Blink Fitness wanted a fresh campaign that would feel more elevated while embracing the themes of lifting each other up, uniting diverse cultures, and celebrating self-discovery and fitness victories. Partnering with Heart & Hustle, we crafted a cinematic campaign that showcases a variety of bold individuals, each portrayed in both their professional attire and workout gear, seamlessly blending their everyday lives with their fitness journeys.
Creative directed and collaborated with local artists to creatively interpret Blink Fitness in relation to its unique 5 locations in the New York area.
The murals convey a sense of unity, celebration, and inclusivity, incorporating subtle elements of fitness achievement and boldness.
At Blink Fitness, we don’t just recognize who you are, we celebrate it. Especially in today’s world, Pride Month and the values of inclusivity and belonging matter more than ever.
That’s why Blinks is proud to stand with the LGBTQ+ community and reaffirm that everyone who walks through our doors is safe, supported, and celebrated.
We partnered with The OUT Foundation to amplify that message and created a special Pride Month social video featuring our own members, staff, and inspiring athletes from The OUT Foundation. It was produced with heart, creativity, zero budget and a whole lot of love.
When you compare Blink Fitness to other gyms, Blink truly stands out. With more equipment, a welcoming staff, and a no-frills, inclusive atmosphere, it's the gym for every body. To highlight what makes Blink different, we created a dynamic drone video that visually showcases how Blink rises above the rest.
Inclusivity is at the heart of Blink. From the beginning, we knew one thing for sure: Blink makes every body (with a space to emphasize BODY) feel welcome. And it goes beyond physical bodies. Blink embraces every unique individual for who they are in a clever, fun, and genuinely human way.
To bring that message to life in our OLV awareness video, we cast real Blink members to keep the story authentic and true to the brand. Working with a small budget, we focused on thoughtful, resourceful storytelling that proves real people and real stories are often the most powerful way to connect.
And just by showing everybody that we’re the gym for every body, our new site image increased site conversion by 23%!
When we discovered that working out with your partner boosts relationship satisfaction, we knew we had something special. Blink, as an inclusive and uplifting fitness brand, was the perfect place to celebrate love boldly.
So, we hosted real weddings in the gym on Valentine’s Day, an unexpected, heartwarming, and totally on-brand idea that clicked immediately.
I creative directed the entire event on a tight budget, handling everything from altar design to invites, flowers, food, and photography. With scrappy creativity and a lot of heart, we made it all happen.
The result? Blinkily Ever After earned 209 million impressions, media coverage on NY1 and News 12, and brought Blink’s values to life in a joyful, memorable way—proof that big impact doesn’t need a big budget
When we discovered that working out with your partner boosts relationship satisfaction, we knew we had something special. Blink, as an inclusive and uplifting fitness brand, was the perfect place to celebrate love boldly.
So, we hosted real weddings in the gym on Valentine’s Day, an unexpected, heartwarming, and totally on-brand idea that clicked immediately.
I creative directed the entire event on a tight budget, handling everything from altar design to invites, flowers, food, and photography. With scrappy creativity and a lot of heart, we made it all happen.
The result? Blinkily Ever After earned 209 million impressions, media coverage on NY1 and News 12, and brought Blink’s values to life in a joyful, memorable way—proof that big impact doesn’t need a big budget
These are just a few examples of the types of paid ads and emails that I’ve creative directed to make them eye-catching, well-crafted but FUN promotional messages designed to engage and inspire.
For 5 years running, tampon sales were tanking. We dug in and found that period stigma has led to period misinformation...when we don’t talk about it, we can’t learn about it. After all of our research, we were confident that education was the answer. And who better to shed light on this issue than the queen of vagina-talk, Amy Schumer.
This Amy campaign won a silver Effie for most effective advertising in the Personal Care category.
I specifically was tasked with creating a fresh new look for Tampax and its sub-brands. After some exploration, I landed on the circle, a subtle nod to the shape of a period and a deliberate move away from the brand’s traditionally boxy logo. I used the circle not just symbolically, but also as a holding device for the main visual elements, creating a cohesive and modern look. I also refreshed the color palette, making it bolder and brighter to help each sub-brand stand out. This new visual identity was then tested across various formats, including TV and print, as shown in these examples. The final look was adopted and is still in use today.
Gen Z VERY RARELY use tampons. And when they do, it’s only for very specific moment.
Through :06 bumpers, we found a fun, eye-catching way to get
Gen Zers to consider Tampax any time they have a period.
Illustrator: Ayushi Saria
At times, each of us has wanted to return to a simpler state. And that’s exactly what we did with new Tampax and Always PURE. It’s the protection you love down to the bare essentials – tampons with 100% organic cotton core, free of dyes, fragrances and chlorine bleaching.
All around the world, millions of girls drop out of after school activities each year because of period poverty, which is when girls and women lack access to sanitary products. This causes girls to miss out on the opportunities that can help mold their future. We got the message out through this video and by donating pads to girls in need.
Taking it a step further, what better way to break period stigma than by wrapping the basket in Always packaging, boldly signaling to all young women that periods are nothing to be ashamed of, while also keeping Always top of mind.
A fresh visual identity was essential to authentically represent our target audience: a multi-faceted woman. I conceptualized this distinctive look and worked closely with our design team to bring it to life. We call this visual identity "Collage" because it reflects the authenticity, creativity, and vibrancy of our audience. It's a curated collection of print work that, much like the women it represents, is unique and full of character.
Always Mainline just got a modern makeover! With a fresh, clean new look, we’re challenging everything she thought she knew about Always pads because this isn’t just a revamp, it’s the best pad on the market.
