For Propel Fitness Water, I developed a minimalist, idea-driven campaign built on a simple human truth: over a lifetime, almost everything we use gets replaced—except our bodies.
The work translates this insight into a series of restrained films, stills, and audio executions that visualize accumulation across everyday categories—beauty, clothing, school, and work—contrasted against the permanence of the body. Using calm pacing, elevated art direction, and an intentionally quiet tone, the campaign positions Propel not as a performance product, but as a long-term partner in recovery and care.
Designed as a fully modular system, the idea lives across YouTube, OOH, social, and audio, maintaining consistency while flexing by channel. The result is a brand expression that feels modern, thoughtful, and human—grounded in wellness, not hype.
A Holiday experience that turned Target into a joyful, inclusive world where diverse traditions and expressions came together to make everyone feel they belonged.
Real Stories. Real Men. Guts and Glory.
The strategy positioned Ram around truth, favoring lived experience over polish to reinforce the belief that real strength is earned.
The concept let real men tell their own stories, unfiltered and unscripted, revealing pride, grit, and the realities that shape who they are.
Executed as a raw, cinematic film series, the work led with authenticity to express Ram’s power, purpose, and the unmistakable spirit behind HEMI®.
A refined visual story that reimagined GE’s refrigeration technology as an invisible system of care, actively preserving freshness through precision, balance, and modern design.
The strategy was to elevate Bullseye’s Top Toys, a nationally recognized Holiday moment, by turning product discovery into play. Rather than simply spotlight toys, we designed an experience that rewarded curiosity and exploration.
The concept unfolded as a shared Holiday AR wonderland, anchored by four hero experiences, each built around one of the season’s biggest toy bets. Beyond the core moments, layered interactions invited guests to keep exploring, extending joy throughout the journey.
The execution scaled across every Target store through QR-enabled floor decals and aisle endcaps. Guests unlocked immersive AR games and direct click-to-buy paths, delivering measurable impact including a 25% lift in sales and increased engagement with Bullseye’s Top Toys list.
Beauty was designed to feel elevated and stylish without chasing perfection, celebrating authenticity, diversity, and real life.
As Creative Director, I set the vision and led the work in close partnership with KNOCK, balancing aspiration with approachability in a moment when guests sought both value and meaningful indulgence.
A cohesive visual system united warm, human storytelling with precise product clarity, creating a unified language that scaled seamlessly across formats, seasons, and moments.
The strategy was to make sensitivity immediately felt. Rather than explain pain, the work needed to register it instinctively, in a single glance.
The concept transformed everyday triggers into moments of exaggerated discomfort. Cold, sweet, sharp, and abrasive sensations were visualized as if physically pressing against the surface, turning an invisible feeling into something almost tactile.
The execution relied on real, hand-built props photographed practically, giving the imagery weight and credibility. The result was a bold, ownable visual language that made instant relief feel urgent, physical, and unmistakably Colgate.
To bring LEGO’s holiday magic to life in a distinctly Target way, we partnered through Roundel to create an immersive, music-driven in-store experience that invited families to play, create, and celebrate together —while seamlessly inspiring holiday gift discovery.
AT&T entered the contract-free wireless space with Aio by redefining value as premium. The strategy was to challenge category conventions and position Aio as a simpler, more optimistic alternative to traditional wireless brands.
The concept built a bold, joyful world where color and clarity surrounded people, signaling ease, transparency, and choice. Contract-free became something to feel good about, not compromise on.
The execution brought this to life through expressive design and an approachable visual language that made unlimited talk, text, and data feel modern and delightful. Aio later evolved into Cricket following AT&T’s acquisition.
The Pets floor pad was redesigned to invite emotion, impulse, and discovery beyond planned shopping.
By leaning into the strengths of physical retail, the experience created joy and connection digital can’t replicate.
Distinct dog and cat worlds, Treat and Play moments, and elevated storytelling made the space more human and intuitive.
Developed in close partnership with internal CFT and creative direction provided to agency partner KNOCK.
When luxury meets urgency.
For Liverpool, I reframed the Summer Sale from a promotional event into a moment of anticipation. Leading the work end to end, the goal was to elevate urgency without sacrificing the brand’s luxury equity.
The strategy centered on a simple truth: when desire is about to become accessible, behavior changes. Rather than communicate discounts, we captured the tension just before impact.
The execution brought this idea to life through cinematic, theatrical visuals across OOH, print, and social. Impeccably styled mannequins are frozen mid-reaction, instinctively hiding or bracing themselves, creating a striking contrast between refined fashion and raw emotion.
The strategy was to make service the hero. For Advance Auto Parts, differentiation comes from the people who go above and beyond, and the work set out to celebrate that commitment in a way that felt unmistakably human.
The concept leaned into humor and spectacle to dramatize just how far AAP will go for its customers. Service wasn’t described, it was proven.
