NETFLIX
Global Campaign + Cultural Impact
Creative Producer & Executive Producer
OVERVIEW
Global integrated marketing campaign developed in partnership with Founders Agency and Netflix to bring the world of Squid Game into everyday life through large-scale experiential activations and social-first content, delivering a globally consistent campaign across multiple international markets.
CHALLENGE
Develop a globally scalable campaign that extended the Squid Game universe beyond the screen while maintaining creative consistency, coordinating international production teams, and creating culturally relevant experiences that audiences wanted to organically share.
SOLUTION
Led the campaign from creative development through global production and execution, partnering with Netflix, Founders Agency, and cross-functional teams to transform the iconic guards into real-world experiences. Developed the global production framework, creative guidelines, and execution strategy, overseeing international rollout while ensuring consistency across markets and adapting each activation to its local audience without compromising the overall campaign vision.
ROLE
Creative Production
Executive Production
Global Campaign Production
Production Planning
Creative Operations
Production Leadership
Global Creative Guidelines
Cross-functional Leadership
Agency & Stakeholder Management
International Production Coordination
RESULTS
2 Gold Clio Awards
6 Silver Clio Awards
Global campaign rollout across multiple international markets
Featured across Netflix global social channels
14.37B impressions across digital platforms
I'm a Creative Executive Producer, and Director with more than 15 years of experience leading integrated marketing campaigns from creative brief through launch across technology, entertainment, fashion, and consumer brands.
Alongside my in-house and agency experience, I founded my own creative production company, partnering with brands including Nike, Meta, Lululemon, Netflix, Pinterest, Zara, Spotify, and Amazon to produce integrated marketing campaigns, branded content, commercial films, and experiential activations across North America and Europe.
Throughout my career, I've worked across global brands, agencies, startups, and my own creative studio, leading multidisciplinary teams, managing complex productions, overseeing six-figure production budgets, and translating strategic objectives into scalable production plans and successful campaign execution.
My experience spans creative production, integrated marketing, filmmaking, product design, brand systems, and campaign development. I've built and scaled multidisciplinary teams, hired creative talent, and partnered closely with product, marketing, design, and engineering teams to deliver work that connects business objectives with culturally relevant storytelling.
I believe great creative work is built on exceptional collaboration, thoughtful production, and the ability to turn ambitious ideas into simple, human stories that genuinely connect with people.
LIPTON
Experiential Marketing + Social Buzz
Creative Producer & Executive Producer
OVERVIEW
Integrated experiential marketing campaign developed to transform Groundhog Day into a culturally relevant brand moment through a large-scale public installation, social-first storytelling, and a nationwide production rollout.
CHALLENGE
Create a scalable experiential campaign capable of generating national attention while coordinating fabrication, logistics, production, and brand storytelling around a single cultural moment that audiences would organically engage with and share.
SOLUTION
Led the campaign from creative development through production and execution, overseeing the design, fabrication, logistics, and nationwide deployment of a 9-foot groundhog sculpture built from more than 6,000 Lipton Hard Iced Tea cans. Developed the production strategy, coordinated cross-functional teams and production partners, and transformed the sculpture's journey across the U.S. into a social-first storytelling campaign that generated anticipation, media coverage, and organic audience engagement ahead of Groundhog Day.
ROLE
Creative Production
Executive Production
Experiential Campaign Production
Production Planning
Fabrication & Logistics Management
Creative Operations
Cross-functional Leadership
Agency & Vendor Management
Integrated Campaign Development
RESULTS
National campaign rollout
Featured by Ad Age and leading industry publications
Strong brand awareness and organic social engagement
Successfully transformed a seasonal cultural moment into a large-scale experiential marketing campaign
JEAN PAUL GAULTIER
Social-first Storytelling + Premium Brand
Creative Producer, Film Director & Executive Producer
OVERVIEW
Premium social-first campaign developed for Jean Paul Gaultier featuring brand ambassadors Yara Shahidi and Rapha Diogo. Produced a series of cinematic social films designed to translate the brand's identity into premium, platform-native content while maintaining consistency across multiple deliverables.
CHALLENGE
Produce premium social content that seamlessly integrated the fragrances into cinematic storytelling while communicating Jean Paul Gaultier's core brand values—sensuality, originality, confidence, and exclusivity—in a way that felt authentic across social platforms.
SOLUTION
Led the project from creative development through production and post-production, partnering closely with the brand, talent, and production teams to develop a scalable creative approach across multiple deliverables. Directed the films, oversaw production planning, execution, and post-production, ensuring every asset balanced premium aesthetics, authentic storytelling, and platform-native engagement while maintaining brand consistency throughout the campaign.
ROLE
Creative Production
Executive Production
Film Direction
Production Planning
Creative Development
Production Leadership
Post-production Supervision
Cross-functional Collaboration
Brand & Talent Management
RESULTS
15 social-first campaign deliverables
Premium integrated campaign produced for Jean Paul Gaultier
Confidential project — available for portfolio review only
PULL&BEAR
Social-First Campaigns
Creative Producer, Film Director & Executive Producer
OVERVIEW
Led creative production for Pull&Bear's U.S. social marketing initiatives, producing integrated campaigns that adapted the brand's European identity into platform-native content designed for American audiences.
CHALLENGE
Develop integrated social campaigns that maintained Pull&Bear's global brand identity while creating culturally relevant content tailored to the U.S. market across multiple social platforms and campaign formats.
