To promote Sony Pictures' latest film adaptation, I led the creative direction for a captivating pop-up installation at Westfield Century City Mall. The activation, which ran for three weeks, immersed fans in the movie's world and provided a visually stunning environment that drove high engagement from both the film's stars and its audience.

I spearheaded the project from concept to completion, delivering a winning creative pitch that secured the opportunity. This pitch involved developing detailed moodboards and multiple presentation decks for Sony and Rapport, shaping the vision, and defining the experience.

Once greenlit, I oversaw all facets of execution:

3D Renders & Visualization – Crafted photorealistic renders to guide design and fabrication.

Production & Fabrication – Partnered closely with production teams to source materials and fabricate immersive elements, ensuring every detail aligned with the aesthetic, including sourcing antiques and managing complex pickups across Southern California.

Talent & Staffing – Recruited and directed a team of creative specialists, including an on-site stylist, to execute the project flawlessly.

Vendor Coordination – Selected floral vendors and orchestrated large-scale flower installations to enhance the visual appeal.

Client Collaboration – Facilitated approvals and ensured all creative elements met Sony's standards, keeping the project on track and within scope.

The result was a spectacular experience that drew fans and industry insiders' praise. Director and lead actor Justin Baldoni described the installation as "spectacular and magical," affirming the project's overwhelming success.

This activation amplified the film's visibility and underscored my ability to lead large-scale, high-impact experiential marketing campaigns.

For Milani's celebratory launch event spotlighting their setting spray, I led the creative vision that transformed brand awareness into an engaging, interactive experience. Tasked with crafting innovative concepts, my team and I developed a vibrant, multifaceted activation that won the business and delivered an unforgettable event.

The experience featured a series of dynamic stations, with the standout "Hot Girl Walk" – inspired by the viral TikTok trend – taking center stage. This activation combined a flat treadmill and fan, creating an effortlessly shareable, social-media-ready moment for attendees. This concept included basketball, volleyball, ring toss stations, and a branded locker photo moment that enriched the guest experience.

A highlight of the event was the strategic alignment with Milani's Olympian spokespeople, who weaved a competitive, athletic narrative into each activation. This approach elevated brand visibility and fostered excitement and connection among attendees.

Key contributions:

Creative Pitch & Concept Development – Delivered the winning concept through comprehensive moodboardsand a detailed pitch deck, strategically integrating Milani's partnership with Olympic influencers.

Event Visualization – Designed and presented multiple thematic directions that reflected Milani's bold, energetic aesthetic.

Production Oversight – Collaborated with the production team and fabrication partners to refine and execute each experiential element, ensuring seamless alignment with the overall brand vision.

By fusing interactive entertainment with photo-friendly moments, the event amplified Milani's market presence and created lasting impressions, reinforcing my expertise in crafting experiential activations that drive engagement and brand affinity.

For a Twix brand awareness campaign targeting UCLA students, I conceptualized and designed a winter chalet-inspired pop-up that blended cozy aesthetics with engaging, interactive elements. The activation featured a charming mini food truck serving the iconic Twix latte, alongside a playful igloo photo moment and mini bonfire station – creating the perfect cold-weather retreat.

I developed the full experience from concept to execution, including moodboards, 3D renders, and detailed designs that brought the chalet vision to life. Collaborating closely with production and the accounts team, I ensured seamless communication with the client and maintained design integrity throughout the build process.

Key contributions:

Concept Development & Design – Crafted the full winter chalet theme, complete with 3D renders, moodboards, and visual assets.

Interactive Elements – Designed the igloo photo moment and mini bonfire, enhancing guest engagement and social sharing opportunities.

Event Styling – Oversaw the styling of the entire activation space, ensuring every detail reflected Twix’s playful yet cozy brand tone.

Client Collaboration – Worked alongside the production and accounts teams to manage client communication and approvals.

The activation was a hit among UCLA students, delivering a fun, photo-friendly experience that boosted Twix’s visibility and left a lasting impression during the winter season.

A splash campaign dedicated to Louis Vuitton’s luggage, in a suggestion that you take your experiences with you, within your Courrier. Pitched in suggestion for London and Shang Hai.

