Partnered with JB Copeland (1.9M followers) for Valentine's Day, producing the full shoot including feed videos built to live within his existing creative style. The campaign centered on a simple, direct message: Say What You Feel. An invitation for our audience to be more emotive and use flowers as the vehicle.

Produced paid Meta creative featuring JB alongside the organic content series. His "Don't Drop the Ball" video earned the highest thumbstop rate and highest ROAS among the top three volume ads running that period. The organic listing version hit 3.96x ROAS on minimal spend, confirming that creator-native content performs when it feels earned rather than produced.

The launch post drove 327,464 views and 20,038 engagements on organic social.

Partnered with influencer Suebelle Robbins to launch UrbanStems' new holiday gift shop and gifting packages. Positioned Suebelle as "The Gifting Concierge," a role that gave the campaign a natural editorial voice and a credible entry point into the gifting conversation.

Produced a series of organic social videos with Suebelle that drove 223,064 total views, 12,883 interactions, and a 5.81% engagement rate across the series. The launch video alone pulled 108,747 views and 5,934 interactions.

Our campaign creative on site resulted in a 13.6% homepage CVR, up 15% versus the prior seven-day period running non-campaign creative.

Produced UrbanStems' Thanksgiving campaign in full, from concept through final creative. Partnered with Chef Sandy Ho to build a world where the table setting and the meal were equally considered. Chef Sandy created dishes inspired by our centerpiece bouquets, and the campaign captured both together through an editorial lens.

Oversaw all creative direction across the shoot, including film photography, and designed the landing page to tell the full story: Chef Sandy, the centerpieces, and the philosophy behind pairing food and flowers. Every touchpoint was built to feel like a magazine feature, not a seasonal promotion.

Led creative direction for Flowerlore, an UrbanStems campaign celebrating the language and lore of flowers. Oversaw the full creative suite across PDP imagery, email, and site, ensuring a consistent visual world across every touchpoint.

To build awareness ahead of launch, produced an influencer event in New York City centered on the Flowerlore theme, featuring a tarot card reader, aura photo booth, and themed mocktails. The event brought the campaign concept to life in a tactile, shareable way and seeded organic content through creator attendance.

Working with Big Eyed Wish Agency, I helped develop our first-ever TV campaign at UrbanStems. This one-day shoot led to six unique TV spots featuring some of our brand ambassadors. Overseeing the script, contracts for talent and the agency, and deliverables to our streaming provider, the end result led to CPA that exceeded expectations. The TV campaign ran through streaming and connected TV for Valentine’s Day. Due to the success, these spots ran throughout Mother’s Day as well. The full videos can be viewed here.

Over the course of my time at UrbanStems, I have begun to led lifestyle photoshoots that coincide with our marketing initiatives. Working with a variety of photographers, stylists, models, and crew, these photos have helped elevate our brand while being used across platforms and on site.

For the first time ever, fashion powerhouse, Vogue, teamed up with UrbanStems to create a limited-edition bouquet line. Working with Vogue's editors, each bouquet and vase was specifically curated to reflect their personality. 

We then launched UrbanStems.com/Vogue to showcase the luxe bouquets while sharing a little about each one. 

As a 200-year-old company, The United States Postal Service was in need of a social presence that presented the brand as innovative and relatable. Through the use of lightweight graphics and shareable videos, we created highly engaging content on array of USPS's social channels, often surpassing the brand's competitors. 

DJI, the leading provider of video drones, reached out to me to help concept and write three social videos featuring three influencers from different parts of the world. 

They wanted to show how their new drone, the Mavic, was portable and easy to capture any moment. The result led to three separate videos that have a cohesive theme while showing off some of the Mavic's most impressive features. 

The mini-campaign led to more than 1.5 million views on social for the brand. 

With the attention of the world on the UN General Assembly, UNICEF wanted to ensure children in need would not be overshadowed by the 17 Global Goals. To help create real-time content during the week, we created an on-site studio where we produced striking graphics and videos alongside the UNICEF social team.

There, our content launched on Facebook, Twitter, Instagram, and Snapchat. In just four days we helped UNICEF receive the largest share of voice and 210% spike in Facebook reach.

Building off Katniss' epic archery skills in the Hunger Games, the Archery Trade Association launched a new site and social platforms to garner interest in the sport for young women. We wanted young women to envision themselves in our social content and ultimately envision themselves picking up a bow for the very first time. 

The National Women’s Law Center knew women’s health rights were at risk, but did others? Using a comedic, sarcastic tone, our social content was aimed to drive women to become aware of these issues and ultimately make a change.

One of the world’s most widely recognized hotel brands wanted to get back to one of its core values: family. So how did we do that? We showcased memorable moments, ones that are only possible to have while in the comfort of a Holiday Inn. 

What does a cat and health insurance have in common? Well, for HealthCare.Gov, a lot. We created a variety of banner ads for 2015 open enrollment, enticing people to click and learn more. One of the cat banners below turned out to be the top performing piece of social creative throughout the entire open enrollment process. 

Milk isn't just a morning beverage anymore. It's packed with protein, fueling you throughout the day. That's what the Milk Life campaign aimed to prove, and we helped with educational social content about the nutrient-rich drink.