SOLUTION
Led campaigns from creative development through production and final delivery, overseeing creative planning, film direction, production, and post-production across multiple launches. Partnered with marketing teams, production partners, and cross-functional stakeholders to produce platform-native campaigns that balanced brand consistency, creative quality, and audience engagement while adapting each campaign to the unique behaviors of different social platforms.
ROLE
Creative Production
Executive Production
Film Direction
Integrated Campaign Production
Production Planning
Creative Operations
Cross-functional Collaboration
Social Marketing
Post-production Supervision
RESULTS
Produced more than 20 integrated campaigns for the U.S. market.
Delivered social-first content across multiple campaign formats and platforms.
Strengthened Pull&Bear's U.S. brand presence through platform-native storytelling.
Maintained creative consistency from production planning through final delivery.
EZZE LIVE
Tech Product + Growth + Design Leadership
Executive Producer & Creative Director
OVERVIEW
Led creative production and integrated marketing for Easy Life, a social commerce marketplace, overseeing product launches, brand campaigns, social-first marketing, and live activations from launch through rapid growth between 2021 and 2025.
CHALLENGE
Build a recognizable brand and scalable product in a highly competitive resale market while creating an integrated marketing ecosystem that connected product, creators, live experiences, and digital content to drive long-term user acquisition and engagement.
SOLUTION
Led the creative organization from product strategy through campaign execution, overseeing integrated marketing, product launches, creative production, and social-first content across every customer touchpoint. Built and scaled the in-house creative team from 4 to 20 multidisciplinary professionals while establishing production workflows, creative operations, and collaborative processes across product, engineering, marketing, and leadership.
Partnered with creators, agencies, and production teams to produce more than 100 live activations across the U.S., supporting every major product launch and feature release with integrated marketing campaigns, platform-native content, and creator partnerships designed to drive awareness, user acquisition, and long-term community growth. Leveraged AI-powered product features and productivity tools to streamline production planning, creative development, documentation, and cross-functional collaboration.
ROLE
Executive Production
Creative Production
Integrated Marketing
Product Launches
Production Operations
Creative Operations
Cross-functional Leadership
Team Building & Hiring
Product Marketing
AI Workflow Optimization
RESULTS
Scaled the in-house creative organization from 4 to 20 multidisciplinary professionals.
Produced and led more than 100 live activations across the United States.
Increased users and revenue by 150% year over year.
Generated millions of views across social platforms through integrated marketing campaigns.
Supported multiple investment rounds through product, brand, and marketing growth.
PINTEREST
Campaign Concept and Execution
Creative Producer & Film Director
OVERVIEW
Creative development and production planning for a social-first Pinterest campaign, establishing the creative framework, visual storytelling, and production approach prior to filming.
CHALLENGE
Develop a social-first campaign that demonstrated Pinterest's value through authentic storytelling rather than traditional advertising, while creating a scalable creative framework capable of supporting multiple campaign deliverables across social platforms.
SOLUTION
Led the project from creative development through production planning, developing the campaign concept, storyboards, visual narrative, and production framework. Designed a flexible creative system centered around a professional athlete launching her own cap brand, positioning Pinterest as a natural part of the creative journey rather than the focal point of the story. Collaborated with cross-functional teams to establish a scalable production approach that could expand into multiple social assets while maintaining creative consistency across every deliverable.
ROLE
Creative Production
Executive Production
Campaign Development
Production Planning
Film Direction
Storyboarding
Creative Operations
Cross-functional Collaboration
Visual Storytelling
RESULTS
Developed the creative framework for a multi-asset social-first campaign.
Delivered production-ready storyboards, creative guidelines, and campaign planning.
Established a scalable creative approach supporting multiple campaign deliverables.
Campaign currently in post-production. Confidential — available for portfolio review only.
LULULEMON
Global Product Launch Campaign
Executive Producer
OVERVIEW
Creative development and executive production for a global lululemon campaign launching a new fabric technology and product line designed exclusively for yoga across the US and Asian markets. The campaign included both video and photography, produced simultaneously across two sets with two dedicated production teams.
CHALLENGE
Develop a global campaign that could deliver a substantial volume of high-quality video and photography while working within a defined production budget. The challenge was to build a creative concept and production approach that balanced ambition with efficiency, maximizing talent and crew time without compromising the quality or consistency of the final campaign.
SOLUTION
Led the project from initial creative development through execution, developing the campaign concept with the production budget and operational requirements in mind from the beginning. Built a production strategy around two sets operating simultaneously, with dedicated video and photography teams, allowing the campaign to maximize output within a single production schedule.
Coordinated talent, creative teams, production crews, and schedules across both sets to minimize downtime and maximize shooting time. Structured the creative and production workflow to ensure that the concept remained achievable, scalable, and cost-effective while maintaining a consistent visual language across all campaign assets.
ROLE
Executive Production
Creative Development
Budget Strategy
Production Strategy
Creative Production
Production Planning
Dual-Set Production
Talent Coordination
Crew Coordination
Creative Team Management
On-Set Production
Cross-functional Collaboration
Post-Production
Final Delivery
RESULTS
Developed and executed a global video and photography campaign for the US and Asian markets.
Built a production strategy designed around budget efficiency and maximum creative output.
Coordinated two simultaneous production teams across separate sets.
Optimized talent schedules to maximize shooting time and minimize production downtime.
Delivered an integrated production approach capable of generating multiple campaign assets within a single shoot.
