THE WORK
Receipts attached.
Every case study on this page started the same way: with an audience being handed the flattened version of themselves.
◆ Communities recirculated as the narrowest version of their own culture.
◆ Women told to accept the birth control category as it is.
◆ Skincare addicts made to believe that serious skincare couldn’t also be fun.
The work, every time, was finding the truer thing underneath: the unexpected connections that earn a brand its way in. The strategy followed from there.
Twelve cases, in one place: three Mildred Mae engagements and nine from in-house and agency roles, filtered by the kind of work. Every card says which is which.
ESTÉE LAUDER COMPANIES · CLINIQUE GLOBAL
STRATEGIST ON RETAINER · CONTENT STRATEGY · WORKSHOPS
How do you reintroduce a brand consumers can no longer describe?
A global content strategy that led to a full-time offer.
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Beauty
LAURA KHOUDARI · LIFTING HEAVY THINGS
BRAND SPRINT · BRAND IDENTITY · WEB DEVELOPMENT · SOCIAL & CONTENT STRATEGY
How does an author reach a new audience without losing her current one?
A client who came back four times.
Wellness · author, founder-led
LIGARE GATHERINGS
DISCOVERY & RESEARCH · ENGAGEMENT STRATEGY · AUDIENCE ARCHITECTURE
How do you build one brand that opens doors for both guests & investors?
Integrated strategy & custom AI for a pre-seed start-up.
Start-up
SPRITE · REFRESH YOUR FEED
SOCIAL & CREATOR STRATEGY · COMMUNITY · INTELLIGENCE & MEASUREMENT
How does a brand with three decades of cultural standing get its voice back?
From at-risk to the whole portfolio’s proof case, in one quarter.
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Food & beverage · CPG
EVOFEM · PHEXXI
BRAND STRATEGY · PRODUCT LAUNCH
How do you launch into a category women have stopped expecting anything from?
Hormone-free Phexxi, the first and only FDA-approved use-it-only-when-you-need-it prescription vaginal gel, launched as a permission slip.
Pharma
L’ORÉAL · KIEHL’S SINCE 1851 GLOBAL
BRAND MARKETING · CREATIVE STRATEGY · CONTENT DEVELOPMENT
How does one brand stay consistent across 60+ local markets?
A pioneering social-first integrated global strategy.
Beauty
MATTEL · BARBIE
CULTURAL STRATEGY · PR · COMMUNICATIONS PLANNING
How does a doll do what a corporate statement can’t?
Mattel’s first-ever transgender Barbie.
Toys & games
KIEHL’S x ZOOLANDER 2
EARNED MEDIA · PARTNERSHIPS · CREATIVE STRATEGY · EXPERIENTIAL
How far can serious skincare go on a joke?
The Derek Zoolander Center for People Who Don’t Age Good.
Beauty
SANOFI · UNBRANDED FLU
CAMPAIGN & CREATIVE STRATEGY · HEALTH COMMUNICATIONS
How do you encourage getting vaccinated when fear stops working?
A flu campaign for brains too overloaded for one more warning.
Pharma
CETAPHIL BABY
DISCOVERY & CONSUMER INSIGHTS · CREATIVE STRATEGY · REBRAND
How does a new mom pick a brand for her baby?
A benchmark-breaking campaign extending mom’s own ritual.
Consumer healthcare
A $50B GLOBAL BRAND’S SOCIAL STUDIO
TEAM ARCHITECTURE · ORGANIZATIONAL DESIGN
How do 70+ people across four agencies become one team?
An operating model for people who had inherited one another — and still had to work as an integrated studio.
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CPG · marketing services
T-MOBILE x TACO BELL
BRAND PARTNERSHIPS · EXPERIENTIAL · SOCIAL STRATEGY
How do you make people love an industry they hate?
A partnership made for taco’ing about.
Telecom × QSR
