As the creative lead on Axe, DM+C, Vaseline and Knorr at Vayner Media, I managed 8+ creatives on the Unilever account. I partnered closely with strategy to create briefs and worked with account to manage business objectives and client relations. We focused on crafting thumb stopping brand stories for social. I also mentored a lot of super smart young creatives and co-conducted a Google Sprint (that yielded a ton of creative, brand insights and client harmony) with my ACDs. My biggest takeaway from my time from Vayner was an approach Steve Babcock created that I still use for creating thematic content pieces that work across social channels. It’s been a Godsend for community management.

SAMSUNG: SEEING IS BELIEVING

When you’re getting hip checked by yet another overzealous Herald Square holiday shopper, it’s easy to lose that holiday spirit. Luckily, the Samsung VR sleigh experience was there for a not so gentle reminder about what the holidays are all about. Through an unscripted mix of on-the-ground footage, we then scaled the experience with video content, awakening the magic of the holidays and bringing to life the splendor of Samsung VR. The work garnered over 4.4 million views on Facebook.

AXE: SNEAKERPRENEUR

To build AXE’s street cred, we peeled back the gloss of street style's $12k sneaker flips to give viewers a stripped-down, docu-style look at the real work behind the fabulous Instagram posts of sneakerpreneur and co-founder of Kickster, Chris Hall. Championing Chris' story through a day-in-the-life visual story, we explored how kicks represent more than a simple style choice. Told through Q&A scenes, stylized B-roll, and vérité moments, we brought the new, elevated AXE brand vision to life.

DOVE MEN+CARE: ELEMENTS

To promote the launch of Dove Men+Care's Elements grooming line, we partnered with Treetop Hideaways to construct a branded tree house, an ideal setting to bring a natural ingredient story to life. The Elements Tree House allowed us to craft an authentic visual narrative that situated the products—from Charcoal+Clay Body Wash to Minerals+Sage Antiperspirant—in compelling, elemental environments. This social-first creative lived across Facebook and Instagram, buttressed by influencer content.