Scott Petersen

Executive Creative Director @Fiction

Portland, OR, US

At Fiction, I lead brand transformation from the inside out—shaping identity, narrative, and experience across a wide spectrum of industries, from global sports brands to emerging startups. For over a decade, I’ve helped grow Fiction into a strategic and creative partner to some of the world’s most iconic companies—guiding teams, clients, and collaborators through work that doesn’t just look good, but drives meaning, momentum, and measurable change.My role bridges creative direction, executive production, and operational leadership. I oversee the strategic vision and day-to-day execution of multidisciplinary workstreams—helping align teams across brand, product, content, and experience. I lead internal studio talent and external partners alike, curating best-in-class capabilities across design, digital, retail, manufacturing, and storytelling. Whether we’re defining a global identity system, launching a multi-channel campaign, or activating a physical environment, I help make the complex cohesive—and the abstract actionable.More than anything, I see my role as a coach and catalyst: helping unlock ideas, build clarity, and move work from good to exceptional.Focus areas include:Brand identity, positioning, and narrativeOmni-channel campaign developmentDigital ecosystems and UX/UI strategyRetail, spatial, and experiential designSocial and content strategy across platformsCreative operations, workflows, and systemsCross-functional leadership and stakeholder collaborationMentorship, team development, and executive storytellingIndustries served:Sports & entertainment, technology, fintech, consumer goods, public sector, lifestyle & culture.