I concept, create and launch global campaigns that give consumers an emotional connection to today’s brands. I collaborate with marketing to develop the brand strategies that drive those campaigns.
Lead the rebrand of The Baby Box Co. by developing and re-defining the overarching creative vision and brand strategy. Collaborated with internal teams to execute rebrand in all aspects of global marketing: website redesign, consumer facing messaging, email marketing, social media and national launch of education platform.
Collaborated with internal teams to lead the rebrand of Outschool's tone & voice. Carried this global rebrand throughout all touchpoints and brought it to life in the global Summer Adventure campaign. We developed this campaign for anyone hoping to inspire a love of learning in their kids during the summer. All deliverables (landing page, email, advertising and social) highlighted Outschool’s interactive online classes where learners have the opportunity to explore their passions and set their talents and curiosity free. Summer Adventures Start with Outschool.
To keep Barbie in cultural conversation, the Barbie is Moving global campaign generated excitement and buzz around Barbie’s moving announcement. I led the creative team in creating campaign assets that could easily be scaled/localized in all markets, and helped establish guidelines for the use of those assets.
Created to prompt both fans and newcomers to rally around the brand, “We are Monster High” provided an engaging brand message and a campaign that local markets could easily activate in broadcast, online, at retail and throughout social media. The campaign kicked off with a new brand anthem, fan video contest and a music video directed by Wayne Isham featuring Youtube sensation Madison Beer.
After the meteoric rise of Monster High, Mattel was launching its next high school brand, Ever After High. I worked closely with multiple creative and marketing teams to develop the brand’s launch strategy and visual look, then led the Marcom design team to create branding and marketing materials, a brand standards book and a launch guide. Campaign elements included print, social, merchandising, collateral, broadcast and an original brand anthem. Finally, we teamed up with Wayne Isham to produce an imaginative music video and engage our new fans.
Designed to run before the holiday season, the Monster Madness product push campaign generated noise, brought attention to Monster High and increased in-store purchases. The campaign was executed across broadcast, online, social and retail.
The Thronecoming campaign was created to support Ever After High’s key entertainment franchise and boost sales of related product. The campaign ran in broadcast, online and in social media; engagement elements included a global voting promotion.
The “Lets Go Polly” global campaign reintroduced Polly Pocket to our core customer and showed her that every day is better with Polly. Campaign deliverables included a brand TVC featuring the original “Lets Go Polly” anthem, as well as key art and print graphics to make sure “Let’s Go Polly” came to life across all brand touchpoints.
To launch the Monster High spring entertainment property Haunted, a spooktacular campaign was created to run in broadcast, online and social media. These global marketing materials supported the entertainment franchise and boosted sales of related product.
For commercials, music videos, sizzles, and social content,
I develop concepts that deliver
on brand strategy and lead production teams from
pre-production to final edit.
Developed a series of cooking recipe videos for Breville that highlighted their family of products as well as their partnership with Crate & Barrel. Delivered step-by-step videos as well as teasers for social and advertising.
Supported the launch of a new Mattel game by creating an aspirational and impactful TVC. The spot is driven by an infectious original song that ensures viewers will never forget the name “Bounce Off!”
Concepted and developed a fresh and inspiring campaign for anyone hoping to inspire a love of learning in their kids during the summer. Highlighted Outschool’s interactive online classes where learners have the opportunity to explore their passions and set their talents and curiosity free. Summer Adventures Start with Outschool.
Created a eye-catching digital ad for Shyn to stand out in marketplace and highlight the brands unique points of difference.
Created a Brand Spot for The Baby Box Co. that brings to life their mission: Creating a safer world for children by supporting parents throughout their parenting journey. Smarter parent, safer baby.
Designed to run before the holiday season, the Monster Madness product push campaign generated noise, brought attention to Monster High and increased in-store purchases. The campaign was executed across broadcast, online, social and retail.
Developed a brand spot to support the launch of Safe + Smart — The Baby Box Co’s first-ever consumer product line of biodegradable, bamboo diapers that are not only safe for baby but smart for the planet.
As part of the launch strategy to bring Ever After High to life, we teamed up with Wayne Isham to produce an imaginative music video and engage our new fans.
Directed by acclaimed director Wayne Isham and featuring YouTube star Madison Beer, this music video kicked off Monster High’s brand campaign and rallied fans worldwide.
The Thronecoming campaign was created to support Ever After High’s key entertainment franchise and boost sales of related product. The campaign ran in broadcast, online and in social media.
The “Lets Go Polly” global campaign was developed to reintroduce Polly to our core customer. This TVC spot features the original “Lets go Polly” anthem and shows girls that every day is better with Polly.
Developed to be disruptive in the marketplace, this TVC took inspiration from fashion and pop culture to introduce brand newcomers to Monster High’s freaky fabulous ghoulfriends.
I work with clients to concept and art direct photo and video shoots. By assembling and overseeing the teams from pre-production to the final execution, I ensure the content is on brand and meets strategic needs.
Whether it’s a pop-up store or a mass retailer — I create a unique looks for individual spaces or deliver an asset guide to insure global consistency for your brand
at retail.
Mall of America, Minneapolis Minnesota
Mall of America, Minneapolis Minnesota
Royal T Gallery — The Warholian Exhibit
Sephora Store, New York
Mass Retail Pallet Display
Spain, Italy, Peru, US & France
Toys R Us Endcap — HBA Products
When creating a memorable
brand experience, details matter. Whether I’m choosing the perfect color of three thousand apples, styling the attire of your servers
or developing branded activities,
I create events and exhibits that bring brands to life and give consumers more ways to engage.
2009 New York Fashion Week
Multi City Product Launch
Expo West Tradeshow Booth
Corporate Headquarters, El Segundo California
Corporate Headquarters, El Segundo California
Corporate Headquarters, El Segundo California
Fred Segal, Santa Monica
New York Toy Fair Tradeshow
Sweepstakes and Event
Movie Launch Campaign & Multi City Live Event
Great branding should extend seamlessly into printed materials.
I art direct photo shoots, manage copywriters and collaborate with printers to create the ideal printed pieces for your business objectives.
As a way to extended the visual communication and brand strategy, I work with composers to create original music or I curate a collection of existing music that ultimately transforms how the consumer connects with the brand.
Creating a unique and ownable audio identity was a key strategy in launching the Ever After High brand. The brand anthem brought the brand message to life and was leveraged globally in broadcast, product, online, social and entertainment content. To further bring the Ever After High Brand to life, we teamed up with Wayne Isham to produce an imaginative music video and engage our new fans.
Knowing how important music is to Monster High’s core consumer, we launched a new brand anthem as part of the “We are Monster High” global campaign. This audio identity was used worldwide across broadcast, product, online, social and entertainment content. The music video music video kicked off Monster High’s brand campaign and rallied fans worldwide.
