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TastemadeOperated as General Manager on the largest partnership initiatives at Tastemade. We worked with our partner to build an Editorial Engine, powered to create content at scale.
In less than a year, we educated and trained our partners on the key fundamental pillars that are true to our company: Content Creation, Audience Development, Data Driven Mindset, Production Efficiencies, Creating Series, SEO and Global Scaling
We assembled a dedicated team to power the Editorial Engine, and designed operational systems and rigorous processes across these key departments.
As the leader in the space, we wanted to leverage our client's established ecosystem as the vehicle for introducing intent-based content, focusing on training and nutrition to further grow it’s connection to the community.
In less than a year, we educated and trained our partners on the key fundamental pillars that are true to our company: Content Creation, Audience Development, Data Driven Mindset, Production Efficiencies, Creating Series, SEO and Global Scaling
We assembled a dedicated team to power the Editorial Engine, and designed operational systems and rigorous processes across these key departments.
As the leader in the space, we wanted to leverage our client's established ecosystem as the vehicle for introducing intent-based content, focusing on training and nutrition to further grow it’s connection to the community.
Scope: Key components: 365 Editorial Engine (DTC), built and launched from the ground up, Custom development of an operational foundation and new processes that did not previously exist
Role: Account Management, Budget, Client Management, Creative Strategy, Content Development & Production, Integrated Media, Distribution Strategy, Live Experiential, Influencers
- Production of over 100+ pieces of editorial content, strategically programmed and distributed across the client's app, YouTube Channel, fitness app, and Instagram.
Role: Account Management, Budget, Client Management, Creative Strategy, Content Development & Production, Integrated Media, Distribution Strategy, Live Experiential, Influencers
Refinery29 x adidas Originals
Refinery29 x adidas Originals celebrated the launch of Akyn with the #TLKS Panel event to kick-off Coachella. We tapped four influencers to participate in the panel discussion and created custom content to further extend brand awareness of the #TLKS. We instilled the brand’s DNA of Creativity, Confidence and Community within all program elements.
Refinery29 x adidas Originals celebrated the launch of Akyn with the #TLKS Panel event to kick-off Coachella. We tapped four influencers to participate in the panel discussion and created custom content to further extend brand awareness of the #TLKS. We instilled the brand’s DNA of Creativity, Confidence and Community within all program elements.
Scope: 2x Event activations (Coachella & NYC), Custom Editorial Content, Media, Social Assets
Role: Account Management, Client Management, Creative Strategy, Content Development & Production, Integrated Media, Distribution Strategy, Live Experiential, Influencers
Role: Account Management, Client Management, Creative Strategy, Content Development & Production, Integrated Media, Distribution Strategy, Live Experiential, Influencers
Refinery29 x Google Pixel 2In partnership with Google Pixel 2 & Nina Chanel Abney
For the launch of the new Pixel 2, Google tasked us with creating a platform that reinvigorated our guests, inviting them to shed their insecurities and inhibitions, all while experiencing the Pixel 2 phone.
We identified 29Rooms LA as THE social megaphone for the Pixel 2 launch. For our activation, we teamed up with artist Nina Chanel to create a playground, inspiring guests to question the status quo and never settle for the norm. To put the phone into the hands of attendees, we created multiple touch-points throughout the event, providing value to attendees and giving them a glimpse at the fantastic Pixel 2 camera.
For the launch of the new Pixel 2, Google tasked us with creating a platform that reinvigorated our guests, inviting them to shed their insecurities and inhibitions, all while experiencing the Pixel 2 phone.
We identified 29Rooms LA as THE social megaphone for the Pixel 2 launch. For our activation, we teamed up with artist Nina Chanel to create a playground, inspiring guests to question the status quo and never settle for the norm. To put the phone into the hands of attendees, we created multiple touch-points throughout the event, providing value to attendees and giving them a glimpse at the fantastic Pixel 2 camera.
Scope: 29Rooms LA Activation with 3x branded touch-points on-site, Custom Editorial Content, Printed Branded Takeaways for 29Rooms, Media, Photo Concierge, Social Assets and Facebook Sizzle Reel
Role: Account Management, Client Management, Creative Strategy, Content Development & Production, Integrated Media, Distribution Strategy, Live Experiential, Influencers
Role: Account Management, Client Management, Creative Strategy, Content Development & Production, Integrated Media, Distribution Strategy, Live Experiential, Influencers
Refinery29 x IntuitPowering Prosperity
Refinery29 and Intuit partnered together to build the new frontier of finance for millennial women. Through Money Diaries' sponsorship, custom content and events, we showcased Intuit's ecosystem of tools to power her prosperity and help her reach her financial goals.
