# Will J.

> Creative Director & Founder | Shifting Horizons with Design, Multimedia & Strategy

Location: San Francisco Bay Area, United States
Profile: https://flows.cv/willj

Will Johnson is a Creative Director and Brand Leader with 15+ years of experience in brand transformation, multimedia strategy, and executive positioning. 

Will has led cross-functional creative teams, directed cinematic brand storytelling, and delivered integrated campaigns across organic, paid, and partnership channels for global brands, public figures, and 7–9 figure CEOs. He specializes in guiding high-growth organizations through rebrands, authority-building campaigns, and performance-driven creative initiatives that increase audience engagement, membership growth, and revenue impact.

## Work Experience
### Director of Brand and Media Production @ Pinnacle Global Network
Jan 2025 – Present | San Diego, CA
Directed brand transformation and executed the creative vision during a pivotal rebrand and growth acceleration phase for a global CEO scaling and mentorship organization. Orchestrated multimedia strategy, executive positioning, live event production, and authority-driven content across organic channels, paid media marketplaces, and strategic partnerships to drive 13% membership growth, 30% increased ticket sales, and a projected $300M+ revenue growth.

- Creative directed and produced the flagship Pinn Spotlight Series, traveling on-location to capture cinematic testimonial films featuring 7–9 figure CEOs; content anchored PGN’s early 2026 rebrand and premiered at a membership-wide event in San Diego to executive acclaim.
- Elevated brand authority for PGN and its CEO’s personal brand through premium multimedia strategies and executions across high-traffic marketing collateral, podcast media, and PR/media relations strategies.
- Supervised, directed, and developed multimedia producers, social media managers, photographers, and marketing braintrust by implementing structured creative cadences, design training, systems modernization, AI adoption, and quality standard improvements during a high-stakes expansion phase.

### Creative Director @ HRZN SHFT Studios
Jan 2010 – Present
Founded and incubated HRZN SHFT Studios as a creative innovation lab and strategic agency dedicated to empowering future-forward brands through Design, Multimedia Production, and Strategic Marketing. Successfully secured over $50K in retainer contracts, solidifying the studio as a go-to partner for impact-driven creative work across e-commerce, entertainment, government, influencer, nonprofit, and tech sectors.

- Directed creative strategy for State Voices’ Annual Convenings (Our Voices! Our Power, 2023 & Democracy Realized!, 2024) and 2022 Post-Election Report while leading cross-functional teams to produce branded content across video, animation, merchandise, print, and live event media.
- Supported branding, media production, and marketing campaigns for storytelling-based productions at Netflix, BRIC TV (The Show About the Show, 2017-), and Cogent World (Corona Beer). The latest was leading audio production and supporting design for the Lasagna Ganja Podcast (2024) featuring entrepreneur and rapper Xzibit.
- Created the brand identity while directing campaign strategy and social engagement for Devin Barrington-Ward’s 2024 run for Atlanta City Council, increasing voter engagement by 110% by utilizing persuasion tactics and user-generated content (UGC) to appeal across age, class, and racial demographics.
- Developed the National Black Harm Reduction Network's 2025 rebrand and digital media strategy, boosting donor engagement by 90%.

### Senior Art Director @ Trilogy Interactive
Jan 2021 – Jan 2022 | Washington, District of Columbia, United States
Served as Design Leadership, Marketing Strategist, and Creative Direction for advertising and promotional media focused in the political/election sector. Primary work products focused on motion graphics and video production for broadcast and streaming platforms, while multimedia content was developed for web, mobile, and interactive experiences. 

- Collaborated closely with executive leadership, client teams, and designers to set strategy and launch national campaigns for state senators, advocacy groups + cause-based organizations, as well as on-cycle legislative initiatives – Build Back Better, American Rescue Plan, Climate Change, etc. 
- Produced digital campaigns for clients including Planned Parenthood and SEIU, alongside Chuck Schumer’s 2022 Senate re-election campaign and ultimate win.
- Crafted multimedia campaigns for YES! on 31: Protect California Kids, integrating real-life testimonials and expert-backed data to educate and inspire California voters. Designed and produced cinematic social media content that drove voter turnout and legislative support for the successful passage of the initiative.
- Produced Promote the Vote 2022: Yes on Prop 2’s targeted digital campaign, which included 11 unique videos tailored to diverse constituencies. Leveraged data-driven research and analytics to drive engagement, resulting in 97 million completed video views over 8 weeks and a decisive 60% voter approval of Michigan’s Prop 2.
- Supported national and congressional ballot initiatives such as Yes for Massachusetts Drivers through B2B and influencer marketing strategies, reaching audiences across key demographics. 
Created thousands of multimedia video ads for targeted audiences within diverse voter groups, generating 124M impressions and 67M views in a high-stakes election cycle.

### Associate Creative Director @ Dynamic Integrated Services
Jan 2019 – Jan 2021 | Washington, District of Columbia, United States
Subcontracted to provide Creative Direction, Multimedia Production, and Strategic Marketing for the US Department of Veterans Affairs’ Office of Information and Technology. Key responsibilities included creating motion graphics, video production, and digital marketing materials, while overseeing on-location shoots and capturing content featuring C-suite and Congressional members for internal and external communications.

