DESCRIPTION:
We believe the best place to begin is within.
Our strength, our power, our purpose, starts within us.
So let’s start there, with collagen that supports our bodies, from the inside out.
It only takes a daily scoop, bite or sip of collagen to start awakening our best selves from within.
And when we feel great inside, our confidence to take on the world outside comes from way deeper.
It’s Within Us.
CREATIVE & PRODUCTION:
Visually, we created an authentic connection with Jen Aniston by putting the viewer in the scene with dynamic transitions and angles that make you feel literally inside each moment of her actual routine.
Audibly, we use Jen’s own inner monologue on how she treats her body as the driving beat of the film. We’ll give viewers the story of what she does to be her best self and how she relates to her own body - creating a commonality we can all relate and aspire to.
ROLE - I served as one of the brand marketing and creative leads on the campaign. I developed the brief and set the strategy and creative with our internal and external creative teams. I worked alongside the C-suite executive team to establish the brand tone for the campaign and strategically integrate Jennifer Aniston into the creative, as the brand’s first ever celebrity partnership. I managed all aspects of executing the campaign across multiple channels in partnership with channel stakeholders including media, ecommerce and shopper.
The goal of the campaign was to capture Jen’s everyday wellness routine in an authentic way that felt very natural to Jen and resonated with a mass audience in efforts to increase household penetration. As a loyal user of Vital Proteins collagen, Jen’s passion for the brand shined through in the creative. Her wellness routine consists of incorporating Vital Proteins collagen everyday, and we were able to capture that in a way that is relatable to our audiences.
This campaign was a labor of love, which took one year to execute from ideation through production and execution. Due to COVID, we had to shift our creative mid-production during quarantine and pivot our creative messaging, launch strategy and timing to align with what was going on in the world.
RESULTS - Vital Proteins continues to drive trial and conversion becoming America’s #1 Collagen Brand in Natural, Multi-Outlet Retailers and Club channels in the US. As of January 2021 after the campaign launched, Vital Proteins became the #1 Collagen Brand sold at Costco, up 61% due to campaign amplification with current sales.
Overall awareness of Vital Proteins has grown from 15%–18%, and new customer product trials nearly doubled from 5%– 9% more people coming into the brand and increasing household penetration.
The campaign successfully launched globally in 10 different countries in 2021.
DESCRIPTION - Glade awakens the sense of smell, using it to create memorable experiences. To demonstrate the mood-setting power of fragrance for the product launch of Glade PlugIns Car, we created scent-inspired road trips. With carefully curated stops, travel and adventure influencers were able to physically experience the notes of the fragrances through an exciting, multi-sensorial adventure.
To conclude the journey, Glade invented a new way to sample its fragrance - an actual living space designed by scent. Introducing Scent Stay, fragranced by Glade. We partnered with Airbnb and collaborated with scent experts and architects to build a pod, suspended in the Redwood Forest, that actually enveloped the consumer in the source of the fragrance. It also exhibited additional product attributes including adjustable scent through movable window and light-up functionality. Consumers were able to win a night at the Glade Scent Stay through social media engagement.
By creating the Scent Stay, we found a completely original way for consumers to sample our new fragrance, by taking them directly to the place that inspired it. And, it was an overnight Instagram hit - the photos speak for themselves.
Influencer Content Links: Vaga Brothers Instagram Post, YouTube
ROLE - For this project, I was the lead Experiential Producer and Content Producer serving as the key liaison between the client, creative teams, agency partners and architect/production partners. I was responsible for planning and managing the treehouse build and bringing the creative design to life through the brand lens. I was also responsible for developing the content strategy and directing the onsite content shoot to capture assets for various digital platforms.
DESCRIPTION - Scent has the power to change the way people feel. The Museum of Feelings was produced to be an interactive experience that used Glade scents to evoke emotions and turn them into art. The exterior of the museum used an algorithm to display Manhattan’s feelings like a mood ring. Inside, feelings transformed into a kaleidoscope, halos of light, scented clouds and the world’s first selfie that changed with emotion.
The Museum of Feelings was a pop culture sensation and it became an experiential destination for millennials, guests waiting in line for 4-5 hours to enter (in the dead of winter). Its experiential success led to the birth of future popular pop-up museums like the Museum of Ice Cream, Wndr Museum, Refinery29’s 29 Rooms and many more.
ROLE - For this campaign, I served as the Management Supervisor on the account and one of the lead Creative & Content Producers. I helped develop the content design, storytelling, as well as content strategy. I served as the main point of contact for the client, creative teams, influencers/media, cross-functional agency partners, as well as internal and external production partners.
