Primo Brands
2023–2025Splash Refresher Relaunch — Anna Kendrick & Rebel Wilson
Reversed nine consecutive quarters of portfolio decline through insight-driven brand repositioning targeting millennial moms. Cast Anna Kendrick and Rebel Wilson as brand faces to inject cultural relevance and drive purchase intent at mass scale.
View Press ReleaseSaratoga Spring Water — Ashton Hall Viral Moment
Capitalized on an unplanned viral cultural moment with fitness influencer Ashton Hall, rapidly activating brand response that earned widespread coverage in AdAge and established Saratoga as a culturally alert, agile brand in the premium water space.
Read AdAge CoveragePrimo Brands × MLB Partnership
Negotiated and executed Primo Brands' inaugural MLB partnership from deal structure through full activation. Became the first brand to execute an on-pack promotion in Year 1, anchoring the portfolio across broadcast, digital, retail, and in-stadium touchpoints.
View AnnouncementHarman International — JBL & Harman Kardon
2019–2023JBL Authentics Global Launch Campaign
Led the 360° global launch of JBL's premium Authentics speaker line across North America, EMEA, and APAC. Built a unified creative platform around authentic self-expression that enabled market-specific storytelling while maintaining brand coherence at scale.
Read LBB CoverageJBL × Doja Cat — Grammy Ambassador
Named Doja Cat as JBL Global Brand Ambassador and activated the partnership around the Grammy Awards. Drove cultural relevance at the intersection of music and premium audio, generating major earned media and reinforcing JBL's position in the premium tier.
Read Billboard CoverageJBL Quantum × 100 Thieves Limited Edition Headset
Co-created a limited edition Quantum ONE headset with gaming organization 100 Thieves. Drove deep credibility within the gaming community and generated significant earned media across gaming and streetwear press, reinforcing JBL Quantum's cultural position.
Read Hypebeast CoverageJBL Quantum Gaming Launch — Graphis Award
JBL Quantum gaming launch campaign earned the prestigious Graphis Award for creative innovation, recognizing breakthrough visual identity, cross-market campaign architecture, and creative execution across a complex global rollout.
View Graphis EntryJBL Quantum Global Brand Launch
Led the global launch of the JBL Quantum gaming headset brand across North America, EMEA, and APAC. Exceeded global sales targets by 40%, delivered full-funnel brand growth from awareness to conversion, and established JBL as a serious player in competitive gaming.
View Campaign WorkPepsiCo
2015–2019bubly × Michael Bublé — Super Bowl
Masterminded the surprise Michael Bublé partnership for bubly's Super Bowl debut. Generated 3B+ earned impressions, became one of the game's most-talked-about spots, and earned the Webby Award (2019) and ARF David Ogilvy Award (2020).
Watch on YouTubebubly × Ellen × Neil Patrick Harris — Target Launch
Integrated bubly into The Ellen DeGeneres Show with Neil Patrick Harris alongside a retail Target partnership activation. Created a high-profile cultural moment at launch that drove mass awareness and accelerated retailer sell-through.
Watch on YouTubebubly Launch Campaign
Built bubly Sparkling Water from zero to $125M in revenue within 18 months. A brand built from scratch — naming, packaging, identity, tone of voice, and a fully integrated launch campaign spanning TV, digital, social, OOH, and branded content.
Watch on VimeoMountain Dew × NBA Launch Campaign
Activated Mountain Dew's NBA partnership with a launch campaign featuring Russell Westbrook and Jimmy Butler. Drove cultural relevance at the intersection of sports and youth culture, deepening the Dew brand's credibility with a core audience segment.
Watch on VimeoMountain Dew Kickstart — Puppymonkeybaby Super Bowl
Led "Puppymonkeybaby" for Kickstart — one of the most-talked-about Super Bowl spots of 2016 and the most-shared ad of the game. Drove significant brand awareness and category trial for the Kickstart sub-brand among a new consumer segment.
Watch on VimeoMountain Dew — "There's No Feeling Like Doing" Global Campaign
Developed Mountain Dew's first-ever global campaign framework — a unified brand platform enabling culturally specific executions across international markets. An early proof point in building global-to-local creative architecture at scale.
Watch on Vimeo