- Led strategic marketing and communications initiatives, strengthening internal messaging and brand reputation.
- Produced the “It Starts With Us” executive video series highlighting VA leadership and reinforcing service culture.
- Directed and animated “A Veteran’s Data Journey” to simplify data privacy messaging for government audiences, aligning creative with federal standards.

### Motion Graphic Designer @ International Monetary Fund
Jan 2018 – Jan 2019 | Washington, District of Columbia, United States
Provided surge support in Motion Graphics and Video production for a major, international financial agency and institution of the United Nations. 

- Partnered with producers, animation directors, and project managers to produce high quality multimedia content. Executed multiple, instructional motion graphics videos and consulted on infographics, all produced for international, government, and business-driven audiences.
- Directed global policy explainers and infographic animations for business and government audiences.
- Partnered with senior IMF executives to craft high-stakes messaging visuals under intense production timelines.

### Art Director @ AvePoint
Jan 2018 – Jan 2018 | Washington, District of Columbia, United States
Chiefly tasked to elevate video brand and design scheme for a digital transformation, cloud-based software company. Produced instructional, industry-leadership, and marketing-focused web series. Work focused primarily on motion graphics, kinetic text, as well as white board and 2-D character animation. 

- Led Creative Direction for product marketing, training, and thought leadership content.
- Oversaw live event production, international travel shoots, and agile post-production workflows.
Directed video and animation assets for SaaS onboarding, internal comms, and community outreach.
- Aligned global creative teams across the U.S. and China to scale campaign development and execution.
- Led a field team to capture audio and video recording for live events, large conventions, business case studies, and live webinar recordings. 
- Studio recording focused on lighting design, green screening, audio, and multi-camera setup. Assigned to art direct and develop motion design team based in Changchun, China.

### Digital Arts Instructor @ Mindframe Education
Jan 2017 – Jan 2018 | Ashburn, Virginia, United States
Developed and taught multi-media, digital-based design (e.g. 3D modeling and printing, 2D cel animation, stop motion, and digital illustration) for an after-school STEM enrichment program for K-12 students. 

- Designed and produced print and digital marketing collateral for the company. Delivered on-site training to locally affiliated public school students.
- Increased program inquiries and enrollment through targeted visual marketing collateral.

### Instructor, Designer, Photographer @ Fibre Space
Jan 2016 – Jan 2017 | Alexandria, Virginia, United States
- Created virtual and live courses with curriculum geared towards design and fiber arts (e.g., crochet, knit, textiles).
- Directed product photography, merchandising, and knitwear styling for a boutique retailer.
- Produced life-size, sculptural marketing materials for the main store windows and visual merchandising, resulting in increased foot traffic, class registration, and brand loyalty. 
- Created custom textile garments, patterns, and social content.

### Art Director @ WASTING JULY
Jan 2014 – Jan 2016
As Executive Producer and Co-Host, I directed branding and marketing strategy while supervising audio production.
- Increased listenership by 20% month-over-month and delivered polished episodes featuring diverse voices.
- This included the print, web, and video media for the collective. Animated the title sequences for all video content.

### Operations Manager @ The New School
Jan 2014 – Jan 2016 | New York City Metropolitan Area
Promoted as a student-employee, I joined the supervisory-level, professional staff to co-direct the daily operations of an 800-bed residence. Directly supervised, trained, and assessed live-in staff.
- Managed day-to-day operations for an 800-bed residence hall while supervising a staff of 12 supervisees.
- Provided budgetary oversight over programming, guidance for judicial affairs, and training for crisis management.
- Served as an executive within an on-call rotation, dealing with emergency and crisis response.

### Lead Graphic Designer + Animator @ The New School
Jan 2015 – Jan 2015 | New York City Metropolitan Area
Designed and executed a global print campaign for TNS’s 2015 New Student Orientation. 
- Animated and produced educational videos for departmental rebranding. 
- Developed a print book of student support resources.

### Instructor + Designer @ Lion Brand Yarn Company
Jan 2012 – Jan 2015 | New York City Metropolitan Area
Years before they closed, I designed educational courses in fiber arts and conducted weekly classes and workshops at Lion Brand Yarn Studio in Manhattan, NYC. 
- Created virtual and live courses with curriculum geared towards design and fiber arts (e.g., crochet, knit, textiles).
- Directed product photography, merchandising, and knitwear styling for a boutique retailer.
- Produced life-size, sculptural marketing materials for the main store windows and visual merchandising, resulting in increased foot traffic, class registration, and brand loyalty. 
- Created custom textile garments, patterns, and social content.


## Education
### Bachelor of Fine Arts - BFA in Animation, Interactive Technology, Video Graphics and Special Effects
Parsons School of Design - The New School

### Bachelor of Arts - BA in Communication and Media Studies
The New School

### Associate of Arts - AA in Film/Cinema/Video Studies
Carnegie Mellon University


## Contact & Social
- LinkedIn: https://linkedin.com/in/willjohnsonart
- Website: https://hrznshft.com

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Source: https://flows.cv/willj
JSON Resume: https://flows.cv/willj/resume.json
Last updated: 2026-04-08