COPALLI RUM 


BOTTLE REDESIGN


Creative Direction | Agency Partnership | Consumer Research



Led creative direction on a full bottle redesign in partnership with Stranger & Stranger, a globally recognized packaging and branding agency. Developed a side-by-side consumer research survey executed through Suzy to validate design direction with real audience data, ensuring the final packaging resonated with target consumers before going to market.







BEFORE

COPALLI RUM 


OMNICHANNEL MARKETING  


Brand Strategy | Digital Campaigns | OOH | Influencer Marketing | Consumer Research




Served as in-house marketing lead for Copalli Rum, developing and executing a comprehensive omnichannel marketing strategy across digital, out-of-home, influencer, and experiential channels.

Managed a 90-day Brand Lift Live Study in partnership with Door No. 3, testing five distinct messaging lanes across Florida, New York, and California to identify which brand narratives resonated most with target consumers — informing data-driven 2024 planning.

Oversaw a full Belize International Airport takeover including four billboard placements and six brand video executions across arrivals, baggage claim, and international ticketing.

Built and managed a comprehensive influencer ecosystem using the GRIN platform, developing creator programs and engagement strategies to build brand trust and visibility.

Developed a three-year brand strategy framework addressing category perception, distributor challenges, distribution growth, and consumer conversion.


ABSOLUT ELYX


BRAND ACTIVATION & EXPERIENTIAL PRODUCTION


Brand Home | Pop-Up Experiences | Retail Takeovers | Influencer Marketing



Served as lead producer and brand activator for Absolut Elyx across a multi-year engagement spanning fabrication, event production, and brand home management. Produced and activated a custom mobile truck at marquee events including Coachella, the SAG Awards official afterparty at Sunset Tower Hotel, and Aspen Food & Wine Festival. Managed the Elyx Brand Home in Los Angeles, hosting trade entertainment and consumer events. Produced the inaugural Elyx Grammys Party at the Brand Home in partnership with Mark Ronson. Oversaw a pop-up retail activation at The Grove, Los Angeles, selling Elyx boutique merchandise.









COPALLI RUM


BRAND PHOTOSHOOT & COCKTAIL PLAYBOOK


In-House Creative Direction | Production | Content Strategy



Conceived and produced four seasons of brand photography for Copalli Rum, overseeing every element of production from location scouting and casting to hair, makeup, set design, and cocktail styling. Directed all model and set-up shoots at a rented Hollywood home. From the resulting imagery, developed a comprehensive seasonal cocktail playbook for trade, sales, and distributor use — including original recipes, styled photography, and seasonal usage guidance.





Images courtesy of Robiee Zeigler Photography
O

EL POLLO LOCO


DÍA DE LOS MUERTOS IMMERSIVE TAKEOVER


Creative Direction | Executive Production | Event Management


 Produced a three-day immersive retail takeover on Hollywood Boulevard for El Pollo Loco, transforming a flagship location into a fully designed Día de los Muertos experience for timed VIP and influencer activations.

The interior featured custom pipe and drape design, fully styled dining tables, an authentic ofrenda honoring El Pollo Loco employees and their families, face painting, and live Mariachi. Exterior awnings were adorned with custom floral installations designed by local artisans — incorporating brand-signature elements like chicken legs and peppers in traditional Día de los Muertos style. The drive-through was fully transformed with florals, candles, and decorative arrangements throughout. A commissioned muralist redesigned the Hollywood Boulevard-facing mural for the duration of the event.

Entertainment included Mariachi performers, folklórico dancers, and costumed brand ambassadors. Production responsibilities encompassed full vendor hiring and management, permitting, legal contracts, certificates of insurance, VIP parking coordination, and all client deliverables.

                                                                                                            

BLUE BUNNY


TWISTED TASTE TEST MOBILE TOUR


Executive Production | Event Management | Tour Logistics

Served as lead producer for the Blue Bunny Twisted Taste Test mobile tour in partnership with Vitro agency, executing a four-location brand activation across Great Wolf Lodge water parks nationwide.

Conducted site visits across four locations in three days to capture measurements, establish footprint specs, and coordinate with Great Wolf Lodge management at each property. Custom production elements included branded freezer units engineered to maintain precise product temperatures, illuminated footprint installations at the base of water park slides requiring electrical infrastructure, and a VIP sampling hour at the top of each slide supported by portable freezer units.

Managed all logistical operations including reefer truck procurement, custom uniform and umbrella fabrication for brand ambassadors, and credentialing across all four venues. Led a team of four to five brand ambassadors per location plus a four-person production staff, coordinating simultaneously across markets.

Also worked with the video production team to execute a photo and video commercial shoot for the campaign at the Anaheim Great Wolf Lodge location.




CLEAN CREATIVES


CANNES IN A CAN PR STUNT CAMPAIGN


Campaign Strategy | Creative Direction | Multi-Market Experiential Production



Brought on by Clean Creatives to execute a multi-city PR stunt campaign, Things That Fly developed and produced the "Cannes in a Can" concept — evolving the client's initial sand bucket idea into a fully branded, fabricated tin experience targeting agency employees whose firms work with fossil fuel clients, timed to coincide with Cannes Lions while their CEOs were abroad.

The centerpiece was a custom-designed tin filled with real Croisette sand, a miniature toy yacht, a CEO pay stub, and a scratch-and-sniff card featuring three scents: the CEO, a bottle of wine, and the beach. The CEO smelled like oil.

Executed simultaneously across Chicago, New York, and London, the campaign included branded ambassador stations with custom fabricated stands and spinning prize wheels, full assembly logistics coordinating hundreds of cans across three cities, branded volunteer t-shirts, and a complimentary happy hour at each location open to all attendees.

The campaign earned international press coverage including Adweek, PR Week, The Drum, MarketingDirecto, and Ad Just Brand — reaching audiences across the US, UK, Spain, and Turkey



COVERGIRL WRAP MASCARA


INFLUENCER CAMPAIGN & EXPERIENTIAL LAUNCH


Creative Direction | Executive Production | Contracted through Small Girls PR



Event 1 — Sabrina Carpenter Suite Takeover | Crypto.com Arena

Produced a full suite activation at Crypto.com Arena tied to the COVERGIRL WRAP Mascara launch, transforming the space into a branded influencer experience. Designed and executed all creative elements including fabrication and delivery of photo moments, floral design, custom signage, lighting, and a makeup station. Developed influencer gifting strategy including custom selfie lights — sourcing the vendor, assembling all gift boxes personally, and managing fulfillment and shipping. Handled all swag production including branded boas and custom t-shirts with full size runs.

Event 2 — Endurance Experience | Gabby Thomas Partnership

Conceived and sold the full creative strategy for a track-and-field themed brand activation tied to Olympic sprinter Gabby Thomas, then served as creative director and executive producer through execution.

Designed every experiential moment including a custom mascara wand high jump installation, a branded running track with mini hurdles, fabricated mascara tube trophies (designed and sourced), a photo finish moment with professional photography and industrial wind effect (executed by Kirsch Agency under creative direction), a 10 seat glam station, winner’s podium with trophy presentation, and a customizable on-site duffel bag station.

Production responsibilities included all vendor sourcing and management, vinyl fabrication, A/V management, , floor layout and site visits, projected brand content across venue bays, on-site lighting direction, wayfinding flag design and placement, food and beverage menus, mocktail design, champagne and popsicle service, florals, and full rental coordination.

AI visualization used for client pitch and concept approval.




                                                                             
Endurance Event Photos courtesy of Robiee Zeigler Photography



Photo Finish Moment Production by KIRSCH