Global Creative Leader helping brands navigate moments of growth and change—translating strategy into stories, experiences, and creative systems that people can connect to or even fall in love with.
For the Love of Love
Global Brand Platform • Creative Direction • Brand Campaign • Agency Oversight At a time when dating had become synonymous with burnout, Bumble went back to the reason people date in the first place: love. For the Love of Love celebrates real couples who met on Bumble and the everyday moments that make love worth looking for.
As the sole creative lead, I led the platform across film, OOH, social, editorial, experiential and in-app—putting real Bumble love stories back at the center of the brand. The result? +4pt awareness lift among single U.S. women 22–45.
Produced alongside our agency partner, SPECIAL.
Brand Evolution
Brand Strategy • Verbal Identity • Co-Creative Direction • Product • RetailAs Curology evolved from a DTC acne disruptor into a broader skincare brand, we rebuilt the creative foundation to grow with it. I helped develop the company's Northstar, evolve its strategy and verbal identity, and translate the new brand across product naming, packaging, education, digital, content and its first national retail launch.
I work helped take Curology from URL to IRL, culminating in its launch at Target—which became the retailer's #1 U.S. skincare launch of 2023.
Identity system was built alongside our agency partner, Gretel.
Deeper dive 👀
Bee Line
Original Series • Creative Direction • Talent • Social • Agency Oversight
Modern dating is messy—and everyone has an opinion about it. So we created Bee Line, a social-first talk series where real daters call in with their dilemmas and some of culture's most entertaining voices pick up the phone.
As creative lead, I launched the franchise with Jake Shane and Paige DeSorbo across YouTube, TikTok, Instagram and IRL activations—giving Bumble a new way to participate in the conversations happening around dating, not just the dates themselves. I'm currently leading its expansion into international markets.
Production support from agency, Ralph.
International production support from agency, SIDENOTE.
WNBA & NY Liberty
Brand Partnership • Creative Direction • Experientia • ContentAs women's basketball exploded into culture, Bumble partnered with the WNBA and New York Liberty to turn a shared belief in championing women into shared experiences for fans.
We built a season-long creative platform spanning All-Star Weekend, the WNBA Finals, singles events, content and in-arena activations—helping drive a 54% lift in perceived brand value and a 175% surge in new and re-engaged customers.
Experiential production support from agency, Cole Collective.
Find Me on Bumble
Global Brand Platform • Creative Direction • Brand Campaign • Agency Oversight What if finding your person was just a matter of better seeing the people already around you?
Find Them on Bumble took Bumble's global brand platform hyperlocal, spotlighting real daters across New York, Toronto, London, Mexico City, São Paulo and beyond—from what they were looking for to the places they'd actually want to meet. Where For the Love of Love told the brand's love story, this platform made it local: real people, real cities, real specificity.
As creative director, I led the campaign across OOH, film, social and in-app, making a global dating brand feel unmistakably local.
Production support from agency, SEE ME.
Brand Launch
Product Development • Kickstarter Funding • Strategy • Brand IdentityAfter years of being told that smaller boobs were something to fix, I wondered if the problem wasn't our bodies, but the products and culture built around them. So I created Kinform, a community-led lingerie brand designed specifically for smaller chests.
I took the idea from audience research to product development, naming, brand identity and launch—ultimately proving the concept with a Kickstarter that exceeded its funding goal.
Little Yellow Wedding Chapel
ActivationTo celebrate the love stories that started on Bumble, we turned one of Las Vegas' most iconic wedding destinations Bumble yellow and invited couples who met on the app to finally say "I do."
As creative director, I led the activation from concept through execution. Thousands entered. Thirty-three couples came from across the U.S. and Canada for 48 hours of weddings, Elvis, yellow bouquets and happily-ever-afters. The activation earned Gold and Silver at Event Marketer's Experience Design Awards.
Experiential production support from agency, Cole Collective.
OTHER WORK I'VE LED & LOVED
TALENT & PARTNERSHIPS
Curology × Bretman Rock
Bumble x Arthur Brooks
Bumble × Nicholas Galitzine
Bumble × Service95
Curology × Bretman Rock
Bumble x Arthur Brooks
Bumble × Nicholas Galitzine
Bumble × Service95
PLATFORMS & SYSTEMS
Curology Brand Guides
Agency Skincare Brand Guides
Bumble Brand Guides
BFF Brand Guides
Curology Brand Guides
Agency Skincare Brand Guides
Bumble Brand Guides
BFF Brand Guides
PRODUCT & EDUCATION
Curology Future-Proof Rx
Curology Micellar Makeup Remover
Bumble Opening Moves
BFF Groups
Curology Future-Proof Rx
Curology Micellar Makeup Remover
Bumble Opening Moves
BFF Groups
CONTENT & EDITORIAL
Bumble “With Love” Substack
Bumble “Love in Practice” Series
Curology Original YouTube Series (3)
Bumble “With Love” Substack
Bumble “Love in Practice” Series
Curology Original YouTube Series (3)
EXPERIENCES & COMMUNITY
Bumble IRL
Bumble “We Have Mutuals”
BFF Social Clubs
Bumble IRL
Bumble “We Have Mutuals”
BFF Social Clubs
CAMPAIGNS & FILM
Nature's Way
Boys & Girls Clubs of Chicago
FIVE STAR
Nature's Way
Boys & Girls Clubs of Chicago
FIVE STAR
FEW OF MY FAVOIRTE COLLABORATORS