Big Ideas.
Real Impact.
The most effective communications don't chase attention - they earn it. Throughout my career, I've helped transform consumer insights into culturally relevant ideas that spark conversation, strengthen brand reputation and drive measurable business impact. Whether launching a product, shaping a brand platform or leading high-profile partnerships, I approach every challenge through the lens of strategy first, ensuring every story has a purpose, every activation has a role and every campaign leaves a lasting impression. The work below represents more than successful campaigns - it reflects a philosophy of building ideas that people don't just see, but genuinely experience, share and remember.
Skittles Super Bowl, “Deliver the Rainbow”
For the biggest advertising moment of the year, I helped reinvent the Super Bowl commercial by taking it off the screen and into real life. Instead of airing a traditional broadcast spot, SKITTLES surprised one fan with a live performance starring Elijah Wood on their front lawn - transforming a single consumer experience into a nationally livestreamed cultural event. The campaign challenged conventional media thinking, blending celebrity, experiential marketing and social storytelling to generate buzz well beyond a 30-second ad buy. By turning one doorstep into the most unexpected stage of the Big Game, we proved that the most memorable campaigns don't just interrupt culture, they become part of it.
RESULTS? 1.8 Billion Earned Impressions. Over 800,000 Website Visits. More Than 4,000 Contest Submissions. +66% in Gopuff Sales in 48 Hours.
5 Gum, “Masterpieces”
To push 5 Gum beyond traditional advertising, I helped bring the brand's "Stimulate Your Senses" platform to life through an unexpected cultural collaboration with musician Yungblud and celebrity jeweler Greg Yuna. Together, we transformed 15 pieces of gum chewed by Yungblud before performances into one-of-a-kind luxury necklaces—turning an everyday product into collectible art and creating a story that blurred the lines between music, fashion and culture. The campaign generated widespread earned media and social conversation while reinforcing 5 Gum's positioning as a brand built around thrill, self-expression and unforgettable experiences. By reimagining what a consumer product could become, we created a campaign people couldn't help but talk about.
RESULTS? 5.5 Billion Earned Impressions. +27% Increase in Social Volume. +169% Increase in Social Engagements. +25% Increase in 5gum.com Sales. $12,000 Donated to the National Independent Venue Foundation.
SKITTLES, “Skittles Littles Living”
To introduce SKITTLES Littles, we transformed one of New York City's biggest cultural pain points—tiny apartments—into an unforgettable brand experience. Partnering with maximalist designer Dani Klarić, we reimagined a 353-square-foot micro apartment into a vibrant, rainbow-filled space and surprised fans with the chance to live there rent-free for an entire year. The campaign turned a product rooted in "small" into a larger-than-life cultural moment, generating widespread earned media, social conversation and consumer engagement while reinforcing SKITTLES' signature "Taste the Rainbow" spirit. By tapping into a relatable Gen Z lifestyle trend with an unexpected execution, we created a launch that was as shareable as it was newsworthy.
RESULTS? 1.2 Billion Earned Impressions. 1,082 Media Placements. 3 Million Views from Influencer and Owned Social Content. 17,000 Apartment Applications. 1 Lucky Winner.
DOVE Chocolate, “Mom Experience Translator”
For Mother's Day, I helped transform DOVE Chocolate's long-standing commitment to empowering women into a tangible solution by launching the Mom Experience Translator—an AI-powered tool that helped mothers returning to the workforce translate the valuable skills gained through parenting into language recognized by recruiters and hiring managers. Rather than simply raising awareness around an important issue, the campaign used emerging technology to solve a real-world challenge, giving the brand a meaningful role in women's career journeys. The result was a purpose-driven earned campaign that sparked national conversation around caregiving, workplace bias and the evolving role of AI, while reinforcing DOVE Chocolate's promise to uplift women in ways that extend far beyond the product itself.
RESULTS? 14,900 Total Tool Entries. 26,600 Total Sessions. 7,400 Unique Users. Helped Moms Everywhere See Their Promise.
SKITTLES Pride “See The Rainbow”
For Pride, I helped evolve SKITTLES' long-standing LGBTQ+ commitment beyond visibility and into community-building. Rather than focusing solely on the broader LGBTQ+ narrative, the campaign celebrated the diverse interests, passions and micro-communities that make up the community while creating new pathways for connection through a national LGBTQ+ community directory. Anchored by partnerships with GLAAD, Meetup and grassroots organizations across the country, the program combined cultural storytelling, strategic partnerships and tangible community impact to reinforce SKITTLES' role as a year-round advocate. The result was a purpose-driven campaign that sparked meaningful conversation around belonging, representation and human connection while demonstrating how brands can authentically contribute to culture beyond the moments consumers expect.
RESULTS? 1.47 Billion Earned Impressions. 918 Media Placements. 80% Net Positive/Neutral Sentiment. $250,000 Donated to LGBTQ+ Communities to Drive Impact.