Brand & creative strategy
New York
First cohesive brand playbook. Ten photographers, ten billboards, the Oarsmen back.
Repositioned a fragrance brand around gaming, sport, music, fashion.
A global duet challenge on TikTok. 4.7M people made one.
TikTok Shop livestreams, three times a week.
Two scents built off the game’s spray cans.
Marketing strategy, brand collaborations, wholesale.
Positioning, messaging, identity, and the creative territories that come out of it.
Who to work with, what to brief them on, and how to pay for it.
Launch plans for DTC, retail, social commerce, and gaming.
Senior direction a few days a week. Briefs, reviews, hiring.
J.Crew / Hawthorne / Starface / Nolla Health / Stray Rats / Vacation Sunscreen / Keds / Mountain Hardwear / Mass Appeal / House of Blueberry / Matte Projects / Esenes Worldwide
My mission is to create work that works, and that people actually care about. The brands I work with usually want one of a few things: to take attention they aren’t getting, to figure out what they’re for, to bring their heritage back to life, or to show up in a way nobody in their category has.
Outside of work I run a vintage business in outdoor ephemera and Americana. I surf when I can and game often.
D&AD Graphite Pencil / ANDY Gold / One Show Merit / AICP Shortlist / AdWeek Ad of the Day
J.Crew Men’s had come out of bankruptcy with a new designer and no playbook. It needed to reintroduce itself without pretending the last decade didn’t happen.
Wrote the brand’s first cohesive playbook covering vision, art direction, tone of voice, influencer strategy and go to market. Brought back the Oarsmen. Wiped the Instagram feed and relaunched @jcrewmens. Led the first brand campaign, 40 Years in the American Landscape: ten photographers on modern America, ten billboards in the country’s most scenic and least populated places, and Sinna Nasseri on a road trip to document them. Opened the Bowery flagship and ran an event series that scaled to LA and Nashville.
+11% YoY customer acquisition, +59% engagement, +136% video views, 300M+ earned impressions across GQ, NYT and WSJ, and followers up 19% on fewer posts.
Hawthorne’s average customer had gone from 33 to 26 in four years. The brand hadn’t followed them.
Repositioned the brand for Gen Z and Alpha men at the intersection of gaming, sport, music and fashion, in a category built on hypermasculine tropes. Built the strategic foundation: insights, the Modern Bro persona, positioning, messaging, visual identity. Launched Surround Scent, four new colognes at parfum strength for twenty-five dollars, with custom bottles and four films that channel Y2K ad energy. Built the TikTok and creator program from zero, then kept going: a Roblox game, a Jet Set Radio collab with SEGA, a studded soap Ulta took as an exclusive.
80M+ impressions, 4x engagement lift on TikTok, 500% sell-through increase at Target and Ulta within weeks. Creator program at around 5M impressions a week on $0.05 CPMs.
Gen Z was turning its back on Samsung. The Galaxy A needed them.
Comms strategy lead at R/GA. Built the brief and the multi-channel go to market for a global TikTok challenge with BLACKPINK, using the duet feature around a dance that was hard enough to be worth attempting. Structured a global rollout with local market creative.
4.7M user videos, 16B views, the most successful TikTok campaign at the time. D&AD Graphite Pencil, ANDY Gold, One Show Merit, AICP shortlist.
Starface wanted TikTok Shop livestreams that people would actually watch, not a shopping channel.
Run production for the always-on streams, three a week, from a product-forward angle that keeps the brand’s personality up front. Built a creator partnership with Emma Rogue, who brings a rotating cast of friends each stream and turns it into a game. Alongside it, the UGC and affiliate program and an always-on paid creative pipeline of 150+ pieces a month.
$80K GMV and 60M impressions across the livestreams at 2.2x ROAS, averaging $350 an hour while live. Proof-led creative lasted nearly 3x longer than account average before fatiguing.
Celebrate Jet Set Radio’s 25th anniversary in a way that would mean something to people who grew up on it.
End to end product design. Two scents rooted in the GGs and the Noise Tanks. Head-cap bottles modeled on the in-game spray cans, colorways pulled from SEGA’s original cel-shaded palette, packaging built to feel like a collectible out of Tokyo-to.
Sold out in 24 hours, restocked by demand. Press from Anime News Network and others.
Stray Rats’ third New Balance collab, a 574 in two colorways for the brand’s tenth anniversary.
Multi-channel marketing strategy across OOH, social, digital and PR, working with lead creative Julian Consuegra, plus wholesale management and sales. Grew the wholesale account list from 7 to 15 of the best-known streetwear stockists over the partnership.
Sold out at launch. Coverage from Hypebeast and others.
