Partnered with Warner Bros. Pictures to create a global cultural and community takeover, powered by Snapchat. In the campaign, we empowered new and existing fans to engage with the film in novel ways that blend the imaginative spirit of Minecraft and Warner Bros. with Snap’s cutting-edge AR technology. This included a First-ever Immersive AR Hologram Box, a Lens Collection Takeover of 4x Lenses, a dedicated Public Profile, and more, leading to press coverage for every touchpoint.

Made every fan of the franchise’s dream come true by giving them the tools they need to turn any car into an Autobot. To celebrate the next installment of the Transformers films, I partnered with Paramount Pictures to create the first-ever car transformation Lens. The Lens organically drove earned media as well as UGC across TikTok, YouTube, Snapchat, Instagram, and more.

Also known as the collaboration no one knew they needed, I helped launch the first-ever fried chicken-smelling Crocs through this viral campaign. I recommended a partnership with Paper Magazine to debut the KFC x Crocs front row at New York Fashion Week. Through our collaboration, we secured Instagram-artist Me Love Me A Lot to model the shoes and created an iconic Paper Magazine digital cover to further validate the KFC x Crocs in high fashion. Featured on CNN, Adweek's Ad of the Day, The Tonight Show with Jimmy Fallon, The Wall Street Journal, Fast Company, Business Insider, Hypebeast, Morning Consult, and more. Oh, and these Crocs sold out in record time.

Cowabunga! To drive awareness and excitement around the new Teenage Mutant Ninja Turtles film, I partnered with Paramount Pictures and Lens Creator Brielle Garcia to turn any fan into a turtle through full-body tracking AR. The campaign was highly successful, becoming a top trending Lens on the platform. The AR drove earned media, won Lens of the Year: Best Campaign at the Lens Fest AR developer conference in 2023, and was an Honoree for Best User Experience in the 2024 Webby Awards.

On Wednesdays We Wear…Lenses!

I helped make fetch happen by giving fans of the iconic franchise the ultimate tools to share their fandom. A new Lens launched weekly on Wednesdays (duh) leading up to the premiere, with a first-to-market takeover in Snap’s Lens Explorer page. From the Burn Book, character and clique matches, and transforming the Snapchatter’s clothing into pink, you could say this has been my grool-est campaign this year. Campaign won Best Use of Social Media in the 2024 Webby Awards.

While there’s only one You, your multi-faceted self has many Yous that need nourishing. Partnered with vitaminwater to celebrate every You with a new branded song from Lil Nas X. Led the comms strategy and rollout of the annual campaign. Provided creative feedback, thought starters for creative partnerships, and aided in talent recommendations and outreach. Largest Vitaminwater campaign in several years, driving earned media from publishers like Rolling Stone, Bustle, Ad Age, and more.

It’s a bird, it’s a plane, it’s an…Owl Bear? Collaborated with Paramount Pictures to take over the Flatiron Building in New York. This is the first Landmarker Lens built for storytelling with an animated sequence of multiple characters.

Everyone missed out on the opportunity to see their favorite artists during lockdown, so we gave every fan the chance to experience an incredible summer concert series for free. Led the comms strategy and rollout of the virtual concert series. Collaborated across agencies and teams to brief the headliners. Campaign was picked up by all media targets and exceeded expectations for earned coverage.

Built an army of TikTok Creators in the first-ever KFC campaign on the platform. In this innovative campaign, I partnered with 10+ creators to create a TikTok cult of “Satisfied Customers,” led by Creator Lili Hayes. Gave creative feedback, managed community comms, helped with ideation, and led comms strategy. The campaign had an average 9.3% engagement rate, amassed 221M video views and 259M impressions.

My deep understanding of virality helped me identify an engaging Lens experience for the debut of M3GAN. Partnered with Universal Pictures to create a Lens that aligned with the most viral moments of their overarching campaign. This work as well as my work for Puss in Boots was highlighted in an interview for Clios. Both AR Lenses have been regarded as Best in Class creative on Snap and were highly shared cross-platform.