HEINZ X DJ MUSTARD

🪐 Overview

In a bold and unexpected fusion of food and music, Heinz partnered with DJ Mustard to announce him as the brand’s Chief Mustard Officer, marking the launch of a new limited-edition mustard flavor. The campaign dropped during the 2025 Grammy Awards, capitalizing on the moment Mustard took the stage with Kendrick Lamar—who famously shouts “MUSTAAARRRDD” in the viral track “Not Like Us.”

  • With “MUSTARD” echoing across one of the most iconic diss tracks of the decade, Heinz saw a timely opportunity to insert itself into the cultural conversation. By tapping DJ Mustard—whose name and personal love for the condiment made the collaboration feel authentic—the brand blurred the lines between music, culture, and culinary relevance in a way only Heinz could.

  • The campaign was anchored by a commercial featuring DJ Mustard, directed and shot on location with me serving as on-set Creative Director. I also led and created all social-first content, including the top-performing posts across platforms, and shot the key visuals used in PR, paid, and retail.

    We teased the collaboration with a series of social hints, dropped the commercial during the Grammys, and used DJ Mustard’s own voice on Apple Music, BigBoyTV, and more to organically fuel the story. The limited-edition mustard drop was announced to launch in summer, extending campaign life and anticipation.

    • On-Set Creative Directed the commercial shoot and worked closely with production on tone and visuals

    • Served as Social Content Creator and Strategist, scripting and shooting platform-native content for Heinz channels

    • Shot key visual photography used across PR, social, press kits, and campaign hero assets

    • Partnered with strategy, brand, and PR teams to ensure the work showed up authentically in the culture

    • 977M+ total impressions across 324 press placements

    • Coverage in AdAge, Billboard, Complex, Hypebeast, Ebony, Food & Wine, TODAY, and 50+ more outlets

    • 100% positive or neutral sentiment, with 68% of press featuring 2+ key campaign messages

    • Named one of Adweek’s Top 5 Music Moments of Super Bowl Weekend

    • DJ Mustard featured the collab across interviews and podcast appearances, organically amplifying the campaign’s cultural weight

    • Heinz earned praise for a partnership that felt “like a natural evolution, not a marketing stunt” (Little Black Book)

Napolean Dynamite x Ore-Ida

🪐 Overview

20 years after Napoleon Dynamite hid Tater Tots in his cargo pants—only to have them crushed by a bully yelling “GIMME SOME OF YOUR TOTS!”—Ore-Ida, the inventor of the Tater Tot, teamed up with Searchlight Pictures and Jon Heder (Napoleon himself) to finally give fans what they’ve waited for: justice. Enter the Tot-Protecting Pants—the first-ever pants designed to keep your tots safe. The anniversary collab launched with a national commercial spot and extended into a full 360 campaign, including features on multiple late-night shows and viral social coverage.

  • Napoleon Dynamite is a cultural touchstone for millennials—the same generation who grew up on Ore-Ida. By tapping into a film that’s both quirky and iconic, the brand reinforced its identity as a nostalgic constant in a chaotic world. The campaign reminded audiences that while trends come and go, tots (and Ore-Ida) are here to stay.

  • As social creative director, I led the social content strategy, execution, and creative direction across platforms. I worked closely with our internal teams and partners to ensure social content captured the humor, absurdity, and snack appeal of the campaign. I directed platform-native assets that leaned into nostalgic memes, appetite appeal, and real-time trend formats—driving engagement while staying true to both the film and the brand.

    We optimized content based on early performance, doubling down on meme-led visuals that felt fan-made, shareable, and deeply rooted in internet culture.

    • Directed and executed all social content tied to the campaign

    • Developed platform-specific assets designed to drive engagement across TikTok, Instagram, and Twitter

    • Worked closely with production to ensure social-first capture alongside commercial filming

    • Adjusted content strategy in real time based on performance data (memes emerged as top-performing format)

    • Helped translate a campaign rooted in nostalgia into an authentic, high-performing social presence

    • +12.2K new followers across TikTok and Instagram in June

    • Earned media coverage on multiple late-night TV shows

    • Meme statics became Ore-Ida’s top-performing social content of the year

    • Reaffirmed Ore-Ida’s “deliciously predictable” positioning with action, not just messaging

    • Successfully activated a multi-platform 360 campaign with PR, social, and paid alignment

 

Capri sun POUCH PALLET

 

🪐 Overview

When a leaked image of Capri Sun bottles hit the internet, chaos ensued. Fans thought the brand was ditching its iconic pouches—and Barstool Sports fanned the flames, calling it “the most shocking product change in history.” To shut down the rumors and win back the internet, we pulled up to Barstool HQ with a literal pallet of Capri Sun pouches, then dropped the same limited-time offer at Walmart: 3,800 pouches for $250. The stunt sold out in minutes, and the pouch was officially protected.

  • The pouch isn’t just packaging—it’s pop culture. The public outcry proved how emotionally tied people are to Capri Sun’s nostalgic format. Instead of releasing a press statement, we made the pouch the hero and turned misinformation into an opportunity to drive love, relevance, and buzz at scale.

  • As on-set creative director, I led the production of all social-first content tied to the activation. We captured raw, reactive footage of the pallet drop at Barstool, paired with platform-native edits designed to move fast, feel real, and fuel the conversation.

