# Matthew Douglas Jensen

> 25+ year creative leader. Designer. Writer. People person. Principal of Digital Creative at LACUNA.digital.

Matthew Douglas Jensen (also Matthew Jensen) is a senior creative and design leader based in Oregon, United States. His work spans brand, storytelling, copywriting, digital product and UX / CX design, games for behavior change, strategic foresight, and AI-assisted creative production. He leads creative teams and also writes, designs, and prototypes the work himself.

## Current
- Principal, Digital Creative, LACUNA.digital (2023–present)
- U.S. Brand Marketing, StrmMusic (2024–present)

## Previous senior roles
- Senior Creative Director, bigwidesky (June 2022 – December 2024)
- EVP, Digital Design, MERGE (October 2020 – May 2022)
- Head of Design, Enterprise Mobility (December 2019 – September 2020)
- Creative Director, Isobar U.S. (September 2013 – June 2019)
- Co-Founder / Creative Director, Natron Baxter Applied Gaming (October 2009 – October 2013)

## Highlights (from his résumé)
- Pitch-through-delivery of $10MM+ digital transformations
- CX deployments in 30+ countries, user testing on five continents, and affordance for 10k+ retail locations
- AI protocols for generation, administration, and production
- Industry leadership in “applied gaming”; games designed for positive behavior change
- Foundational work in “designed futures” for strategic foresight
- Team and capabilities development within small and large organizations

## Featured work
- [StrmMusic](https://babyimsorry.com/strm-music/) (2024–present; Role: Brand Strategist / Creative Director / Copywriter): Brand marketing and social media strategy for the artist-friendly AI’s U.S. launch, its agentic label product, and its public stance on AI.
- [Fruitist](https://babyimsorry.com/fruitist/) (Role: Copywriter): A juicy new brand voice in copy: big ideas, taglines, web snippets, audio, and broadcast spots.
- [Enterprise Rent-a-Car](https://babyimsorry.com/enterprise-rent-a-car/) (at Isobar; 2013–2019; Role: Creative Director / Head of Design): The rental giant’s most significant digital evolution in a decade.
- [Design Futures](https://babyimsorry.com/design-futures/) (2004–2026; Role: Creative Director / Designer / Copywriter): Strategic foresight made tangible — artifacts from possible futures.
- [Natron Baxter Applied Gaming](https://babyimsorry.com/natron-baxter/) (2009–2013; Role: Co-Founder / Creative Director): The games-for-good agency established “applied gaming” as a behavioral economics tool.
- [U.S. Soy](https://babyimsorry.com/us-soy/) (at bigwidesky; 2022–2024; Role: Creative Director / Copywriter): Eating Tomorrow, a podcast series about the future of food and how we’ll make it.

## Archive
- [U.S. Air Force](https://babyimsorry.com/us-air-force/) (at Isobar; Role: Creative Director / Client Facilitator): The USAF sought to rebrand its IT and cyberspace division with weapons-grade style, flexing against the best of the private sector. The showstopping approach? Treat each candidate brand as a feature film, and let the airmen pick their ticket.
- [Smithsonian Institution](https://babyimsorry.com/smithsonian/) (at MERGE; Role: Creative Director / Client Facilitator): The Smithsonian Institution tackled the tough conversations with their pointed exhibit, Our Shared Future: Reckoning With Our Racial Past. Like the in-person experience, the digital exhibit sought understanding through stories, and empowerment through resources for parents, teachers, and civic leaders.
- [LG](https://babyimsorry.com/lg-appliances/) (at MERGE; Role: Creative Director / Designer): The appliance giant wanted to surf pandemic shopping habits by creating a suite of smartphone-based retail helpers. Known as Endless Aisle, the prototype tools accommodated different lifestyles — from fashion-forward to family-friendly — and smoothed the path to high-ticket conversion.
- [Pizza Hut](https://babyimsorry.com/pizza-hut/) (at Isobar; Role: Creative Director): The pizza giant commissioned multiple design-tech tasks, including homepage redesign and ecommerce optimization, AR / VR innovations, and buzz-worthy digital that clapped back at dastardly Domino’s.
- [Rewild Safaris](https://babyimsorry.com/rewild/) (at LACUNA.digital; Role: Content Strategist / Copywriter): When a legacy safari outfitter rebranded as Rewild, they embraced both beauty and urgency: after all, the world's most exotic places are often those at greatest risk. The newly minted rewildsafaris.com amplified their story from a whisper to a roar.
- [Enterprise Exotic Car Collection](https://babyimsorry.com/enterprise-exotic-car-collection/) (at Isobar; Role: Creative Director): The Enterprise Exotic Car Collection offers a once-in-a-lifetime experience for vehicle enthusiasts, or just a normal Tuesday for the very wealthy. The award-winning “digital lookbook” format showcases beautiful machines within a high-touch, concierge context.
- [National Car Rental](https://babyimsorry.com/national-car-rental/) (at Isobar; Role: Creative Director): National renters demand speed, choice and control. Customers got all three with the award-winning redesign of nationalcar.com, while clients got $1.2B in incremental revenue through all digital channels. “Lean in” and “lean back” moments combine to provide a sophisticated, get-sh*t-done rental and loyalty experience.

## Personal
- [Personal Projects](https://babyimsorry.com/personal-projects/): Creative output that doesn’t pay the bills but fulfills the soul.

## Pages
- [Résumé (HTML)](https://babyimsorry.com/resume/)
- [About](https://babyimsorry.com/about/)
- [Recommendations](https://babyimsorry.com/recommendations/): 38 LinkedIn recommendations, quoted verbatim
- [Contact](https://babyimsorry.com/contact/): forgiven@babyimsorry.com
- [LinkedIn](https://www.linkedin.com/in/matthewjensen)
- [Project index (JSON)](https://babyimsorry.com/projects.json)