Contextual Campaigns Led integrated campaigns that combined brand storytelling, real-time data, and contextual media to create more relevant consumer experiences across OOH and digital channels.
United Wins NY
Challenge: Reposition Newark as the preferred airport for New York travelers.
Role: Led a dynamic OOH campaign powered by real-time travel data and location-specific messaging.
Impact: OAAA Media Plan of the Year (2019), 55% brand favorability, and 81M+ new United passengers through Newark.
FIFA World Cup Campaign 2018
Challenge: Bring the excitement of the FIFA World Cup to fans in real time.
Role: Led creative for a dynamic OOH campaign featuring live scores, countdowns, matchups, and tournament updates across nearly 500 screens.
Impact: 234+ creative assets, 298 content rotations, 495 screens, 6 markets, OAAA Media Plan of the Year (2018).
KY Duration Dynamic OOH Campaign
One of my first campaigns, this project introduced me to the power of combining creativity, technology, and real-time data to create more relevant brand experiences.
Challenge: Launch a new product and break through in crowded urban environments.
Role: Led creative for a data-driven OOH campaign across nearly 100 digital screens in New York and Las Vegas, developing a dynamic system powered by real-time contextual triggers.
Impact: Generated dozens of tailored creative executions based on location, weather, time of day, local events, and sports results. Increased campaign effectiveness by 15% and earned a Silver OBIE Award (2017).
Michelob Ultra Pure Gold — Golden Hour
Challenge: Introduce Michelob Ultra Pure Gold in a way that reflected the brand's connection to nature and stood apart in a crowded beer category.
Role: Led creative for a national campaign that transformed sunsets into a daily brand moment. Developed a real-time digital poster system that tracked local sunset times and delivered countdowns across west-facing screens in markets nationwide.
Impact: Turned a universal daily ritual into a scalable brand experience, creating thousands of contextually relevant impressions while reinforcing Pure Gold's natural positioning through data-driven storytelling.
Chandon Garden Spritz
Challenge: Introduce Chandon Garden Spritz to a growing category while standing out in a crowded summer spritz market.
Role: Led creative for a dynamic OOH campaign that adapted messaging in real time based on weather, location, events, and time of day.
Impact: Turned outdoor media into a responsive brand experience, positioning Chandon as a fresh, modern spritz for every occasion.
Café Bustelo — 90th Anniversary
Challenge: Mark Café Bustelo's 90th anniversary with a campaign that celebrated the brand's longstanding relationship with Miami.
Role: Led creative for a citywide OOH campaign, developing a bold visual system and localized messaging inspired by the brand's iconic identity.
Impact: Turned the city into a celebration of Café Bustelo, strengthening the brand's cultural connection and visibility across Miami.
