Worked alongside the Head of Experiential to create the blueprint for the annual Amazon Holiday House, an event that showcased the best Amazon has to offer for the holiday season. We created initial moodboards which informed the entire event design and aesthetic and created the experiential moments throughout the space.

For this project, I brought in Victoria Craven, an incredible experience and interior designer, who sourced furnishings which made the event’s aesthetic come to life.

With a deep rooted love for the Fall-Winter 1995-1996 haute couture Thierry Mugler show and my mother’s favorite perfume for two decades, this French pop-up would celebrate the 20-year anniversary of the perfume that made it’s debut in 1992.

By bringing influencers together for an immersive, spring‑break–inspired brand trip centered on effortless, warm‑weather texture, we created a buzzworthy IRL moment that deepened brand affinity, sparked culturally relevant content, and drove meaningful engagement by letting creators authentically experience, use, and showcase NYM’s haircare essentials in the environment where they will perform under pressure.

I worked with the VP of Creative to create an iconic and relevant set of experiences that were highly photographable and fun. The experiences included 90’s style airbrushed shirts and vacation GRWM suites (think the tiny vacation braid), branded jet skis, boats, and beach yoga. I worked with the CD at Not Your Mother’s to further flesh out the visual aesthetic of the event and worked with a fabricator to bring the custom pieces to life.

Created a Marfa style installation concept for Miu Miu, an opportunity for an elevated festival brand experience.

Worked with the VP of Creative to create an event aesthetic and experience for Cremo that highlighted their new scents which mirror their most popular body washes, under the campaign concept slogan: In a game of pawns, Scent Kings always win.

We included a scent station that encouraged exploration, a product display moment, and a photo moment that tied in the playing card/chess aesthetic. In addition, we had an illustrator who captured our guests in aa royal vibe as a keepsake.

The concept builds distinct sensory activations around each Native Global Scents SKU, each one designed to transport guests into the origin story of that scent. To make it feel genuinely rooted, we partnered with local Austin small businesses and artisans to bring each activation to life. The whole idea was transportive authenticity; not a travel theme, but a real sensory escape.

Building the event from scratch in addition to the visual aesthetic of the physical campaign itself, I worked with the Native team and the VP of Creative to design an event Austin folks would love. Our goal was thankfully met as guests clamored to participate and get their hands on the limited edition merch designed by our creative team.

To promote Sony Pictures' latest film adaptation, I led the creative direction for a captivating pop-up installation at Westfield Century City Mall. The activation, which ran for three weeks, immersed fans in the movie's world and provided a visually stunning environment that drove high engagement from both the film's stars and its audience.

I spearheaded the project from concept to completion, delivering a winning creative pitch that secured the opportunity. This pitch involved developing detailed moodboards and multiple presentation decks for Sony and Rapport, shaping the vision, and defining the experience.

Once greenlit, I oversaw all facets of execution:

3D Renders & Visualization – Crafted photorealistic renders to guide design and fabrication.

Production & Fabrication – Partnered closely with production teams to source materials and fabricate immersive elements, ensuring every detail aligned with the aesthetic, including sourcing antiques and managing complex pickups across Southern California.

Talent & Staffing – Recruited and directed a team of creative specialists, including an on-site stylist, to execute the project flawlessly.

Vendor Coordination – Selected floral vendors and orchestrated large-scale flower installations to enhance the visual appeal.

Client Collaboration – Facilitated approvals and ensured all creative elements met Sony's standards, keeping the project on track and within scope.

The result was a spectacular experience that drew fans and industry insiders' praise. Director and lead actor Justin Baldoni described the installation as "spectacular and magical," affirming the project's overwhelming success.

This activation amplified the film's visibility and underscored my ability to lead large-scale, high-impact experiential marketing campaigns.

For Milani's celebratory launch event spotlighting their setting spray, I led the creative vision that transformed brand awareness into an engaging, interactive experience. Tasked with crafting innovative concepts, my team and I developed a vibrant, multifaceted activation that won the business and delivered an unforgettable event.

