Creating immersive experiences for brands from ideation, creative direction, production, and execution. Designing experiences that beg to be explored and shared.
Inside a Galactic Desert Metropolis
Timed to Coachella Weekend One, NYLON House beamed fans up to an extraterrestrial planet of pop culture to discover experiences that champion freedom of expression. The party brought together a curated list of 3,500+ attendees for a night of mind-blowing music and sponsor activations, with iconic DJs and celebrity guests setting the stage for an otherworldly night that created a portal to a limitless new YOUniverse.
Key Stats:
4,000+ Attendees
4B+ Press Impressions
We welcomed families to Camp Romper, an awe-inspiring family experience jam-packed with magic for kids of all ages. Journeying through the looking glass guests entered a fantastical magic garden wonderland built to explore, learn, dream, play, laugh, and more!
Key Stats:
1,500 Attendees
7 Hours of Programming
12.2M+ Press Impressions
Every year, the launch of American Girl, Girl Of The Year brings joy to families across the nation, and to ring in 2022 with the newest GOTY skiing champion, Corinne, we brought the magic of American Girl to the slopes – at the iconic Buttermilk Mountain in Aspen.
POPSUGAR and American Girl invited families to experience a full day of festivities, creating a chalet-inspired build filled with engaging hands-on activities and plenty of photo-worthy moments for families to capture the occasion. This unforgettable Aspen event introduced the 2022 Girl of the Year, Corinne, and her passion for skiing to the world, in style.
Key Stats:
1,700 Attendees
860 Hair Extensions Distributed to Transform Guests into the Corinne Doll
550 Craft Chains Created to Add American Girl Bling to Guest’s Jackets
Turn up. Tone up. Fuel up.
Popsugar hosted our first-ever POPSUGAR GROUNDED, a one-day experiential destination at Goya Studios in Hollywood. We transformed Goya Studios into a retro fueling station, where 1K guests revved up their bodies, minds, and souls with powerful workouts, playful wellness experiences, and purposeful discussions. Designed to center her soul and power her mind and body for the most fulfilling year ahead.
Key Stats:
1,000 Attendees
$134K Earned Media Value
1,148 Attendees in Fitness Classes Throughout the Day
784 Audience Members at Panels and Mediations Throughout the Day
We celebrated FOX’s new series, BH90210, with the recreation of the infamous Peach PIt. In advance of the premiere, we opened the Peach Pit diner for guests to take a trip down memory lane.
Open to the public for three days, the space immersed guests into the word of 90210 as they sipped on milkshakes and were waited on by staff dressed in classic Peach Pit uniforms. Once the sun set, the Peach Pit turned from day-to-night, and guests cheered over cocktails such as the West Beverly Blaze and Peach Pit Margarita.
Key Stats:
1,307 Attendees
$3.2M Earned Media Value
192 Guests Participated in an “Exchange an Egg” Secret Code to Gain Access to a Secret Cocktail
PopSugar, ABC, and YouTubeTV celebrated the newest season of ABC’s The Bachelorette, by bringing back one of America’s most cherished institutions — the Drive-In — with a 2020 spin. Hosted at The Grove in Los Angeles, we got guests safely out of the house and into an experience that boosted their spirits and satisfied their deep love for the infamous reality TV show. From Bach Nation trivia to DJ sets, a drive-thru photo op, meal carriers delivered by our bachelors (males servers dressed in tuxedos) and more! We invited every guest to accept a rose, and take part in the ultimate group date.
Key Stats:
193 Attendees
93 Cars
Nike SB challenged us to inspire the art and do-it-yourself culture that makes skateboarding unique, while delivering targeted product awareness to their new in line Blazer shoe on Go Skateboarding Day. We took to the streets, co-curating a do-it-yourself inspired skateboarding block party, with local community and retail partners, fueling the event with local street artists, iconic food trucks and DJ’s. The skatepark was open to any guest who wanted to skate allowing local kids and amateur skaters an opportunity to skate right alongside their favorite Nike SB legends.
