I do

my story

A not-yet-famous Creative Director focused on content, consumer experience, and innovation with a unique blend of expertise over 24+ years. Hands-on and DIY with all things creative, technical, and strategic because I love doing the work... and I'm equally passionate about empowering and mentoring talented people to do their best. 

I helped win two Emmys, and I am named as an inventor on the patented broadcast technology known as Coors Light FreezeCam. I helped to revolutionize action sports content and enhanced the yellow line you see on the Monday Night Football field. 

I've produced books and magazines with street art legends, been a music video director for punk ground-breakers, owned an agency and art gallery in San Francisco, and played for years in a hardcore band that recently reunited to headline the festival circuit.

My strengths are in conceptualizing, pitching, and executing all creative aspects of multichannel marketing and customer experience; touching on websites, loyalty and retention, rewards programs, email, social media content, retail and e-commerce, branding, art direction, photography, audio/video production, motion graphics, and even a little bit of music. 

Here's how The Boston Phoenix described my music video directing in 2004: 
"The shots are fine; it’s the energy level," LaCroix says. Wolter agrees, and he encourages the band to step it up. Action: fans slam and pogo, The Explosion whip their instruments back and forth. LaCroix, standing at the back of the room, takes a running start and leaps onto the heads of the audience, then runs to the back of the room and does it again. Rolling off to the side of the stage, he gestures at the band, whooping with his arms in the air: more, more."

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Apple, Google, Samsung, Vizio, Seagate, Facebook, Fidelity Investments, CA Technologies, Kashi, Tree Top, Vulcan Inc., Gingko Press, FOX Sports, ESPN, NBC, Zazzle.com


Firewood, Apple, Fire Engine RED, Level Studios, Rosetta, Medicine Agency, Sportvision, 411 Productions, Forrester Research, Polaroid


Creative direction and leadership, concepts, customer experience, software design, product design, user experience design, digital marketing, eCommerce, email, relationship marketing, video direction, motion graphics, photography, and occasional writing.


2007 Sports Emmy Award for Outstanding Technical Team - Remote for “NASCAR on FOX” broadcasts
The National Academy of Television Arts & Sciences

2006 PRINT Regional Design Annual Award (New York City) for “Alphabet City” by Michael DeFeo
Published by Gingko Press

2005 Emmy Award for Advanced Media Technology for the Enhancement of Original Television Content Creative Direction for “TourCast” on PGATour.com by IBM Shotlink
The National Academy of Television Arts & Sciences

2005 Horizon Award for Best New Sports Technology
Creative Direction for Sportvision’s “RaceFx” on FOX and TNT


 Download selected press PDF

Rolling Stone
Air Jordans, Hockey and Hardcore: How Punk Embraced Sports

The Punk Rock MBA
Alumni Profile: John LaCroix of Ten Yard Fight, While You Were Sleeping, and much more

Guitar Hero Custom Guitars

Sports Business Journal
Sportvision, CBS using FreezeCam on NFL telecasts

The Boston Phoenix
The Explosion sing the Virgin Records fight song

American Demographics
Buzz Giant Poster Boy

With Buttery Steez, He Drops DVDs Like Hammers


United States Patent
"Freeze Cam"
Video effect using movement within an image 
US 20080049123 A1


Part 107 Licensed Commercial Drone Pilot
Certificate Number: 4020432


Photoshop, Illustrator, InDesign, Keynote, After Effects, Premiere, Final Cut Pro, Logic Pro, CSS, PHP, HTML, WordPress, Magento, Shopify