Work Samples
Strategic Approaches developed through The Cultural Intelligence Method. Each project combines cultural research, framework development, and collaborative activation
Lawry’s:
Reclaiming Market Share Through Cultural Segmentation
The Challenge
Generic messaging failing to connect with the consumers actually buying the brand, Black moms, who made Lawry’s a cultural staple.
The Approach
Cultural community strategy + multicultural segmentation. Social listening, focus groups, and creator partnerships with authentic community voices.
The Impact
Double-digit lifts in awareness, engagement, and purchase intent
Campaign surpassed all previous Lawry’s benchmarks
Strengthened loyalty while driving market growth
Co-Lab
Translating Entertainment Principles into Brand Strategy
The Challenge
Healthcare advertisers struggled to break through during lockdown when crisis communication dominated every channel. Brands needed narrative frameworks that balanced medical authority with emotional resonance.
The Approach
Expert workshop methodology. Brought together NBC's "New Amsterdam" showrunner, writers, and lead actor with healthcare marketers to extract transferable storytelling principles and create brand application frameworks.
The Impact
85% increase in attendee confidence applying storytelling principles to work
Workshop content became a top-performing thought leadership asset
Framework adopted across NBCU healthcare advertising partnerships
Co-Lab
Cultural Volatility Planning with Steve Kornacki
The Challenge
Ahead of the 2024 U.S. election, global advertisers feared political noise would drown out brand messaging. CMOs needed data-driven confidence to invest during a culturally volatile period.
The Approach
Strategic summit combining electoral forecasting and brand-health modeling. Partnered with NBC News' Chief Data Analyst Steve Kornacki to deliver proprietary data analysis, scenario planning, and decision frameworks for multiple electoral outcomes.
The Impact
150+ global agency leaders equipped with proven investment roadmap
Brands maintained ad spend with confidence during uncertain period
Multiple clients commissioned custom scenario planning for their categories
Macy’s
Transforming Cultural Foresight into Retail Renovation
The Challenge
Macy's needed to reassert itself as a fall fashion destination for women 18-54 in a retail landscape defined by experiential shopping, social discovery, and fast-moving trend cycles.
The Approach
Trend forecasting through expert interviews. Conducted interviews with tastemakers across fashion, retail design, media, and luxury to identify early signals, created Vision Lab, an episodic trend series spotlighting the rise of narrative-led, socially-documentable store experiences.
The Impact
Vision Lab insights informed strategic direction for retail reinvention . One year later, Macy's unveiled "Story", a narrative-driven retail concept
Story rolled out across 36 stores in 15 states
Positioned Macy's at the forefront of experiential retail transformation
Samsung QLED
Turning a Technical Launch into a Cultural Moment
The Challenge
Samsung wanted to introduce QLED 8K television technology in a way that felt emotionally resonant, not just technically impressive. The launch needed to transcend specs and connect to shared human experiences.
The Approach
Communications architecture leveraging cultural anniversaries. Developed framework connecting Samsung innovation to Apollo 11's 50th anniversary—celebrating how televisions create collective viewing moments and shared cultural memory.
The Impact
:60-spot reframed technology launch as cultural milestone
Campaign elevated Samsung beyond product marketing into storytelling about innovation
Comms framework created scalable approach for future device launches
Unified strategic direction across incoming creative briefs and media
Jim Beam
Reintroducing a 225-Year-Old Icon During the Super Bowl
The Challenge
After years of celebrity spokespeople and category clichés, Jim Beam's cultural relevance had eroded. The brand needed a modern narrative that honored heritage while resonating with contemporary whiskey drinkers..
The Approach
Values-driven repositioning rooted in generational ethos. Developed communications strategy for "Raised Right" campaign—reintroducing Jim Beam through Beam family values (respect, decency, integrity, hard work) rather than celebrity veneer.
The Impact
- Campaign debuted during 2019 Super Bowl with global expansion
First global Jim Beam campaign in five years
Strategy guided brand storytelling across TV, digital, social, print, and retail
Repositioned brand around authentic craftsmanship and community in oversaturated category
