Hi, I’m Eddie
I’m a Senior Creative Producer based in Chicago with 20+ years of expertise leading and mentoring cross-functional teams and delivering national-scale digital content with multi-million-dollar results.
My role stands at the intersection of creative vision and logistical execution, but my life's work lies in understanding—and unlocking—the value of the people and teams who bring it all to life.
I build and optimize the system and workflows that power creative production at scale. My work is to inspire audiences to action.
My time at AT&T
For over 12 years at AT&T, I worked across creative production, A/B experimentation, and innovation initiatives for one of the largest telecommunications brands in the world. I served as Lead Photography Producer, Lead Accessories Producer, and Video Producer while leading the XTrack A/B Experimentation Pod and earning a U.S. patent for an AI-driven messaging system that enabled personalized multimedia content delivery at scale. I managed end-to-end production workflows, collaborated with cross-functional marketing and engineering teams, and helped drive significant efficiencies through both creative excellence and data-informed testing.
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I invented and patented an artificially intelligent messaging system (US 10,826,864) while at AT&T. This generative AI solution enables personalized multi-media content delivery at scale, blending creativity with cutting-edge technology.
Collaborated to turn the concept into a granted U.S. patent, demonstrating innovation in AI-driven communications.
This work highlights my ability to apply imagination to business impact, contributing to AT&T's long history in technological innovation back to the days of Bell Labs.
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Known as the go-to utility man for any project requiring out of the box thinking. I am a relentless innovator who drives creative thinking and turns ideas into measurable business results.
Led and facilitated innovation sessions with cross-functional teams, including high-level executive presentations.
Spearheaded the development of innovative UX tests and experiments that delivered measurable revenue improvements for att.com.
Consistently bridged creative concepts with data-driven outcomes to enhance user experience and business performance.
Cultivated a culture of innovation by challenging conventional approaches and pushing for bolder, more effective digital solutions.
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As Pod Lead of the XTrack A/B Experimentation Team, I scaled testing velocity and optimized digital experiences that drove significant revenue impact and cost savings for AT&T.
Led a cross-functional pod of 20+ producers and creatives, integrating workflows from JIRA to Workfront, designing intake/routing processes, and clearly assigning roles to streamline operations.
Increased experiment velocity and throughput 2x, enabling faster iteration on website and digital assets.
Delivered multimillion-dollar optimizations through data-driven A/B testing, including contributions to +$300M in broader efficiencies by transitioning creative capabilities in-house.
Built and mentored high-performing teams focused on experimentation, personalization, and measurable business growth.
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I served as the Lead Photography Producer of our national-scale episodic content for the att.com website.
Led the photography shoots that supported major brand campaigns, ensuring visual consistency and high production standards across platforms.
Managed end-to-end production, including concepting, vendor coordination, on-set direction, and post-production workflows.
Delivered compelling imagery that enhanced customer-facing digital experiences and supported sales and marketing objectives.
Mentored photography teams while maintaining creative excellence under tight deadlines and budgets.
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As Lead Accessories Producer, I managed the creative production of accessory-focused content, helping showcase AT&T's device ecosystem and driving engagement in e-commerce and marketing channels.
Led production of photography, video, and supporting assets for phones, cases, chargers, and other accessories.
Collaborated with marketing, product, and e-commerce teams to create cohesive campaigns that highlighted features and benefits.
Optimized workflows to deliver high-volume content efficiently, contributing to stronger product storytelling and sales support.
Ensured brand-aligned visuals that performed well across digital platforms.
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In my role as Video Producer (and later Lead), I created and oversaw live-action video content that powered AT&T's national-scale digital and marketing efforts.
Produced and directed video projects ranging from promotional spots and product explainers to customer stories and campaign assets.
Managed full production cycles — from scripting and storyboarding to shooting, editing, and final delivery — often leading teams of freelancers and internal talent.
Delivered content that boosted engagement and supported key business initiatives across web, social, and advertising channels.
Built efficient processes that reduced reliance on external agencies while maintaining premium creative quality.
My freelance career
For over 10 years as a Freelancer, I created national and regional TV commercials, TV show opens, social media content, and corporate video projects for leading brands in sports, fashion, music, and entertainment. I managed the full end-to-end live-action production process — from budgeting based on creative briefs, hiring crew and talent, location scouting, and casting, through shoot management, client feedback, approvals, and final delivery.
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I regularly competed in high-stakes bidding processes, crafting detailed proposals and budgets that won projects against top production companies.
Developed competitive bids and production estimates based on creative briefs, often winning jobs from major agencies and brands in a crowded marketplace.
Created comprehensive budgets, timelines, and treatment documents that clearly communicated creative vision, cost efficiency, and execution strategy.
Built strong relationships with agencies through transparent communication and realistic planning, consistently positioning myself as the best choice for complex shoots.
Successfully secured repeat business and referrals by delivering projects on budget and exceeding client expectations.
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As a Freelance Producer, I oversaw every aspect of production from pre-production through final delivery, ensuring smooth execution and high-quality results.
Managed full-cycle production including budgeting, scheduling, crew hiring, location scouting, talent casting, and vendor coordination.
Served as the main point of contact between clients, agencies, directors, and crew, facilitating clear communication and timely approvals.
Handled on-set logistics, problem-solving, and daily decision-making to keep shoots running efficiently under tight deadlines.
Delivered polished final assets while maintaining creative integrity and controlling costs across national and regional campaigns.
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I frequently worked as a Local Fixer in Seattle and the PNW, providing on-the-ground production support for out-of-town directors, agencies, and production companies.
Coordinated all local logistics including locations, permits, crew, equipment rentals, and talent for incoming productions.
