“#1 brand in AI activation”
- AdAge

For the holiday season the “Create Real Magic” campaign we invited people to express their imagination through acts of kindness by creating holiday greeting cards for their loved ones on the Create Real Magic Ai platform. The Ai generated greetings featured Coke’s iconic brand ambassadors in imaginative ways like Santa on a unicorn, Polar Bear Ballerinas, and endless winter wonderlands. 

24 billboards worldwide became canvases for AI-generated holiday greetings, each transformed into a unique work of art designed to resonate with local communities and inspire creative acts of kindness. This global project celebrates both the artistic potential within us all and the collaborative spirit of art and technology. 

Throughout December, the billboards displayed an ever-changing array of AI-generated holiday greetings, demonstrating the platform's capabilities and the magic of communities connecting. 

We amplified the campaign's social media reach by collaborating with 46 influencers and 5 leading AI creators, successfully driving substantial buzz and platform engagement.

The camapaign generated 5,046,257 impressions, 100,000 account sign ups, 300,000 greeting cards, and had greater relevance with the younger generation reinforcing that Coke is not only a brand synonymous with the holiday, but is truly pushing technology into the future. 

Target style was created to enable a much bigger digital presense of the infamous Designer partnerships we all know and love.

Each month we focused on a designer and infused their story, inspiration and collection into beautifully executed content to live across digital and social channels. In addition we elevated the Target brand by telling fashion forward stories like trends, beauty how to’s as well as key product launches.

I led all creative from content strategy to the final design that shaped the storytelling and celebrated the product each month. I led the art direction on monthly photoshoots and partnered closely with the photographers, stylists and makeup artists to retain the integrity of each concept to bring the details that matter to life.

Target.com/style, Tumblr, Facebook, Email, YouTube & Instagram

I was the creative lead for 3 years on the Victoria’s Secret Fashion Show. Each year we developed a unique digital experience that centered around the location, thematics and key pieces set to go down the runway.

By synthesizing content and commerce into three unique expressions we delivered curated content that built excitement and commercialized the show for customers.

For more than 40 years, National Instruments has been the leader in developing automated test and measurement systems that help engineers solve the world’s toughest challenges.

In 2019 the National Instruments brand evolved into a more modern and bespoke identity that retained the focus of their offerings and reflected their business.

In spring of 2020 we launched the digital rebrand for NI and brought the brand to life in the digital space.

The World Women Foundation is a global non-profit organization that focuses on creating and inspiring positive impact within the community of women. For the third consecutive year, the World Woman Foundation took a bold step toward its mission of creating one million female heroes by 2030.  

To ignite this mission and fuel its impact we created a global movement called Break The Role. This campaign transformed the way stories of women are told, showing that breaking stereotypes isn’t just possible—it’s necessary to build a more inclusive future that will inspire women and girls to follow their dreams and be anything they put their minds to.

The focal point of the campaign was a film featuring 6 dynamic women who #BreakTheRole and show up in unexpected and powerful ways. Jessica Watkins a NASA Astronaut, Marjan Neshat an Iranian American Actress & Activist, Maggie Freleng a Pulitzer Prize-winning reporter, Vivian Tu the Founder of Your Rich BFF, Emma Andrews the Vice President of Patient Advocacy at Pfizer and Maria Weaver the President WMX at Warner Music Group. The stories, experiences and achievements of these six diverse and powerful women celebrated their extraordinary contributions to their communities and beyond.

This experience highlighted the state of the art engineering and power of the Audi A6. The interaction designs highlight the intelligent features of the car and illustrate why the A6 is engineered to make 2,000 decisions a second. The App also presents a robust configurator experience which allows users to see the car from any angle while choosing colors and finishes that match their personal taste.

Awards: FWA Mobile Site Of The Day

As the Creative Director for the PINK brand I oversaw creative and branding across a very large scope for all digital touch points. From ideation to final delivery I led a team of 18 to create elevated and on brand experiences that were relevant to the customer and celebrated the product.