Key Stats:
950+ Attendees
800K Social Media Impressions
150% Spike in SB Blazer Sales
POPSUGAR and ABC celebrated ABC’s newest addition to the Black-ish and Grown-ish series; Mixed-ish with press, media, cast, and VIPs for an exclusive screening party at Goya Studios in Los Angeles.
The event immersed guests into the ish universe as they enjoyed the mixed-ish series premiere and a sneak peak into the new season of Black-ish. Additional programming included, a listening party featuring special guest Mariah Carey, a cast Q + A, and interactive activities that highlighted the thematic “Embrace Your Ish”
Key Stats:
234 Press, Media, and Influencer Attendees
348M Press Impressions
81.2K Social Engagements
21M Social Reach
156K Social Impressions
We produced an immersive two night theatre experience in historic Hollywood. Guests were transported to the 1940's era, full of glamour and surprises. The event engaged attendees, supplied plenty of cocktails and built advocacy for the brand. Guests left with a clear understanding of the history and Smirnoff's invention of #TheOriginalMule.
Each evening guests were guided through an evolving event experience. Rooms changed, new doors opened and unexpected choreographed moments captivated attention. Actors playing historic roles in the Moscow Mule story engaged with guests one-on-one through a variety of engaging games, discussions and more.
Key Stats:
500 Attendees
1,650 Moscow Mules Served
3.3M Social Impressions
8.4M Editorial Impressions
We partnered with UGG to celebrate the culture and fashion forward lifestyle behind their brand. ComplexCon in Long Beach, CA was our stage. This annual gathering brings thousands of attendees from Southern California and beyond to explore, interact, purchase and learn from the brands, personalities and cultural influences that drive fashion and entertainment forward.
Leveraging a fun, bright, and colorful palette the UGG space was designed as a creative hub to showcase the Neumel shoe, UGG partnership with hip-hop act Super Duper Kyle, and act as an interactive retail storefront.
This Is Not Another Zoom Meeting…
I’ve worked to create captivating content and meaningful experiences for people world wide to join. Crafting virtual experiences that entertain, educate, and cultivate. Creating virtual destinations that move beyond the traditional virtual format.
A virtual cooking game-show event. Thrillist and CAMPBELL’S® teamed up to have celebrity chefs Nyesha Arrington and Brian Malarkey battle it out in the kitchen. Hosted by actress and comedian, Lauren Lapkus. Our chefs went head-to-head in a face off challenge to battle it out to see who knew their A,B,C’s of food with the Soup Roulette wheel. We put a spin on things - literally - to make it a little heated in the kitchen. Our chefs took turns spinning the Wheel of Soup to add new ingredients to their dish, highlighting the beloved Campbell's soup of their choice.
Full Length Virtual Event:
NowThis and Vital Voices partnered to bring NowThis NEXT, a one-day virtual event celebrating women who are changing the world right now. From Hillary Clinton to Elizabeth Banks to Stacey Abrams, today’s leaders are setting the stage for tomorrow’s changemakers. For decades, Vital Voices has identified, invested in and uplifted women leaders, and now it’s a moment to pass the torch to who’s next. Together we honored those fearless women who are breaking down barriers and igniting change. This is where passion meets purpose, where hope sparks action. And we’re encouraging young women across the country to find both. We partnered to bring you the NEXT voices in change.
Key Highlights:
12.1M+ Views (Across Live Event, Rebroadcasts and Post Show Distribution)
696K+ Minutes Watched (Live Event + Rebroadcasts)
100M+ Estimated Reach (Across Pre-Event+Live Event+Rebroadcasts)
3.6K+ On-Site RSVPs
46 Noteworthy Talent Across the Three-Hour Event
Full Length Virtual Event:
We created the second annual NowThis NEXT presents YES WE DID! The Vital Voices of 2021. Celebrating the next generation of change makers who tackled the challenges of the past year with new ideas, fresh perspectives and a drive to make a change for the better. We invited our audience to meet these women, hear their stories, and follow their lead.
