Amazon needed a blueprint for their annual Holiday House, a flagship event showcasing the breadth of what the brand offers during the season. Working alongside the Head of Experiential, I led the moodboarding process that set the aesthetic direction for the entire event, then designed the experiential moments throughout the space. I brought in interior and experience designer Victoria Craven to source furnishings that made the vision tangible.

CONCEPT, MOODBOARDING, EXPERIENTIAL DESIGN, CREATIVE DIRECTION, VENDOR COLLABORATION

Cremo was launching new scents that mirrored their most popular body washes and wanted an event that made that story feel elevated. Working with the VP of Creative, I developed the campaign concept, In a game of pawns, Scent Kings always win, and built the experience around it: a scent exploration station, a product display, and a photo moment that carried the playing card and chess aesthetic throughout. A live illustrator captured guests in a royal portrait style as a keepsake.

CONCEPT, CREATIVE DIRECTION, EXPERIENTIAL DESIGN, CAMPAIGN CONCEPTING

Sony Pictures needed a three-week pop-up at Westfield Century City to bring the film's world to life ahead of release. I developed the winning creative pitch, including moodboards and multiple presentation decks for Sony and Rapport, and led every phase of execution from there. That included producing 3D renders to guide fabrication, sourcing antiques across Southern California, overseeing on-site staffing including a stylist, and coordinating large-scale floral installations. Director and lead actor Justin Baldoni called the result "spectacular and magical."

CONCEPT, CREATIVE PITCH, 3D VISUALIZATION, PRODUCTION OVERSIGHT, FABRICATION, TALENT DIRECTION, CLIENT MANAGEMENT

Nude by Nature needed an event presence that felt considered and on-brand rather than just functional. I concepted the overall experience, designed the layout, directed the signage, and created the photo moment that tied the space together into something cohesive and photographable.

CONCEPT, SPATIAL DESIGN, SIGNAGE DIRECTION, PHOTO MOMENT DESIGN

Not Your Mother's wanted an influencer moment that felt like a real trip, not a brand trip. Working with the VP of Creative, I developed a spring-break-inspired experience where every touchpoint, from 90s airbrushed shirts to vacation GRWM suites, branded jet skis, boats, and beach yoga, was designed to be genuinely fun first and photographable second. I worked with the CD at NYM to sharpen the visual aesthetic and with a fabricator to produce the custom pieces.

CONCEPT, ART DIRECTION, EXPERIENTIAL DESIGN, FABRICATION OVERSIGHT, CREATIVE DIRECTION

For a campus activation in Southern California, I designed a four-quadrant space where each section was color-coordinated to a specific Aura Boost product. The affirmation wall was the emotional anchor, built around a girls-supporting-girls concept where guests left notes for the next person through. A spin wheel, a bathtub moment, and a refresh station rounded out the experience.

CONCEPT, SPATIAL DESIGN, CREATIVE DIRECTION, EXPERIENTIAL DESIGN

Native wanted an event that made each Global Scents SKU feel like a destination rather than a product. The concept I developed built a distinct sensory activation around each scent, rooted in the origin story of that fragrance. To keep it honest, we partnered with local Austin small businesses and artisans to bring each world to life. Working with the Native team and the VP of Creative, I designed the event from scratch alongside the visual aesthetic of the physical campaign, including limited edition merch developed by our creative team.

CONCEPT, CREATIVE DIRECTION, EXPERIENTIAL DESIGN, CAMPAIGN DESIGN, MERCH DESIGN, FABRICATION OVERSIGHT

An exclusive collaboration event built around Emma Chamberlain's partnership with Deux. I developed the full visual aesthetic and designed every piece of brand collateral, including custom patterns, signage, merchandise, and vinyl clings, ensuring the look held across every touchpoint and felt true to Emma's visual world. I oversaw fabrication and print production in collaboration with Autumn Communications.

CONCEPT, AESTHETIC DEVELOPMENT, GRAPHIC DESIGN, MERCH DESIGN, PRODUCTION OVERSIGHT, FABRICATION

Native invited media to preview their newest products, with a focus on ingredients that are considerate to skin texture. I ideated the activation moments, designed to be tactile, gamified, and photographable, with the goal of making the sensory difference between Native and other leading brands something guests could actually feel rather than just hear about.

CONCEPT, EXPERIENTIAL DESIGN, CREATIVE DIRECTION

The ask was disruptive. URO Mood and Moisture needed an activation with real cultural nerve, something that would generate attendance, social coverage, and genuine brand love. Our answer was a nearly 15-foot sculptural vagina, surrounded by custom fabricated pieces: a fruit stand, a merch display, and branded cabanas. Tempered colored glass throughout the space extended the "Wet Girl Summer" concept into every corner.

CONCEPT, CREATIVE DIRECTION, SPATIAL DESIGN, FABRICATION OVERSIGHT

White Claw was launching their Refresher line and wanted an influencer event that matched the product's energy. I concepted a hidden speakeasy tucked behind a storefront in New York City, with a large-scale installation built from White Claw cans as the centerpiece. I produced 3D renders, oversaw fabrication, and designed all event branding including signage, the RSVP site, and influencer email communications. Guests left with custom gear sourced from local artists.

CONCEPT, ART INSTALLATION DESIGN, EVENT BRANDING, FABRICATION OVERSIGHT, PRODUCTION