For Curaleaf’s experiential golf activation in Arizona, I led the creative process from initial concept through execution, delivering a visually captivating and interactive experience that highlighted the company’s flagship brands, Select and Find Cannabis.

The project began with a comprehensive discovery session to align on objectives and present our capabilities. As a repeat client, Select trusted our ability to create bold, memorable activations that seamlessly blended aesthetics with brand storytelling.

The design phase involved crafting custom golf courses that integrated life-size products and packaging as playful obstacles, complemented by lush live plants to elevate the overall experience. The event’s centerpiece was a standout feature – a dynamic hedge wall installation with “oil” dripping from its surface, creating a unique and highly photographable moment.

Key contributions:

Client Engagement & Pitching – Led client presentations, crafting and delivering pitch decks that secured the project.

Creative Development – Designed foundational 2D layouts and collaborated with a hired 3D designer to bring the concept to life through multiple iterations and revisions.

Production Oversight – Partnered with the production team to ensure quality control, making enhancements and refinements throughout the process.

On-Site Experience Design – Developed the full event experience, including a series of immersive, brand-centric photo moments.

Marketing Copy – Authored engaging on-site marketing copy to reinforce brand messaging and enhance guest engagement.

The immersive golf experience was a resounding success, praised by Curaleaf for its creativity and ability to capture the beauty and spirit of Arizona while providing a fun and unforgettable brand interaction. This project exemplifies my ability to merge interactive design with brand storytelling, crafting experiences that leave a lasting impact.

In September 2023, I spearheaded the creative development for an exclusive Emma Chamberlain collaboration event, crafting a cohesive visual aesthetic that defined the experience.

I was responsible for designing the full suite of brand collateral, including custom patterns, signage, merchandise, and vinyl clings, ensuring every element aligned seamlessly with the event’s unique vibe and Emma’s signature style. This comprehensive approach involved collaborating closely with Autumn Communications to bring the vision to life through fabrication and print.

Key contributions:

Aesthetic Development – Created the overarching collaboration aesthetic, shaping the look and feel of the entire event.

Custom Design Work – Designed bespoke patterns, signage, and merchandise, ensuring all print and fabrication materials reflected the brand’s vision.

Production & Fabrication – Oversaw the design and execution of vinyl clings and other large-scale visual elements for the event space.

Collaborative Execution – Partnered with Autumn Communications to ensure smooth production and alignment across all creative deliverables.

This project highlighted my ability to develop and execute visually impactful experiences that resonate with audiences and reflect brand personalities, resulting in a polished, immersive activation that enhanced Emma Chamberlain’s brand presence.

With a deep rooted love for the Fall-Winter 1995-1996 haute couture Thierry Mugler show and my mother’s favorite perfume for two decades, this French pop-up would celebrate the 20-year anniversary of the perfume that made it’s debut in 1992.

Future Gin, a bold and woman-owned distillery, approached me to expand their visual identity beyond the foundational assets, allowing them to establish a stronger presence across digital and print platforms. With a brand that’s playful, funky, and refreshingly feminine, I crafted a distinctive visual language that set Future Gin apart from traditional spirits brands.

My work involved creating extended brand guidelines that laid the foundation for cohesive collateral, ensuring consistency across web, email, social media, and print touchpoints. I developed initial email designs and templates that reflected the brand’s unique personality, providing Future Gin with tools to engage their audience in a fresh and exciting way.

Key contributions:

Brand Development – Expanded Future Gin’s core visual identity by designing comprehensive brand guidelines, defining typography, color palettes, and graphic styles.

Digital & Print Collateral – Designed initial email templates, posters, and social media assets to support Future Gin’s marketing efforts.

Distinctive Aesthetic – Crafted a fun, funky, and slightly feminine brand tone that differentiated Future Gin from competitors, reinforcing their bold and modern approach to distilling.

The result was a playful and memorable brand presence that not only reflected Future Gin’s ethos but also empowered the company to expand their reach and captivate their growing audience.

For PatPat’s holiday-themed activation in collaboration with Klarna, I led the creative process from ideation to execution, crafting an immersive and family-friendly experience that left a lasting impression.

