Over the past year, I’ve been responsible for global creative on Royal Caribbean Group’s new brand, overseeing the development and launch of an entirely new river cruise brand called Celebrity Cruise River, set to debut in 2027. This included establishing the brand’s positioning, tone of voice, visual language, and the big idea “This is How We River”, planning and executing social media campaigns, driving awareness, engagement, and conversions using all social channels, and aligning messaging with the brand to make sure it gets in front of the right audience at the right time. Working closely with executive leadership, brand, and strategy teams, we built a modern, culturally relevant identity that reflects both the heritage of river travel and the innovation of the Royal Caribbean portfolio. This work has been foundational in defining the brand’s market differentiation. We seized upon cultural moments in the travel industry and created a powerful fanbase.
+633%
Site visit increase
6 minutes!
Time from campaign launch to selling out priority access
+275%
Signups increase
5 hours
Time from campaign launch to selling out
Led the global repositioning of American Express with the launch of “The Powerful Backing of American Express” and “Don’t Live Life Without It”—a bold new creative platform that redefined the brand for a modern audience. This shift allowed us to spotlight community, connection, and cultural relevance, empowering Amex to show up in more human, emotionally resonant ways. We partnered with creators and community leaders whose work reflected the brand’s values, driving engagement through storytelling that felt both personal and expansive. The campaign unlocked new brand affinity, expanded reach among younger audiences, and reinforced Amex’s identity as a brand that backs people, not just purchases.
5.9 billion+
Global impressions
$17.8B
Sales in one day for Small Business Sat
104M+
New Aquisitions
Creative Lead for Land Rover in North America + Member of the Global Team. Delivering all creative expertise, brand strategy, 360 ideation, branded content and Influencer/ Creator Collaboration and activations. Globally in 44 countries. We led Land Rover (Range Rover, Defender, Discovery) global creative efforts, executing marketing strategy and creative driving highest double-digit sales growth EVER. Developed and executed Defender’s U.S. reintroduction campaign, winning Campaign of the Year. Built an Influencer & Creator Incubator, successfully integrating cultural voices to expand audience reach and brand authenticity. Led a pioneering Land Rover social-first creative team resulting in exponential performance improvements on X, Meta, IG, TT, YT, LI, PIN platforms. Enhanced consumer engagement, product visibility, lead generation and customer loyalty.
1 Million +
Surpassed record on Range Rover units sold. Best Q2 on record after our “lead by” campaign
Campaign of the Year
Defender Launch in US
18% Increase
Jaguar “Reimagine” Campaign
As ECD at Accenture Song, I led brand, social, and content strategy for global clients while also helping shape the future of creative innovation as a founding member of the Gen AI Continuum Group. I developed AI-powered creative frameworks for clients like Merck, Eli Lilly, and MARS, exploring how generative tools could unlock new storytelling modes, enhance personalization, unify complex brand ecosystems and make fun stuff. My focus included immersive campaign design,prompting strategies, ethical AI deployment, and creative prompt engineering, helping teams reimagine what’s possible when creativity and intelligence work in sync.
More Brand Work available upon request
Let’s talk
Contact here or joshdavidrubin@yahoo.com