DIME

CREATIVE DIRECTION + ART DIRECTION + WRITING

Elevating a luxury DTC clean skincare brand beyond product education into an aspiration lifestyle brand.

Princesses On Periods - Dorival

World Building + Branded Entertainment series

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

TJ Maxx Rebrand

Brand ARchitecture + Creative direction

The rebrand that modernized an iconic retailer by giving it an authentic voice that spoke to women.

💵 Stole $42 million in market share from competitors
♥️ +20% increase in social engagement
🤔 +56% increase in brand recall

Reach for Comfort - Midol

High-impact brand experience

A clever repackaging stunt and digital-first campaign that created social buzz about periods in a way that only Midol could do.

🏆 Effie Awards - 2x Gold, 1 Bronze
💵 +20% lift in sales
👀 2 million views

Cut Out the Bulls*t - change the ref

high-impact brand experience

A never-been-done-before media innovation for change the ref that garnered international press attention for gun violence reform.

🏆 Cannes, The One Show - 3x Shortlist
🗣️ 2.3 billion earned media impressions
⚾ International MLB recognition

Who Do You Take It For? - Aleve

TV + Social campaign

Creating a pain-reliever campaign without showing pain—and covering the stories of hard-working folks around America who show up with tenacity and grit.