Storytelling & Production

amfAR's #BeEpic campaign 

By the end of 2020, amfAR has committed to developing the scientific basis for a cure for AIDS. They have already raised and launched a $100 million investment strategy rooted in science to do this. With the help of EPIC researchers, scientists, visionaries and innovators like the late Dr. Mathilde Krim, they have made epic strides. I was tasked with creating an umbrella campaign that would connect all of the global events (1 per month) over a six month period with one aggregated hashtag.  Via social posting, it was our goal to create a movement that would empower everyday people – everywhere – to get involved.

CTA: The difference between ordinary and extraordinary is doing something extra – going the extra mile – giving just a bit more. Everyone has the power to be extraordinary. At amfAR, we believe that extraordinary people impact change. So, join the cause and BE EPIC.

2018 events included: New York Gala, Hong Kong Gala, Sao Paolo Gala (with U.S. Support of Sao Paolo), Cannes Film Festival Gala, Epic Ride, NYC Pride

Celebrity Supporters: Taraji P Henson, Halsey, Heidi Klum, Shanina M Shaik, Sabrina Soto, Neymar Jr, Adrien Brody, Alisha Boe, Alessandra Ambrosio, Cameron Kasky, JR Bourne, Ian Bohen, Katee Sackhoff, Alan Cumming, Barbara Palvin, Sara Sampaio, Michelle Rodriguez, Paris Hilton and more

Results: Approximately 3,490 posts (across multiple platforms) to reach nearly 203,444,487 impressions. These posts were all earned and organic, with no sponsorship fees.

amfAR's Epic Ride

amfAR's first-ever international motorcycle ride was a highlight of the 25th Life Ball in Vienna; raising awareness for the current global status of HIV/AIDS. I oversaw the ride production (a group of 15+ people), budget, press, social programing and amplification, as well as the selection of celebrity riders to represent the brand at events and press appearances.

Special events included: Art Auction & Luncheon with Charlize Theron, Life Ball Plane Welcome at Salzberg Airport, International Press Conference for Life Ball, First-Ever Motorcycle Ride-Up on Stage at Life Ball's Opening Ceremony

Celebrity Riders: Adrien Brody, Gilles Marini, Michiel Huisman, JR Bourne, Ian Bohen, Katee Sackhoff, Chris Salgardo and more

Celebrity Guest Ambassadors: Charlize Theron, Patti Labelle, Caitlin Jenner

Results: Approximately 95 posts on Instagram & Twitter (over 3 days) reaching nearly 6,280,000 impressions, with 5,335,000 total engagement

Social Media Activations at amfAR Galas

Description: 2018's #BeEpic campaign inspired amfAR to take their social media activations at events to a whole new level in 2019 and early 2020. I was tasked with overseeing activation concepts with new technology, budget, staffing and tracking of metrics. I also attended each event to personally oversee the VIP involvement.  In addition, for the 2020 New York Gala, amfAR challenged me (& agency partners Savanty and Be Kind) to help build awareness of amfAR with the younger demographic while also increasing amfAR's social media awareness in general. For this, we created a social media contest to win free tickets to attend the gala, integrated a table of young people of influence to produce content and share their night, as well as produced 5 new forms of content for amfAR to share across multiple social media channels to generate buzz.

Events Included: Cannes Film Festival Gala (May, 2019), Los Angeles Gala (October, 2019), New York Gala (February, 2020)

Celebrity Participants: Victoria Justice, Diplo, Emily Hampshire, Jay Ellis, Dan Bucatinsky, Paris Jackson, Antonio Banderas, Coco Rocha, Cara Santana, Lea Michele, Eva Longoria, Alan Cumming, Alexandra Daddario, EJ Johnson, Jojo, Parson James, Ongina, Dua Lipa, Winnie Harlow, Kris Jenner, Ellen von Unwerth, Mila Jovovich, Pamela Anderson, Ian Bohen, Jennifer Jason Lee, Cyn, Joy Corrigan, Gilles Marini, Yuna, Seryah, HER, Karolina Kurkova and more

Young Influential Partners: Sydney Sweeney, Brigitte Lundy-Paine, Duckie Thot, Sarah Snyder, Luka Sabbat, Zhavia Ward, Alyssa Bosio

Results: Approximately 16,431,873 impressions with nearly 23,357,700 impressions via IG stories. These posts were all earned and organic, with no sponsorship fees.

