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Work Background
ONA CreativeCreative Director
Aug. 2022 - Jul. 2024Los Angeles, California, United StatesONA is a full-service women owned and led creative agency for emerging and established brands. Our core competency is with brands in the sports, lifestyle and social good space. RECENT HIGHLIGHTS
- Teamed up with Nike, JD Sports and Metro Boomin’ to concept, direct and produce an immersive retail campaign for Air Max Holiday ‘23. ‘Enter Your Element’ was ft. in 136 stores across North America including Time Square, NY and Chicago State St.
- Developed the Nike x JD Sports ‘Global Air Collective' ft. top up-and-coming music artists in America. Developed the custom brand system which has applied to exclusive products including a custom Nike leather varsity jacket and Air Max Day Seeding Kits. Created over 20+ pieces of content over 4 months garnering over 7M+ organic views.
- Directed 3x unique Spring ‘24 Nike Running campaigns capturing 13 shoe styles in 1.5 days. Led the projects simultaneously through each stage of creative development–from concept and pitch back, through production and post, creating over 150 unique photo and video assets.
- Led creative direction and execution of Nike Basketball’s ‘23 All Star Weekend ‘Preservation of Sport’ performance and lifestyle shoe campaign, with global rollout across digital, social, print and retail channels. - Directed the US Women’s National Soccer Team’s ‘23 World Cup Jersey Reveal spots, narrated by Natalie Portman and the ‘24 Holiday commercial.
- Helped Nike celebrate 40 years of Air Force 1 through their ‘Join Forces’ campaign where I directed and produced a 5 city campaign highlighting the cultures and communities that have made the AF1 what it is today. From the Bronx to NOLA we brought together old school and new school hip hop talent such as Ice Spice, Lil Keke and Curren$y to tell product stories with authenticity and integrity.
- Launched the Nike Air Max Pulse through a ‘Maxxed Out’ 6 city North America tour ft. up and coming BIPOC tastemakers, to show how each city uniquely made the product their own.
ICFSenior Creative Director of Innovation
Oct. 2019 - Jun. 2020Toronto/ Los Angeles- Owned the art and design direction of Spark Labs and the Innovation function within a global consulting powerhouse, sculpting an emblematic brand identity and voice that resonated through cultural expression and strategic operations.
- Developed a sustainable growth trajectory for creative storytelling within the Innovation function, developing brand positioning, voice alignment, and community assimilation, integrating into the broader company marketing and communications fabric.
- Engineered a robust ICF newsroom within the Innovation function, orchestrating collaboration among department leaders, industry experts, consultants, and copywriters to curate impactful stories, and translating them into captivating multimedia narratives. Notable coverage included monumental projects spanning in-flight connectivity, national environmental campaigns, city-level transit initiatives, and collaborations with governmental agencies like FEMA and the CDC.
- Induced paradigm shifts in corporate culture by strategically managing our innovation focused content strategy and execution across internal and external platforms, fostering design driven conversations, and catalyzing change across various tiers of the organization.
- Drove and directed multifaceted media production, from mini-documentaries to gamification tools, weaving together distinct formats to communicate engaging design and innovation stories.
- Managed the creative budget, internal teams, and freelance talents, orchestrating content creation and campaign execution.
- Designed immersive virtual and physical workshops, marketing activations, and training boot camps, using design thinking tools, paving the way for a future of interactive and impactful engagements.
- Acted as the creative compass for ICF consultants, facilitating compelling storytelling support, proposal visualization, and inventive asset creation.
WeedboxCreative Producer - Consultant
Jan. 2019 - Oct. 2019Toronto, Ontario, Canada- Developed a unique content strategy for a retail-facing cannabis lifestyle brand, navigating complex industry regulations.
- Led digital voice, style, tone, and visual presence through social media, video, and marketing.
- Conceptualized and produced branded episodic video series across Canadian and US cities; developing creative series, directing concept, managing talent and locations, travel, budget, and post production management
- Designed a strategic digital execution plan considering Canadian and US cannabis marketing regulations.
