releases.

Creative Director / Designer / Producer
International Syndicated Radio & MTV show, The “Wake Up Show” With Sway & King Tech
[7/1998 – 9/2010] (12 years 3 months)
+ Organized shows and production schedules; gathered production elements and booked recording artist for interviews and guest appearances.

+ Creative direction, design and maintenance of the “Wake Up Show” branding across all media such as TV, print, web and promotional items, as well as any album campaign being released under the WUS moniker.

+ Coordinated the production & post-production of both the radio and TV show.

Creative Director
Dewey Square Group/Media 50 Group
[4/2008 – 6/2009] (1 years 3 months)
+ Task included creative direction & design for online campaigns in the corporate industry from technology to political websites. Primary duties included overseeing Maria Shriver’s website for The Women’s Conference and election campaign microsites.

Creative Director / Designer / Label Manager / A&R 
Angeles Records / Fontana Dist. / Universal Music Group
[2/2005 – 2/2008] (3 years 1 month)
+ Creative direction, design and project management of all album campaigns, from retail, promotional marketing to online and advanced media tools.

+ Responsible for all record label decisions. Approved and managed the production schedules, budgets and release dates of all music and content.

+ Artist development with main focus of recruiting new talent, guiding artists, facilitating collaboration between music producers and artists, and securing guest appearances for artists on their album releases.

Art Director / Designer
Sony Music / Sony Connect
[8/2005 – 12/2006] (1 year 4 months)
+ Art direction and design of marketing & promotional material for Sony Music’s online store: connect.com.

+ Duties included designing and directing custom artist pages, artist interview pages, genre themed radio stations, seasonal promotional campaigns, newsletters/email designs and all online store promotes/ads.

Art Director, Consultant
Blast Radius
[11/2003 – 3/2004] (5 months)
+ Provided art direction and design needs for the LA office, servicing Activision (Tony Hawk’s Underground official game site), Atari, MTX and Puma, as well as movie and other video game sites, ad banners, flash-based games and music players.

Art Director / Sr. Producer
Sony Pictures Digital Entertainment – Sony Screenblast
[7/2002 – 11/2003] (1 year 5 months)
+ Managed the “Wake Up Show (Sway & King Tech)” business proposals, budgets, art direction and design. Communicated the essence of the hip hop culture through art direction, site design and content.

+ In charge of overseeing and producing the “Wake Up Show” project from inception to continual day-to-day tasks necessary to maintain the website.

+ Conceptualized, designed, animated, and edited the dynamic Flash-based templates, e-cards, albums, scrapbooks, games and music players, illustrating artwork for the clips and effects gallery, and designing promotional print materials to be bundled with Sony VAIO laptops for all of Screenblast.com.

+ Duties included overseeing a design team of eight, as well as being in charge of all creative deadlines.

Senior Designer
Sony Pictures Entertainment
[12/2000 – 7/2002] (1 year 8 months)
+ Designed and developed film, TV & entertainment websites for the studio such as Girl Interrupted, Girlfight, Black & White, Center Stage, Dawson’s Creek and Screenblast 1.0, while working closely with the art directors, producers, account managers and content strategist to ensure projects were completed on time and done to the studio’s standards.

+ Tasks also included flash and HTML development, interactive microsites, animated ad banners, newsletters/email design, and promotional print materials.

Lead Designer
Sony Pictures – Columbia Tristar Interactive
[11/1999 – 12/2000] (1 year 2 months)
+ Designed and launched daily entertainment website entitled Unitic.com that served as a beta test site for future one stop entertainment site called Sony Screenblast.

+ Responsible for daily updates including editorial articles/features, ad banners, and weekly redesigns of Unitic’s home page.

Graphic / Web Designer
TRW Systems & Technology (currently Northrop Grumman)
[5/1998 – 11/1999] (1 year 7 months)
+ Worked within TRW’s internal creative services department fulfilling any creative needs of the department and the company as a whole.

+ My task were to create and design TRW product websites, all web-based training modules for internal programs as well as design all marketing materials for the company and its products.

+ Duties also included providing design support on government proposals for government issued aerospace contracts.


California State University, Dominguez Hills
Bachelor of Arts degree in Design with a minor in Business

California State University, Northridge
Undergraduate studies, Electrical and Civil Engineering
[1993 – 1994]

Honors & Awards:

Silver Winner – EA Mobile Daily Deals – W3 Awards
EA Mobile Daily Deals site/mobile app – Art Direction, Design (UI/UX) & Production

Grammy Winner – Best Rap Album for Eminem’s “Recovery” Album
[2011 Grammy Awards]
As part of music producer DJ Khalil’s management team & A&R

Software Proficiency:

  • Mac/PC
  • Adobe Photoshop
  • Adobe Illustrator
  • Adobe InDesign
  • Adobe XD
  • Figma
  • Sketch
  • Axure RP Pro
  • OmniGraffle
  • Keynote
  • InVision
  • Zeplin
  • Asana, Jira
  • Microsoft Office


Here’s a short list of brands I’ve had the privilege of working with during my creative career.