I was lucky to be a part of a massive team who made this project possible. This project was a labor of love, which took over one year to execute from ideation through production and execution.
RESULTS - 56,856 Attendees • 892MM Earned Media Impressions • 115MM Social Impressions
AWARDS -
1 Cannes Gold Lion
2 Cannes Silver Lions
1 Cannes Bronze Lion
8 Cannes Shortlist Lions
2 Silver Pencils One Show
1 Silver Clio
London International Awards
DESCRIPTION - KIWI believes greatness starts from the ground up, so we completed the world’s most famous portraits to showcase their bottom halves.
Many of the most famous portraits ever painted have one thing in common: they only show iconic, inspiring people from the waist up. KIWI had a different idea of greatness; we believe it starts from the ground up. That’s why we decided to complete 10 masterpieces and finish the stories behind the portraits and their better halves. Introducing the KIWI Portraits Completed gallery, an exhibition featuring 10 iconic portraits completed by KIWI Shoe Care. With a humorous self-guided audio tour featuring real art history, the brand was cleverly woven into the portraits’ narrative. KIWI also featured a unique museum app that replicated the experience via augmented reality.
ROLE - For this campaign, I was the lead Experiential Content Producer managing the design process and overseeing content strategy and production from ideation to execution. I served as the key liaison between the client, creative teams, agency partners and design/production partners.
AWARDS -
Cannes Lions 2017
• 1 Gold & 1 Bronze / Print
• 1 Silver & 2 Bronzes / OOH
The One Show Festival 2018
• 3 Gold / Print & Outdoor
• 4 Bronzes / Print & Outdoor / Cross-Platform
The D&AD Awards 2018
• Yellow Pencil / Poster Advertising Campaigns
Clio Awards 2017
• 1 Gold & 1 Silver / OOH
• 5 Silvers & 1 Bronze / Print
• 3 Silvers & 2 Bronzes / Illustration
DESCRIPTION - Mrs. Meyer’s, a brand born from the garden, has always known the power to turn something small into something beautiful. But we asked, what if the brand could grow something even lovelier than the flowers that inspire their product fragrances? Something the world sure could use more of. We live in a time when human connection is nonexistent. The world is lacking empathy and the ability to understand one another. With the help of horticulturalists, Mrs. Meyer’s created the Compassion Flower, the first hybrid flower with the purpose to help grow understanding and empathy.
Inspired by the flower, The Compassion Flower Project was created as a pilot program with schools that uses the flower as a teaching tool for kids to stress the importance of making and showing compassion a daily practice.
The Compassion Flower, a cross between a pansy and viola, inspired the brand to create a limited edition product which was available online for consumers to purchase.
ROLE - I was the Management Supervisor and Executive Experiential Content Producer on this campaign, managing the creative process, client teams and agency partners from ideation through execution. I also served as the lead Production Project Manager, serving as the key liaison between creative teams and production partners.
I worked very closely with my creative directors and art directors to plan and execute the design of the actual Compassion Flower (type of flower, look/feel, scent, size, growing patterns, etc.). I was responsible for not only finding the right horticultural specialists to partner with, but I was also challenged with how to bring the creative and story to life through a physical manifestation of a flower and compelling content that made Mrs. Meyer’s shine as a brand.
Collaborating with the creative team to bring to life impactful storytelling through film and witnessing our compassion toolkits being used in classrooms to spread compassion all over the country were some of the highlights of the campaign.
CLICK TO VIEW THE BRAND CAMPAIGN *
* The work shared here is publicly shared by the client.
DESCRIPTION - Caldrea, an online-only luxury home care brand, wanted to increase their brand awareness through an unforgettable sampling opportunity during the holiday season. We were tasked to create a bespoke experience in a high-traffic location that would shine a spotlight on Caldrea’s fragrances and beautiful package design. We created a unique pop-up shop in one of the most premium shopping malls on Michigan Avenue in Chicago.
The lush Caldrea Garden House featured an entirely custom build that was inspired by maximalism fashion and decor trends juxtaposed with the origins of Caldrea’s garden inspired fragrances. Caldrea provided a luxurious sampling opportunity allowing consumers to learn about the brand’s fragrance process. The pop up also featured custom silk scarves, scented collateral cards, premium giveaway bags and a custom neon sign to encourage social sharing.
ROLE - For this project, I was the Executive Experiential Content Producer, Project Manager, Strategic Planner and PR lead. I managed the entire production from ideation through execution, as well as oversee onsite production logistics and operations and PR/influencer amplification.