The execution brought the idea to life through bold stunts and playful storytelling, extending into a digital experience that reinforced service as an always-on promise. The result was a distinctive platform that made AAP’s dedication feel memorable, credible, and hard to miss.
The strategy was to redefine freshness as preservation, not cold. GE’s next-generation refrigerators needed to communicate advanced technology instantly and intuitively.
The concept focused on ingredients suspended in time, turning freshness into a visual moment rather than a technical explanation.
The execution delivered bold, refined imagery that made innovation feel tangible, reinforcing GE’s belief that technology drives progress when it’s built around people.
The strategy connected SiriusXM to the emotional territory of driving a Volkswagen, where music and the road are inseparable, by turning listening into an act of discovery rather than a feature callout. Iconic song titles were reimagined as familiar street signs, inviting viewers to decode the soundtrack hidden in the drive. Executed as a bold print series in Rolling Stone, the work rewarded cultural fluency and reinforced Volkswagen’s belief that every drive comes with its own soundtrack.
Beach Bungalow is Target’s signature summer event, designed to transform stores into a beach-town escape and kick off the season with joy, play, and connection. I led the creative direction for this multi-tiered activation, translating a storewide strategy into a cohesive, sensorial experience that came to life across front-of-store moments, food and beverage, beauty, and social touchpoints. From bold stripes and sculptural floats to interactive giveaways and localized moments, the event blended elevated design with accessibility at scale, reinforcing Target’s role as the destination for affordable summer joy.
This print campaign for Enough Is Enough, a nonprofit organization dedicated to protecting children and families online, focused on raising awareness around the dangers of internet pornography and sexual predators.
Three prints ran in the Sunday newspaper puzzle section, using direct, impactful visuals and messaging to confront a difficult subject with urgency and responsibility. The work encouraged awareness, conversation, and action, resulting in a clear, uncompromising campaign designed to make digital safety impossible to ignore.
This OOH campaign was built on a simple insight: the best repair leaves no visible trace. Rather than showing damage, the work proves efficacy through flawlessness —objects restored so precisely that “before” and “after” are indistinguishable.
As Creative Director, I led the art direction with a gallery-driven approach. Lighting, composition, and color were handled with restraint, allowing craft and precision to carry the idea while using the portrayed objects as devices to elevate each visual. The result is a scalable visual system that communicates Loctite’s promise in a single, confident glance: repairs so seamless, no one will ever know.
This spring at Target, we created a seasonal experience shaped by color, pattern, and movement, where every path leads to discovery and shared moments of joy.
From the Eyes of Pets
Born from the Pets floor pad reinvention, this photography strategy reframed the category through a more emotional, instinctive point of view. Rooted in a deep passion for elevated art direction and storytelling through photography, I led the creative direction in partnership with the team at KNOCK, collaborating closely with photographer Shaina Fishman, whose eye and craft were essential in shaping the final aesthetic. By shifting perspective to the pet’s eye level, we created imagery that feels intimate, joyful, and expressive—building empathy, capturing personality, and reinforcing Target’s role as the Pet Parent’s Best Friend through distinctive, ownable visual storytelling.
The strategy was to connect McDonald’s breakfast with the feeling of a new day. Rather than announce a start time, the work framed morning as a moment of optimism and anticipation.
The concept treated sunrise itself as the signal. A subtle McDonald’s presence on the horizon suggested that the day doesn’t truly begin without breakfast.
The execution translated this idea into a restrained print and OOH system, using simplicity and restraint to turn an everyday moment into something quietly iconic.
Back to School often signals the end of summer and the start of a stressful time for families. Parents need ease, value, and clarity. Kids need excitement, self-expression, and confidence.
Target had the opportunity to win where e-commerce cannot, by turning the physical store into an experience that feels joyful, human, and unmistakably different.
So, in partnership with KNOCK, we transformed Target stores into a destination for everyday joy; a place where guests could escape while knowing they belong.
The strategy was to honor Mother’s Day as a moment of connection during an unprecedented time. With Mother’s Day and El Día de la Madre aligning on May 10, the work embraced a culturally inclusive approach that reflected how families celebrate across traditions.
The concept focused on warmth, care, and human touch. Two distinct Weekly Ad covers spoke personally to different markets while sharing a unified expression of love and gratitude.
The execution brought this to life through handcrafted paper florals and stop-motion animation, extending across channels with a tactile, quietly magical feel. The work resonated deeply with guests and became a defining visual moment, inspiring broader adoption across the organization.
Creative Director: Samantha Jiménez
Art Directors: Heather Bahr, Denise Dunham, Lee Christiansen, Jessie Schneider, and Rebecca Shalloway
Copywriter: Susan George
As an extension of the Holiday vision, Digital and Channel Red focused on creating shared moments at scale.