Leveraged deep knowledge of the Seattle market to solve problems quickly and keep shoots on schedule and on budget.
Built extensive networks with local vendors, crew, and location owners, making me a reliable go-to resource for national brands shooting in the region.
Enabled seamless productions by handling everything from scouting to wrap, allowing visiting teams to focus on creative execution.
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I served as Production Manager on numerous large-scale commercial and brand projects, overseeing logistics, budgets, and team coordination to deliver successful shoots.
Expanded details:
Managed day-to-day production operations, including detailed scheduling, resource allocation, and risk management.
Tracked budgets in real time and implemented cost-saving solutions without compromising quality.
Coordinated large crews and multiple departments while maintaining clear communication and accountability.
Ensured all safety, legal, and union requirements were met, allowing creative teams to focus on delivering standout content.
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In the beginning of my freelance career, I built my foundation through hands-on work, rapid learning, and taking on any role necessary to gain experience and prove my reliability.
Started with entry-level production roles and quickly progressed by volunteering for additional responsibilities on every project.
Learned the fundamentals of live-action production by working in nearly every department — from PA to assistant producer to full producer.
Took on challenging projects with limited resources, developing strong problem-solving skills and a tireless work ethic.
Established key industry relationships and earned trust from directors, agencies, and clients, laying the groundwork for a successful long-term freelance practice.
Education
I earned my Bachelor’s Degree in Broadcasting Communications and Electronic Media Studies from Gonzaga University in Spokane, WA, graduating in 2005. I also completed two minors in Music Theory and Saxophone Performance. While at Gonzaga, I balanced academics with hands-on production experience, live sports broadcasting, music performance, and early freelance work that laid the foundation for my career.
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I gained real-world production experience by directing live broadcasts of Gonzaga Women’s Basketball and operating cameras for Men’s games on the local TV station.
Directed live television broadcasts for Gonzaga Women’s Basketball, managing camera switches, graphics, and show flow during game broadcasts.
Served as a camera operator for Gonzaga Men’s Basketball games, capturing high-quality footage under fast-paced conditions.
Applied classroom theory directly in a professional live production environment, building technical skills and the ability to perform under pressure.
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I passionately pursued music as lead saxophonist in Gonzaga’s ensembles and was selected for the prestigious Eastern Washington Intercollegiate Wind Ensemble.
Performed as lead saxophonist in the university Wind Ensemble and Big Band Jazz Orchestra.
Auditioned and was accepted into the Eastern Washington Intercollegiate Wind Ensemble, a selective group of approximately 60 top collegiate musicians from across the state.
Regularly played in student bands and quartets, including busking around campus, honing improvisation, collaboration, and stage presence skills.
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While still in college, I began working on professional film and commercial crews, hustling for gigs during breaks and building the foundation for my full-time freelance career.
Worked on film crews during summer and winter breaks, starting as a driver hauling equipment and trucks on the sets of TV commercials and feature films in the region.
Hustled for any available production work, gaining hands-on experience in real commercial and film environments while still a student.
Built valuable industry connections through consistent effort and reliability, which directly led to pursuing freelance work full-time immediately after graduation.
Transitioned seamlessly from college into a professional freelance career based on the relationships and practical skills developed during my time at Gonzaga.
Personal Life
Born and raised in the Pacific Northwest, I grew up in Redmond, Washington — the heart of Microsoft country. I had an idyllic childhood filled with competitive travel baseball, where I played third base and competed in several amateur World Series tournaments, including earning 2nd place in the Babe Ruth World Series in Iowa. Much of my family still lives in the Portland, OR area.
Today, I live in the Chicago area with my wife Maggie — the love of my life — and our three wonderful children, who are truly the best part of every day. I’m deeply grateful for the family we’ve built together.
In my free time, I stay connected to baseball by coaching and volunteering with the Naperville Little League. I previously served as Director for two years and launched two new leagues: the Challenger adaptive baseball league for children with mental and physical disabilities, and a “Sandlot” wiffle ball league for PreK and Kindergarten kids.
I’m also an avid outdoorsman who loves saltwater fishing. Growing up in the Puget Sound, I spent countless days chasing salmon, Dungeness crab, and shrimp. True to my entrepreneurial spirit, I created and ran “Puget Sound Speed-Crabbing,” a charity event that raised money for Seattle Cancer Care Alliance. I managed the event for four years at no charge, earned local media coverage on Evening Magazine, and did numerous radio interviews to promote it.
Two themes have consistently shaped my life: a strong love for teamwork — whether on the baseball field, in large music ensembles, or on film crews — and an inventive, self-starting spirit that drives me to create, build, and give back.
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I stay deeply involved in youth baseball by coaching and volunteering with Naperville Little League, where I previously served as Director and launched two new leagues.
Served as Director for two years and created the Challenger adaptive baseball league for children with mental and physical disabilities.
Launched a “Sandlot” wiffle ball league for PreK and Kindergarten kids.
Continue coaching and volunteering to give back to the local community and help kids experience the joy of the game.
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An avid fisherman and lifelong entrepreneur, I created a charity crabbing event that raised funds for Seattle Cancer Care Alliance while growing up in the Pacific Northwest.
Spent much of my youth fishing for salmon and catching Dungeness crab and shrimp in the Puget Sound.
Invented and ran “Puget Sound Speed-Crabbing,” a charity event that supported Seattle Cancer Care Alliance for four years at no charge.
Secured local media coverage on Evening Magazine and conducted radio interviews to promote the event.
Combined my love for the outdoors with an inventive spirit to create something that brought people together for a meaningful cause.