Selected Work
A selection of brand and social work, built around one belief: brands earn their way into culture by showing up where it counts, not where it's expensive. Mostly campaigns and content I had a hand in shaping from the idea up.
Mint Mobile vs.
The Masters
When the big carriers go big, Mint Mobile goes small. I pitched a mini-golf tournament staged against The Masters weekend — a challenger-brand play that turned a small creator fee into 1.5M+ views.
RXercise: A Social Series in 48 Hours
Gyms closed overnight. In 48 hours, RXBAR launched RXercise — a daily live workout series on Instagram that turned a protein bar brand into a fitness community during lockdown.
Building Bear Naked TikTok from Scratch
Granola is a sea of sameness. So I built Bear Naked for TikTok from scratch — creator-led, platform-native — and grew it 12× past its follower goal in one quarter.
The Reach Mint Mobile Never Had to Buy
A surprise & delight program with one rule: give generously, ask for nothing back. Roughly 1 in 4 people shared anyway — and millions of earned views to show for it.
Real Road Trips, Real Conversions
An influencer campaign that turned summer travel into a reason to visit Firestone Complete Auto Care, driving a 498% coupon download conversion rate.