The Always Pure Cotton line wanted a new in store KV and social videos to highlight the brand's refreshed packaging. Our goal was to blend organic animation with illustrative design elements, creating a natural and cohesive feel that mirrors the product's essence.
These print advertisements for Always flexfoam effectively convey the message that you can continue your daily activities even during your period with a pad this light and flexible. The standout feature of these visuals is their use of repetition to depict movement, which not only creatively illustrates the concept but also aligns with design trends.
Pepto-Bismol achieved remarkable success with its "Symptom Singing" commercial in 2009, which became a defining moment in the brand's history. During that time, sales reached their peak, as the commercial resonated deeply with audiences and became a memorable part of pop culture.
Fast forward to today, and we were tasked with reviving this iconic jingle in a fresh, modern way while maintaining the humor and charm that made it so memorable. Our goal was to create a version that would not only capture the original spirit but also stand out in today's advertising landscape. The result was a commercial that performed exceptionally well in testing and significantly boosted sales, proving that the classic song still holds a special place with consumers.
We were given the challenge of crafting a scenario that children with tummy aches could relate to. With Pepto Kids, parents have a quick and effective solution to ease their kids' discomfort, even in the midst of stressful moments or busy mornings. I also art-directed the animation to feature dynamic, fun-type movement, making it more engaging and impactful for young audiences
Red Lobster hosts a seafood event every other month, and while the brand's advertising has traditionally focused on showcasing its food, consumer feedback from multiple rounds of testing revealed a critical insight: there was nothing new or exciting about Red Lobster that compelled them to keep returning.
We were tasked with revitalizing and modernizing Red Lobster's current campaign. By incorporating innovative sound design, dramatic visuals, and dynamic lighting, we created spots that were truly groundbreaking for the casual dining category. These elements not only captured attention but also shifted consumer perceptions, encouraging them to see Red Lobster in a fresh, exciting light.
These short online videos are a delightful blend of humor and information through sea reflections, capturing the essence of RL Seafood events in unexpected ways. They not only entertain but also spark curiosity and conversation.
Because Red Lobster has always been committed to protecting & conserving the source of their seafood, they’ve decided to partner with Seafood Watch. We created a social video to show how deep Red Lobster’s commitment really is.
Coffee-mate set out to reinvent its iconic coffee swirl—the perfect blend of coffee and Coffee-mate. In this campaign, we put the swirl at the forefront, showcasing it in a dramatic and captivating way. Collaborating closely with a talented animation studio, we reimagined and emphasized this beautiful coffee combination, drawing attention to its smooth, irresistible allure.
We needed to bring the swirl to life in print, highlighting its visual appeal while also incorporating a human, relatable lifestyle element to make it feel authentic and accessible.
Crest launched a new line of toothpaste flavors under the name "Be," featuring bold and unconventional flavors like Chocolate, Vanilla, and Lime Mint. To match the unique appeal of these flavors, the campaign needed to be fun, daring, and eye-catching. It went beyond the typical boundaries of the oral care category and was even recognized by Workbook for its innovative illustrations and art direction.
The stunning illustrations were created by the talented team at AKA, adding a distinctive, artistic touch to the campaign.
There's an assumption that whitening your teeth causes weak enamel. Not true with Crest 3D White's Diamond Strong mouthwash and toothpaste. It's technology actually helps strengthen your teeth as you whiten.
We created Print ads that communicate strength and beauty with
3D White.
When Crest and Scope joined forces, it was a perfect match. These print and paid ads helped us share their love story with the world.
Parents have always struggled to get their kids to brush their teeth. But with the partnership between Disney and Oral-B, they created an app that makes this challenge much easier for parents. This educational video highlights the excitement kids feel when using the app, turning brushing into a fun and engaging experience.
For "May the 4th," we aimed to create a captivating video that would showcase our kid-friendly "Star Wars" products on Facebook. By tapping into the iconic concept of the Force, we crafted an eye-catching video that made our Crest and Oral-B products impossible for followers to scroll past in their newsfeeds.
"Star Wars Day," or "May the 4th," has become a must-celebrate event for Star Wars fans and Facebook brands alike. On this day, brands compete to cleverly integrate their products with Star Wars themes, hoping to go viral on Facebook. We joined in by creating poster-style graphics of our favorite Star Wars characters, but what we love most about our take on them are their smiles—adding a fun, unexpected twist to the iconic characters.
With each brand I've collaborated with, my design expertise has expanded. While I'd love to showcase every project (even personal ones) from my 15+ years in the industry, it's simply not feasible. Nonetheless, here are a few highlights that truly resonate with me.
These print ads for Cascade showcase how the dishwasher can handle the cleaning, allowing you to focus on what matters most. With Cascade's superior cleaning power, you can trust your dishwasher to do the heavy lifting.
For Women’s Day at Publicis we were given the opportunity to come up with a unique idea that relates specifically to our agency and women. We realized we didn’t have to look that far. For it was in our very own logo.
"Hilton" wanted to reward its Honor members with a deck of playing cards that featured their hotels around the world. The cards brought awareness of Hilton Hotels located all over. Each card was specifically designed with a different country on it and included unique-detailed graphics.
Charmin challenged us to imagine the brand without its iconic bear, leaning into visually clever, cheeky bathroom humor to keep Charmin top of mind in a bold and memorable way. Here is an exploratory.
Nestea challenged us to create lifestyle-focused print and OOH that captured living in the moment while stripping away the clutter and bringing it back to simple, honest ingredients.
Here’s a playful, floss-inspired print I created, imagining floss as the only true defense for teeth plaque.
Puffs wanted to show how much the brand genuinely cares, so we crafted emotional, straight-from-the-heart print that says it loud and clear: we’re here for you (and your runny nose).
