Creative director and copywriter with 12+ years of experience. My approach is grounded in collaboration, bold ideas and a relentless drive to make people’s lives a little more enjoyable.
IT ALL STARTED WHEN…
Intel asked us to form a dedicated team to concept and execute quarterly activations that would engage Gen Z in ways that felt authentic. Because, for the first time in a long time, young people were open to expanding their horizons beyond the Appleverse.
This shift marked a major opportunity. It wasn’t just about selling products. It was about creating moments of genuine connection–making a new generation feel seen and understood.
So what did we do? We became experts on all things Gen Z, diving deep into their psyche. We read countless studies, had lengthy conversations, poured over primary research findings and dissected every detail.
My partner and I came up with a library of different activations, all grounded in a key insight, that would generate buzz, create a strong sense of community and build affinity for the Intel brand.
Grow STEM Threadless Challenge
Insight: Gen Z does something creative at least once a day.
Knowing that Gen Z does something creative every day, we wanted to create an experience that would bring awareness to a cause that is very important to Intel: the gender gap in STEM.
Despite progress in gender equity and growing interest over the last decade in computer science, engineering, math, and statistics among both men and women, the underrepresentation of women in the Science, Technology, Engineering, and Mathematics (STEM) fields continues to persist. In 2023, the gender gap in STEM remained significant, with women making up only 28% of the STEM workforce.
In a partnership with Threadless, we created a design competition called Grow STEM. Our agenda was simple. We wanted all designs to celebrate the power and impact of women in science and technology, past, present and future.
Every design has it’s own commerce page where anyone can view and/or purchase a variety of items. Want one? All of the designs are still available on the Threadless website.
“374 design entries
12,748 contest votes
1M+ ratings and counting
3.8M+ impressions and counting
$20k+ in prizes awarded”
A portion of the proceeds from the sale of the designs were donated to Girls Who Code, a non-profit organization that aims to close the gender gap in technology and build the world’s largest pipeline of future female programmers.
Wonderful Adventures Creator Contest
Insight: Gen Z believes that travel and experiences are core to their identity.
Travel powers self-discovery and August is American Adventures Month so we partnered with painter and influencer @whateverjess to spark creativity and give Gen Z a chance to win some new Intel gear. Jessee is known for her raw art style, celebrating body positivity and self-love.
Through a series of videos, Jessee shared the details of the contest, and told the audience about her own exploration to become more in tune with herself.
To enter the contest, fans were asked to submit original artwork inspired by what they learned about themselves during summer adventures.
The grand prize? A brand new, fully decked out Samsung Galaxy Book 2 Pro 360. To the winner’s surprise, we took their original artwork and did a custom wrap on their new Galaxy Book.
