Before the casting, the media plan, or the first cut, each of these campaigns began as a positioning problem. I helped shape the brand positioning and architecture that redefined how Discover showed up. That work is proprietary, so it lives off the page — but it’s the reason the campaigns held together: every spot, asset, and page laddered back to a single point of view. That’s the through-line here — creative direction that’s accountable to a strategy and to the bottom line.