integrated
Marketing
sony #bealpha
Through its inspiring #BeAlpha campaigns, Sony celebrates those who push boundaries, redefine perspectives, and fearlessly express their unique visions. Each guest was invited to exchange their camera gear for the latest in Sony’s mirrorless camera technology and professional lenses to take part in live photoshoot experiences, guided photo-walks, and evocative performances.
Los angeles
San Francisco
seattle
Experiential
Events
Hosting hundreds of curated influencers and experts in each city, the flagship events all delivered unique installations that fed into the client’s high-level requirements and KPI’s. Unlike many campaigns, the largest activations for Sony #BeAlpha started with the recruitment of all-star stylists who shaped the visual programs that ultimately built the perfect playground for photographers.
budgeting
creative
logistics
showrunning
creative
Resourcing
Once quoted as having a “million dollars in one room”, each activation for Sony’s #BeAlpha tour demanded massive creative resourcing campaigns to meet the increasingly high standard of our own making: expense reports as an olympic sport. Each city featured localized recruitment strategies and pre-event talent operations for the 100+ models or performers that made our live photoshoot experiences come to life.
cast
produce
Shoot
SØrensen
Lead by award winning designer Wayne Sorensen, the brand of his own namesake is distinguished by its timeless elegance with modern functionality, crafting premium apparel for the discerning and sophisticated. Drawing on traditions spanning a century, Sorensen delivers a brand built on complex archetypes of the modern man with smart updates to classic silhouettes made with handcrafted yarns and dyes. Now better known for outfitting crews in Sorensen Yachtwear, Wayne continues his legacy and commitment to exceptional craftsmanship, sustainable practices, and innovative design.
Brand
cohesion
Stepping into a beautifully built brand like Sorensen can be challenging, but even the most talented business owners have blind spots. I was proud to help the owner refine retail operations and elevate its digital presence by standardizing its DAM and content guidelines. Taking action to protect the brand’s integrity freed up the emotional weight needed to tackle more complex objectives like integrating the customer experience between e-commerce and brick-and-mortar points of sale.
fit bit + cfda
As the leading global wearables brand, Fitbit designs products and experiences that track and provide motivation for everyday health and fitness. The FitbitVersa™ smartwatch launched in over 45,000 retail stores and in 86 countries around the globe in its iconic collaboration with the prestigious Council of Fashion Designers of America, which commissioned new Pantone shades to accompany the campaign’s release.
Color &
Design
It’s not everyday that a new Pantone shade is released and rarer yet being asked to color match an unreleased one from a digital swatch that needs to stay color-true in specific photography conditions. Stemming from formal Fine Art training, the application of color theory has become inherent and proven both an art and science. Jobs like these highlight how patience, shared resources, and educating your clients is sometimes the best service one can provide.
concept
Pantone matching
client order
configuration
The North Face
Named for the most challenging side of the mountain, The North Face has equipped explorers since 1966 to reach their dreams by delivering technology-forward outdoor gear that’s seen every continent. Renowned for doing things differently, they have a major influence in wilderness preservation around the globe while also being involved in lesser-known conservation initiatives such as repurposing surplus materials from the Vietnam era.
revenue
retention
Technical products sold at a consumer level experience more abandoned sales than their counterparts in other categories. Sometimes years of engineering won’t translate without a little extra help: Over several seasons, The North Face sought creative problem solvers to deliver supplemental content intended to build consumer confidence and financial margins without ongoing payroll support.
The most popular and effective strategies included stop-motion animation to playfully elaborate features & benefits, or build in-depth instructional guides for more complicated products like tents (that’s a 20 foot wide lazy-susan made of white foam-core in the video… in case you’re wondering).
Solace mead & cider
In a unique collaboration between Hierophant Meadery and Twilight Ciderworks, a new retail space offering the finer points of Washington’s craft spirits and Green Bluff’s historical aggrotourism at Kendal Yards in Spokane, WA.
Retail
Development
Stemming from a career leading the talent and go-to-market operations for 50+ new stores across the country, the opportunity for a new retail concept in Spokane’s most desirable shopping district were quite compelling. As with all new brick and mortar locations, I’ve become attuned to the phases of planning and design, including execution of strategies to establish market share and enhance the customer experience.
Opening new locations may include identifying market opportunities, creating appealing store environments, optimizing product offerings, and fostering customer engagement to drive sales and brand loyalty. Other noteworthy brands that have hired me to open their stores:
MAC Cosmetics
MAC Cosmetics is a premier beauty brand renowned for its artistry, inclusivity, and product innovation that operates around the globe. Offering high-performance makeup and skincare products rooted in professional artistry, the brand continues to celebrate self expression and exploring individual beauty with its expansive lineup sold around the world.
multi-tier
Productions
The AAA activations produced by MAC Cosmetics in celebration of key product launches were trailblazing for the experiential marketing industry. These immersive events required talent attuned to demanding standards, long hours, and incredible results. This particular campaign traveled the country with a custom designed stage, cast, crew, and even a celebrity dog. Yes, those are latex dog masks in the photo and rumor has it they are extremely comfortable with no drawbacks whatsoever. Those not so lucky received extensive guidelines and visual directives designed in coordination with Revenue and Product teams.