The project began with an in-depth discovery phase, during which I guided both PatPat and Klarna’s teams to align their goals, social strategies, and event priorities. I developed and presented multiple concept pitches, exploring playful and festive ideas—from grand pillow forts to exclusive RSVP-only slumber parties. Ultimately, we embraced the holiday spirit, delivering a whimsical, aesthetic activation tailored to families and children.

As the event approached, evolving client needs required additional visual assets on a tight timeline. I designed all event collateral, from signage to wrapped elements, ensuring consistency across the space. Collaborating closely with fabricators and the production team, I sketched and conceptualized every design detail, transforming ideas into tangible, vibrant experiences.

Key contributions:

Concept Development & Pitches – Delivered multiple creative pitches that resonated with the client’s goals and holiday vision.

Complete Event Design – Designed all visual assets and signage throughout the space, adapting quickly to evolving needs, hired 3D designer to visualize space based on moodboarding and drawings.

Fabrication & Production Oversight – Partnered with fabrication teams to ensure seamless build-out and execution.

Client Collaboration – Led creative approval calls, guiding the client through each stage of development.

On-Site Styling – Styled and refined the activation space, ensuring the final presentation matched the envisioned aesthetic.

The result was a unique, festive experience that captured the joy and excitement of the holiday season. It showcased my ability to drive creative strategy and hands-on design across all elements of experiential marketing.

As part of Perfect Day’s product line, I led the creative development for Coolhaus Ice Cream, crafting product packaging and campaign designs that brought the brand’s bold, innovative spirit to life. My work can be seen in major retailers, including Whole Foods, Walmart, Gelson’s, and Publix, where vibrant, eye-catching designs helped solidify Coolhaus as a standout in the frozen aisle.

I was instrumental in expanding the brand’s visual identity post-rebrand, developing packaging, coupons, vehicle wraps, and box designs that reflected Coolhaus’ playful yet premium essence. A key highlight was the Turon-osaurus Almond Butter flavor, launched in honor of Filipino American History Month. I conceived the name, illustrated custom artwork, and ensured the packaging celebrated cultural roots in a fun and memorable way.

Additionally, I spearheaded a nationwide billboard campaign to amplify the launch of Coolhaus in Walmart, further boosting visibility and reinforcing the brand’s presence.

Key contributions:

Packaging Design – Designed product packaging seen across major retailers, handling all packaging post-rebrand.

Flavor Development – Created the Turon-osaurus Almond Butter flavor name and custom illustration, celebrating Filipino American History Month.

Campaign Creation – Led the design and execution of a billboard campaign following the Walmart product launch.

Brand Expansion – Developed new brand guidelines, coupon designs, vehicle wraps, and retail box designs to support growth and maintain consistency across all touchpoints.

This work elevated Coolhaus’ market presence and highlighted my ability to merge cultural storytelling with innovative design, creating a product line that resonates with diverse audiences while maintaining a premium aesthetic.

For the All Things Go Festival, I led the creative direction and design for Impossible Foods’ immersive pop-up experience, blending vibrant aesthetics with real-time product sampling and interactive brand moments.

I developed the full event aesthetic, translating the Impossible Foods brand into a dynamic festival activation. From initial 2D visual design to comprehensive 3D build-outs, I ensured every element aligned with the festival’s energy and Impossible’s bold identity. A highlight of the activation was a live BBQ station, designed to seamlessly fit within the overall theme, providing an authentic and engaging touchpoint for festival-goers.

Key contributions:

Event Aesthetic & Design – Conceptualized and executed the visual identity, developing both 2D and 3D designs for the pop-up space.

Production & Fabrication Oversight – Collaborated with production teams, clients, and fabrication partners to ensure all elements were built to spec and on schedule.

Client Collaboration – Guided the design through client approval stages, ensuring brand alignment and satisfaction at every step.

Graphic Design – Designed a significant portion of the branded graphics that brought the activation to life.

Interactive Experience – Created an on-site BBQ experience and a branded photo moment, fostering interaction and driving social engagement.

The activation was met with enthusiastic feedback from attendees and clients alike, reinforcing Impossible Foods’ presence at the festival and creating a memorable, high-impact brand experience.

Olympic Gold Medalist Shawn Johnson East & Former NFL snapper and superstar entrepreneur Andrew East came to me with a simple request: they wanted branding that was friendly, personal, and felt like home for their family brand. With a following of over 4 million people combined from Youtube, Facebook, Instagram, etc, making sure the aesthetic fit the emotional relationship to their audience was the top priority.