The experience featured a series of dynamic stations, with the standout "Hot Girl Walk" – inspired by the viral TikTok trend – taking center stage. This activation combined a flat treadmill and fan, creating an effortlessly shareable, social-media-ready moment for attendees. This concept included basketball, volleyball, ring toss stations, and a branded locker photo moment that enriched the guest experience.

A highlight of the event was the strategic alignment with Milani's Olympian spokespeople, who weaved a competitive, athletic narrative into each activation. This approach elevated brand visibility and fostered excitement and connection among attendees.

Key contributions:

Creative Pitch & Concept Development – Delivered the winning concept through comprehensive moodboardsand a detailed pitch deck, strategically integrating Milani's partnership with Olympic influencers.

Event Visualization – Designed and presented multiple thematic directions that reflected Milani's bold, energetic aesthetic.

Production Oversight – Collaborated with the production team and fabrication partners to refine and execute each experiential element, ensuring seamless alignment with the overall brand vision.

By fusing interactive entertainment with photo-friendly moments, the event amplified Milani's market presence and created lasting impressions, reinforcing my expertise in crafting experiential activations that drive engagement and brand affinity.

For this Not Your Mother’s event we hosted on a SoCal campus, I designed a four-quadrant activation space, each quadrant color-coordinated to its respective Aura Boost product. We included an affirmation wall that leaned on the concept of girls-supporting-girls, where one guest would leave a note for a future guest, encouraging or complimenting them. We had a spinwheel, bathtub, and a refresh station so students could up their hair game before their next class.

In September 2023, I spearheaded the creative development for an exclusive Emma Chamberlain collaboration event, crafting a cohesive visual aesthetic that defined the experience.

I was responsible for designing the full suite of brand collateral, including custom patterns, signage, merchandise, and vinyl clings, ensuring every element aligned seamlessly with the event’s unique vibe and Emma’s signature style. This comprehensive approach involved collaborating closely with Autumn Communications to bring the vision to life through fabrication and print.

Key contributions:

Aesthetic Development – Created the overarching collaboration aesthetic, shaping the look and feel of the entire event.

Custom Design Work – Designed bespoke patterns, signage, and merchandise, ensuring all print and fabrication materials reflected the brand’s vision.

Production & Fabrication – Oversaw the design and execution of vinyl clings and other large-scale visual elements for the event space.

Collaborative Execution – Partnered with Autumn Communications to ensure smooth production and alignment across all creative deliverables.

This project highlighted my ability to develop and execute visually impactful experiences that resonate with audiences and reflect brand personalities, resulting in a polished, immersive activation that enhanced Emma Chamberlain’s brand presence.

A splash campaign dedicated to Louis Vuitton’s luggage, in a suggestion that you take your experiences with you, within your Courrier. Pitched in suggestion for London and Shang Hai.

For the Native Innovation Showcase, we invited media to come and see the newest items coming from Native, with a focus on ingredients that are soothing and considerate to skin texture.

I ideated the various moments to create fun, photographable, tactile, and gamified moments to better articulate the difference between other leading brands and Native.

I led the creative development for an exclusive influencer event in New York City, celebrating the launch of White Claw’s Refresher product line. The activation took place in a hidden speakeasy tucked behind a storefront, offering a curated, immersive experience that blended bold design with the essence of White Claw’s refreshing new flavors.

At the heart of the event was a striking art installation crafted from White Claw cans, serving as a dynamic backdrop for photos and social sharing. I spearheaded the concept design, creating 3D renders and collaborating with fabricators to ensure seamless execution. Additionally, I designed and managed all event signage, the RSVP website, and influencer email communications, ensuring cohesive branding across every touchpoint. Guests left with custom-branded gear from local artists, adding a unique and memorable takeaway to the experience.

Key contributions:

Concept Development & 3D Design – Spearheaded the creative concept and produced detailed 3D visualizations of the speakeasy space.

Art Installation – Designed and oversaw the fabrication of a can installation that served as the focal point and photo backdrop.