A big part of my role involved close collaboration with the product design, photography and in-store design teams to develop a holistic vision for the brand across all touch points. This enabled us to retain a cohesive and intentional expression of the brand.

I established benchmarks and work methods that enabled the team to easily achieve a high level of quality, productivity and speed throughout the entire lifecycle of the work. From big brand campaign’s to platform innovations we were proactive in identifying emerging trends and opportunities that were customer centric and original.

PINK Nation has always prioritized creating and fostering meaningful engagement within its community of young women and girls. The app serves as a hub for PINK's biggest fans to connect, contribute, and enjoy exclusive content and experiences, including quizzes, polls, games, and access to PINK Campus Reps. Members also benefit from exclusive content drops and early access to PINK products.

The app received a playful and bold rebrand, accompanied by a modernized user experience designed for effortless engagement and access to a wider variety of content.

Streamlining the user experience and functionality broadened the range of content available to the community and introduced full e-commerce capabilities, enabling users to shop the entire PINK product line of clothing and accessories.

The redesign generated impressive results. Member visits increased to multiple times per day, and app members became the top source of e-commerce traffic and sales, demonstrating the impact of fostering a genuine connection with a community-focused brand.

SOME STATS TO HIGHLIGHT

The rebrand brought in over 13 million dollars in sales which was a 7% increase in growth.

The total customer count also increased by 14% and that number continues to climb.

Demand coming from PINK Nation app cross-over sessions was 17% of total PINK digital demand the first month. That is an increase of 10% for the entire brand. 

It’s also enabled higher conversion rates through product specific storytelling that is exclusive to the app. 

This destination enables users to find their signature fragrance through an immersive digital experience.

The beginning of this project started at one of the worlds top Perfumeries where we spent a full week with scientists and the infamous “nose”. We learned what went into creating a fragrance and how certain notes are put together to emulate the emotion a fragrance can bring.

Next came a lot of customer research which led us to how the experience would need to be tailored to be authentic, accurate and inspirational.

I worked with the brand beauty team to concept, develop and design the look and feel of this destination as it was the first of its kind. We worked to personify the categories of fragrances, educate customers on the key notes and create an algorithm for each user so that we could introduce other fragrances we know they would love.

The GRL PWR PROJECT is a natural extension of the PINK brand that looks to help fund the dreams of young women who exemplify ambition, optimism and confidence.

El Pollo Loco brand refresh: Concept & Design

To promote the partnership between Manservants & The Gansevoort Hotels in New York City, Los Angeles & The Bay Area. 

I worked with the CEO of Manservants to bring the brand vision to life for this unique partnership. I began the conceptual process by creating mood boards that were used as inspiration for the shoot. I worked closely on set with the stylists, photographer and beauty teams to art direct assets that would keep our vision elevated and on brand. 

With a focus on personalization the Sport Bra Guide serves up product forward content that educates and inspires a sport lifestyle.

In 2018 PINK launched its first ever beauty brand. I collaborated with the beauty team and helped develop the launch and design of the PINK Beauty brand.

We started by creating a shoppable collection featuring the brand’s core beauty categories and products. To enhance engagement and brand affinity we developed interactive experiences, beauty how to’s, playful animations and trend editorials that were easy to shop and appropriately personified the products.

To ensure consistent brand messaging and a seamless customer journey, product and brand stories were adapted and integrated across various touch points, including the PINK Nation app, social, and marketing emails. This maximized reach while maintaining a cohesive brand experience.

David Myers’ Melrose Avenue brasserie serves French inspired classics using locally sourced fresh ingredients.

I created a digital brand experience that authentically represents David’s mission and is an extension of the dining experience. I was inspired by the colors, textures and classic French touches of the physical space. I selected French photographer Ron Haviv to help bring the vision to life in the photography and capture a bit of Paris in Los Angeles.

I spearheaded the creative vision for Victoria's Secret digital editorials, leading concept development, photo art direction, and design. These editorials encompassed a range of content, from new product launches and trend-focused features to timely and relevant brand moments.