Select Works

dove chocolate "instagrants 2.0"

For the second year of DOVE InstaGrants, I led the campaign strategy that transformed a purpose-driven initiative into a bold, culturally fluent brand experience. We turned women’s business pitches into holograms, delivered inside QR-coded chocolate boxes sent directly to VC firms. This 2.0 rollout fused culture, tech, and storytelling to confront the visibility gap in funding for women entrepreneurs. The result: real funding wins, earned media, and a Gold Honor at the Shorty Impact Awards.

Women entrepreneurs are 63% less likely to receive funding than men, according to researchers from Columbia and London Business Schools.

the insight
the        brand truth

DOVE didn’t start from scratch.

In Côte d’Ivoire, the brand learned that community is a key ingredient in women’s success.

the experience

We turned each winner’s business pitch into a hologram and packaged it inside a DOVE gift box sent to top VC firms in the country. Custom Indiegogo pages and influencer amplification extended the reach and deepened public engagement.

the result

The campaign earned over 850 submissions, 5x the impressions of year one, and coverage in Forbes, CBS and the U.S. Chamber of Commerce. It sparked community momentum, influencer amplification and unsolicited VC engagement—all while reinforcing DOVE’s global commitment to supporting women economically, from Côte d’Ivoire to the U.S.

During my time at Denver Ad School, I co-developed the concept and experiential activation for “Vaseline Grease Garage,” a student campaign created for the One Club’s Young Ones 2025 competition, one of the most prestigious student advertising awards in the world. The brief challenged us to reposition Vaseline as a life hack for Gen Z. Our campaign turned Vaseline into a DIY essential for car care, gaming, and everyday grit. The work earned a Silver Pencil from the One Club.

vaseline "grease garage"

Gen Z values self-reliance, creativity, and hacks that save money. While Vaseline is widely known as a beauty staple, many are unaware of its long history as a practical tool for everyday fixes, including DIY car care.

the insight
the        brand truth

For over 150 years, Vaseline has been trusted for its versatility. It has always been more than skincare, quietly solving problems wherever people needed a simple, reliable fix.

the experience

We launched the Vaseline Grease Garage inside Grand Theft Auto, turning Vaseline into the ultimate in-game car hack. The idea expanded into a real-world pop-up garage, branded jars in gaming and auto retail sections, Detroit Auto Show OOH, and collabs with creators like @ghettotrio_ to drive Gen Z engagement.

the result

As a student concept, Grease Garage demonstrated how a heritage product could earn relevance by showing up inside culture rather than talking at it. The campaign reframed Vaseline as a modern utility and positioned it as a badge of resourcefulness for a new generation.

M&m's ice cream     "night freeze"

To honor the grind behind the glow-up, I developed the brand activation strategy for M&M’s Ice Cream’s “Night Freeze Truck”, a mobile campaign that turned National Ice Cream Sandwich Day into a citywide celebration of late-night hustle. We hit the streets of New York from noon to nearly midnight, handing out free ice cream cookie sandwiches and spotlighting fans’ passion projects. This wasn’t just a treat. It was a platform for recognition, joy, and cultural resonance on wheels.

People aren’t just one thing anymore. Most of us juggle careers, gigs, creative pursuits, side hustles, late-night passions and responsibilities that don’t clock out at 5 p.m.

the insight
the        brand truth

M&M’s Ice Cream is built for joy, the kind that doesn’t fit into neat boxes. Creamy, chewy, crunchy, familiar. It’s a multihyphenate snack for multihyphenate lives. The perfect treat for people doing the most.

the experience

To honor National Ice Cream Sandwich Day, M&M’s Ice Cream launched the Night Freeze Truck, a city-wide drop designed for the multihyphenate hustle. From noon to nearly midnight, the truck zigzagged across New York, popping up everywhere the grind lives: Hearst Tower, Union Square, St. Mark’s. Each stop served late-night joy in the form of free ice cream cookie sandwiches, a perfect mix of creamy, chewy, and sweet. More than just a giveaway, it was a nod to those who do it all. Work doesn’t stop at 5 p.m. and neither do cravings. With a sweepstakes asking people to share their passion projects for a chance to win a summertime supply of M&M’s Ice Cream Cookie Sandwiches, the brand invited everyone to celebrate what they hustle for.

A rolling celebration of the after-hours hustle. Thousands of cookie sandwiches distributed across NYC. Passion projects spotlighted through a real-time sweepstakes. One simple message delivered in motion: you don’t have to pick a lane or a flavor.

the result