My work
Some of the projects I’ve been involved with over the years.
Corona Extra
While Corona Extra has become synonymous with sunshine & good times—to stand out in a crowded, shrinking beer market, it needed more than just vacation vibes. Enter our GSD&M team to help.
We launched “La Playa Awaits”—a campaign that reimagines the beach as a state of mind, not just a destination. Whether you’re on the sand, at a bar, or watching a game with friends, our work invites you to escape the everyday and savor the moment, no matter where you are.
Our anthem spot led the charge, marking a bold new chapter for Corona.
Corona Extra
Immediately following our “La Playa Awaits” anthem spot, we launched three equity-building pieces of creative to demonstrate that we are more than just a vacation beer. These spots reinforce how our Mexican Beach Mindset can be embraced anytime, anywhere - driving velocity across occasions. These spots were run both in English and Spanish Language (where appropriate to the media buy & audience).
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
Our team at The&Partnership helped AON successfully reposition itself with the firm’s first-ever marketing campaign in over 40 years!
In 2022, our campaign aimed to help grow the firm by driving reappraisal of the Aon brand, building awareness, and understanding of Aon across a wider set of needs and capabilities, among a broader cohort of new and existing clients.
Along with a suite of video assets, we created a new visual identity for Aon, along with a new brand tone of voice and unique selling proposition.
Our work shifted attitudes and perceptions towards Aon among both internal and external audiences and garnered the brand 446M Digital Impressions, 297M ad impressions, and a +78% lift in global site traffic (compared to pre-campaign).
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, all 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 the 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 in 2018
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 for the first time in three 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.