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CREATIVE DIRECTION
CONCEPTING
GRAPHIC DESIGN
COPY WRITING & EDITING
PRE-PRODUCTION
Not everyone knows that Shark and Ninja are a joint company (I sure didn't) behind the majority of appliances in your home, from blenders to vacuums to hair dryers. This was one of my first experiences with a powerhouse CPG brand and I welcomed the challenge. The key was channeling the consumer, not only communicating the problems the product would solve, but more importantly, translating the feeling the product would provide.
Ninja is an expert at multi-functional kitchen appliances and their breakout coffee maker, the Ninja Luxe Cafe 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 counter top. And our team more than delivered. I worked hand in hand 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 CAFE
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 finess. Another multi-function tool, this product could straighten wet hair, had tons of attachments and worked on all hairtypes without heat damage. Our task was to come up with an influencer-led campaign that would convey the magic of this holy-grail hair styling tool.
SHARK BEAUTY FLEXSTYLE FUSION
CUSTOM SOUND TRACK
Tiktok is all about sound and how you use it, so I came up with a concept that would leverage a custom sound for influencers to use with their assets like a siren song. My transition reference was the moment in Shrek the Third when Snow White's sweet bird song turns into a rallying cry. The music house ultimately captured the upbeat pop diva energy we were looking for to bring "That Fusion Feeling"to life.
INFLUENCER VIDEOS
We partnered 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.
