Target demographic shifted abruptly from high income Gen X event-goers to 25-35 year old Latino males — hence the two very different concepts. Chivas embraced the VR boxing activation, successfully incorporating it into a string of smash-hit events. The concept resonated so strongly that Chivas’ experiential strategy pivoted to focus on boxing-themed events, culminating in an endorsement with renowned Kazakh boxing champion Gennady ‘GGG’ Golovkin.

Contributions: Concept and theme development, activations, naming, pitch deck copy, image sourcing, promotional materials, research

Chivas Regal | Rise Above

7 ft ice blocks serve as both décor and to highlight Chivas’ complex flavor blends. These frozen fusions of wild herbs, heather, and orchard fruits will release subtle fragrances as they melt over the course of the evening.

An exciting experiential highlight, Jameson launched the world's first spirit-led festival headlined by Gary Clark, Jr.

Contributions: Concept and theme development, naming, pitch deck copy, image sourcing, research

Jameson | Drinking Buddies Fest

Claire’s Inc. | North America

Launched and led North America PR and Event division driving brand awareness in alignment with European corporate teams. Spearheaded events, media inquiries, influencer campaigns, press kits, and trend forecasting.

Conceptualized, budgeted, and executed major brand events including New York Fashion Week engagements, celebrity appearances, live performances, blogger activations, store opening events, and pop-ups.
Produced comprehensive PR campaigns, lookbooks, press materials, advertorial shoots, and location scouting.
Crafted and distributed press releases and media alerts. Responded to inquiries, kept press updated on seasonal strategies ensuring consistent brand messaging.
Nurtured strong relationships with media, bloggers, influencers, endorsers, and venues.
Liaised with buyers and managed sample logistics, including display coordination and returning samples.

Malibu Rum | Tiki Takeover

Malibu focuses the majority of its experiential efforts on college campuses and trade outings. On premise and off-premise strategy modernized the brand’s signature island vibes via a campus-wide “Tiki Takeover” program that paired a playful kitsch with an bold new neon rave-inspired aesthetic.

Tiki Takeover activations included marbleized body paint dipping, LED hula hooping, glow in the dark cotton candy stations, pineapple bowling, and themed epic sand sculptures.

Contributions: Multiple concepts, activations, pitch deck copy, image sourcing, research