I designed the logo with their product expansion in mind— products beyond a YouTube channel or social media following. I suggested we develop an emblem they could use for athletic apparel and various merchandising. The style palette requested was for something feminine and modern, that could resonate with both their male and female audience. The logo system had several types and an iconic “E.”

I led the creative development for an exclusive influencer event in New York City, celebrating the launch of White Claw’s Refresher product line. The activation took place in a hidden speakeasy tucked behind a storefront, offering a curated, immersive experience that blended bold design with the essence of White Claw’s refreshing new flavors.

At the heart of the event was a striking art installation crafted from White Claw cans, serving as a dynamic backdrop for photos and social sharing. I spearheaded the concept design, creating 3D renders and collaborating with fabricators to ensure seamless execution. Additionally, I designed and managed all event signage, the RSVP website, and influencer email communications, ensuring cohesive branding across every touchpoint. Guests left with custom-branded gear from local artists, adding a unique and memorable takeaway to the experience.

Key contributions:

Concept Development & 3D Design – Spearheaded the creative concept and produced detailed 3D visualizations of the speakeasy space.

Art Installation – Designed and oversaw the fabrication of a can installation that served as the focal point and photo backdrop.

Event Branding – Created and managed event signage, influencer email invites, and the RSVP website.

On-Site Experience – Curated branded gear from artists, ensuring the take-home experience reinforced White Claw’s cool, laid-back vibe.

The event successfully boosted White Claw’s influencer engagement, generating buzz around the Refresher line through an exclusive, visually captivating experience that left a lasting impression.

Created a Marfa style installation concept for Miu Miu, an opportunity for an elevated festival brand experience.

I led the design for FIGS’ "Scrubs That Don't Suck" campaign activation, an interactive event inviting healthcare professionals to discard their old scrubs and experience the superior quality of FIGS. The activation blended sleek, modern aesthetics with lush greenery, reinforcing the brand’s fresh and innovative approach to medical apparel.

I crafted the full visual identity of the space, designing elements such as the layout, greenery installations, and event signage. From initial concept to final execution, I collaborated closely with Autumn Communications’ production and account teams to ensure every design detail aligned with FIGS’ bold and refined brand image.

Key contributions:

Event Space Design – Developed the overall aesthetic, including spatial planning and greenery integration, enhancing the sensory appeal of the activation.

Signage & Visual Assets – Designed all event signage, ensuring cohesive branding throughout the experience.

Client Collaboration – Worked alongside Autumn Communications to guarantee the design vision met FIGS’ branding and campaign objectives.

The activation successfully introduced FIGS to new audiences in a memorable, engaging way, reinforcing the brand’s position as a leader in high-quality, stylish medical apparel.

I developed a versatile and portable activation concept for Olipop, designed specifically for small retailers to showcase the brand in a fun and engaging way. The activation was crafted to be easily transportable, allowing it to seamlessly move between locations while maintaining a bold visual impact.

In addition to the design of the activation space, I conceptualized several campaign ideas featuring Olipop-branded giveaways, reinforcing brand awareness and driving engagement. These concepts focused on enhancing consumer interaction through playful, on-brand merchandise that reflected Olipop’s vibrant and health-conscious identity.

Key contributions:

Portable Activation Design – Created a small, adaptable retail activation concept, ensuring ease of transport and scalability for various locations.

Campaign Concepts – Developed ideas for branded giveaway items, tying them into larger campaign narratives to amplify Olipop’s reach.

Visual Identity – Ensured all designs reflected Olipop’s bright, approachable aesthetic, fostering brand recognition and consumer connection.

This conceptual work offered Olipop creative solutions to enhance in-store visibility and drive customer engagement, laying the groundwork for future activations.

For the launch of Sol de Janeiro’s new suncare line, the goal was to provide tangible value to customers while reinforcing the brand as a trusted expert in skincare and sun protection. The campaign needed to feel intimate, educational, and memorable—positioning Sol de Janeiro as a leader in suncare innovation.

The Concept:
I pitched a series of small-format, surprise-and-delight activations designed to fit into a 10'x10' space, maximizing impact with minimal footprint. The activation blended education with luxury, offering personalized experiences that felt exclusive yet approachable.

