brand narrative + creative direction
Driving brand expansion beyond product storytelling to create atmosphere, identity, and desire.
creative direction + concept:
World Building + HIGH IMPACT brand EXPERIENCE
Creating an interactive platform where young girls could chat with their favorite fairytale role models—breaking a stigma before it could start.
🏆 Grand Prix, Campaign of the Year
♥️ 146% increase in social followers
🔎 +880% organic Google Searches
creative direction + concept:
HIGH-IMPACT brand EXPERIENCE + SOCIAL-FIRST ACTIVATION
A disruptive repackaging stunt and digital-first campaign that reframed period conversation—in a way only Midol could.
💵 +20% lift in sales
👀 2 million views
🏆 Effie Awards - 2x Gold, 1 Bronze
brand architecture + creative direction:
rebrand
Leading the 360° rebrand of an iconic retailer—modernizing the brand through a cohesive voice, visual system and integrated expression built for today’s woman.
💵 Stole $42 million in market share from competitors
♥️ +20% increase in social engagement
🤔 +56% increase in brand recall
Brand architecture + Creative Direction:
product launch + organic social
Reimagining a heritage icon into a beauty-first brand built for Gen Z.
👀 +63% For You Page view rate
👀 + 97% TikTok views QoQ
♥️ +25% increase in social engagement
creative direction + concept:
brand launch
Once famous for a fall, now famous for avoiding them—meet Hampton Dumpty, the rags-to-riches stock market leader with millionaire swagger.
copy + concept:
high IMPACT brand EXPERIENCE + media innovation
A never-been-done-before media innovation that garnered international press attention for gun violence reform.
🏆 Cannes, The One Show - 3x Shortlist
🗣️ 2.3 billion earned media impressions
⚾ International MLB recognition
