Some of the projects I’ve had the pleasure of working on over the years.
Corona Extra
While Corona Extra has long equated to sunshine and good times, standing out in a crowded, shrinking beer market required more than familiar vacation cues. That’s where our team at GSD&M came in.
We launched “La Playa Awaits”, a platform that reframed the beach not as a destination, but as a mindset. Whether you’re on the sand, at a neighborhood bar, or watching the game with friends, the work invited drinkers to step out of the everyday and into a more relaxed state of mind, wherever they were.
Anchored by a bold anthem spot, the campaign marked a new chapter for the brand and reasserted Corona’s role as the beer of effortless escape.
Corona Extra
Building on La Playa Awaits, we launched three equity-driven spots that reinforced Corona as more than a vacation beer. This work brought our Mexican Beach Mindset into more everyday occasions, expanding relevance and driving velocity.
The spots aired in both English and Spanish, aligned to their bicultural audience and media context.
MLB Mixed-Reality Live Broadcast Activation
As the Official Cerveza of the MLB, Corona Extra debuted its first-ever mixed-reality broadcast activation during MLB’s Opening Day.
By transforming Dodger Stadium into a digital beachfront in real time, the work elevated Corona’s campaign and sponsorship into a breakthrough brand moment. The natural alignment with the Dodgers’ highly bicultural fan base served as a powerful tailwind for the execution.
P&G Always #LikeAGirl
Our campaign won 14 Cannes Lions in 2015, including a first-ever Glass Lion for combating Gender Inequality.
The viral success of the commercial put Always in a position to become the first FemCare brand to run a commercial during the Super Bowl in 2015. The campaign later went on to win a Primetime Emmy Award for Most Outstanding Commercial.
Our social experiment helped Always break through to its toughest crowd: women aged 16–24. By spotlighting the confidence drop girls face at puberty—a struggle our audience knew all too well—we sparked real conversation and inspired action. The campaign didn’t just rally young women; it opened the doors for everyone to champion the cause, transforming a female-only category into a movement.
#LikeAGirl encouraged society to change the meaning of the phrase from an insult to an empowering message that championed girls to continue doing amazing things.
Molson Coors UK
Molson Coors set out to make history as the first brand to bring Hard Seltzers to the UK - our team at Havas helped them make it happen.
With Gen Z as our target, I led in-depth online research to get inside their world: what drives them, how they connect with friends, and what they really want from their drinks. We uncovered that for Gen Z, self-expression is everything—and Hard Seltzers are the perfect canvas.
The insights and learnings we gathered shaped every step, from brand positioning to logo and pack design. Working alongside Havas’ CSO Mark Sinnock, our research fueled a bold launch that brought Hard Seltzers to a new generation. (Check out the launch work to the left!)
AON Insurance
Our team at The&Partnership helped AON reposition itself with the firm’s first-ever marketing campaign in over 40 years!
In 2022, the campaign focused on reappraising the Aon brand and expanding awareness of its breadth of capabilities. The work introduced a new visual identity, tone of voice, value proposition, and messaging structure, supported by a suite of video assets.
Results included 446M digital impressions, 297M ad impressions, and a +78% increase in global site traffic, alongside a meaningful shift in brand perception.
ALDI US
We helped ALDI launch a new Masterbrand campaign, to get new and existing customers to ‘Shop DIfferentli’.
At right, one of the commercials from a suite of campaign assets, with the goal of helping shoppers understand what makes ALDI different, a.k.a. a great place to shop!
Our campaign was rolled out through the line, including in-store and at shelf, where we aimed to turn ALDI first-timers into ALDI loyalists.
Norton by Symantec
Our campaign, ‘Enjoy your Privacy’ won the One Club Bronze Pencil and CAF Silver ADDY 2013.
Through a connected experience using both a computer and a mobile device, we invited consumers to learn about the personal lives of 7 different fictional characters. Giving them online access to the phones of each character, users could quickly unearth secrets that these characters assumed were hidden. This interactive digital experience reinforced the need for people to protect themselves and their data with Norton by Symantec.
Commercial and Case Study below.
Pantene Gold Series
We helped P&G launch its first full innovative new collection geared towards African-American women, a segment fueling category growth. Winning the Bronze Effie in 2018
The African American consumer viewed Pantene as a mainstream brand that didn’t understand her crown. Notably, Gold Series’ formulas were the result of a decade-long passion project of Black female P&G scientists. To make consumers take notice, we demonstrated Gold Series’ true roots—launching a six-city tour to spark 1:1 engagements with key brand voices, encouraging trial, and driving sales by showing her that we saw her beauty.
Prior to launch, we conducted shopper interviews with black women to better understand the cues they look for at-shelf when selecting a haircare product.
The Scientists behind Pantene Gold Series educated consumers on the curation of the products and answered questions, adding credibility to Pantene which many often perceive as a "white girl brand".
On our tour, we invited consumers to chat with celebrity stylist Chuck Amos who gave expert hair tips and discussed the power of this new product line.
Bud Light
Our Program was a Gold ANA Reggie Award Winner
Bud Light wanted to win back summer and cement the brand’s position as the favorite beer to share with friends.
Our “Bud Light Summer Getaways” program:
Helped Bud Light secure strong retail investment - attracting wholesalers, retailers & drinkers
Allowed us to tailor the destinations to best fit our diverse shoppers’ getaway desires, and easily customize creative for various regions and retailers
Achieved a positive brand sales shift for the first time in 3 years
OLAY
When skincare shoppers turned to Olay.com expecting education and guidance, what they found was a regurgitation of old print ads and an unshoppable website looking its age.
So we reinvented Olay.com as an online skincare aisle to meet the needs of today's shoppers. Olay's new digital aisle won her over with a 12% lower bounce rate and an add-to-cart rate that more than doubled.
PeopleShop
While at Leo Burnett, I helped conduct research for a category wide study that revealed the attitudes, behaviors and motivations of shoppers from both North America and Europe.
The learnings from PeopleShop gave our clients, including Samsung, a better understanding of the more dominant shoppers in their category. What made these shoppers tick? What influenced them to decide on one phone over another? (Here is 1 of the 6 shopper journeys which I crafted for the mobile phone category)
My “Leo Leap”
In 2017 while at Leo Burnett, I was selected to participate in Leo Leaps, a 90-day entrepreneurship program. Run by the Experience Institute in Chicago, this program pushes innovators, creatives, and leaders to design their own learning through projects and experiences that are meaningful to them.
For my leap, I created a podcast of interviews with my grandmother. This project ended with a TED talk-like presentation to the agency. You can watch my presentation on the right.