Event Branding – Created and managed event signage, influencer email invites, and the RSVP website.

On-Site Experience – Curated branded gear from artists, ensuring the take-home experience reinforced White Claw’s cool, laid-back vibe.

The event successfully boosted White Claw’s influencer engagement, generating buzz around the Refresher line through an exclusive, visually captivating experience that left a lasting impression.

For the launch of Sol de Janeiro’s new suncare line, the goal was to provide tangible value to customers while reinforcing the brand as a trusted expert in skincare and sun protection. The campaign needed to feel intimate, educational, and memorable—positioning Sol de Janeiro as a leader in suncare innovation.

The Concept:
I pitched a series of small-format, surprise-and-delight activations designed to fit into a 10'x10' space, maximizing impact with minimal footprint. The activation blended education with luxury, offering personalized experiences that felt exclusive yet approachable.

Dermal Scan Experience: Guests were invited to receive a complimentary dermal scan to assess sun damage, led by Sol de Janeiro’s in-house dermatologists. This interactive and personal touchpoint helped establish credibility and trust, positioning the brand as a skincare authority.

Personalized Suncare Regimen: Based on scan results, dermatologists recommended a tailored suncare regimenfeaturing Sol de Janeiro’s new line, providing actionable advice that aligned with the brand’s expertise in skin health.

Free Samples & Engagement: Each guest walked away with free product samples curated for their skin needs, ensuring they left the experience with not only knowledge but a physical reminder of Sol de Janeiro’s commitment to their wellbeing.

Outcome:
This concept embodied luxury skincare meets personalized care, transforming product education into an intimate experience. By prioritizing value-driven engagement and expert guidance, the activation helped solidify Sol de Janeiro’s position as a trusted voice in suncare, fostering long-term brand loyalty.

In preparation for the 2024 DNC, we pitched Planned Parenthood a series of experiential concepts designed to foster engagement, advocacy, and community-driven interaction. Our goal was to create experiences that felt relevant, immersive, and highly shareable—merging cultural nostalgia with modern digital trends to resonate deeply with diverse audiences.

The Concepts:

Live Action PostSecret: Inspired by the iconic anonymous confessional project, this activation invited participants to step inside and engage with powerful, unfiltered confessions related to sexual health and reproductive rights. It created an emotional, reflective space that felt raw and deeply personal—fueling organic conversation and social sharing.

Planned Parenthood "Advotar": A playful fusion of “advocate” and “avatar”, this digital experience tapped into early 2000s nostalgia, reviving the beloved Dollzmania aesthetic. Participants could design and customize avatars in their likeness, selecting traits that symbolized their advocacy for reproductive rights. These “Advotars” were easily shareable across social platforms, turning users into proud digital ambassadors.

Reproductive Health Hotline Booths: Inspired by vintage phone booths, this activation allowed attendees to pick up a receiver and engage with Planned Parenthood ambassadors in real-time. Whether answering questions, offering resources, or dispelling myths, the booth transformed a simple interaction into a moment of direct engagement and empowerment.

Thought Leadership Stages: Designed to boost general brand awareness, these open stages provided space for influencers, activists, and experts to host think tanks, panel discussions, and live Q&As, fostering an environment of learning and conversation.

Outcome:
While the ideas were enthusiastically received by the client, their focus shifted toward digital initiatives. However, this pitch exemplified our ability to blend creativity, cultural relevance, and advocacy—crafting experiences that resonate both in-person and online.

Responsible for design aesthetic direction and assets for an influencer event for Free Rein Coffee on behalf of Autumn Communications.

We were tasked with developing a disruptive, aesthetics-forward activation that generated excitement around URO Mood and Moisture in addition to O Positiv’s general brand ethos, driving significant attendance, social coverage, virality, and brand love.

Our answer was to create something that would cause a significant splash.

Our team designed an almost 15’ tall vagina, in addition to several custom-made activation pieces which included a fruit stand, a merch display stand, and branded cabanas. We also had tempered, colored pieces of glass as decor throughout the experience to further expand upon the “Wet Girl Summer.”