01 · Broadcast story
WGU
Human-centered storytelling shaped for broadcast—grounded in character, emotional clarity, and a meaningful audience promise.
Darren Peterson · Executive Creative Leader
Strategy, story, and systems—connected from first question to final impact.
20+Years leading creative work
GlobalEnterprise clients and audiences
MultiDisciplinary teams and capabilities
FounderLevel ownership and accountability
Selected client relationships
Creative partnership across global brands, growing platforms, and specialized organizations.
Selected leadership work
Business problem first. Creative decision second. Craft in service of both.
Enterprise · Creative Partnership
CrowdStrike
From one executive shoot to an owned creative relationship.
Multiyear partnership · Repeat work
Change Management · Global Campaign
Johnson & Johnson
Holding one vision across three years of organizational change.
Multiple major releases · Expanded relationships
SaaS · Product Storytelling
Cvent
Shaping the engagement, then empowering the team to deliver it.
Faster refresh cadence · Three engagements
Enterprise SaaS · Account Leadership
AlphaSense
Growing from workstream leadership into ownership of an evolving enterprise relationship.
100+ assets · Four-year partnership
Original Content · Audience Growth
Rosenthal Automotive
Building an owned channel people actually watched.
32.2M views · 95.7K subscribers
Selected creative work
Story, craft, and visual range.
Additional work spanning broadcast storytelling, original concepts, and animated visual authorship.
02 · Original concept
Cached
A narrative spot built around a memorable visual premise—showing concept development, writing, and commercial storytelling.
03 · Original vision · Team evolution
New York WILD
I created the festival’s original watercolor-inspired 3D opener. For its tenth anniversary, I directed the Aspire team in building an entirely new sequence that flowed seamlessly into the original—preserving its character while adding new polish and refinement.
How I lead
Create clarity.Build ownership.Protect the outcome.
I believe in choosing the right people, setting them up for success, and trusting them to do the work. I remain available to ideate, review, give feedback, solve problems, and collaborate whenever I can add value.
I stay close enough to protect the direction—and give people enough space to truly own the work.
See the whole picture
Understand the client’s goals, the audience’s needs, the team’s expertise, and the realities of time, budget, and technology before defining the direction.
Create clarity
Identify the essential goal, establish what cannot be compromised, and ensure every discipline understands what the work needs to accomplish.
Build ownership
Choose the right talent, define meaningful responsibility, and give specialists the autonomy and support to make the work stronger.
Hold the direction
Remain accessible throughout the work—ideating, reviewing, giving feedback, and removing obstacles—while resisting the impulse to become a bottleneck.
About Darren
Founder-level ownership.
Creative leadership at scale.
I have spent my career building the trust, teams, and creative systems that allow ambitious work to happen—from leading character artists early in my career to co-founding and operating a multidisciplinary agency serving enterprise organizations.