Refinery29 and Intuit partnered together to build the new frontier of finance for millennial women. Through Money Diaries' sponsorship, custom content and events, we showcased Intuit's ecosystem of tools to power her prosperity and help her reach her financial goals.
Scope: 2x Phase Partnership with Editorial Sponsorship of Money Diaries, R29's highly coveted editorial franchise, Branded Podcast, 4x Custom Editorial Videos, 2x Event Activations: 1x 29Rooms SF and Powering Prosperity in Philadelphia, Social Assets, Media
Role: Account Management, Client Management, Creative Strategy, Content Development & Production, Integrated Media, Distribution Strategy
Role: Account Management, Client Management, Creative Strategy, Content Development & Production, Integrated Media, Distribution Strategy
Refinery29 x Toyota C-HR
For the celebration of the new C-HR model, we partnered with Toyota to create a program that was edgy, attracted a multi-cultural audience, and aligned with fashion and music. We created "Shift the Perspective", an interactive experience at MADE LA that provided attendees an opportunity to interact with the new 2018 Toyota C-HR. The goal of the activation was to highlight the vehicle’s key design elements, build brand awareness and generate consideration for the vehicle.
For the celebration of the new C-HR model, we partnered with Toyota to create a program that was edgy, attracted a multi-cultural audience, and aligned with fashion and music. We created "Shift the Perspective", an interactive experience at MADE LA that provided attendees an opportunity to interact with the new 2018 Toyota C-HR. The goal of the activation was to highlight the vehicle’s key design elements, build brand awareness and generate consideration for the vehicle.
Scope: Experiential Marketing, Custom Editorial Content, Influencers, Social Assets
Role: Account Management, Client Management, Creative Strategy, Content Development & Production
Role: Account Management, Client Management, Creative Strategy, Content Development & Production
Refinery29 x Toyota Camry
Coming off the heels of a successful Toyota C-HR campaign, Toyota came back to work with us for the launch of the All-New Toyota Camry.
What better way to showcase and feature the vehicle than at the first-ever 29Rooms LA. Together, Refinery29 and Toyota Camry created the “New World”, putting the All-New Camry center stage to 25K attendees. The room created an experience that tapped into multiple sensory activations, touted the new features, allowed our guests to get inside the car and experience the new design of the Camry that was created for the driver.
Coming off the heels of a successful Toyota C-HR campaign, Toyota came back to work with us for the launch of the All-New Toyota Camry.
What better way to showcase and feature the vehicle than at the first-ever 29Rooms LA. Together, Refinery29 and Toyota Camry created the “New World”, putting the All-New Camry center stage to 25K attendees. The room created an experience that tapped into multiple sensory activations, touted the new features, allowed our guests to get inside the car and experience the new design of the Camry that was created for the driver.
Scope: Experiential Marketing, Custom Editorial Content, Social Assets, Media DistributionRole: Account Management, Client Management, Creative Strategy, Content Development & Production
Dance Showdown Season 4
Dance Showdown is the #1 competition series across all digital platforms. It’s “Dancing with the YouTube Stars,"teaching gamers, beauty gurus, and other popular digital influencers how to dance and perform like they never have before! From hip-hop to contemporary, they’re getting a crash course in all things dance.
Dance Showdown Season 4 was the first multi-platform season distributed across Vessel, YouTube, Facebook, Vine, Twitter and Instagram, allowing our fans to engage with the show in new ways. To celebrate this milestone, we partnered with the top brands such as Coca-Cola, Toyota and NOOK to introduce new group challenges.
Dance Showdown is the #1 competition series across all digital platforms. It’s “Dancing with the YouTube Stars,"teaching gamers, beauty gurus, and other popular digital influencers how to dance and perform like they never have before! From hip-hop to contemporary, they’re getting a crash course in all things dance.
Dance Showdown Season 4 was the first multi-platform season distributed across Vessel, YouTube, Facebook, Vine, Twitter and Instagram, allowing our fans to engage with the show in new ways. To celebrate this milestone, we partnered with the top brands such as Coca-Cola, Toyota and NOOK to introduce new group challenges.
Scope: Talent Casting and Management for 16 digital stars, 10-15 Branded Integrations for each brand partner 128 total assets including episodes and social assets,
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