Jeff Koons x ICMEC

In honor of May as International Missing Children’s Month, Kiehl’s partnered with world renowned artist, Jeff Koons to design a limited edition tin as a keepsake for customers that purchase anything from the brand’s Midnight Recovery Collection. 100% of all net profits (up to $100,000) was donated to the International Centre for Missing & Exploited Children in Jeff Koons’ name. In celebration of this program, I also collaborated with NY-based non-profit Art Production Fund to underwrite and oversee the fabrication of a 45’ Seated Ballerina inflatable sculpture that lived in Rockefeller Center for 10 weeks. 

Celebrity Collaborations: Jeff Koons

Partners: ICMEC, Art Production Fund, Tishman Speyer, Saks Fifth Avenue

Results: Reached over 650,000,000 media & social impressions with approximately 5,800,000 million video views

Product: Limited Edition tin as a keepsake with any purchase from the Midnight Recovery franchise

LifeRide for amfAR 2010-2017

Kiehl’s LifeRide for amfAR is an annual charitable motorcycle ride that raises funds and awareness for amfAR, The foundation for AIDS Research. Over eight years, I oversaw the ride production (a group of 35+ people), budget, press, social programing and amplification, as well as the selection of celebrity riders to represent the brand at events and press appearances. To date, Kiehl’s LifeRide for amfAR continues to be the company’s biggest brand moment of the year; funding 8 cure-related research grants.

Celebrity Riders: Tyler Posey, Gilles Marini, Jay Ellis, Jason Lee, William H. Macy, Tyson Beckford, Katee Sackhoff, Tricia Helfer, Ian Bohen, JR Bourne, John Corbett, Michiel Huisman and more

Celebrity Ambassadors: Charli XCX, Dita Von Teese, Whoopi Goldberg

Results: Reached over 8,000,000,000 social and media impressions

Product: Ultimate Strength Hand Salve

Artist Collaborations

In an effort to create beautiful packaging with a purpose at holiday time, Kiehl’s partnered with well-known artists & designers to produce art that adorned the brand’s iconic Creme de Corps range. All partnerships benefited organizations dedicated to helping children in need.  To date, this program has fed over 3,000,000 families at holiday time.

Artists: KAWS, Jeff Koons, Kenny Scharf, Costello Tagliapietra, FAILE, Norman Rockwell Estate, Disney

Brand Partners: RxArt, ICMEC, The Koons Family Institute, Share Our Strength, Feeding America

Results: Reached over 5,300,000,000 social and media impressions

Product: Creme de Corps collections 2009-2017

Earth Day Collaborations

Recognizing how important Recycling was to Kiehl’s, I deliberately sought national non-profits in the recycling arena as a partner, and built a meaningful relationship for Kiehl’s with Mitch Hedlund, founder of Recycle Across America, whose mission statement is to standardize recycling labels in the US. Through years of this program, Kiehl’s donated $325,000 to the organization, funding the donation of over 350,000 recycling labels to move than 4,500 schools nationwide.

Celebrity Partners: Rosario Dawson, Mark Ruffalo, Julianne Moore, Adrian Grenier, Michael C. Hall, Chloe Sevigny, Spike Lee, Alanis Morissette, Zachary Quinto, Anthony Mackie, Elizabeth Olsen, Nikki Reed, Kelly Slater, Gabrielle Reece, Maggie Q., Florence Welch, Ashley Judd, and more

Brand Partners: Waterkeeper Alliance, Rainforest Alliance, Recycle Across America

Results: Reached over 3,700,000,000 social and media impressions

Product: 2009-2017

Women’s Causes

In 2006, Kiehl’s USA added a fourth pillar cause; Women’s Health. In doing so, I managed partnerships and motorcycle rides for breast cancer and ovarian cancer, donating over $200,000 to The Mammovan and OCRFA. In 2017, Kiehl’s donated $50,000 to Bright Pink to help educate women about early detection nationwide, as well as an additional $10,000 to The Brem Foundation, whose focus is on women in the DC metro area; as it has the largest mortality rate of Breast Cancer deaths in the country. $30,000 of this donation was funded via social media efforts involving and engaging the public to post on behalf of the cause.  

Celebrity Riders: Gilles Marini, Anthony Carrino, Katee Sackhoff and more

Brand Partners: GW Mammovan, OCRFA, Bright Pink, The Brem Foundation

Results: Reached over 330,000,000 social and media impressions

Product: Butterstick Duo