LUCAS ROY
Currently Global Creative Director at IBM, leading creative strategy across the company's AI, software, and infrastructure portfolio. Previously founded Studio Mercury, a creative practice serving Fortune 500 brands and cultural institutions. Experience spans IBM, Bloomberg Media, Molekule, and leading publications, building scalable systems, content franchises, and teams that connect brand vision to measurable business impact.
Leading creative strategy and operations for IBM's AI, software, and infrastructure portfolio. Building unified brand systems and content franchises that scale globally while driving measurable business impact.
Established IBM's market leadership through flagship programs including Cost of Data Breach Report and AI Academy. Cost of Data Breach generated $340.8M pipeline within two months. AI Academy tripled viewership year-over-year with 78% completion rates while reducing production costs 50%.
Created scalable product launch systems across IBM's infrastructure portfolio that consistently performed 100-200% above benchmarks. Built modular content libraries through films, demos, podcasts, and whitepapers, all deployed through internal studios and agency partnerships.
Guided keynote storytelling for IBM Think, CES, AWS re:Invent, and Gartner events. Unified mainstage and 20+ sessions into consistent narratives, driving $25.5B pipeline and 39.5M media reach.
Led custom content for Fortune 500 financial services clients. Applied newsroom rigor to branded storytelling for PGIM, Vanguard, Aon, Hyundai, and Pfizer, translating industry expertise into credibility and influence.
Transformed complex economic insights into immersive editorial experiences for PGIM. Designed data visualization exploring pandemic economics, climate investment, and macro trends for institutional investors.
Produced documentary-style content featuring thought leaders like Christiana Figueres. Combined Bloomberg's journalistic approach with brand positioning for social-first distribution.
Built "It's Time to Invent" video platform for Hyundai spanning EV adoption, startup investment, and urban mobility. Established how editorial franchises create long-term brand narratives.
Led brand transformation repositioning Molekule from science-first technology company to culturally relevant lifestyle brand while maintaining scientific credibility.
Directed editorial and social content for organic performance across platforms. Built repeatable frameworks connecting technology to lifestyle contexts, driving 25% engagement growth.
Directed Altuzarra partnership during New York Fashion Week. Generated 80M+ impressions without paid media and coverage in Vogue, Paper, InStyle.
Created six-month series with Bobby Berk that became highest-performing campaign in company history. Developed storytelling around home as sanctuary that resonated with design-conscious consumers.
Founded and led Studio Mercury, a creative practice at the intersection of brand, editorial, and digital product design. Served Fortune 500 brands, venture-backed startups, and cultural institutions while building strategic partnerships with Adobe and technology leaders.
Built award-winning editorial platforms and digital ecosystems for leading publications. Created Gather Journal's complete digital presence, including website and Apple-featured cooking app recognized for editorial design and UX innovation, maintaining a 5+ year creative partnership. Developed editorial systems for NARS, Condé Nast properties, Martha Stewart, and Newsweek. Recognized by Society of Publication Design with Brand of the Year for Garden & Gun and Gather Journal, Time Top Ten, and multiple design annuals.
Directed creative programs across fashion, retail, and cultural institutions. Elevated NARS brand storytelling through editorial-driven campaigns that positioned the brand at the intersection of beauty and culture. Created site-specific outdoor advertising for MUJI across New York and Los Angeles, connecting products to neighborhood characteristics through strategic transit takeovers. Additional work included brand systems and campaigns for Dior, cultural institutions like the Guggenheim Museum and Sotheby's, and retail partnerships.
Selected as strategic creative partner for Adobe's emerging technology initiatives. Collaborated directly with Adobe on tool development, providing creative perspective on product roadmaps and user experience design. Jointly pitched and developed custom technology solutions for enterprise clients, bridging creative vision with technical capabilities to solve complex business challenges.
Recognition
SPD Brand of the Year • Apple Featured App • Time Top Ten • Adobe Strategic Partner
Building creative systems that solve complex business problems.