What I Do...
I help brands build culture, community, and clout. Hire me to curate and execute your creative strategies, communications initiatives, experiential events, and brand trips.
Experiential Events
I engineer moments that ignite brands and linger in memory. Whether unveiling cutting-edge products with electric anticipation or crafting an influencer extravaganza that shatters the ordinary. I am the architect that resonates with your brand's soul, captivates audiences and amplifies your narrative in the cultural zeitgeist. What ties these diverse masterpieces together? Me. I weave strategy and spectacle to create immersive experiences where brands come alive. Remember that viral pop-up that had everyone buzzing? The brainchild behind it was me.
My journey has taught me one key truth: moments are not just created, they're curated. I've learned that the magic lies in the details, the thoughtful touches that transform an event into an experience.
Unruly Space
Passionately guided Unruly Beauty Bar's pivot, I transformed it into Unruly Space, an event venue capitalizing on the rising demand for curated spaces empowering women aged 25-50. Deeply immersing myself in their needs, I spearheaded a complete brand overhaul, crafting a bold logo and orchestrating a swift 90-day renovation that birthed a versatile haven for social gatherings.
Unruly Space resonated with its core audience through carefully curated events. We flaunted the venue's tech-savvy features like guest-controlled music and lighting – an instant hit with Gen Z – through targeted social media campaigns. The result? Unruly Space became a coveted destination, hosting bridal showers, birthday bashes, and empowering women's events. It has since seamlessly evolved into a boutique experiential agency, proving its resilience and adaptability.
This transformative project showcases my ability to navigate complex transitions, tap niche markets, and shape brand identities that truly resonate. Beyond business acumen, on this ride, I learned the power of listening to audiences and translating their needs into tangible, unforgettable experiences. Witnessing Unruly Space become a thriving community hub was the most fulfilling reward.
Footlocker ‘REACH’ Collection
Embarking on a bond between global reach and local pride, I spearheaded the Footlocker ‘REACH’ collection alongside streetwear icon Lambo Keem. This outerwear line wasn't just threads; it was loyalty and love for the New York community.
As Creative Director, I orchestrated an edgy campaign, injecting unorthodox concepts into traditional performance gear. Imagine influencers scaling Brooklyn apartment buildings and chilling by urban campfires, all draped in REACH gear.
This wasn't just marketing; it was an immersive experience. The visual symphony resonated deeply, transcending fashion to ignite cultural impact. REACH didn't just sit on store shelves; it reached hearts, embodying the spirit of a community ready to make a global statement.
Success wasn't measured in sales; it was in stories shared, lives touched, and boundaries shattered. REACH proved fashion could be a powerful tool for change, each piece whispering the same mantra: "Reach the world but touch the hood first." This wasn't just a campaign but a movement, a testament to collaboration, community resilience, and the stories fashion could tell.
ViaRae Strategy
Charged with propelling ViaRae, co-owned by Issa Rae and E&J Gallo Winery, to market prominence, I crafted a strategic playbook to transform it into a beloved, socially relevant brand for multicultural consumers aged 25-45. Our goal: not just a splash, but a lasting impact.
I pinpointed three key cultural trends impacting ViaRae's future and designed a topline creative program to capitalize on them, securing consumer hearts (and feeds) for the year ahead. This program, meticulously tailored to Issa's witty and authentic persona, was designed to etch ViaRae into the digital tapestry of its target audience.
The rewards extended beyond ViaRae's success. This journey honed my ability to translate cultural currents into actionable strategies, revealing that marketing isn't just about campaigns; it's about igniting communities around a brand's infectious spark.
