product, production & go-to-market

XR/Metaverse, Games, & emerging technology.

 

YOUR FIRST ASSUMPTIONS WILL BE WRONG, AND THAT’S GREAT! :)

I created Banana Foundry Collective after years of seeing bloated agency/consultancy models frustrating clients with high pricetags & rigid results.

My clients pay me for outcomes (not output), and my heavy focus on pivotability, saving crucial time & money by moving through invalidation stage early and quickly.

The typical playbook is:

  • Phase 1 - Discovery & Product Strategy - Smaller team. What are we building, for whom, and why?

  • Phase 2 - Production - At this point, the roster that I have been warming up gets activated & we move quickly to build product.

  • Phase 3 - Go-to-Market & Partnerships - The larger team spins down & hands off. My focus turns to expansion through partnership strategy.

Key Case Study

Formula 1 AR

The Formula 1 AR project, delivered an immersive fan experience at the Las Vegas Grand Prix. The centerpiece was an interactive AR race map, which allowed fans to explore the track layout in 3D and view live race data. Attendees also had the chance to capture personalized selfies wearing a re-skinned F1 helmet, optimized for easy social sharing, creating a viral buzz beyond the event.

Key Case Study

GEN AI brand videos

Using a proprietary stack of Generative AI tech, we are able to transform fans into characters from their favorite shows or games.

Client work currently in-progress (PUBG video here is just a publicly shareable example, not an official project).

Key Case Study

STEALTH metaverse product

A client needed help with their go-to-market strategy for the launch of their suite of Web3 products.

I came in and led the Discovery phase, where we distilled and defined the product: a browser-based virtual world platform, with an extreme focus on accessibility, performance, and web tooling (SEO, running campaigns, etc.)

I then spun up a team of 33 to execute on that product vision: Product, PM, Design, Art, Engineering. I ran point as Product Director.

 

Other case studies

DISCORD
METAVERSE LAUNCH

I led the creation of Discord's go-to-market site for their big Metaverse rebrand, with The Trade Group. After discovery & design, I spun up a team to build, maintain & operate the site during and after their launch.

TAKE 2 INTERACTIVE
OLLI OLLI WORLD LAUNCH

I took Private Division (Take 2 Interactive) through design & discovery for the launch of Olli Olli World, creating a web-accessible virtual space. I then spun up a team to execute on that vision.

 

udem + playstation voxel school
AR GAMING design sprint series

I taught Google Ventures-Style Design Sprint methodology to multidisciplinary groups of students at La Universidad de Monterrey (Mexico), in partnership with Playstation Voxel School. In Design Sprints like these, I typically call upon some of my ninjas to teleport in as specialist subject matter experts.

ubisoft
Rainbow 6 siege x launch event

I worked with The Trade Group on the design phase of the Rainbox 6 Siege X reveal event - both online and IRL. Concepts evoked key mechanics of the game on-site, included destructible environments. CCTV reonnaissance, and room breaching tactics. Reached #1 on Twitch.