    Content hit Instagram, TikTok, and X within hours of filming—intentionally leaning into the absurdity of the moment to maximize shareability. I worked closely with the brand and PR teams to ensure every piece of content was engineered for engagement while reinforcing our pouch loyalty.

    • Directed the pouch pallet drop shoot at Barstool Sports HQ

    • Captured and created viral social content that became the campaign’s most shared assets

    • Led platform-specific edits to hit audiences on TikTok, IG, and Twitter within 24 hours

    • Collaborated with PR and strategy to drive real-time social response and redirect the narrative

    • Played a key role in helping Capri Sun gain 197K+ new social followers during the activation

    • 398 total placements, generating 1.5B+ impressions

    • 213 articles included the pouch pallet response, with 784.7M impressions on that angle alone

    • Coverage in Food & Wine, FOX Business, TODAY, New York Post, The Takeout, BroBible, Baller Alert, and more

    • Sold out pallet drop on Walmart.com within minutes

    • +197K social follower growth driven by viral content

    • Sentiment quickly shifted from backlash to brand love, earning praise for a clever and culturally tuned response

 
 

HEIR RICHIE

 

🪐 Overview

During the B12 tournament, fans uncovered a wild (and true) fact: Richie Saunders, BYU forward and rising basketball star, is the great-grandson of F. “Nephi” Griggs—the inventor of the Tater Tot and co-founder of Ore-Ida. The internet dubbed him the “Tot King”, and within 72 hours, we turned the moment into a cultural campaign, officially signing Richie to an NIL deal and crowning him Heir Richie.

To launch the partnership, we recreated the legendary Air Jordan rookie photo—but with a twist: Richie soared through the air not with sneakers, but with Ore-Ida Tater Tots in hand. The “Heir Richie” image became the centerpiece of a fast-moving campaign that owned the internet and rewarded fans in real-time.

  • The internet lives for unexpected cultural crossovers—and Richie being both a breakout athlete and heir to the Tater Tot empire was pure meme magic. This moment gave Ore-Ida the chance to blend sports culture, nostalgia, and brand legacy into a bold, ownable narrative that felt as natural as it was viral.

  • As social creative lead, I captured all campaign photography—including the headline-grabbing Heir Richie shot—and led the strategy and rollout across social. I worked closely with editors to quickly craft platform-native video and static assets, timed to hit alongside March Madness hype.

    We launched a “TOT Clock” giveaway mechanic, activating 30 minutes of free tater tots nationwide after every BYU win, turning bracket energy into brand love.

    • Shot the full campaign, including the viral “Heir Richie” photo—a parody of the Air Jordan rookie poster

    • Guided video edits and social-first storytelling across TikTok, Instagram, and X

    • Collaborated across teams to rapidly activate the NIL deal and respond to viral momentum

    • Ensured the campaign walked the line between cultural relevance and brand storytelling

    • Viral campaign within hours of launch—fans and media dubbed Richie the Tot King

    • Hero image recreated the Air Jordan mythos with a Tater Tot twist, fueling engagement

    • Earned media across sports, food, and culture publications

    • Nationwide free tots mechanic activated with each BYU win, driving real-time brand interaction

    • Reinforced Ore-Ida’s legacy and humor while showing up exactly where culture was looking

 

Instacart Superbowl

🪐 Overview

For the 2025 Super Bowl, Instacart tapped Kraft Heinz icons—Heinz, Kool-Aid Man, and the Oscar Mayer Wienermobile—for a national commercial spot. While the ad ran during the game, I led the social extension of the campaign, turning a single :30 broadcast moment into a full-on, multi-brand cultural presence across the streets (and feeds) of New Orleans.

From mascot-led mayhem to platform-native storytelling, we brought each brand to life in real-time—most notably reintroducing Kool-Aid Man as the chaotic, joyful mascot Gen Z didn’t know they needed back.

  • TV ads spark attention, but culture lives on social. With three legacy mascots in one Super Bowl commercial, we had a rare opportunity to turn brand nostalgia into digital relevance—especially among younger audiences who engage with brands where things feel real, weird, and reactive.

  • As Creative Director, I was boots on the ground in New Orleans, overseeing content direction and production for Heinz, Kool-Aid, and Oscar Mayer. I directed the mascots, led all on-the-spot content capture, and ensured our social assets were tailored to each brand’s voice while still laddering up to the overarching Super Bowl campaign.

    I also led the social reactivation of Kool-Aid Man, pitching and executing a bold reintroduction across platforms. From busting through balconies to vibing with partygoers, his content was designed to feel native, chaotic, and completely unforgettable.

    • Served as Creative Director for the full social campaign across three Kraft Heinz brands

    • Led all on-site directing, content capture, and talent direction in New Orleans

    • Concepted and executed Kool-Aid Man’s re-entry into social, positioning him as the ultimate party crasher

    • Ensured each brand had a distinct and ownable presence, connected by one Super Bowl storyline

    • Collaborated with cross-functional teams to align brand voice, rollout timing, and performance goals

    • Created high-performing content across Heinz, Kool-Aid, and Oscar Mayer social channels

    • Kool-Aid Man’s comeback became a fan-favorite moment and laid the foundation for future reactivation plans

    • Successfully transformed a single commercial into a multi-day, multi-brand digital activation

    • Proved that legacy mascots can thrive in modern social when directed with clarity, energy, and cultural fluency

    • Positioned Kraft Heinz as not just participating in the Super Bowl—but owning the conversation around it