- Established production guidelines for streamlined content development processes.
Deighton Cup + Greenwood Stakes Art and Social Media Director
Mar. 2018 - Aug. 2019Toronto + Vancouver- Directed the creative vision and social media strategy for two major derby horse racing events: the Deighton Cup in Vancouver, Canada, and the inaugural Greenwood Stakes in Toronto, Canada.
- Achieved a remarkable increase in attendance, driving the Deighton Cup from 7,000 to over 10,000 attendees within a year (2019).
- Successfully launched and established the Greenwood Stakes brand by overseeing art direction and designing compelling digital and social campaigns, resulting in an impressive turnout of 3,000+ attendees for its first edition. (2018)
- Led end-to-end digital content creation, including photography, videography, and social media assets, contributing to an engaging online presence (2018, 2019).
- Managed real-time social media engagement during event days and lead-up activities, ensuring compliance with sponsor requirements and delivering a seamless online experience (2018, 2019).
- Orchestrated cohesive social media strategies across multiple platforms, fostering community engagement and amplifying brand identity (2018, 2019).
- Conceptualized and executed impactful digital campaigns in collaboration with sponsors and stakeholders, delivering consistent and compelling messaging (2018, 2019).
- Oversaw the Experiential Art Programming, curating interactive installations and managing budgets for on-site builds that enhanced the event's atmosphere (2018, 2019).
- Designed and supervised the construction of on-site art installations, effectively coordinating multiple complex build outs under tight timelines, resulting in multiple viral installations and memorable experiences.
The MIXSenior Executive + Creative Producer
Mar. 2018 - Dec. 2018Toronto, Canada AreaThe MIX is a video-based media outlet for millennials that strives to give viewers a fresh new take on local content. Whether it’s a personal feature or an event recap, our platform is using video to ensure each story is told in the most captivating way possible. We’re teaming with creatives to see the country from a new perspective. #ByCreatorsForCreators Responsibilities Include:
- Directed the creative vision and content production for compelling Toronto-based video stories and mini-documentaries, spanning diverse content categories and social channels.
- Managed all aspects of pre-production, including location scouting, talent coordination, budgeting, scheduling, storyboarding, scripting, and editing, ensuring alignment with brand standards and high-quality deliverables.
- Efficiently orchestrated pre and post production schedules, guaranteeing videos adhered to brand guidelines, met deadlines, and maintained exceptional quality for both the company and its clients.
- Successfully oversaw and directed the simultaneous execution of multiple video projects from inception through editing and launch, ensuring a cohesive production and release schedule in a fast-paced Media Room environment.
- Collaborated closely with brand partners on agency projects, consistently surpassing client expectations and delivering video productions that aligned with each client's unique vision.
AntiSocial Media SolutionsSenior Sales & Marketing Executive
Jan. 2018 - Dec. 2018Toronto, Canada Area- Spearheaded creative direction and strategic planning for a diverse portfolio of clients, guiding cross-functional teams through project ideation, planning, and execution phases.
- Nurtured client relationships and acted as a trusted advisor, ensuring client satisfaction and seamless communication throughout projects.
- Collaborated closely with internal digital and social teams, devising strategic initiatives that not only drove online success and traffic for clients but also adhered to budgetary constraints.
- Formulated and implemented comprehensive marketing and communication strategies tailored to key target audiences, informed by insightful data analysis and strategic considerations.
- Exhibited a comprehensive grasp of various elements within the communications marketing mix, including influencer collaborations, social media tactics, paid advertising, in-store promotions, visual content creation, earned media, and advertising strategies.
Design By TorontoCreative Director
Nov. 2017 - Jan. 2018Toronto, Canada AreaConceptualized, curated and directed Design By Toronto, an interactive art and fashion event series in collaboration with Agency North.
Chai AtelierCreative Director + Founder.
Apr. 2017 - Sep. 2019Toronto, Ontario-Designed an ethically made luxury resort and travel wear brand, facilitating a connection between fashion-forward urban travelers and the rich local culture of exotic destinations.
