For my MK/VMA Strategy to Completion class, I worked on a creative campaign affiliated with Last Hope K9 Rescue, a Massachusetts nonprofit dedicated to saving dogs from high-kill shelters.
Situation: The organization needed to raise awareness and inspire more adoptions and fosters through emotional storytelling.
Task: I collaborated with my team to design a multimedia campaign that connected audiences to the rescue experience from a dog’s perspective.
Action: We developed “A Dog’s Journey,” a short film concept and ad script using first-person visuals, heartfelt messaging, and social media promotion to evoke empathy and action.
Result: Our project captured the mission of Last Hope K9 Rescue, showcasing the life-changing impact of adoption while strengthening the organization’s brand story and community engagement.

For my MK/VMA Strategy to Completion class, I worked on a creative advertising project focused on BLUEbikes, Boston’s public bikeshare system.
Situation: Many Boston commuters viewed biking as inconvenient and defaulted to the MBTA or rideshares despite delays, cost, and overcrowding.
Task: My team and I set out to reposition BLUEbikes as a joyful, efficient, and empowering commute option.
Action: We created a campaign centered around emotional contrast—showing the frustration of train travel next to the freedom and mindfulness of biking—and produced a short cinematic ad highlighting how riders can “take control of your ride.”
Result: Our concept reframed commuting as an energizing daily experience, strengthening BLUEbikes’ appeal to both residents and tourists while demonstrating how cycling can add value to everyday life.

For my MK/VMA Strategy to Completion class, I worked on a creative advertising project for Pop-Tarts, where I contributed as both a marketer and actor.
Situation: Pop-Tarts wanted to reconnect with older Gen Z, who often felt stuck in repetitive, chaotic morning routines.
Task: My team set out to reintroduce Pop-Tarts as a fun, energizing solution that breaks the monotony of college mornings.
Action: We developed a horror-inspired concept called The Unbreakable Breakfast Loop, using dramatic storytelling, humor, and cinematic contrasts to show how Pop-Tarts inject color, energy, and surprise into an otherwise dull routine.
Result: Our campaign reframed Pop-Tarts as a nostalgic yet practical pick-me-up for busy young adults, reinforcing the brand’s “Crazy Good” identity and creating a refreshed, Gen Z–relevant narrative.

For my MK Brands & Organizations class, I worked on a comprehensive brand book project for Glossier, where I helped develop a full strategic identity system for the company.
Situation: Glossier needed clearer brand consistency and a stronger strategic direction as it continued expanding beyond its millennial core audience.
Task: My partner and I set out to analyze Glossier’s brand, refine its positioning, and build cohesive guidelines for visuals, voice, messaging, and future growth.
Action: We created a full brand book that detailed Glossier’s story, target audience, mindset, color and logo guidelines, typography rules, communication style, strategic recommendations, and a custom ad concept that brought the brand’s “skin-first, simplicity-driven” ethos to life.
Result: Our project established a unified brand identity that strengthened Glossier’s narrative of authenticity and inclusivity while offering strategic pathways for expanded audiences, elevated products, and stronger digital engagement.

For my MK Understanding Consumers class, I worked on a Subculture Immersion Project focused on improving grocery access for international students through Instacart.
Situation: Many international students in Boston struggled to find authentic ingredients from their home countries, impacting their comfort, culture, and daily routines.
Task: My team and I set out to understand their experiences and create a campaign that made culturally familiar foods easier to access.
Action: We conducted primary interviews with students from seven countries, identified key barriers, and developed “The Taste of Home, Delivered,” a campaign proposing Instacart app updates, multicultural grocery sections, student discounts, and targeted social media promotions.
Result: Our project highlighted how Instacart could better serve international students by expanding cultural grocery offerings, strengthening brand trust, and helping students stay connected to their traditions while living abroad.

For my MK Intro to Marketing class, I worked on a comprehensive branding and marketing project focused on Universal Music Group and its global presence.
Situation: UMG, the world’s largest record label, sought stronger international engagement and a clearer brand identity beyond its roster of star artists.
Task: My team and I analyzed UMG’s current state and developed a strategy to elevate its global influence, support artist development, and deepen fan connection.
Action: We conducted a full SWOT analysis, built audience personas, and created a multi-part campaign—including a UMG x Spotify festival, international advertising, curated playlists, and fan-driven contests—supported by social media, PR events, and digital activations.
Result: Our project showcased how UMG could strengthen its fan-centric identity, expand its global reach, and create new opportunities for emerging and established artists alike through strategic marketing and international engagement.

For my MK Messages and Media class, I worked on a comprehensive media recommendation plan for OLIPOP, focusing on expanding its visibility in the competitive healthy soda market.
Situation: OLIPOP struggled with low brand awareness in a category dominated by traditional sodas and fast-growing competitors like Poppi, despite strong product benefits and consumer interest in wellness.
Task: My team and I set out to research OLIPOP’s audience, identify strategic opportunities, and design a full media plan to increase awareness, engagement, and sales among health-conscious consumers.
Action: We conducted secondary and primary research, created detailed personas, analyzed industry and competitor trends, and developed the “FitRevive by OLIPOP” campaign—leveraging partnerships with Sweetgreen and Whole Foods, targeted social ads, influencer collaborations, and a multi-channel connections plan.
Result: Our final strategy positioned OLIPOP as a functional, fitness-friendly soda, offering a roadmap for stronger brand distinction, increased social engagement, and measurable growth across retail and digital touchpoints.

For my Sports PR class, I worked on a full rebranding and digital content strategy project for Adidas, focused on reconnecting the brand with its athletic roots.
Situation: Adidas was losing relevance due to an overreliance on short-lived trends—especially the Samba craze—and needed to rebuild trust and identity with real athletes and sports enthusiasts.
Task: My team and I set out to analyze Adidas’ brand challenges and create a six-month communication plan that shifted the narrative back to performance, heritage, and community.
Action: We developed athlete personas, crafted a new brand story, created content for Instagram, TikTok, and a redesigned website, and introduced geotargeting concepts to connect local soccer fans with Adidas events and rewards.
Result: Our strategy repositioned Adidas as a confident, athlete-first brand rooted in soccer culture, offering a clear path to stronger engagement, improved brand perception, and more authentic connections with players at every level.