Highsnobiety
New York, NY
Global fashion media icon Highsnobiety sought to make a significant impact in New York City, both for their brand and their esteemed partners. During New York Fashion Week, the "Neu York" pop-up took over a 5,000-square-foot space in the heart of Soho for three days. Highsnobiety and Coca-Cola Zero Sugar seized this opportunity to promote their apparel collaboration through creatively designed merchandise displays, complimentary on-site customization, and a private party to conclude the first evening.
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I managed the various components of this project, overseeing logistics and on-site team coordination. The collaboration focused specifically on Coca-Cola Zero Sugar products and leveraged social media posts, online articles, and a fully branded box truck that delivered press-ready kits to invited influencers. This strategic approach generated hybrid traffic that exceeded both brands' expectations, resulting in a sellout of in-store merchandise and making it the highest-grossing Coca-Cola Zero Sugar product online in a single weekend.
The LEGO Group
Long Beach, CA
The LEGO Group aimed to strengthen its partnership with adidas by targeting a new audience: sneaker enthusiasts. I led the team in creating and executing an activation designed to capture attention and generate significant media buzz. This award-winning activation at ComplexCon featured two LEGO Masters contestants customizing a larger-than-life pair of LEGO adidas Originals Superstars live.
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The activation included a gallery showcasing unique custom kicks created by global influencers, digital integration through an online sweepstakes, and a QR code directing guests to the LEGO website to purchase the exclusive kit. This activation emerged as the standout sneaker drop of the weekend, both in scale and impact, earning widespread acclaim from the sneakerhead community online and offline. The success of this initiative led to the addition of two international touchpoints, further elevating the partnership on a global scale.
Virgin Atlantic
New York, NY
Virgin Atlantic was set to introduce its new A330neo aircraft on the NYC to London route and aimed to surprise and delight New Yorkers while showcasing the airline's premium experience. I led the transformation of a traditional London taxi into a representation of the airline's first-class cabin. This fully branded taxi promoted an online sweepstakes as it transported influencers around the city.
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Sir Richard Branson attended the video shoot, serving as a focal point for cross-promoting both the new aircraft and the grand opening of NYC's first Virgin Hotel. The shoot featured an interview with travel expert Brian Kelly, known as The Points Guy, along with real Virgin Atlantic flight attendants. My responsibilities included managing third-party vendors and the press photographer, overseeing the budget and activation logistics, leading on-site execution, collaborating with influencers and agencies, developing the run-of-show, and coordinating press photo selections.