- Developed and curated the collection of luxury women’s resort wear while residing in India, collaborating with traditional manufacturers and artisans from Rajasthan.
- Managed the design and production of a 26-piece resort wear collection, overseeing fabric selection, pattern design, production, editorial content, wholesale strategy, and ecommerce launch.
- Led brand campaigns and social rollouts, managing art direction, styling, photoshoots, and overall brand aesthetics.
- Gained recognition from Shopify as an influential nomadic entrepreneur, selected for a reality show that documented the creation of the next collection while living in Costa Rica (pilot episode filmed).
- Championed fundraising efforts for vulnerable communities through art sales, creative campaigns, and events shedding light on the scarcity of medical resources and educational opportunities for children in Rajasthan, India.
AnecdoteCreative Director
Jun. 2015 - Aug. 2024Los Angeles, California, United StatesAnecdote is a creative consultancy building better connections between communities and brands through thoughtfully designed experiences and strategic storytelling. We work with conscious, future-focused brands looking to captivate communities and better the world. Our specialties include brand identity, launch and storytelling strategy, content direction and production and experience design for conscious, ethical and future-focused brands across various industries - Lead an exclusive portfolio of high-net-worth brands, delivering unparalleled creative marketing expertise across diverse realms including brand identity, conscious storytelling, and authentic community engagement.
- Innovatively employ behavioral science and design thinking tools to conceptualize and execute strategic solutions, fostering dynamic workshop experiences, content development, and project management.
- Spearhead brand-defining strategies such as social media growth, immersive experience design, and aspirational content creation, consistently leaving an indelible mark.
- Oversee comprehensive campaigns that strike a harmonious balance between budget, quality, and ROI, leveraging a global network to ensure flawless execution and lasting impact.
- Nurture a multicultural team of creatives with visionary leadership, ensuring seamless integration of multiple creative facets and delivering projects on time and within budget.
- Elevate clients' aspirations by crafting transformative, out-of-the-box solutions, building robust relationships, and acting as a trusted advisor in their quest for success.
Tiny DevotionsProduct Development & Sourcing Coordinator
Jan. 2014 - Dec. 2014London, Canada Area◆ Led the design and development of new products, working with founders to plan and drive execution of their vision. ◆ Paired personal design ideas with current market trends to create the best product possible.
◆ Developed relationships with wholesalers and manufacturers worldwide that aligned with the product vision.
◆ Communicated over extended periods with international and domestic vendors to ensure product manufacturing was completed correctly and on time. ◆ Decreased unit costs of many products, and began implementing new product lines that were completed in future seasons.
Illbury + GooseCo-Founder + Creative Director
Jun. 2012 - Jan. 2017London, Canada Area- Founded and directed Illbury + Goose, a Canadian lifestyle brand dedicated to promoting local artisans and small businesses, emphasizing local shopping and sustainable products.
- Established and grew the brand from an initial $3000 investment to a six-figure company within two years. Secured additional funding, propelling sales to over $500,000 within four years.
- Created custom, seasonal collections including t-shirts, sweaters, swimwear, and more, many of which were proudly "Made in Canada."
- Led creative campaigns, managed content production, and oversaw store design and pop-up spaces.
- Managed social media strategy, online sales, and brick-and-mortar stores.
- Cultivated relationships with global suppliers and artisans across multiple countries while developing a deep understanding of garment design, manufacturing processes, and ethical sourcing.
- Negotiated contracts and maintained partnerships with manufacturers in Canada, USA, China, and Indonesia.
- Oversaw financial operations, payroll, budgets, and accounts.
- Secured substantial investments exceeding $300K for brand growth.
- Recruited, sourced, hired, and managed a diverse team of creative talent and business professionals.
- Achieved a remarkable 260% YoY sales growth through diverse sales channels.
Courtney Rose BridalBridal Consultant Shop Manager
Jan. 2009 - Dec. 2010London, Canada Area
AritziaRetail Sales Associate & Merchandising Assistant
Aug. 2008 - Dec. 2014London/Toronto
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