CAMP ROMPER X TOYOTA
Creative Strategy, Experiential Execution, 360 Content Program
THE ASK
Romper wanted to reimagine its beloved Camp Romper experience for a modern, family-first audience—this time with an anchor partner. The goal: create a back-to-school moment in NYC that felt immersive, whimsical, and unforgettable. We needed a creative platform that would spark imagination across generations, bring Romper to life IRL, and give our sponsor, Toyota, a meaningful way to show how the Grand Highlander fits into real family adventures.
THE IDEA
The Grand Adventure Begins Here
I transformed Camp Romper into a sprawling, sensory playground themed Into the Wild—where imagination ran free and exploration was the activity of the day. At the heart of it all? Toyota Grand Highlander, the ultimate vehicle for big family moments and bigger memories.
Families were guided through The Grand Adventure Trail—a series of brand activations and playful “Magic Moments,” from flag crafting to out-of-this-world slime making. With Field Guides in hand, campers collected merit badges at each stop—building memories to last beyond summer.
The final (and most majestic) stop? The Grandness Stop—a larger-than-life storybook-inspired world where the Toyota Grand Highlander took center stage. Surrounded by whimsical trees and oversized critters, families were invited to step inside the vehicle to search for hidden woodland creatures. Those who completed the journey were rewarded with a special Grand Merit Badge—a shiny souvenir and a reminder that everyday adventures can feel epic when experienced together.
WHAT I DELIVERED
Conceptualized the overall creative strategy and brand narrative
Wrote the pitch copy and helped develop the full RFP and sales materials
Collaborated with our design team to create a vibrant style guide
Created branded activation concepts tailored to both Romper and Toyota
Oversaw vendor coordination, talent booking, creative production, and on-site execution
Partnered with talent, PR, and Toyota stakeholders to ensure all messaging aligned
Managed the budget to bring the joy in on-time and under budget
THE PHOTO STUDIO: MARKETING BEYOND THE MOMENT
To keep the buzz going beyond Battery Park, I created a custom Camp Romper Photo Studio onsite. We invited talent and families to capture polished portraits inside a photo-ready, content-driven experience. These assets were then used by Romper and Toyota to drive post-event engagement across digital, social, and press.
RESULTS THAT SPARKED JOY
2 hour average dwell time
4+ stops across the Grand Adventure Trail
1,100+ Attendees
712 branded crossbody bags distributed to survey participants
3,000+ photos captured in our studio
50+ families participated in the photo experience
30M+ PR impressions
2M+ social impressions
[Romper Article Using Photo Studio Content →] [Fatherly Article Using Photo Studio Content →] [Scary Mommy Article Using Photo Studio Content →]
A GRAND ADVENTURE, TOYOTA STYLE.
From RFP to recap, this 360 program connected imagination, storytelling, and brand in one seamless family-first experience.
BRINGING THE VISION TO LIFE
Below are excerpts from the original pitch deck I developed to bring the Camp Romper x Toyota vision to life. From creative concepting to strategic storytelling, this deck helped sell in the idea to Toyota and set the foundation for a one-of-a-kind family experience.
BRINGING THE GRAND ADVENTURE TO LIFE
Shown here are highlights from the post-sale activation deck I developed for Toyota’s sponsorship of Camp Romper. I led the creative vision from concept to execution—shaping the activation strategy, developing the experience flow, and working closely with our design team to build a bold, joyful style guide. I partnered with our agency team to bring the visual world to life—providing the creative direction and experience concepts that informed the sketches and renderings they produced. Every detail, from the immersive trail to the in-vehicle moments, was designed to embody the spirit of “The Grand Adventure.”
