Princess Cruises
As the creative lead on the Princess Cruises account, my team helped create many, many (like probably not in the hundreds, but very close) content pieces to highlight different business needs.
From launching a new ship, to highlighting family cruising, to shore excursions, or announcing a celebrity mixologist partnership, these pieces were created using stock or archival footage mixed with new live-action footage. I was the primary copywriter on all pieces, and supervised and creative directed original shoots and edits.
The first piece the creative team partnered on was Princess Cruises' new safety video in 2017. With a nod to the Princess brand DNA, we rewrote and re-recorded The Love Boat theme song with many original cast cameos in the video. Infusing humor and storytelling into what is an important but often dry video helped set the tone for an extra special cruising experience.
TNT: CLAWS: Lady Boss Series
This Claws branded series celebrates women whose entrepreneurial spirit mirrors that of the show's main character, Desna. In each episode, after learning more about who they are and their professional dreams and achievements, the women are surprised with a face-to-face meeting and some real boss advice from two of the show's leads. I helped structure, write and direct these episodes as well as lead the on-camera interviews and reveals.
Pepsi: Pepcity
In celebration of New York’s Super Bowl XLVIII, Pepsico created #PEPCITY, a 100% free multi-sensory experience. The activation included live music, custom dishes created by celebrity chefs (incorporating PepsiCo products) and performances by poets, dancers, visual artists, rap stars, and the casts of hit Broadway musicals. Our production team was on site each day to capture and promote the activation and invite locals and visitors to join the Pepsi party. I outlined, scripted, and directed these pieces that were shot by day, edited at night, and published within hours. The run-and-gun nature of the production and fast turnaround echoed the excitement surrounding the event itself.
Pepsi: Game Day Grub Match
To help celebrate Pepsi’s NFL partnership, we put together the Super Bowl of snacks with Game Day Grub Match. This content series, hosted by Anne Burrell and judged by celebrity chefs and NFL stars, pitted Culinary Institute of America students against one another to see who could create the best dishes using a variety of PepsiCo products. This six-episode series was shot primarily in a weekend in Poughkeepsie (which would be a great movie title) on the CIA campus. With two Super Bowl tickets on the line, the final two teams took their dishes to the big game in Phoenix where the final two episodes were captured and the big winner was chosen. Produced with minimal budget and small crew, I was the primary writer, director, field and story producer, cord wrapper, reflector holder, cue card maker, and snack taster.
