welcome to
PARTNERSHIPS
partnerships are such a unique vein of advertising, and by far the most fun! it's finding what these two brands have in common and what is the output that will resonate with consumers in a simple, effective way. how can they feel like they're part of the show?
CHRISTIAN SIRIANO X THE HANDMAID'S TALE
How do you make an iconic red cloak even more iconic? We needed to build a culturally relevant partnership celebrating the final season of The Handmaid's Tale. We developed Reimagining Red, a creative concept that took one of television's most recognizable symbols and gave it a high-fashion twist. The result? A collaboration with Christian Siriano, who reimagined Gilead's signature red cloak for the runway as part of his Fall/Winter 2025 collection.
My Role: Led creative strategy, developing the Reimagining Red concept, exploring potential partners, and ideating how the collaboration could come to life. Helped shape the partnership direction that ultimately brought Christian Siriano on board.
SECRET LIVES OF MORMON WIVES: THE SECRET SHOP
Some secrets are too good to keep. We celebrated Season 2 of The Secret Lives of Mormon Wives by turning fans' obsession with the show into a shopping experience they couldn't resist! What started as a TikTok Shop idea grew into The Secret Shop- a limited-time digital destination offering exclusive deals from fan-favorite brands like Tarte, Swig, and Drybar. A little temptation, a lot of shopping, and plenty of reasons to keep the secrets coming.
My Role: Led "saints & sinners" creative strategy, brainstormed brand partners, and developed partnership concepts and experiences, helping evolve the original TikTok Shop idea into a larger, multi-brand digital activation.
DISNEY+ GOOSEBUMPS
Something strange was spreading, and it wasn't just the word about Season 2. Our challenge? Bring the creepy, mysterious world of Goosebumps into everyday life through unexpected brand partnerships. We landed on a deliciously unsettling strategy: The Black Goo Is Taking Over. Partnering with Better Booch, Teaspoon, and Pure Green, we turned their signature drinks black, transforming familiar favorites into spooky surprises. The takeover even sold out Better Booch's limited-edition black kombucha.
My Role: Led creative strategy and developed the overarching Black Goo Takeover platform, turning a central storyline from the show into a cohesive partnership strategy that brought the mystery to life through unexpected product transformations!
