About

VP Creative Director | Documentary Filmmaker

My story started in Ethiopia, then moved to a small coastal town in St. Augustine, Florida, and eventually that led me west to California. I moved here to earn my BFA, but I stayed to build a beautiful family, chase better waves, and dedicate my life to purpose-driven storytelling. Today, my work spans the worlds of advertising, independent film, and community advocacy.

Creative Leadership

As a VP Creative Director, I focus on cultivating collaborative teams and crafting campaigns that resonate on a global scale. My career highlights include winning a Super Bowl for the Best of AdMeter Commercials (25-year span) and serving as the Co-Chair of the Innocean Worldwide Diversity Council, where I helped pioneer the council's inaugural charter to foster a more equitable and inclusive industry environment.

Documentary Filmmaking

I am the director, writer, and producer of Wade in the Water: A Journey into Black Surfing and Aquatic Culture. This award-winning, feature-length documentary explores the millennium-old tradition of Black aquatic heritage, tracing its roots from Africa to the Americas. It’s a deeply personal, purpose-driven project that has garnered over 186 million impressions worldwide and secured distribution with PBS, Comcast, and Amazon. Building on that journey, I am currently completing its sequel, Wade in the Water: Black Aquatic Heritage Part II, ahead of its global theatrical release.

Mentorship & Community

I believe in opening doors for the next generation of creatives and serving the communities that ground me.

  • Mentorship: Mentor and Advisor at ONE School; Mentor and Coach for the 4A's Foundation MAIP; Associate Member of IADAS (driving progress in digital art and science).

  • Board of Directors: Early Education Ethiopia, Ethiopian Community of Los Angeles, and the YMCA of Greater Long Beach.

  • Memberships: Photopolitic and Black Surfers Collective

Judging & Recognition

I’ve had the honor of helping shape industry standards as a jury member and have been humbled by recognition from leading creative institutions.

  • Judging Roles: Cannes Lions International Festival of Creativity (Film Craft), The Webby Awards, Shorty Awards, Anthem Awards, Digiday Awards, and Pele Awards.

  • Accolades: Ad Age A-List & Creativity Awards, Cannes Lions, The One Show, Clio Awards, The Webby Awards, EFFIE, Communication Arts, Google Creative Sandbox, OC and LA ADDY, DIGIDAY, TED | Ads Worth Spreading, American Advertising Federation, FWA, The A-List Hollywood Awards, IAB Mixx, Graphis, Anthem Awards, and The Telly Awards.