LUMIFY Drop in to Stand Out
LUMIFY drove record-breaking engagement and sales during football’s biggest week, the Super Bowl, by targeting style-conscious sports fans. By pairing viral speculation stunts featuring DeVonta Smith with a focus on NFL WAGs, Mya Danielle Anna Hall, and Christen Goff, "Stand In to Stand Out" established the product as an essential staple for the big game day.
My Role:
Digital Expansion: Developed complementary social media assets to scale the reach of the CTV commercial
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Teaser Strategy: Crafted pre-launch video teasers using hidden easter eggs to fuel audience engagement before the hero reveal
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Live Event Coverage: Shot and edited dynamic event content on-site at the San Francisco Super Bowl influencer activation
Results: Over 200 million impressions & 40% sales increase​
Palmer's Lemon Sorbet
To build hype for Palmer’s "Lemon Sorbet" launch, we orchestrated a vibrant digital activation starting with a mysterious "lemon feed takeover" across social channels. By blending ASMR and hyper-sensory visuals, our paid and organic assets amplified influencer partnerships and fueled audience speculation. This digital momentum culminated in a highly successful Soho pop-up, treating fans to free Italian lemon sorbet and exclusive product totes.
My Role:
Campaign Ideation: Co-developed the overarching creative strategy, seamlessly
bridging the mysterious digital teaser phase with the official product reveal
Sensory Content Creation: Directed, filmed, and edited compelling ASMR and
macro-product social assets for use across both paid and organic channels
Pop-Up: Edited high-energy event recap footage at the Soho activation
to sustain campaign momentum post-launch
Cantu Weightless
The "Feel Weightless" campaign successfully introduced Cantu’s new Weightless Collection to a broader audience (type 2 and type 3 hair), positioning the line as the ultimate solution for lightweight moisture and frizz-free styling. By emphasizing freedom from heavy products and societal pressures to conform, the campaign showed—rather than told—consumers how to effortlessly embrace their natural texture, establishing the brand as a credible, essential staple for waves and curls.
My Role:
Concept Ideation & Pitching: Collaborated with the creative team to ideate, develop, and successfully pitch the overarching campaign concept to align directly with the client's launch objectives
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End-to-End Execution: Helped drive the creative vision from initial design mock-ups through to the final production of Connected TV (CTV) commercial spots
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Organic Social Expansion: Designed and produced platform-native social media assets to complement the CTV commercials, driving organic reach, community conversation, and sustained engagement across the brand's social channels
Results: 56MM paid impressions and 45MM views
Olay Super Serum
To support Olay’s first-ever digital-exclusive launch, we built hype for the 5-in-1 Super Serum while tackling a major hurdle: 90% of consumers don't use serums. Using engaging edutainment, product teasers, and targeted SMS/email campaigns, we demystified the category and proved shoppers can achieve luxury results at an approachable price point.
My Role:
Pre-Launch Teaser Strategy: Developed buzz-generating social assets to establish exclusivity and excitement ahead of the brand’s highly anticipated online exclusive
Category Education & Edutainment: Created educational social assets targeting the
90% of consumers who skip serums, clearly communicating the value of the 5-in-1 formula
Cross-Channel Asset Creation: Produced a cohesive suite of paid media and organic social deliverables that integrated seamlessly with the broader email and SMS marketing efforts to drive awareness
Results: Drove over 1,600 waitlist sign-ups for the exclusive drop, leading to a complete product sell-out in under an hour
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