Portfolio
CASA NOBLE | SIP LIFE
Reviving a soulful tequila by redefining luxury
MILKPEP | LOVE WHAT'S REAL OLYMPICS
Repositioning Milk For A New Generation
ESD | I LOVE NY
NIKE | NIKE SKATEBOARD APP
Earning skate cred by building from the blacktop up
Reigniting wanderlust with a campaign built on emotional ease
Breaking the mold with a guy-friendly spin on laundry
PUREX | THE SMART WAY TO DO LAUNDRY
Making saving for retirement the next power move for Black women.
AARP X AD COUNCIL | PRETIREMENT
MILK | LOVE WHAT' REAL - OLYMPICS
Repositioning Milk For A New Generation
Role: Strategy Lead
Problem: Milk had lost relevance with Gen Z, especially young athletes, and felt outdated in a plant-based world. At the same time, skateboarding, once underground, was headed to the Tokyo 2021 Olympics and risked losing its edge.
Insight: To skaters, real is everything. It's about rawness, repetition, and resilience. In a filtered world, Gen Z craves what feels real, and that is where milk could win. Inspired by the skate phrase “S/he Gonna Need Some Milk,” used to call out falls and broken bones, we saw milk not as hype but as recovery, toughness, and getting back up again.
Solution: We leaned into grit, not gloss, and reframed milk as the original performance drink by aligning it with skateboarding’s core value of realness. A raw, documentary-style film honored the struggle - the falls, the bruises, the endless repetition - rather than the podium moment.
Impact: The best damned Olympics spot to never air. The work was ultimately shelved due to leadership changes on the client that shifted MilkPEP’s direction. Still, it proved how milk could authentically re-enter culture by owning resilience and recovery just as skateboarding was breaking into the mainstream.
CASA NOBLE | SIP LIFE
Reviving A Soulful Tequila By Redefining Luxury
Role: Strategy Lead
Problem: Casa Noble drifted from its heritage chasing mass appeal, becoming known more as a beer chaser than a premium sipping tequila.
Insight: For today’s consumers, the definition of luxury has shifted. It’s no longer about excess or wealth , t’s about time. In a world that moves too fast, reclaiming your time has become the new status symbol.
Solution: I created a new brand architecture grounded in cultural and consumer research. From that foundation, we built Sip Life, an emotional platform that repositioned Casa Noble from function to feeling, inviting people to pause, savor, and live with intention.
Impact: The repositioning gave Casa Noble clarity and relevance. It transformed it into luxury spirit with cultural depth and emotional resonance and allowed it to whisper luxury in a way that feels timeless and true.
PUREX | THE SMART WAY TO DO LAUNDrY
Breaking The Mold With A Guy Friendly Spin On Laundry
Role: Strategy Lead
Problem: Purex was invisible in a crowded laundry aisle filled with legacy brands repeating the same tired tropes of softness and care. The brand needed a fresh way to stand out.
Insight: Our research showed what the category ignored: modern dads are in the laundry room too. They want simplicity, not softness - products that get the job done without the fluff.
Solution: We tapped New Zealand creator How to Dad and his daughter Nala to reframe laundry with humor and self-reliance. Through playful tutorials and dad-hacks, we showed how Purex 4-in-1 Pacs make laundry simple and relatable, while breaking away from the overly polished, mom-centric messaging of the category.
Impact: The campaign cut through a stale category, struck a cultural chord, and proved dads could be heroes of the laundry story. It was so effective it scaled globally, helping propel Purex to the #1 value detergent brand in Canada.
NIKE | NIKE SB APP
Earning Skate Cred by Building from the Blacktop Up
Role: Research Lead
Problem: Nike lacked credibility with Gen Z skaters. This was a community that is fiercely independent, skeptical of brands, and protective of its culture.
Insight: Through immersive ethnography that took us directly into NYC skateparks and skateshops, we saw how skaters document their progress. It is DIY, video-driven, and validated through peer recognition. What mattered most was not polish, but the raw clips of slams, retries, and landings that earned respect in the community.
Solution: Partnering with skaters, we co-created the Nike SB App around these truths. Features included a Trick Tree to map progression, multi-angle slow-mo to capture every attempt, and a global Game of S.K.A.T.E. to connect the culture worldwide.
Impact: Nike went from outsider to enabler. The app achieved more than 4 million downloads worldwide, earned cultural respect and authentic engagement, and won multiple awards including the 2014 Shorty Award for Best Branded Mobile App and the 2014 Webby Award for Mobile App
AARP x AD COUNCIl | PRETIREMENT
Making Retirement the Next Power Move for Black Women
Role: Strategy Lead
Problem
The 2024 “Fear No More” campaign leaned on fear but failed to connect. For Black women who already carry disproportionate financial stress, the last thing they need is a brand telling them to calm down. Representation was present but cultural nuance and truth were missing.
Insight
For Black women, wealth is not about status but about security, legacy, and peace of mind. While many lack retirement savings, they are also among the most educated, entrepreneurial, and optimistic demographics in the country. Fear does not inspire action. Empowerment does.
Solution
We reframed “pretirement” as a radical act of self-care. The campaign honored Black women’s optimism, acknowledged systemic barriers, and celebrated resilience—positioning financial planning as a path to ownership of the future.
Impact
Launched in July 2025, the campaign is already shifting the narrative. It positioned AARP as a culturally fluent partner and reframed retirement planning as empowerment rather than obligation, resonating with Black women and inspiring action rooted in optimism.
ESD | IT'S EASY TO LOVE NY
Making NY Feel Accessible Post-Pandemic
Role: Strategy Lead
Problem: Coming out of the pandemic, parents were craving a break. After years of nonstop demands at home, travel that once felt exciting now felt exhausting. For family road-trippers, New York had to reframe itself not as a challenge to conquer, but as an easy, welcoming escape.
Insight: Post-pandemic, ease was everything. New York’s unmatched accessibility, paired with its diversity of experiences, makes it one of the few destinations that feels spontaneous, stress-free, and satisfying for the whole family. It’s not just easy to get to — it’s easy to enjoy.
Solution: We led a national study to uncover post-pandemic travel mindsets, revealing a clear shift toward simplicity and emotional ease. In response, we refreshed the platform to It’s Easy to Love NY, highlighting variety, proximity, and stress-free getaways.
Impact: Impact: The “Easy” idea came through every channel: TV and digital video showed effortless family escapes, social and influencer content captured authentic travel moments, owned social and web made planning simple, and B2B activations armed partners with tools to spread the message. Our TV work earned the highest score in the agency’s eight-year history with the client, fueling a record-setting tourism rebound and a renewed emotional connection to the brand.