Title: Channel Manager - Noisey
Role: Creative Development and Project Management
With consumer base made up of majority older men, Hennessy needed to reinvigorate their brand in order to reach a younger demographic.
To help grow Hennessy’s awareness with a younger demo, we traded off the already strong affiliation between the brand and hip hop.
Noisey (VICE’s Music channel) enlisted the help of it’s closest friends to create world’s longest rap song - The Rap Monument.
Check out the case study video for an in depth look at the process and results.
The Bonfire Sessions is an outdoor event series that captures the spirit of both Noisey's musical expertise and JanSport's spirit. The events have hosted everyone from Father John Misty to Lil Yachty.
Title: Associate Account Director - Virtue
Role: Account Management And Creative
To celebrate the return of Bud Light’s 1980’s mascot Spuds MacKenzie, we teamed up with Procell Vintage, a store on the Lower East Side that is frequented by fashion designers, pop stars, and brand representatives looking for vintage clothing.
The partnership strategically allowed us to activate one partner in three unique ways:
1. An experiential space. We transformed the store into a Bud Light vintage pop up and a 1980’s living room for a Super Bowl viewing experience.
2. An influencer. Procell has a highly influential social reach that Bud Light could tap into, allowing them to speak to a totally different (but still important) audience during Super Bowl weekend.
3. A specialized service. Procell sourced and exclusively sold the best of the best vintage Bud Light merchandise during Super Bowl weekend.
Role: Creative Director
Working with Post’s creative team and the Bud Light brand team, I directed the conception and execution of the Bud Light x Post Malone New York City pop up shop.
Title: Channel Manager, Noisey
Role: Talent Curation and Creative Development
Under the Influence is a documentary series that looks at some of the most important music scenes of our time, exploring the people, bands, and styles that changed the course of music forever. Narrated by modern-day punk legend Tim Armstrong (Rancid, Operation Ivy, Transplants), Noisey delves deep into music scenes to find how they were created, spread, continue to shape art, music, and culture around the world.
Role: Producer and Account Manager
Centered around The North Face's athletes, FREE is a film about both on the trials and tribulations of an athlete working to make an Olympic team but also the struggle a sport/culture endures when it's thrusted into the Olympics for the very first time.
The film premiered on NBC Sports, screened at three events, and was distributed on the VICE.
Title: Project Manager
Role: Link between Ray-Ban, Action, and VICE
I paired Ray-Ban up with Roberta's to sponsor the premier Brooklyn pizza restaurant's annual block party. The brand integration/creative was handled by VICE and executed both digitally and on-site at the event, showcasing Ray-Ban as the title sponsor.
On top of that, we contracted and worked with Action Bronson to not only headline the event but create his very own (and first) co-branded food truck. VICE documented the creation of the truck, the menu, and Action serving his fans straight from the truck.
On site festival activation produced for Ray-Ban that served to both help build Ray-Ban's brand awareness but also collect emails/submission to their "The Order Of Never Hide".
The three day long activations offered a VIP view of both main stages, a free random haircut (barbers choice), and a staring contest featuring UFC's Josh Barnett.
