Campaign Direction

2018 Air Jordan XI 'Concord'

Client: Nike Jordan Brand Global Digital  
Brief: Build the digital campaign for the largest product launch in footwear history.
Role: Lead Digital Producer. Leadership, content strategy, creative development, cross-functional team collaboration, content production.

The Challenge: Nike's largest digital release and most coveted sneaker on earth requires a museum-quality digital campaign.
The Solve: Reengineer Nike.com to glitch like a 90s television set. Feature storytelling from 25 years of brand history. Orchestrate massive editorial, social, and digital campaigns with a list of international stars.

The Result: Every existing record smashed. Something like 1.8 million units sold in less than 10 minutes through digital channels. Nike's most successful product launch ever until we repeated the feat the following year.

2021-2022 HashiCorp Enterprise Product & Brand Campaigns

Client: HashiCorp
Brief: Redefine marketing strategy and build campaigns to establish brand and improve enterprise product adoption.
Role: Account and Project Lead. Team leadership, market research, stakeholder & user interviews, audience segmentation, data-driven strategy, campaign development, paid media.

The Challenge: Massive practitioner product adoption numbers yet to translate to enterprise adoption.
The Solve: Define precise audience segmentation for business decision-makers then couple targeted product campaigns with broader brand initiatives.

The Result: Initial campaigns outperformed every KPI metric, with impressions +158% and engagement +305%. Consistent sustained growth in enterprise sales season on season aligned with campaign rollout.