The campaign began with a photoshoot I produced from scratch: sourcing props, coordinating day-of assistance, managing asset delivery and post-production. From there, I led a city-wide OOH wild postings rollout in the weeks leading up to the event while also coordinating content capture during instal to build out a library of promotional assets in real time.
The starting point of the influencer activation was a physical invitation I conceived, sourced, assembled and distributed: a custom-engraved key and key tag inside a customized luxury box, sent to over 100 influencers with cryptic instructions pointing to a secret location. In that location was an activation I oversaw from planning and install until execution and reporting: managing the experiential design of the space, coordinating stock from more than 20 brand partners, monitoring security footage for content capture, and tracking organic social output as it rolled in. Over three days, dozens of influencers unlocked lockers stocked with over $1,200 in curated product each. In total: more than $50,000 in distributed product, 100+ pieces of organic content, nearly 7 million in reach and over 120,000 engagements.
Twenty-four hours after the activation closed, the same venue reopened as an immersive presentation space for the client-facing launch event - the clients had also received mysterious keys but with slightly different invitation. Over 200 attendees - including brand partners, clients, prospects and industry guests - experienced the new Fohr App for the first time before the evening opened into a full celebration of this milestone. I managed the complete venue transformation and all event logistics between the two activations.
From producing the campaign photoshoot and all supporting marketing materials, to sourcing and assembling every key, lock, and engraved detail inside each luxury box, to coordinating thousands of dollars in gifted products, to running a city-wide OOH rollout and executing three distinct events in three days - an experiential and immersive influencer activation, a 200+ client presentation and closing it off with a party - I held every thread of this project simultaneously. Timelines, budgets, vendor relationships, and strategic alignment across all three initiatives were mine from first concept to final recap. The result was the most complex, highest-impact campaign Fohr had ever produced solidifying it as a milestone moment in the company’s history.
To say every surface in that space was custom is an understatement. The carpet was cut to size and color-matched to the campaign, then stenciled entirely by hand, a process I oversaw on the floor with the crew. The walls came together as custom wooden panels with trims and stained to match the collection, all fabricated in the shop and installed on site in a single day. And the pièce de résistance - the window display - which needed thousands of blue tennis balls sourced on almost no notice, this became the puzzle of the project: I led the sourcing, and worked with the team on an internal structure that reduced the volume we actually had to fill, with mirrors cutting the count down further still. Solving it was easily the most fun part.
Throughout, I was hands-on across project management, production, and sourcing, but also in developing the processes, techniques, and fabrication methods we used to get there. Crew management, resource allocation, budget tracking and reconciliation, install scheduling, plan communications, and on-site point of contact were all part of the remit, along with the color matching, fabric selection, and material calls that came up daily on a timeline that left no room to redo anything.
Porto Rocha came in as a partner to design the project's identity and create a custom built website to host the project digitally, I joined as freelance Project Manager and Creative Producer to bring it all together.
The stakeholder map alone was an indicator of the scale of this project: four major institutions, each with its own priorities, review cadence, and approval chains. I led kickoff calls and deck building, managed internal timelines, review rounds, feedback compilation and implementation, managed over hundreds of assets, and handled all client communications across the full engagement. The scope spanned the project's visual identity, microsite design and development, environmental signage design, the installation map and accompanying digital interactive map, social assets, post cards, and the communications materials for the launch invitation.
We also pushed the project beyond its brief. Porto Rocha proposed creating a flag of its own for the initiative - a unifying symbol for the project. Once the client was onboard and excited and the Rockefeller Center team produced it, I creative-produced a full shoot (video and stills) on the iconic Rockefeller rooftop, overseeing budget, timeline, props, contracted stylist, model, and photographer, equipment coordination, run of show, asset management and more.
The flag was so successful it was then included in the final installation and now the result flies above one of the most recognizable public spaces in the world, the Rink at Rockefeller Center from July through September 2026. When the installation closes, every flag will be preserved at the SCAD Museum of Art.
I was lead producer and ran the project end to end, from the first walkthrough and measurements through commissioning fabricators, clearing COIs from every vendor, and overseeing install, flow, and strike. I sourced, negotiated, and contracted the full slate: custom display fabrication, odorless catering and bar, florals, furniture and layout, vinyl installs across fourteen oversized windows plus lobby and elevator, DJ setup, brand ambassadors, security, and production assistants. The whole thing was planned to the millimeter, so holding the numbers from first quote through final reconciliation was as much the job as anything on site.
Then the part everyone sees. I built the call sheet and run of show, ran install and on-site coordination across the client team, agency, PR, venue staff, and a dozen vendors through the night. The evening read as effortless, which is the only acceptable outcome for a launch like this, and the entire reason the work behind it had to be exact.
It also doesn't happen without six months of meticulous groundwork. I led the project end to end; owning the timeline, task management, RACI, six-figure budget development and management, and weekly meetings with the most senior members of the executive team. Travel coordination spanned ten individual itineraries across five executive team members and five partners from creator talent, clients, and press: flights, accommodation, ground transport, event attendance, and every logistical detail across the full week, each person on their own schedule.
The content strategy ran as its own parallel project - concepting, briefing, moodboarding, capture oversight, editing, copy, and rollout across pre-, during-, and post-Cannes. The week outperformed everything Fohr had published in the prior six months, with individual posts reaching over 30,000 views.
At Collins House, Fohr hosted three panels that put the company's thinking at the center of the week's most relevant conversations: From Cast to Creator with Sai de Silva, Emma Slater, and Alan Bersten moderated by Natalie Jarvey from The Ankler on reality television talent and their presence in the creator space. A conversation with Olympic gold medalists Tara and Hunter Woodhall moderated by Gillian Follet from Ad Age focused on the rise of athletes in the creator space; and a brand-strategy session with the marketing leads from The RealReal and Aerie. Evenings were anchored by eight curated dinners across four nights, each one built around the same principle as the week itself: the right people, the right setting, no agenda beyond genuine exchange. I led the full vetting process from 3,000+ contacts to a targeted outreach pool of 300, achieving a 30% response rate from cold outreach.
What the week produced wasn't just content or coverage, it was laying the ground work for new relationships. Brand leaders who had been warm contacts for years became genuine partners. Conversations that started over dinners or at Collins House turned into pipeline. The measure of a week like this isn't what happened in Cannes; it's what happens after, when the emails come in and people say they're still thinking about a conversation they had on a terrace in the South of France.
In this edition, my role expanded to encompass editorial development of the content, full marketing campaign creative production and direction, and the ralization of the launch event - all three developed simultaneously and requiring the same level of precision and intentionality.
In the publication side, I refined the editorial direction, coordinated contributors, and oversaw content creation, editing, and design from first draft to final press-ready file. On the production side, I managed vendor relationships, timelines, and budget, and personally oversaw the collection of over 1,000 mailing addresses to ensure distribution reached exactly where it needed to go.
For the marketing campaign, which was built alongside the publication itself, I worked closely with design and strategy in the development of a more ambitious photo and video rollout than either previous volumes had seen. I led from initial concept development, research and moodboarding through briefing, production, post-production, and multi-channel rollout. I produced all visual assets (photos, videos, interviews, and more) to extend the Almanac's reach and deepen its presence well beyond the printed page.
The launch brought it all together. An exclusive evening aboard a private sailboat at golden hour. The Manhattan skyline receding behind us, passed hors d'oeuvres, a select list of VIP guests, and the kind of atmosphere that only exists when every detail has been decided with care. I managed all contracting, vendor negotiation, outreach strategy, and RSVP coordination from start to finish. The result was an event that left a mark and echoed the publication it aimed to celebrate.