MACY’S

For more than 165 years, Macy’s has embodied the spirit of Christmas. The brand set out to reimagine its gift card through the traditions of the season, channeling the magic of Miracle on 34th Street and childlike wonder, with a touch of modernity that resonated with the 21st century. I wanted to display the familiarity of traditions mixed with wit and reflect the world we live in.

KOTEX

Around 1 in 4 teens struggle to afford sanitary products. Those affected use substitutes like toilet paper, paper towels, or rags. Kotex is driving social change by highlighting the shame it takes to access these necessities. If water, soap, and toilet paper are free, why is this considered a luxury? 

As spec work, I wrote a brief for Kotex that spotlights a systemic issue affecting millions of women worldwide. Access to menstrual products is still treated as a personal responsibility rather than a human right — leaving countless individuals without reliable supplies at school, in the workplace, or in public life.

Bleed Dignity with a Tampon Token

To expose this systemic issue, we will launch a provocative PR stunt in collaboration with city officials to require a tampon as a physical token to access public bathrooms in New York City. We’d launch this by installing four life-sized teen statues in front of New York public bathrooms, with the fourth covered in blood from the waist down to showcase the statistic of 1 in 4 struggling in shame.

This will expose the daily struggle women face every month and dismantle the shame and stigma that many don’t see happening in the shadows. This campaign is designed to generate organic news and highlight the ridiculousness of the current system and lack of awareness.

To further awareness and create momentum for change, every Kotex sanitary product purchased will include a pre-written, stamped letter addressed to local representatives. These letters demand that menstrual products be treated like water, soap, and toilet paper — accessible in all public spaces and schools.

We’d also address our local New York mayor, where he sits, with a pointed billboard to raise awareness of the disparity of a needed basic right.

By engaging directly with school administrators, local leaders, and policymakers, Kotex can lead the charge in dismantling the shame and physical barriers that prevent access.

This allows Kotex to own a space leading societal change. The brand is not just selling products, it is championing a future of reliable, stigma-free, and universal access.

Let’s bleed with dignity. 

MAYBELLINE

I created spec work centered around a campaign concept for Maybelline Lash Sensational Sky High Mascara tailored to a younger demographic. While Gen Z is already familiar with the product’s lengthening performance, this platform shifts the narrative from how the mascara looks to how it makes the wearer feel unconstrained by the ceilings of social expectation. 

By centering the campaign on real women who have championed their own paths despite societal constraints and obstacles, the brand transforms the act of applying mascara into a ritual of self-confidence and vision. This positioning emphasizes Maybelline doesn't just provide physical length; it provides the psychological lift necessary for a generation that views beauty as a tool for resilience and identity to become limitless.

ROLLING STONE

I authored a #1-trending feature for Rolling Stone on classical music, an increasingly difficult subject to sell in a declining genre.

To earn 5 minutes of readers’ time, I framed the story through a pop-culture lens, using narrative storytelling to explore the urgent need for course correction within the classical music world. By bridging traditional arts with the modern social climate, the piece resonated widely and captivated a massive digital audience.

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