* In accordance with client NDA, this content has been shared as public facing. For more information, visit brand site & social feeds
DESCRIPTION:
To celebrate OREO’s 100th birthday we created, “The Daily Twist”, a 100% responsive, fully integrated campaign that set out to make OREO a vital part of pop culture and everyday conversations in a digital world. It’s a lot to ask of a cookie, and yet we pulled it off with one of the most talked-about, emulated social publishing content stories in our industry. The agency team scoured trends every morning, and then turned the production around within hours, creating relevant content aligning OREO with current events for 100 consecutive days.
100 days. 100 pieces of content. 100% successful.
To support the launch of “The Daily Twist” campaign and generate buzz on Oreo’s 100th birthday, we launched PR events in Times Square, as well as 7 pop-up, surprise birthday celebrations, which occurred simultaneously in 7 different markets (4 different time zones) around the country. The pop-up birthday celebrations included nostalgic, surprise and delight moments that encouraged consumers to celebrate their inner kid to the fullest. Onsite programming included concerts & artist meet and greets, flash mobs, contests, product sampling, interactive photo opps, grand prizes and more.
Target Market: Millennials and Oreo’s online communities
Objective: To commemorate the 100th birthday of Oreo, we set out to prove that at a century old, Oreo is as relevant as ever.
Big Idea: To help everyone around the world celebrate the kid inside.
Key Message: Re-imagining pop culture through the eyes of Oreo and make Oreo become more relevant with the millennial audience.
RESULTS - 231 million media impressions, 515% increase in retweets, 433 million Facebook impressions
ROLE - For this project, I served as the Senior Account Executive on the Oreo/Mondelez business, as well the Associate Experiential Producer overseeing the creative execution and production for the “The Daily Twist” launch events. I worked collaboratively with the in-house creative teams, cross-functional agency teams (media, digital, social, PR) to bring the campaign to life.
DESCRIPTION - At Mrs. Meyer’s we believe that everyone is a maker; it’s just that somewhere along the way we forgot. Maybe it was the fear of not being perfect or becoming one of those Pinterest fails examples. Whatever the case, at Mrs. Meyer’s, we believe the fun is in the making. So we decided to do something about it.
We created the world’s first “transforming style” Jeep-to-pop-up workshop. With a variety of DIY demonstrations and crafting stations, all made from parts of the vintage VW Thing, the footprint inspired makers to look for potential in their own everyday objects and share their creations on social media using #MakeAndTell. Mrs. Meyer’s inspires us to embrace our perfectly imperfect.
ROLE - For this project, I was the lead Experiential Producer and Creative Project Manager, serving as the key liaison between the client, creative teams, agency partners and production partners. I worked closely with creative directors and art directors to plan and execute the design of the on-site build and brand experience. Collaborating with the creative team to bring to life impactful storytelling for each touchpoint of the consumer journey onsite, and have it transpire on film and social, was my favorite part of the campaign.
By 2050, there will be more plastic in the ocean than fish. Windex wanted to make a small step to save our oceans and created a 100% ocean plastic bottle for their Windex with Vinegar product. Windex became the first-ever home cleaning brand to create a bottle made of 100% ocean plastic (plastic that is foraged and recycled from the ocean).
Windex teamed up with Bloomingdale's to convey the importance of saving the oceans from plastic. As part of the collaboration, we launched a fully integrated program that included: an interactive experience that uses virtual reality to show the beauty of the ocean, a redesign of the famous Bloomingdale’s bag into a 100% recycled ocean plastic, a flagship window takeover, customizable designer packaging to support your favorite beach, and a 100ft art installation ‘2000 school of fish’ of entirely recycled plastic.
RESULTS : 617 million impressions in the first month; sales lift by 60% in the first month
FORBES mentioned that Windex and Bloomingdale’s teaming up to make the oceans sparkle is “an unexpected brand partnership’.
ROLE - For this project, I was the lead Experiential Producer and Content Producer serving as the key liaison between the client, internal creative teams, Bloomingdale’s creative teams and production partners. I was responsible for directing the onsite content shoot to capture brand assets that lived on several brand-owned channels.
DESCRIPTION - We created the first Glade Pop-Up Boutique where shoppers could go on a unique journey through 5 immersive spaces, all inspired by and infused with Glade Scents that spark various feelings - Relaxed, Anticipation, Fresh+New, Flirty and Energize. A viral standout amidst the sea of holiday shopping, the Glade Boutique lured in passerby with a call-to-action from an intriguing, unbranded window display, "What Will You Feel?". Inside, guests engaged with several multi-sensory interactive experiences - and were encouraged to share on social media using the hashtag #FeelGlade.
