as an experiential producer for Road & Track, i planned and executed luxury car rallies and experiences in the US and Europe. whether in Napa Valley, Austin, Italy or the UK, car enthusiasts experienced custom-curated driving routes, luxury hotels & meals, racetrack days, and opportunities to hang out with professional race car drivers. sponsors such as McLaren, Polestar, Richard Mille, and Chopard were integrated rallies to further elevate the experience for guests.
when not planning rallies, i helped build pop-ups at the The Quail at Pebble Beach and Indy500, collaborate with Formula-E, host car-testing events and much more.
to increase tourism to the united states and national parks, we decked out an old airstream for a cross country adventure. in collaboration with hotelier, “the urban cowboy,” and other artists & builders, we created an iconic interior space, where influencers and guests could relax after a day of adventure — and an eye-catching exterior that passerby’s would remember.
as the freelance experiential producer, i worked with the internal creative team to re-design the airstream and plan an 8-month road trip across america — with pop-up dinner events planned in several states, as well as influencer overnight stays in unique, picturesque locations — all to be captured with film and photography along the way.
*due to covid-19 the road-trip was put on hold, but we are excited to hit the road soon!
to share the unlimited photo storage capability of the new Google Pixel, we commissioned three New York content creators to capture the vibrant basketball courts and talented local players in harlem, new york. the broadcast spot aired during the NCAA championships.
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what better way to illustrate Google Pixel’s unlimited photo storage than to enlist a teen who loves taking selfies?! with the magic of stop-motion photography, we shared the story of an indecisive millennial who can’t quite decide which look suits her best. the spot ran on the web and hit over 1 million views in just one week.
to showcase the luxury experience that Marriott Autograph hotels offer, we shared the journey of a New York based shoe-maker visiting different locations. keeping to the elevated Conde Nast Traveler aesthetic, we shared unique travel stories while communicating the brand’s key messaging about the exclusive hotel group. content ran on CNT channels to seamlessly integrate into the title’s editorial content.
using the existing Bon Appetit social following and leveraging the iconic Vogue aesthetic, we collaborated with three renowned chefs to throw intimate dinner events. guests enjoyed chef curated menus and were able to view the stylish kitchen elements used to prepare the exquisite meals. content to tease the event and advertise the brand messaging included custom native articles, event photography, and video content, as well as instagram story videos that were posted from each chef's personal handle.
to introduce 4K HDR, we took viewers under the sea where colors and movement best illustrated the new technology. the live action was shot underwater with stunt divers, waterproof materials, and a full underwater crew. the deep sea environment and creatures were all created with cgi and further brought to life with a custom composed track and sfx. the spot aired on national broadcast tv in Canada.
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to advertise Telus’ pure fibre internet technology we enlisted the energetic brand spokesman, danny. the quirky scripts and comedic acting showed families across Canada how they could all enjoy streaming access at home and still get along.
as the senior creative producer at Away, i worked very closely with creatives and strategists to create thoughtful content that showcased product capabilities, while also expressing the brand’s vibrant and exciting look & feel. content was shot in studio and in various international locations — consisting of photo, video, radio, ooh and broadcast tv.
to launch the new Overwatch video game, we worked with expert fabricators to create massive action figures of three popular characters. each figure was revealed at the exact same time in three different locations and timezones — Los Angeles, Paris, and of course Busan, Korea during the annual BlizzCon event. fans anticipated the reveal with tons of social content including a “making-of” video and content of the reveal, each at iconic international spots.
with the brand slogan “be more here” we quickly recognized that it is nearly impossible to be truly present with your friends and family when you have access to cell phone reception and the internet. to solve this problem we found three dead-zone areas in California and worked with local eateries to create pop up “dead zone diners” — unique spots where you had no choice but to stay off your phone, be present, and enjoy the moment. the events include an exclusive demo with chef Carla Hall, a first date experiment with Buzzfeed editors, and various photo/video content.
pancreatic cancer is one of the deadliest cancers and most people are unaware of its common symptoms. to grab viewer’s attention and raise awareness about the disease, we created a 3D model of a pancreas and quickly realized that it looked like something else! leaning into this risqué comparison, we created eye-catching web videos, quirky radio spots, and ooh content that ran across Canada. the campaign was a huge success — ultimately leading to an enormous increase in donations and most importantly, symptom awareness.
as the creative producer with Blueland, i collaborate with the creative and marketing teams to not only understand the product strategy and business goals but to also elevate the overall brand look and feel. from ideation to final delivery, i have managed new product launches such as laundry tablets and dish soap, holiday collections in 2019 & 2020, as well as collaborations with other brands including Reformation & Mona Chalabi.
as a freelance producer, working with growing food and beverage brands — such as Commeteer, Pika Pika, and Talkhouse Encore — has allowed for endless creative exploration and collaboration with talented photographers, stylists and founders.
when tasked to create social content for a new biscuit flavor and given a very limited budget, we created scrappy yet quirky videos about the love story of a cranberry and orange. the all-hands-on-deck videos were shot tabletop in a studio with a nimble team. thee project was unconventional, yet charming, and showed just how much we could stretch a dollar.