Selected Work (Copy)
work EXPERIENCE
THROUGH A SERIES OF CREATIVE PROJECTS I HAVE DEVELOPED EFFICIENT BEST PRACTICES WITH A FOCUS ON IDENTIFYING KEY BRAND TOUCH POINTS, EMPOWERING CREATIVITY AND INNOVATION WITHIN THE TEAM, AND COLLABORATING TO DELIVER CREATIVE BRAND STORYTELLING.
The Polar Ice Lounge :
Creative Direction, Concept Development and Event Production, and graphics package
Made of real ice, the Polar Ice Lounge inside of the Men’s Polo Ralph Lauren Shop, created a Polo Ralph Lauren Holiday Experience to incentivize customers’ to try-on and purchase outerwear, incorporate hospitality, and create social buzz.
This in-shop, experiential marketing activation included concept design, space planning and layout, creative execution, store window installation and in-store presentation.
The ‘68 Project :
Creative Direction, Concept Design, graphics package, presentation design, tour merchandise,and digital marketing collateral
“The ‘68 Project” or “P68” a nickname coined by its founders, was a concept design brief to create a cohesive, bold, and eye-catching aesthetic for the brand — an alliance for social and civic equality.
The project included several print and digital components: presentation decks, website design, logo design, political memos and brief templates and a series of special projects for tours, activations, and branding materials.
MAGIC TRADE SHOW :
CONCEPT DEVELOPMENT, LAYOUT and Design, PROJECT MANAGEMENT, CREATIVE EXECUTION
Built to engage millennial consumers and targeted specialty stores, the freestanding booth inside of the Las Vegas Convention Center mimicked the look and feel of our own retail shopping experience.
The Ralph Lauren sales team required a memorable customer experience, returning to Magic Trade Show in Las Vegas, with a reimagined trade show temp space. The project required an updated “pop-up shop” trade show booth, fully loaded with procurement of custom furniture, artwork and propping; interior design of the space, and project management of operations, creative, and execution.
FRED SEGAL LOVES RL :
CONCEPT DEVELOPMENT, LAYOUT and Design, PROJECT MANAGEMENT, CREATIVE EXECUTION
Complete with snowfall in Los Angeles, an immersive world of the Polo Winter Lodge pop-up experience at Fred Segal Sunset Boulevard hosted seasonal installations and limited edition product with high-touch press and customer activations.
In partnership with Fred Segal, CAA Brand Studio, and local production teams, an experiential presentation and marketing activation featured holiday product in the Fred Segal exhibition space, complete with design of windows, press events, and rotating limited edition product pulses.
RL WINTER WONDERLAND :
CONCEPT DEVELOPMENT, LAYOUT and Design, PROJECT MANAGEMENT, CREATIVE EXECUTION
The RL Winter Wonderland, a partnership with Bloomingales’ 59th Street flagship, featured a holiday pop-up at the Men’s Polo Ralph Lauren Shop.
Whimsical holiday nostalgia was the intent behind the in-shop build out, a set that featured an indoor skating rink and hot cocoa by Ralph’s Coffee for holiday shoppers and special events during the holiday season.
ralph lauren store window display
CONCEPT DEVELOPMENT, LAYOUT and Design, PROJECT MANAGEMENT, CREATIVE EXECUTION, contractor/production team management
The Men’s Polo Ralph Lauren Shop window at Bloomingdale’s 59th Street Flagship in New York developed partnership with my team of Creative Presentation Managers and our corporate carpenter shop, Shop67, to reimagine showroom concepts for the flagship store customer experience.
The Paultre Project :
Design Consultation and Creative Direction
The Paultre Project is a home renovation of a four bedroom home nestled in the lush greenery of the Redlands, aiming to create an inviting and cozy blend of heritage elements with edgy details to evoke rebellion.
The project called for creative consultation and partnership, including, but not limited to procurement of contractors and vendors, design briefs for renovation, renderings and blueprint editions, and project management.
TRAINING VIDEO : the new traditional - SOFT TOUCH :
creative direction, concept development , set design, styling, casting, treatment, production
The Soft Touch training video is an internal training piece intended to market a timeless Ralph Lauren Icon, the Soft Touch Polo Shirt, to a new audience. The “unofficial” training tool, aims to excite and entice store teams to target a younger customer and rethink the positioning of the traditionally “old man’s” polo. The hand-held camera style, the upbeat movement of images, and tempo of the video, all speak to the youthful nature of the story and align with the updated marketing direction of product.
The project called for concept development, casting, vendor procurement, set design, video treatment, on-set production, editing, and project management.