Advertising continues to evolve,
inserting itself and shaping our modern culture,
from giving solutions to everyday problems,
to driving emotions and getting conversations started.

State Farm  |  Jake From State Farm

Concept: Leverage the most iconic commercial in State Farm’s history and create the most equitable embodiment of this brand to date.
Execution: As a part of the original team, we brought Jake back, 3–dimensionalized him across all passion points to bring an abstract service like insurance to a tangible, human level, consumers can interact with. In doing so we’ve garnered over 1 million followers on TikTok alone.

State Farm | Virtual Experiences
Digital platform events have become a quintessential new discipline in marketing, targeting the newest generation online, connecting people all over the world simultaneously.

My Role: Push the boundaries of traditional sponsorship to natural brand integration and socially promote State Farm’s first-ever metaverse presence in Fortnite, Roblox, and NBA2K platforms.

Mike's Harder Lemonade  |  Deadpool 2 Pop-Up Activation

Experiential Concept: Bring to life "Sister Margaret's Place for Mercenaries and Bad Guys" to promote Mike's Harder Lemonade amongst their edgier, anti-establishment target.
Execution: Amaze and intimidate fans as they stepped into a gritty dive bar in Downtown LA and Brooklyn NY. We left no small detail behind, filling it with movie Easter eggs, set replicas, real biker thugs and motorcycles, playable skee-ball and “out of order” pinball machines, disgruntled bartenders, and a swindling pool shark that challenged players.

Mike's Harder Lemonade  |  Deadpool 2 Pop-Up OOH

Concept: Drive consumers to the bar experience using the charm that only Mike's Harder and Deadpool can deliver.
Execution: Pinpoint OOH highlighting a bar experience that consumers can attend, using the tone of voice while breaking the 4th wall.

Tyson Chicken  |  No Antibiotics Ever TVC

Concept: Show Tyson's commitment to producing quality chicken to earn brand trust and reappraisal, so that consumers can feel good about choosing Tyson.
Execution: Tap into the beautiful ruggedness of everyday moments with real, undoctored production value and products.

Tyson Chicken  |  Grilling Season Social

Concept: Deliciousness is in the details, Tyson has fresh and frozen chicken raised with no antibiotics which is perfect for the grill.
Execution: Catch viewers attention while showing the real deliciousness of chicken on the grill.

Sprint  |  Black Friday Promotion

Concept: To increase traffic to Sprint stores, we gave consumers a chance to be the hero, helping Sprint solve a common, yet playful problem for a $500 reward.
Execution: We distributed puzzle pieces to consumers and asked them to see if it matched the missing piece in our in-store jigsaw puzzle.

Sprint  |  5G Launch

Concept: Just comparing 4G to 5G speeds wasn’t enough to get people excited about the new service. We had to cleverly show that consumer’s current speeds are not as great as they think.
Execution: We asked consumer’s to guess their current speed for a chance to win $5G’s cash.

Glade Autumn  |  Glampfire Activation Launch
Experiential Concept: Tempt a select 100 consumers the chance to be daring in an adventurous venue.
Execution: Consumers follow a different path through an abandoned theater based on which scent they choose.

Content Maker: Event doubled as a photo shoot. Photos and film are used throughout campaign for web, social, pr, case studies and awards.

My Role: Event concept, photography direction, social content, web update.

Glade Autumn |  Social

Concept: Intercept the social feeds to show there is a darker, mysterious, more glamorous side to the fall season.
Execution: Using motifs from the Glampfire, Glade is tempting users to have a more daring autumn experience with pins and posts that link to online articles at Glade.com

Glade Autumn  |  Glade.com

Concept: Entice consumers to learn more about their line of products by delving into the darker side of Autumn.
Execution: Show the emotion of temptation and conjure aromas visually using the Glampfire Experience photo shoot. The result challenged Glade’s design guidelines and took the brand itself into a new daring aesthetic that changed the perceptions of it’s products.

Mrs. Meyer's Clean Day  |  Just Keep Making Activation

Concept: Somewhere between childhood and adulthood, we lost our imagination to make things due to fear of perfection.
Execution: So we created a mobile pop up that transformed into a making shop for adults and kids alike. A pop up where we embrace imperfection, as long as you Just Keep Making.

Glade Museum of Feelings  |  Holiday Pop Up Activation

Experiential Concept: Show that fragrance can give you different feelings in a "holy shit this is awesome" kind of way, in which Glade can own.
Execution: A mostly unbranded experience free to the public, targeting millennials, with an artful retail and provoking digital components. Featuring 5 immersive rooms filled with Glade Fragrance.

Glade Museum of Feelings  |  Fragrance Bar

Concept: Create an engaging way of sampling scent for millennials, after they've taken the most appropriate selfie in each immersive room.
Execution: A motion-activated mist released through a motion graphic table top along with descriptions of each fragrance.

Glade Museum of Feelings  |  Retail

Concept: Create a museum gift shop as if it was an art installation itself.
Execution: Present the original, in-market Glade candles in an artful, less branded, package with Museum of Feelings logo. 
The intentional absence of POS signage lead to more intimate dialogue with the our associate.

Various Brands  |  Interactives

Thought I’d share a few short digital experiences from gamified expandable banners to SnapChat lenses. I had the pleasure of guiding these projects from concept though development.