My work
Some of the projects I’ve been involved with over the years.
P&G Always #LikeAGirl
Our campaign won 14 Cannes Lions in 2015, including a first-ever Glass Lion for combating Gender Inequality.
The viral success of the commercial put Always in a position to become the first FemCare brand to run a commercial during the Super Bowl in 2015. The campaign later went on to win a Primetime Emmy Award for Most Outstanding Commercial.
Our social experiment helped Always successfully connect on an emotional level with its toughest audience: women, ages 16-24. We inspired these women to help stop the drop in confidence that girls experience at puberty, which they themselves had experienced not long ago. This campaign successfully galvanized not only women but opened up what was once a female-only category to include others to join its cause.
#LikeAGirl encouraged society to change the meaning of the phrase from an insult to an empowering message that championed girls to continue doing amazing things.
Molson Coors UK
Molson Coors wanted to be the first brand to bring Hard Seltzers to the UK. Our team at Havas helped them make this dream a reality.
A completely new category for many Gen Z drinkers in the UK, I led online qualitative research to help our team gain a better understanding of this audience. What was important to them today? What did they like to do with friends? What sorts of drinks did they prefer? What did they think of Hard Seltzers? What would it take for them to buy and try them out?
The insights and learnings we gathered around the importance of self-expression to this group, and what hard seltzers meant to them, informed the brand positioning, the logo, and final pack design. Collaborating with Havas’ CSO Mark Sinnock on the brief, see the Launch work at the left which came out of our brief.
AON
My team at The&Partnership helped AON successfully reposition itself with the firm’s first-ever marketing campaign in over 40 years!
In 2022, our campaign aimed to help grow the firm by driving reappraisal of the Aon brand, building awareness, and understanding of Aon across a wider set of needs and capabilities, among a broader cohort of new and existing clients.
Along with a suite of video assets, we created a new visual identity for Aon, along with a new brand tone of voice and unique selling proposition.
Our work shifted attitudes and perceptions towards Aon among both internal and external audiences and garnered the brand 446M Digital Impressions, 297M ad impressions, and a +78% lift in global site traffic (compared to pre-campaign).
ALDI US
We helped ALDI launch a new Masterbrand campaign, to get new and existing customers to ‘Shop DIfferentli’.
At right, one of the commercials from a suite of campaign assets, all with the goal of helping shoppers understand what makes ALDI different, a.k.a. a great place to shop!
Our campaign was rolled out through the line, including in-store and at the shelf where we aimed to turn ALDI first-timers into ALDI loyalists.
Norton by Symantec
Our campaign, ‘Enjoy your Privacy’ won the One Club Bronze Pencil and CAF Silver ADDY 2013.
Through a connected experience using both one’s computer and mobile device, we invited consumers to learn about the personal lives of 7 different fictional characters. Giving them online access to the phones of each character, users could quickly unearth secrets that these characters believe were hidden. This interactive digital experience ultimately reinforced the need for people to protect themselves and their data with Norton by Symantec.
Commercial and Case Study video below.
Pantene Gold Series
Our activation Won the Bronze Effie Award in 2018
We helped P&G launch its first full innovative new collection geared towards African-American women, a segment fueling category growth.
But this African American consumer viewed Pantene as a mainstream brand that didn’t understand her crown. Notably, Gold Series’ formulas were the result of a decade-long passion project of Black female P&G scientists. To make consumers take notice, we demonstrated Gold Series’ true roots—launching a six-city tour to spark 1:1 engagements with key brand voices, encouraging trial, and driving sales by showing her that we saw her beauty.
Prior to launch, we conducted shopper interviews with black women to better understand the cues they look for at-shelf when selecting a haircare product.
The Scientists behind Pantene Gold Series educated consumers on the curation of the products and answered questions, adding credibility to Pantene which many often perceive as a "white girl brand".
On our tour, we invited consumers to chat with celebrity stylist Chuck Amos who gave expert hair tips and discussed the power of this new product line.
Bud Light
Our Program was a Gold ANA Reggie Award Winner in 2018
Bud Light wanted to win back summer and cement the brand’s position as the favorite beer to share with friends.
Our “Bud Light Summer Getaways” program:
Helped Bud Light secure strong retail investment - attracting wholesalers, retailers & drinkers
Allowed us to tailor the destinations to best fit our diverse shoppers’ getaway desires, and easily customize creative for different regions and retailers
Achieved a positive sales shift for Bud Light for the first time in three years
OLAY
When skincare shoppers turned to Olay.com expecting education and guidance, what they found was a regurgitation of old print ads and an unshoppable website looking its age.
So we reinvented Olay.com as an online skincare aisle to meet the needs of today's shoppers. Olay's new digital aisle won her over with a 12% lower bounce rate and an add-to-cart rate that more than doubled.
PeopleShop
While at Leo Burnett, I helped conduct research for a category wide study that revealed the attitudes, behaviors and motivations of shoppers from both North America and Europe.
The learnings from PeopleShop gave our clients, including Samsung, a better understanding of the more dominant shoppers in their category. What made these shoppers tick? What influenced them to decide on one phone over another? (Here is 1 of the 6 shopper journeys which I crafted for the mobile phone category)
My “Leo Leap”
In 2017 while at Leo Burnett, I was selected to participate in Leo Leaps, a 90-day entrepreneurship program. Run by the Experience Institute in Chicago, this program pushes innovators, creatives, and leaders to design their own learning through projects and experiences that are meaningful to them.
For my leap, I created a podcast of interviews with my grandmother. This project ended with a TED talk-like presentation to the agency. You can watch my presentation on the right.