Goal: Make Pearl Milling Co. top of mind on Mother’s Day
Insight: While moms cherish family time, they're often behind the camera, missing out on being part of those perfect, lasting family photos.
Solution: An earned media campaign gifting a photoshoot experience to 3 families centered around Pearl Milling Co. pancakes and the memories made with them, capturing their stories to share and inspire other families to enter for a chance to stack up the snapshots themselves.
My Role: On site video and art direction, social content concepting, microsite design, media box design, post production

Role: Earned Media Concept, Content Creation Concepts, Design, Creative Set Direction

It’s Bigger Than Me is an unbranded campaign with a goal to shift the conversation around obesity and raise awareness of the disease. I helped lead creative and design from concept development and design through a multi-year integrated marketing campaign.

Creative direction for JCPenney’s holiday gift guide and survey report based on the Make It Count campaign and the brand’s holiday campaign look and feel.

Design team: Zoe Heo and Mary Helen Burt

2020 threw everyone for a loop when all in person events had to pivot into the virtual space. Together with FleishmanHillard, Fitbit and Plexus we brought the Fall 2020 product launch to life like never before. My role on this project was to art direct the production team and provide design assets such as layouts and device mockups. The interactive virtual space experience was home to several key note speeches.

See the full case study here

The Head’s Up, Texas campaign was created by FleishmanHillard. My role in this project included concept and art direction of photography, building out all digital components, OOH, outreach and event materials and social media assets. In 2020 we took our campaign to the next level by introducing an AR Game developed by Pool Creative. My role in the AR Game included taking the initial idea to the client team, the game concept, art direction, UX and visual element design.

The Challenge: Create a campaign to promote Cinco De Mayo at On The Border, incorporating their character "Señor Cinco."

The Solution: A video series where Señor Cinco plays the angel and the devil, encouraging customers to consider all their options at On The Border for Cinco De Mayo. We also used Instagram stories the day of and the day before Cinco de Mayo to reach our social audience when planning was top of mind. 

My Role: Concept, Art Direction, Set Decoration, Wardrobe and Styling, Graphics card design.

Graphic design, website design and photography art direction for Michael Johnson Performance Studio

The Challenge: Incorporate Budweiser's Bud and Burgers campaign into the 2016 season of MLB with the Texas Rangers and the Houston Astros. 

The Solution: Bud and Burgers Bracket Challenge. 8 weeks per team where 2 burgers faced off to become the official team burger for the next season. Fans would attend the experiential footprint, receive two burgers, vote for their favorite and enjoy the game. 

My Role: Concept how to incorporate Bud and Burgers National campaign into the Texas Rangers and Houston Astros. Design all aspects of the footprint, from footprint layouts and choosing materials to artwork on the trailer and food truck. Design all digital components to promote the campaign including a microsite, digital advertisements, social media posts. Art direct content creation from the event and the case study to wrap up the project. 

Awards: Silver Davey Award