My strategies have informed a variety of creative campaigns, brand positioning work, and the identification of white spaces and new opportunities. Here a few standouts.
Clothes are what people wear, fashion is what they experience. For the launch of H&M's designer collaboration with Giambattista Valli, I identified the rising consumer desire for more engaging and participatory media. This influenced a "living sculpture garden" activation in NYC's Oculus so audiences could immerse themselves in the collection.
Based on the idea that kids invent without restraint, littleBits brought together the power of invention and passion of Star Wars to launch a limited Droid Inventor Kit. The creative became a call to action for droid inventors to assemble and create together.
"Greenlight A Vet" is more than a campaign - it's a movement. To highlight Walmart's commitment to veterans, Me and the Saatchi team, inspired nationwide participation by transforming greenlights into symbols of veteran recognition.
For the launch of H&M's 10th Conscious Collection, I dove deep into sustainability and circularity. I found that fashion audiences perceive sustainable clothing as higher quality garments; and quality is the top driver for higher spending. Based on this learning, campaign comms were centered around innovative material stories (like a jacket made with orange fruit leather!) to position H&M as a modern and sustainable brand.
When working at Giant Spoon I worked to position original content series to align with audience motivations. For the launch of Tig Notaro's One Mississippi, I debunked the accepted belief that comedies need to make people laugh. The new truth is that comedies make people feel more than happy. This led to the "sadcom" and sincere show positioning.
Getting engaged is no longer the start of a new life, it's the celebration of building a life together. I debunked outdated tropes in the diamond category to position Blue Nile as a modern jeweler for modern couples.
I led a global ethnography study for Supercell to identify white spaces in inclusivity for creating safer environments for female gamers.