The Glade Feelings Boutique inspired people to give the priceless gift of feelings during the holiday season.
RESULTS - 14K+ Visitors in 35 Days • 4MM Twitter & 35K Instagram Impressions • 1.1MM Social Video Views
ROLE - I was the Experiential Producer for this campaign and on-site activation, serving as the point of contact for the client, creative teams, influencers/media, agency partners and production partners.
DESCRIPTION - Today, the Avalon New Regal Theater in Chicago, once the epitome of glamour, is now in a gorgeous state of decay. The construction of this abandoned landmark theater in 1928 was inspired by Moroccan fragrances which inspired the launch of Glade’s Autumn fragrance collection. Glade wanted consumers to rethink traditional Autumn fragrances - the typical Pumpkin Spice Latte mentality that the public is so used to seeing on the shelves. The brand challenged us to create an immersive experience to evoke new emotions from old scents. We opened the doors of the iconic Regal Theater for one night only for one glamorous soirée hosted by Glade.
A scent-led evening took media influencers on a “choose your own adventure” scent experience, a choice of three paths to discover their Autumn side by way of three fragrance inspired rooms.
A topsy-turvy tea party to tantalize the decadent scent of ‘Rich Pumpkin Dream.’ And an aromatic ‘Spiced Apple Magic’ Flamenco dance sizzling in a red-rich Moroccan theater.
ROLE - I was the Experiential Content Producer on this project, and served as one of the main points of contact between influencers/media, creative teams, agency partners and set design/production partners.
Morton Salt has long been the leading producer of premium salt products in the U.S. While brand awareness among millennials is high, they have low penetration.
The foodie movement has created a gap between a sophisticated palette dining out and novice cooking skills at home, but millennials are eager to learn! Therefore, the challenge was twofold: younger consumers simply didn’t know how to cook with different types of salt; and we had to inspire trial. We would need a dramatic way to get in front of the right audience, so we could guide them in cooking with these products, and let Morton shine.
Morton Salt asked us to create a series of videos to teach consumers how to use their different types of salt: Kosher, Fine Sea Salt and Course Sea Salt. Most people don’t know the difference - salt is salt, right? Wrong!
Instead of creating ordinary how-to videos, we set out to develop an educational and immersive experiential content series called, Next Door Chef, that aired between shows on The Food Network and lived on Morton’s owned channels.
We partnered home cooks with experienced chefs in four different markets, then transformed their homes into five star restaurants overnight. Influencers and culinary experts were invited to experience a five-star dinner that was entirely cooked by an apprentice chef in the making. Guests were blown away!
By teaching the correct uses of Kosher Salt, Course Salt and Fine Sea Salt, we showed our audience that the right kind of salt can unlock your inner chef. The series brought Morton Salt to the top of millennial minds and the top of grocery shopping lists; while also instilling the confidence to create their own Instagram-worthy meals at home.
Below you’ll find the Next Door Chef Nashville, Chicago and New Orleans content.
ROLE - For this project, I served as an Experiential Producer and Project Manager, overseeing the creative execution and content production.
Add’l Morton Salt Next Door Chef Content - https://www.mortonsalt.com/nextdoorchef/
Real fun is messy, so Shout made things messier because anything is possible in a world without stains.
Shout, a leading stain-fighting brand, wanted to reestablish dominance in the category by reinvigorating and elevating themselves from a forgotten specialty product to a go-to stain solution. We created a multi-year partnership program at one of the happiest (and messiest) places there is – The Color Run. The activation celebrated the out-loud, life moments that Shout empowered its loyalists to live.
To drive awareness and gain hashtag traction, we created a 360 Color Cam and encouraged participants to get messy, throw more color and capture the fun. Guests who submitted and shared their photo on social media with our campaign hashtag were entered into a Sweepstakes to win an all-inclusive trip to the Color Run in New Zealand. Year two focused on educating millennials on product efficacy, particularly the pre-wash treatment and stain removal process. To bring this to life, we created an inflatable Washing Machine obstacle course that taught millennial race-goers that stain fighting was as easy as to pre-treat, wash and dry.
By providing consumers with a one-of-a-kind, fun and messy experience on-site, Shout increased brand perception and social conversation. In turn, it resulted in an increase in Shout sales and gave millennials the tools and confidence they needed to keep doing the messy things they love. Because, with Shout, consumer can be free to Live Out Loud.
RESULTS - 2M+ in-Person Branded Engagements, exclusive Shout branding in over 146 U.S. markets
ROLE - For this project, I was the Experiential Producer serving as the key liaison between the client, creative teams, agency partners and production partners.