Portfolio
Product launches, films, campaigns, and partnerships. My work spans media strategy and activation, creative strategy, and brand strategy.
I’ve worked on brand strategy for The Pill Club, Whisker, and Backbone. Before consumer tech, I worked with recording artists on sponsorships, tours, music videos, and record and publishing deals.
Watch film ↗TV & Video
Flagship launch film for Oura Ring Gen3, introducing the membership model alongside the hardware. Full-funnel media architecture across TV, streaming, and digital in a compressed go-to-market window.
Watch film ↗TV & Video
Athlete-led brand spot built to extend Oura beyond the early-adopter wearables audience into mainstream sports culture.
Watch film ↗TV & Video
Benefit-led performance creative built to convert on the immunity use case, one of the strongest acquisition drivers in the category.
Watch film ↗TV & Video
Luxury collaboration launch with Gucci, positioning Oura at the intersection of health technology and fashion. Media strategy built to reach an audience the core brand could not.
Watch film ↗TV & Video
Branded content series translating sleep science into accessible storytelling. Explored the link between sleep and appetite.
Watch film ↗TV & Video
Second film in the Sleep Lab series, connecting sleep quality to immune function.
Explore the campaign ↗Out of Home
Sleep Week in New York City, with creative built for large digital screens. See the campaign photos and my MediaPost session on the work.
Explore the activation ↗Sponsorship
First-to-market sponsorship of The New York Times Wordle.
View campaign photos ↗Out of Home
Large-format out-of-home across New York City, including the Nasdaq tower in Times Square and Moynihan Train Hall.
Watch film ↗TV & Video
Founder-led brand film telling the origin story of the automatic litter box. Built to establish category authorship in a market filling with imitators.
Watch film ↗TV & Video
Part of the Litter-Robot is Real campaign, directed in-house through a Creative Sprints process built to raise output velocity without losing quality.
Watch film ↗TV & Video
Campaign spot built around the never-scoop-again promise, the brand's clearest and highest-performing benefit claim.
Watch film ↗TV & Video
Direct response creative built on a simple category-switching message.
Watch film ↗TV & Video
Launch of the Backbone One Xbox Edition in partnership with Microsoft, including Best Buy retail activation and full go-to-market ownership.
Watch film ↗TV & Video
Flagship launch campaign for Backbone Pro, the brand's most significant hardware release.
Watch film ↗TV & Video
Product design film built to establish engineering credibility with a discerning gaming audience.
Watch film ↗Retail & Partnership
Co-marketing campaign with Meta Quest, extending Backbone into the mixed reality category.
Watch film ↗TV & Video
Brand campaign built on Ritual's transparency positioning, running across linear and premium connected TV.
Watch film ↗TV & Video
Efficacy-led brand spot, part of the first scaled TV strategy in the company's history.
Read campaign coverage ↗Out of Home
Brand advocacy campaign in Washington DC, covered by The Quality Edit.
View project ↗Retail & Partnership
Out-of-home activation supporting Ritual's retail expansion into Walmart.
Explore the sponsorship ↗Print & Sponsorship
Print and digital sponsorship of TIME’s 2021 Athlete of the Year, Simone Biles, with social amplification. Included a full-page Oura advertisement in the Person of the Year issue.
Watch film ↗Music Video
Music video for Windsor Drive’s “Fall,” which premiered nationally on E! News with Ryan Seacrest on January 19, 2010. I contributed to the treatment, hired the director, and helped coordinate production.
Watch film ↗Music & Partnership
Oura Ring and app integration in the opening of the Jonas Brothers’ “Waffle House” music video, featuring Joe Jonas. The partnership also included content filmed by Joe Jonas and promoted across organic and paid social.
Watch film ↗Music Video
For Darling Parade, a band I co-managed, I contributed to the treatment, hired the director, and helped coordinate production. This reunited me with the director of Windsor Drive’s “Fall.”
Watch film ↗TV & Video
An introduction to The Pill Club.
Watch the preview ↗Music Video
As Raveena’s general manager, I contributed to the treatment, hired the director, and helped coordinate production for “Grey Eyes.” A preview remains available on Apple Music.
Watch campaign video ↗Campaign & Partnership
A partnership with Power to Decide to expand access to emergency contraception. At launch, The Pill Club pledged 5,000 free units and up to $10,000 in matching donations to BCBenefits.
Explore the brand work ↗Brand Strategy & Identity
From an organically developed identity to a cohesive brand. I commissioned the consumer research, led the agency search, selected Red Antler, and worked closely with their team on the brand’s development.
Explore the brand work ↗Brand Strategy & Identity
Preparing the brand for its future product roadmap. I led the RFP and worked with the CEO to interview and select a studio for brand architecture, naming conventions, voice and tone, and identity.
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