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Beyond the Brief
A selection of projects that showcase my passion for strategic thinking, creative solutions, and purposeful storytelling.
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Jacquemus
BRIEF
A strategic fragrance extension for Jacquemus, introducing Le Rêve Provençal—a scent inspired by the landscapes of Southern France. This end-to-end project encompassed the fragrance formulation, bottle and packaging design, target customer profiling, and a full go-to-market strategy. Rooted in the brand’s minimalist aesthetic and emotional storytelling, the launch plan included a global rollout through direct-to-consumer channels, luxury retail partners, airport retail, and immersive brand experiences like lavender-themed pop-up cafés. The campaign leveraged social media, Paris Fashion Week activations, and influencer collaborations to drive awareness, aspiration, and sales.
A strategic fragrance extension for Jacquemus, introducing Le Rêve Provençal—a scent inspired by the landscapes of Southern France. This end-to-end project encompassed the fragrance formulation, bottle and packaging design, target customer profiling, and a full go-to-market strategy. Rooted in the brand’s minimalist aesthetic and emotional storytelling, the launch plan included a global rollout through direct-to-consumer channels, luxury retail partners, airport retail, and immersive brand experiences like lavender-themed pop-up cafés. The campaign leveraged social media, Paris Fashion Week activations, and influencer collaborations to drive awareness, aspiration, and sales.
Subway
BRIEF
A culturally immersive campaign designed to reposition Subway in response to declining reputation, outdated brand perception, and reduced foot traffic. The strategy focused on introducing global menu items from international markets into the U.S., appealing to Gen Z's interest in diverse and experiential dining. Executions included social media rollouts, out-of-home advertising, limited-edition packaging, in-store gamification, and a mobile food truck activation—reframing Subway as a fresh, globally inspired brand aligned with modern consumer expectations.
A culturally immersive campaign designed to reposition Subway in response to declining reputation, outdated brand perception, and reduced foot traffic. The strategy focused on introducing global menu items from international markets into the U.S., appealing to Gen Z's interest in diverse and experiential dining. Executions included social media rollouts, out-of-home advertising, limited-edition packaging, in-store gamification, and a mobile food truck activation—reframing Subway as a fresh, globally inspired brand aligned with modern consumer expectations.
Boucheron
BRIEF
A curated event concept designed to celebrate Boucheron’s 165th anniversary through an immersive brand moment titled Fleurs Éternelles. Set during Paris Fashion Week at the Grand Palais Éphémère, the event paid tribute to the house’s Nature Triomphante collection while unveiling new designs inspired by floral motifs from global markets. Featuring collaborations with visual artist Petrit Halilaj and digital art collective teamLab, the experience blended heritage, innovation, and sensory storytelling. With performances, Michelin-starred catering, and a high-profile guestlist, the event elevated brand perception, media visibility, and emotional connection with luxury consumers.
A curated event concept designed to celebrate Boucheron’s 165th anniversary through an immersive brand moment titled Fleurs Éternelles. Set during Paris Fashion Week at the Grand Palais Éphémère, the event paid tribute to the house’s Nature Triomphante collection while unveiling new designs inspired by floral motifs from global markets. Featuring collaborations with visual artist Petrit Halilaj and digital art collective teamLab, the experience blended heritage, innovation, and sensory storytelling. With performances, Michelin-starred catering, and a high-profile guestlist, the event elevated brand perception, media visibility, and emotional connection with luxury consumers.
Coachtopia
BRIEF
A data-driven integrated marketing strategy created to strengthen brand awareness and market positioning for Coachtopia, Coach’s sustainable sub-brand. Grounded in primary research, the campaign focused on Gen Z and Millennial consumers through surveys and focus groups. The outcome informed a multi-channel strategy featuring a limited-edition product line, a collaboration with The Ocean Cleanup, immersive pop-up experiences, and targeted digital content. The approach emphasized sustainability, transparency, and circular fashion while leveraging social media, influencer partnerships, and experiential retail to connect with conscious consumers.
A data-driven integrated marketing strategy created to strengthen brand awareness and market positioning for Coachtopia, Coach’s sustainable sub-brand. Grounded in primary research, the campaign focused on Gen Z and Millennial consumers through surveys and focus groups. The outcome informed a multi-channel strategy featuring a limited-edition product line, a collaboration with The Ocean Cleanup, immersive pop-up experiences, and targeted digital content. The approach emphasized sustainability, transparency, and circular fashion while leveraging social media, influencer partnerships, and experiential retail to connect with conscious consumers.
Poppi X Doodle Jump
BRIEF
A collaborative brand campaign between Poppi and Doodle Jump designed to merge nostalgic gaming with modern wellness culture. The strategy introduced a Poppi-themed world within Doodle Jump 2, featuring branded in-game elements, custom characters, and a sugar-inspired villain. The activation extended across digital and physical touchpoints, including social media campaigns, outdoor advertising, grocery retail displays, exclusive merch, and interactive summer pop-up kiosks across major U.S. cities. The campaign aimed to sustain Poppi’s cultural relevance while reviving Doodle Jump by engaging both Gen Z and Millennial audiences through shared values of fun, health, and nostalgia.
A collaborative brand campaign between Poppi and Doodle Jump designed to merge nostalgic gaming with modern wellness culture. The strategy introduced a Poppi-themed world within Doodle Jump 2, featuring branded in-game elements, custom characters, and a sugar-inspired villain. The activation extended across digital and physical touchpoints, including social media campaigns, outdoor advertising, grocery retail displays, exclusive merch, and interactive summer pop-up kiosks across major U.S. cities. The campaign aimed to sustain Poppi’s cultural relevance while reviving Doodle Jump by engaging both Gen Z and Millennial audiences through shared values of fun, health, and nostalgia.
Bode
BRIEF
A hybrid brand experience project combining physical retail and digital innovation to elevate Bode’s customer engagement. Centered around a pop-up concept in Bryant Park, NYC, the activation featured a tailor shop, cultural café, and immersive storytelling to align with the brand’s artisanal heritage. A companion app was also developed, providing global access to Bode's collections and brand narratives. The experience aimed to attract a broader and younger audience, while reinforcing Bode’s ethos of craftsmanship, personalization, and cultural connection.
A hybrid brand experience project combining physical retail and digital innovation to elevate Bode’s customer engagement. Centered around a pop-up concept in Bryant Park, NYC, the activation featured a tailor shop, cultural café, and immersive storytelling to align with the brand’s artisanal heritage. A companion app was also developed, providing global access to Bode's collections and brand narratives. The experience aimed to attract a broader and younger audience, while reinforcing Bode’s ethos of craftsmanship, personalization, and cultural connection.
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