The digital experience extended the Holiday vision through rhythmic video, creating shared moments at scale across screens.
For Channel Red, bespoke programming played in unison, transforming everyday demos into a collective in-store experience.
Motion, sound, and timing brought Holiday to life with energy, celebration, and unmistakable Target joy.
Back to College needed to feel easy, optimistic, and within reach. In a moment filled with pressure and logistics, the work focused on helping students start the semester feeling confident and ready.
The creative language drew from a modern catalog sensibility, balancing clean composition with lived-in, slice-of-life moments. Preparation was framed as something human and approachable, not overwhelming.
Bright neutrals, intentional lighting, and harmonized color brought the system to life across channels. Every detail was designed to pop visually while remaining effortless to shop, delivering a Back to College expression that felt simple, warm, and unmistakably Target.
Creative Director: Samantha Jiménez
Art Directors: Heather Bahr, Denise Dunham, Lee Christiansen, Jessie Schneider, and Rebecca Shalloway
Copywriter: Craig Lesterson
This project reimagined Chocolate Abuelita as more than a beverage, positioning it as a symbol of warmth, love, and togetherness. To launch a special Mexican hot chocolate edition, we invited contemporary Mexican artists to reinterpret what chocolate means in their lives, transforming the packaging into a canvas for personal and cultural expression.
Six artists created original works inspired by memories of family, intimacy, celebration, and everyday joy. Together, the collection became an art gallery for the pantry, turning each package into a meaningful object rather than just a product. The result honored the emotional role of hot chocolate in Mexican culture while elevating the brand through authenticity, craft, and storytelling. The collection was recognized as a finalist at the London International Awards.
The strategy was to reframe Back to School as both calm and joyful. In a season that often feels stressful for parents, the work introduced a sense of order without losing playfulness.
The concept treated organization as a source of delight. Color, pattern, and repetition created a visual rhythm that felt satisfying, light, and unexpectedly fun.
The execution brought this to life through a bold, graphic world where products and people felt perfectly placed. The result was a Back to School expression that balanced clarity with joy, making preparation feel lighter and unmistakably Target.
This Valentine’s Day Promo campaign was built around assortment and value, anchored in Target’s core brand promise: Expect More. Pay Less. The idea was intentionally open-ended, inviting guests to expect more of everything they love for the holiday, more candy, more gifts, more flowers, all for less.
To drive urgency and break through a crowded Valentine’s landscape, the creative centered on an “explosion” of product, a bold burst of color and abundance that showcased Target’s breadth of assortment, deals, and low prices. Humanity was woven throughout through expressive hands and moments of exchange, highlighting the many ways love is shared. The result was a visually disruptive, joyful celebration of love, delivered at unmistakable value.
Creative Director: Samantha Jiménez
Art Directors: Heather Bahr, Stephanie Hofmann, Mycha Bueche
Copywriter: Susan George
Spring launched with a culturally resonant idea rooted in renewal and the connection between home, nature, and family. The work translated seasonal optimism into a warm, aspirational visual language that felt authentic and modern.
The concept reimagined the outdoors indoors. Garden elements were transformed into interior design details, allowing everyday bedroom furniture to quietly symbolize growth and new beginnings.
The execution paired soft styling with elevated craft. A picket-inspired headboard became a defining visual moment, generating strong audience response and extending the idea beyond broadcast.
This audio campaign for Liverpool was built on a simple human truth: sleeping well changes everything, and its impact extends beyond the person who rests.
The work used tone and pacing to mirror the feeling of better sleep, allowing the benefit to be felt as much as heard. By leaning into restraint and warmth, the audio reinforced Liverpool’s position as a destination for elevated living, making comfort feel immediate, personal, and worth investing in.
This audio campaign extended Snickers’ iconic “You’re Not You When You’re Hungry” platform to Hispanic audiences through culturally resonant audio storytelling. To authentically connect with Latinx listeners, the work drew inspiration from beloved, melodramatic songs widely known across Latin America, music rooted in heightened emotion and recognizable storytelling.
By keeping the original melodies and reworking the lyrics, the spots immediately felt familiar while humorously reframing the songs through the lens of hunger-driven behavior. The result was a set of audio ads that felt playful, culturally fluent, and instantly recognizable, successfully translating a global campaign into a locally meaningful expression without losing its core idea.
This audio campaign for Viva, a beloved laundry detergent brand in Mexico with strong relevance among Latinx audiences in the U.S., brought the brand promise to life through sound. Rooted in the insight that time matters most when it’s spent with family, the spots reframed laundry as something that shouldn’t get in the way of what truly counts.
The work translated Viva’s promise, less time doing laundry, more time living, into warm, relatable storytelling designed for everyday moments. I led the creative development end to end, from concept and writing through directing the recordings and final mix, delivering audio that felt intimate, human, and culturally resonant.
