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CREATIVE DIRECTION
CONCEPTING
GRAPHIC DESIGN
COPY WRITING & EDITING
PRE-PRODUCTION
Shark and Ninja are the joint powerhouse company responsible for half the appliances in your home, from blenders to vacuums to hair tools. Working with a CPG giant this established was a first for me, and I embraced the challenge. My job wasn’t just to communicate what the product does — it was to translate what the product feels like. To channel the consumer’s inner monologue, spotlight the problem it solves, and capture the emotional payoff that actually drives someone to buy.
Ninja is an expert at multi-functional kitchen appliances, and their breakout coffee maker, the Ninja Luxe Café set that bar even higher. Ninja was looking for an IRL experience that would capture the versatility and excitement of having an entire coffee shop on your countertop. And our team more than delivered. I worked in lockstep with the Brand Experience team, copywriters, illustrators, and graphic designers to create an immersive experience featuring live demos, custom coffee samples, character actors, and tons of photo-worthy moments.
NINJA LUXE CAFÉ
THE RESULT
We brought the vibes to Tribeca with an immersive pop-up that turned heads and pulled crowds. Guests stepped into a surreal home experience—complete with a trippy kitchen, a chaotic work-from-home setup, a moody bar/lounge, and even an indoor backyard. The foot traffic was nonstop, the line wrapped the block, Chloe Fineman dropped by, and the impressions kept on coming
While Ninja Luxe Cafe was all about fun, The Flexstyle Fusion, the latest offering from Shark Beauty, was all about finesse. Another multi-function tool, this product could straighten wet hair, had tons of attachments, and worked on all hair types without heat damage. Our task was to come up with an influencer-led campaign that would convey the magic of this holy grail of hair styling tools.
SHARK BEAUTY FLEXSTYLE FUSION
CUSTOM SOUND TRACK
TikTok is driven by sound, so I developed a concept centered on a custom audio — designed to function like a siren call for creators to build content around. The reference for the transition in the song was the moment in Shrek the Third when Snow White's sweet bird song turns into a rallying cry. The music house we partnered with quickly captured the upbeat pop diva energy we were looking for to bring "That Fusion Feeling"to life.
Take a listen.
INFLUENCER VIDEOS
We worked closely with the strategy and influencer teams to craft tailored briefs for each phase of the campaign—ensuring the content stayed cohesive while still feeling authentic to each creator’s style. Highlighting the product’s many features was a key priority for the client, and we made sure that came through clearly, without compromising tone or creativity. The result was hundreds of thousands of impressions and peak sales, making for a successful campaign.
Tease
Launch
Sustain