NowThis NEXT in partnership with Vital Voices spotlighted this year’s honorees along with influential celebrities and thought leaders for an hour of programming. Packed with impactful messages and empowering segments about leadership and change, we sparked action with the next generation of fearless women.
Key Highlights:
On NowThis, Facebook, Twitter, IG Live, TikTok, OWN Linear Channels
One-hour virtual special
Over 26 talent with performances, A-list actors, activists, and entrepreneurs
30.5K Minutes Watched (Live Broadcast on NowThis Social)
10.4M+ Views (Across NowThis Social, OWN Social, and OWN Linear)
75M+ Estimated Reach
71MM+ Impressions (NowThis Promotion+Distribution, OWN Promotion+Distribution)
Full Length Virtual Event:
PopSugar Fans tuned in to listen to an audio sneak peek into FOX’s Fall lineup. We created a series of can’t-miss Clubhouse events — bringing together powerhouse Clubhouse talent and FOX cast members for thematic conversations and roundtable conversations that invigorated the POPSUGAR audience, connected them to the deeper themes of each new FOX Fall show, and drove tune-in at key moments.
Together, we drove excitement and engagement for four of FOX’s fall shows: The Big Leap, Our Kind of People, The Masked Singer, and Alter Ego.
PopSugar fans tuned into these live audio-Clubhouse through the Clubhouse app.
Key Highlights:
18,593 Total Participants Across the Three Events
33 Total Talent Across the Events
1,194 Average Max Viewers at One Time
Created a surprise-powered custom sampling service across Group Nine brands. Placing sponsors in the hands of passionate advocates - creating powerful awareness, data capture, and hands-on trial with editorially created boxes that beg to be opened, explored, and shared.
19+ Custom Boxes Created
5.7K+ Sweeps Winners Received a Box
240K+ Sweeps Entries
NowThis and Corona changed the way we go green, by delivering winners’ products in planet first packaging! This custom eco-friendly BOX’D championed sustainability with hand-selected products that give back to the planet. 250 lucky winners received a box with everything they needed to enjoy a plastic-free day at the beach, plus one lucky grand-prize winner received a cash prize for the ultimate beach day.
Sweeps Entries: 18,951
POPSUGAR and Hulu gave PS Fans the chance to walk down memory lane with a custom box dedicated to their BFF. We celebrated the fact that middle school friendships last a lifetime with this custom BOX -- delivered straight to winner’s doorsteps.
We invited our POPSUGAR fans to enter for their chance to win! 279 lucky winners received a box with everything they need to tune-in to season two of PEN15 and take a trip down memory lane.
Sweeps Entries: 15,486
As an extension of a virtual Best Dog Day Ever Dodo event, we curated 350 Best Dog Day Ever gift boxes filled with a Wild One Leash, Yeti Boomer Dog Bowl, Charlee Bear Bearnola Dog Treats, Kong Dispensing Toy, and of course Resolve Pet Expert Spot & Stain Remover putting the Resolve brand directly into the hands of our fans.
The first 350 guests to RSVP and attend the event received this tail-wagging box for them and their furry friends.
POPSUGAR and CBS delivered a ghoulish treat right to winners’ doorsteps! This ghostly BOX’D was filled with spooky gifts. From ghost cookies to spirit matches, guests had everything they needed to communicate with ghosts of their own. Plus, guests were able to bring the world of ‘Ghosts’ to life with a Snapcode. The Snapcode was on the box for guests to scan to see if they were among the living or part of the other realm.
Sweeps Entries: 22,858
Inspired by the LEGO Group’s activity-filled magazine, LEGO Life, we took creativity to a whole new level, bringing it directly into your home with a custom surprise box filled with hands-on activities. Created for kids and parents to experience together, the LEGO sets in this box were designed to spark ingenuity and inspiration, each item encouraging offline play and opening up a world of possibilities that can be built brick by brick! Plus, one lucky grand-prize winner will received even more fun via a special delivery filled with more LEGO products to enjoy.
Sweeps Entries: 17,757
Creative direction and styling for campaign and editorial shoots. As well as product styling for corporate social accounts.
My collection of wood, graphite, oil, mixed media, and denim art.