Dermal Scan Experience: Guests were invited to receive a complimentary dermal scan to assess sun damage, led by Sol de Janeiro’s in-house dermatologists. This interactive and personal touchpoint helped establish credibility and trust, positioning the brand as a skincare authority.

Personalized Suncare Regimen: Based on scan results, dermatologists recommended a tailored suncare regimenfeaturing Sol de Janeiro’s new line, providing actionable advice that aligned with the brand’s expertise in skin health.

Free Samples & Engagement: Each guest walked away with free product samples curated for their skin needs, ensuring they left the experience with not only knowledge but a physical reminder of Sol de Janeiro’s commitment to their wellbeing.

Outcome:
This concept embodied luxury skincare meets personalized care, transforming product education into an intimate experience. By prioritizing value-driven engagement and expert guidance, the activation helped solidify Sol de Janeiro’s position as a trusted voice in suncare, fostering long-term brand loyalty.

In preparation for the 2024 DNC, we pitched Planned Parenthood a series of experiential concepts designed to foster engagement, advocacy, and community-driven interaction. Our goal was to create experiences that felt relevant, immersive, and highly shareable—merging cultural nostalgia with modern digital trends to resonate deeply with diverse audiences.

The Concepts:

Live Action PostSecret: Inspired by the iconic anonymous confessional project, this activation invited participants to step inside and engage with powerful, unfiltered confessions related to sexual health and reproductive rights. It created an emotional, reflective space that felt raw and deeply personal—fueling organic conversation and social sharing.

Planned Parenthood "Advotar": A playful fusion of “advocate” and “avatar”, this digital experience tapped into early 2000s nostalgia, reviving the beloved Dollzmania aesthetic. Participants could design and customize avatars in their likeness, selecting traits that symbolized their advocacy for reproductive rights. These “Advotars” were easily shareable across social platforms, turning users into proud digital ambassadors.

Reproductive Health Hotline Booths: Inspired by vintage phone booths, this activation allowed attendees to pick up a receiver and engage with Planned Parenthood ambassadors in real-time. Whether answering questions, offering resources, or dispelling myths, the booth transformed a simple interaction into a moment of direct engagement and empowerment.

Thought Leadership Stages: Designed to boost general brand awareness, these open stages provided space for influencers, activists, and experts to host think tanks, panel discussions, and live Q&As, fostering an environment of learning and conversation.

Outcome:
While the ideas were enthusiastically received by the client, their focus shifted toward digital initiatives. However, this pitch exemplified our ability to blend creativity, cultural relevance, and advocacy—crafting experiences that resonate both in-person and online.

Responsible for design aesthetic direction and assets for an influencer event for Free Rein Coffee on behalf of Autumn Communications.

Lemon Perfect wanted to establish itself as an iconic lifestyle brand with a street presence that rivaled other beverage heavyweights. The goal was to create a campaign that felt bold, memorable, and inherently shareable—one that could live beyond traditional marketing channels and foster a sense of community around the brand.

The Concept:
We pitched a mobile campaign centered around custom-branded iconic vehicles that would serve as mobile pop-ups and brand activations. The campaign aimed to create high-visibility moments in key cities, giving Lemon Perfect the ability to bring the brand to the streets in an unforgettable way.

Street Team Activation: Alongside the vehicles, we designed distinct uniforms for the street team, ensuring that the campaign not only moved but stood out visually—merging brand consistency with vibrant, approachable energy.

Tiny Home Giveaway – The Lemon Oasis: To elevate brand engagement further, we conceptualized a tiny home giveaway. Initially branded as the Lemon Oasis, the tiny home would serve as a traveling activation, offering consumers a place to relax and experience the brand’s essence. After the campaign, the tiny home would be given away to one lucky winner, transforming a temporary activation into a lasting brand connection.

Outcome:
The campaign was designed to blur the lines between experience, mobility, and lifestyle branding—turning every interaction into a moment of joy and every vehicle into a rolling billboard for Lemon Perfect’s fresh, vibrant personality. The tiny home giveaway added a layer of community engagement and aspirational living, reinforcing Lemon Perfect’s image as a brand that enhances life’s everyday moments.