Past Projects
Elevating big-picture storytelling into high-visibility influencer campaigns.
Xeela Fitness x Dancing with the Stars: Strategy & Execution
Influencers: Ryley Arnold and Harry Jowsey
Idea:
Where national television talent meets high-stakes influencer execution. I spearheaded the end-to-end creative strategy for the Dancing with the Stars x Xeela Fitness campaign—from campaign ideation and talent coordination to directing the final high-impact photoshoot.
Why It Worked:The "Performance" Alignment:Dancing with the Stars is an extreme physical transformation journey. Xeela is a transformation-focused brand. By integrating the product here, you moved it from "gym supplement" to "essential lifestyle tool" for one of the most-watched physical challenges on TV.
Year
2023
Why this worked:
Massive Organic Reach: By leveraging talent with peak cultural relevance (10M+ combined impressions potential), the campaign broke out of the fitness niche and into mainstream lifestyle conversations.
High-Conversion Social Proof: The content drove engagement by answering the audience's subconscious question: "How do they stay energized and full for 10-hour rehearsals?" The answer was your production of the Xeela story.
Brand Elevation: It moved Xeela from a "creator-led brand" to a "nationally-recognized contender," proving the brand could scale alongside top-tier network talent and high-velocity production standards.
Moving Forward: I worked with a diverse group of creators and featuring one for each flavor launch. Ex: Joe Vulpis (400K+) with Cookies and Cream.
Year
2024-2025
Why These Worked
Event-Driven Strategy: For Crumbl, the focus was on speed and scale—making the brand part of a national conversation by riding the wave of existing major events and leveraging their weekly surprise flavors and celeb collabs like the Kardashians and Jonas brothers.
Personality-Driven Strategy: For Chosen Foods, the focus was on trust and humor—using a recurring character ("Avocado Lady") to create a recognizable, human face for a functional health product.
Moving Forward: Leverage all types of influencers (micro to macro) to create out of box content ideas and combine niches (ex. fashion with food).
CPG Influencer Strategy & Viral Growth
Crumbl Cookies: Leveraging Cultural "Hype" Moments
Super Bowl Integration: Scaled brand visibility by tapping into the Super Bowl conversation, coordinating influencer-led "Game Day" parties and surprise cookie reviews that positioned Crumbl as the ultimate event snack.
Viral Content Pillars: Tapped into the "weekly drop" FOMO by sourcing and briefing creators from all types (fashion, lifestyle, etc.) to produce high-retention, "first-bite" reaction videos that maintained Crumbl's status as a platform-native cultural phenomenon.
Chosen Foods: Humanizing the "Clean-Label" Movement
The "Avocado Lady" Series: Ideated and co-produced a high-engagement "Man on the Street" series featuring the "Avocado Lady." This on-site activation used humor and education to debunk seedy oil myths, making clean eating feel approachable and entertaining.
Interactive Storytelling: Bridged the gap between product education and entertainment by directing creators to test viral recipe hacks, proving that 100% pure avocado oil is the "hero" of the kitchen for a Gen Z and Millennial audience.
Year
2024-2025
The Impact
Hyper-Local + Global Reach: By pairing NYC-local and global viral stars, the strategy secured both community trust and massive digital scale.
Brand as an Enabler: Positioned Wip Energy not just as a product, but as the engine behind once-in-a-lifetime experiences—from to sending fans on international ice fishing trips with macro-influencers to one full year of free product etc.
High-Retention Storytelling: The 7-day format created a "sticky" viewing habit, forcing the audience to check back daily for new drops and creator cameos with a recognizable graphic.
Case Study: Wip Energy — Cultural Resurrection & Viral Gifting
By transforming the traditional holiday giveaway into a high-stakes digital event, this strategy utilized high-velocity creator activations and recognizable creative graphic to command attention and dominate social feeds.
"Wipmas": 7 Days of High-Velocity Viral Gifting
Influencer Powerhouse Scaling: Orchestrated a massive 7-day holiday activation, "Wipmas," featuring a roster of creators with a combined reach of 22M+ followers, including Too Turnt Tony (20M+) and Elika Bang (1M+)
The "Drop" Model: Engineered a high-stakes giveaway system—7 influencers a day giving away free trips, exclusive swag, and meet-and-greets—to drive massive daily spikes in engagement and follower growth.
Strategic Community Building: Used the "Wipmas" momentum to turn followers into fans, leveraging "unhinged" and authentic creator storytelling to position Wip as the high-energy brand of the holiday season.
Year
2024-2025
The Impact
Hyper-Local + Global Authority: Orchestrated a massive guest pipeline by staying "internet-obsessed"—reading novels and tracking macro-trends to onboard global viral stars like The Korean Vegan (4.2M+). This paired community trust with massive digital scale to secure a top-tier North American presence.
High-Retention Storytelling: Translated dense topics—from neuroscience with Dr. Gabor Maté to social justice—into "platform-native" assets. This "sticky" content strategy drove a 2× increase in episode completion rates and informed broader brand marketing campaigns through deep-dive narrative hooks.
High-Velocity Scale: Spearheaded the end-to-end vision and managed a 15-person team across content strategy, financials, and social media. By pitching and convincing world-class founders and authors to join the platform, the strategy successfully scaled the total audience 10×.
Case Study: Telus Talks Podcast
By transforming a traditional corporate channel into a culturally resonant media property, this strategy utilized high-impact guest sourcing and emerging digital formats to command authority and dominate the podcast charts.
"Telus Talks": 10× Audience Scaling & Cultural Resonance
Influencer & Thought-Leader Sourcing: Orchestrated a massive guest pipeline by staying "internet-obsessed"—reading novels, tracking macro-trends, and onboarding high-profile figures. Successfully scouted and signed 200+ diverse guest rosters including The Korean Vegan (4.2M+), Schuyler Bailar (the first openly transgender NCAA D1 men’s athlete), and #1 NYT Bestselling Author Catherine Price.
The "Expert-Led" Growth Model: Engineered a high-authority content system featuring world-renowned experts like Dr. Gabor Maté.
