Halloween 2023 was fueled by sweet dreams, not nightmares, for the Insomnia business thanks to a partnership with NBC Universal that drove a 31% increase in forecasted retail sales and a 189% increase in YoY social engagement.

To celebrate and help promote the launch of Five Nights at Freddy’s, the cult-favorite video game turned horror film, Insomnia transformed product and stores to delight gamer Insomniacs and drive awareness with new customers. Limited edition Cookie Pizzas were developed with collectible packaging designed to emulate the pizzas served at the demented pizza chain in FNAF. Product sold out in less than a week and packaging was being sold on eBay for ten times the amount of a Cookie Pizza. In the Los Angeles market, select stores were outfitted with movie characters and branding as destinations for press, influencers, and fans.

Without the precise communication with NBC Universal and swift operations on the Insomnia Cookies Creative Team, this level of success would not have been achieved within the short timeline allowed by the studio. I led regular meetings with NBC Universal’s brand marketing team to present concepts for product, packaging design, content, and in-store promotion from Insomnia, forcing our team to create in timelines unprecedented for our brand — our first foray into an IP partnership of this scale.

Insomnia Cookies, a brand born from innovoation (or cookievation as the insiders call it) and bred on a cult-like following of late night sweets lovers, set out to launch its first retail experience in the city where it all started.

Nestled between the iconic Pat’s and Gino’s cheesesteak joints in East Passyunk, is a run-of-the-mill Insomnia Cookies bakery with a secret. Pass through the bookcase door to enter the CookieLab, a speakeasy for sweets. Even Wonka himself couldn’t have dreamt up these cookie creations and milkshakes.

Strategic ideation of the space was needed — from fixtures and decor, to menu layout and merchandise display — to transform the vision of our founder and CEO of a space where customers can taste up-and-coming flavors of the week and have the ability to dream up their own custom combinations into reality. I was integral in overseeing all interior design and asset production, in addition to production of the bookcase door which pays homage to the UPenn dorm room where Insomnia was born marketing strategy, menu development and design, and ongoing promotions.

It’s never just been the game. Basketball and it’s players have been shaping culture in the United States and across the globe for decades. The 76ers are out to celebrate that influence and give culture formed on the hardwood a platform.

76ers Crossover, the lifestyle series presented by the Philadelphia 76ers, launched in the fall of 2019 with an art show. Talented Sixers fans from around the world submitted their work to be on exhibit for one week in November and auctioned off in the team’s app to benefit the Sixers Youth Foundation.

Messaging was designed to attract local sports and art fans to the activation during its run at the Fitler Club in Center City, Philadelphia, in addition to growing global fans to the team’s app users they could place their bid on original pieces paying homage to legends like Dr J, Allen Iverson, and Ben Simmons.

Development of the 76ers app’s first custom tool, in partnership with provider YinzCam, brought brand activation into the app for the first time — a shift that was integral in keeping partnership lucrative during the second half of the season as COVID left the team with fan-less games. In all, the campaign raised over $50,000 for the SYF and launched a sub-brand for the team that is now driving lifestyle content and activations around fashion, music, and food.

Every champion was once a contender who refused to give up. - Rocky Balboa

Each year, NBA teams are given the opportunity to make a statement about the culture of their hometown through the design of the City Edition uniform. For the 2018-2019 season, Philadelphia chose to celebrate the city’s greatest champion Rocky Balboa, with a set that resembled his trademark grey sweatsuit. That season, we won the title of highest City Edition uniform sales across the league, beating out teams like the Toronto Raptors and the Miami Heat.

Even with the momentum of and partnership with the upcoming Creed film, we knew we needed a concept to capture the hearts of Philadelphians as much as it could ignite a global fanbase by making use of the film’s iconography. Social listening gave me an understanding of the way movie fans talk about the Rocky films. One of the top three topics of conversation for Rocky fans around the globe was the locations in the film, and it was number one for Philadelphians.

These insights led the Creative and Content teams to a campaign that placed players in Rocky landmarks while sporting their uniform — Ben Simmons in the Front Street Gym, Markelle Fultz in the Victor Cafe, Robert Covington training in the Italian Market. Our own MVP, Joel “The Process” Embiid, even took to the Art Museum steps to promote the uniform in a campaign that fans are still talking about.

Bikini so teeny. Topless and barefoot. S'il vous play. Who names these colors?!

The driving insight behind essie's first hub content series was the fact that over 40% of essie fans choose their color based on the name.

As part of the YouTube Labs experiment, we had four weeks to concept and produce a video series to connect with fans and tell the brand story. Results were A-List: 70%+ completion rate amongst viewers and a 151% increase in ad recall for those who watched the video, 64% for those who skipped it. Overall best in class across all L'Oreal brands.

Chandon needed a new plan to drive sales and communicate value over $8 prosecco. Our plan was to redefine the brand as the bubbly needed of the new generation -- not your mama's sparkling --  and reinvent special occasions. With days like National Taco Day and #SundayFunday, every day is a reason to celebrate. 

With Instagram as the main focus, we set out to expand and engage the #ChandonSquad with custom content catered to audience conversation and behaviors. In 2016, the brand saw over 27 million organic impressions on Instagram and a 114% increase in audience size, rising to the top of the sparkling category.

Amidst a sea of rainbow palettes and clown makeup tutorials, Maybelline NY launched Master Camo palettes to simplify the technique with three easy steps. 

Social listening helped me group the audience into four segments — those completely unaware of color correcting, those aware but skeptical as to whether it actually works, those aware but overwhelmed with all the misinformation, and those already convinced. We were able to cater content to each of these segments driving awareness of the product launch, inspiring her with convincing transformations, educating her on how color correcting works, and teaching her how Maybelline’s Master Camo compact works to correct, cancel, and reveal her flawless complexion. 

Once content was planned, I oversaw creative to make sure we were using the correct language for the brand and the audience, representing all skin tones, and optimizing Pinterest content to compete with existing color correcting Pins.

Forget back to school! Back to campus is the busiest time for Victoria’s Secret PINK and for fall 2016, the brand wanted to welcome women back to school in style.

With insights about the optimism and hard work of the iGeneration, we concepted and produced a brand anthem video that celebrates college life in a pre-commencement speech. With a Baz Luhrmann-esque voiceover, we delivered advice to incoming freshman and seniors alike with relatable college moments and brand-friendly slogans. 

PINK Friday is the new black Friday. Every summer, Victoria’s Secret PINK kicks off their Back to Campus shopping with a day of deals and exclusive offers that are more exciting than boys and puppies put together. #priorities

To get the word out, we created a campaign speaking to the iGen woman on her preferred channels. A series of snackable vignettes of comical moments were launched on Snapchat and Instagram, and strung together for a full-length version for email and web marketing.

After the success of Japan's Black Whopper made with squid ink, the US team partnered with A1 Steak Sauce for a delicious take on the global phenomenon, just in time for Halloween.

Taking cues from the unboxing trend that occurred with Japan's launch, we created a campaign of teasers and reveals to be posted with the premiers of Scream Queens and American Horror Story.