Experiential and Events

The Sharpie x Paper Mate Studio

From concept development through wrap, I lead all production elements of this experience, including writing the scope of work, double bidding, then managing our top tier experiential partner, and overseeing a $1m+ OOP budget for the 3 day event and content capture.

The Sharpie x Paper Mate Studio at SxSW offered festival attendees a space to escape the chaos, demo some new products from Sharpie and Paper Mate, and soak up the scenic canvas and inspo for their own creative expressions.

Mindy Kaling served as our celeb spokesperson for the campaign, hosting a Q&A during the festival as part of the launch.

Wasa
Camp Crunch

Camp Crunch was an interactive, luxe overnight glamping experience on Governors Island, featuring gourmet meals, bespoke versions of classic summer camp games, and unbeatable views.

Dylan Efron served as our celeb spokesperson, participating in the summer camp games and meals with the other attendees.

A welcome sign for campers at Camp Crunch by Wasa USA, with the Statue of Liberty visible in the background across the water and a blue sky overhead.

I lead production of this campaign from from the beginning of ideation through final execution, including managing our production partner, facilitating legal and compliance issues related to the contest, and on site photographer for the Dylan Efron photo shoot and event coverage.

Dylan Efron holding a rope in a park during a community event with tents and people in the background.
Collection of WASA River Recreation camping gear on a bed, including a white tote bag with navy handles and text, a matching cap, a gray t-shirt with a logo, a colorful laminated activity sheet, a small notepad, and other items, with a wooden headboard in the background.
Dylan Efron standing outside, holding a snack bag in one hand and eating with the other. He is wearing a white T-shirt with blue trim and tan shorts.
A bouquet of white flowers in a glass vase placed on a wooden table, with two bags of Wasa Crisp Creations crackers, one sesame sea salt flavor on the left and one cinnamon flavor on the right, against a backdrop of a blue sky with clouds.
Photo of a bulletin board with a
A person holding a round biscuit topped with caramelized apple, a piece of chocolate, dollops of cream, and a marbled spoon with the 'Wasa' logo.
A large outdoor sign with a New York City skyline photo, and the text "Greetings from Wasa Camp Crunch! New York City" with images of snack products.

Aldi

I sourced the venue and negotiated their rates to account for an extra load in day for the roller skating rink we brought in. I managed our event partner and oversaw the execution of our creative vision for the concessions, merch displays, and overall guest flow. Lastly, I found a local skate troupe and contracted them to be our models for the choreographed fashion show.

To provide media and creators a preview year 2 of the Aldi Gear apparel collection, we threw a private roller skating themed event in Brooklyn.

We sourced a temporary roller rink, hired a skate troupe for a choreographed runway performance, brought in a chain stitcher to customize people’s merch, and of course fed them with roller rink themed Aldi products.

Ally

Money Roots was a new financial wellness platform that Ally Bank was launching.

To help raise awareness about the program and launch, I built a literal money tree to one of the busiest transit hubs in NYC.

I sourced and managed our production partner through the design and development of the installation and managed our clients through the venue-driven enhanced permitting and logistical considerations

Merrell

#trailscape was the first ever branded free-walking Occulus Rift experience at the Sundance Film Festival in Park City, Utah.

To support the launch of Merrell’s new hiking boat, we partnered with FramestoreVR to develop a virtual hike through the Dolomites, and paired it with a physical footprint, covered by motion capture cameras.

Bank of America

During NYC’s Fleet Week and in support of the Wounded Warrior Project, we executed a live activation in Times Square to amplify a social campaign. taking place on Twitter, and being displayed on Bank of America’s owned digital billboard.

I managed the permitting process, hired the tech partner for the twitter/billboard integration, hired the brand ambassadors, set up a mobile moderation command center for the clients, and event used my hotel bath faucet to fill the bases of my sign holders.

Bank of America

#MLBMemoryBank was a social campaign where Bank of America rewarded customers and fans for sharing their MLB memories by helping them make new ones.

I managed the production partner that built the Vault and secured the Bryant Park location.

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