The world’s #1 brand was eager to “own” Black Friday and seize top position across social, search, and content channels during the holiday season. Their ambitions led them to commission the largest, multi-agency, omni-channel campaign of its kind.

I oversaw a vast team ranging in experience from junior to freelance executive. I felt at times like Emma Hays during the run to 2024 USWNT Olympic soccer to gold. Except my entire team was in San Francisco on regular business hours while I was on set in LA on an entirely different schedule. So, yes, prior to full days of shooting, I spent each night rewriting video scripts to meet the morning deadline.

Somehow, we generated over 40 celebrity, holiday cooking and shopping videos along with hundreds of social posts and brought home the highest WMX results and the most success social campaign (of any brand) over holiday season.