Scott Petersen

Background

About Scott Petersen

Creative Executive | Brand Architect | Turning Strategy into Story, Story into Experience Curiosity has always been my north star. Growing up on a cattle ranch, I learned early that every journey holds hidden layers—a secret language in everyday systems waiting to be unlocked. I set my sights on collegiate soccer and pursued bioengineering, driven by a hunger to understand how things work. Yet, an unexpected injury shifted my path, opening up the space to explore a passion that would redefine my purpose: storytelling. I discovered that where humanity, science, structure, and technology intersect, emotion thrives and creativity connects us in profound ways. I dove headlong into the creative world just as digital technology began reshaping how we live, buy, move, and relate. For over two decades, I’ve worked at the intersection of brand, culture, and communication—shaping narratives that drive people and businesses forward. As Executive Creative Director at Fiction, I’ve helped brands like Adidas, Apple, and Nike craft stories that resonate across campaigns, products, experiences, and platforms. My creative toolkit spans the full spectrum of brand communications: from identity systems to digital ecosystems, from multidisciplinary campaigns to immersive retail and experiential environments. I believe the best work connects on multiple levels—emotionally, strategically, and culturally. I’ve led cross-functional teams and collaborated with strategists, product leaders, architects, filmmakers, developers, and executives to bring big ideas to life—both globally and locally. Whether I’m shaping the future of sports and entertainment, launching brands in tech and fintech, or reimagining consumer goods through retail innovation, I aim to translate complexity into clarity—and strategy into storytelling that sticks. I’ve produced films, directed activations, built brand platforms, mentored emerging creative leaders, and crafted immersive experiences that push the boundaries of technology and engagement. Above all, I lead with curiosity and conviction. I coach. I collaborate. I challenge. I bring joy to the work, and I never shy away from the hard parts. I thrive on helping organizations unlock what’s next—and bring it to life, beautifully and boldly. Let’s build what’s next.