Brand Campaign | Creative Leadership | CEO Presentation

Every mattress brand talks about comfort. Springs, foam density, adjustability, temperature. The category had trained consumers to think in specs — and Sleep Number was no exception.

The brief that landed on my desk was deceptively simple: help Sleep Number stop talking like a mattress company.

As VP of Creative, I shepherded the brand's first major integrated campaign in several years — from the earliest conceptual thinking all the way through internal stakeholder alignment, CEO and Board presentation, and full campaign rollout. The central idea we landed on was elegant and unexpected: what if the world worked like a Sleep Number bed — effortlessly adapting to you at every stage of life?

That shift — from features to feeling, from specs to story — required more than a new tagline. It required conviction. The kind that holds up in a boardroom when someone asks why we're not leading with product.

It held up.

The result was "To a Good Life's Sleep" — Sleep Number's most ambitious integrated brand campaign in years, spanning linear TV, digital, and social. System1 named it their Ad of the Week, citing it as a decisive move into emotionally effective advertising. The campaign marked a new chapter for the brand — one built on the belief that people don't buy mattresses. They buy better versions of their lives.

That's a brief worth fighting for.

Holiday Campaign | Social Commerce | Creative Leadership

Every December, something predictable happens.

Over 80M people watch at least a few minutes of a Hallmark Holiday romcom. Consumers disappear into a warm cocoon of predictable plots, cozy aesthetics, and the comforting certainty that love will prevail before the credits roll. Meanwhile, every major retailer is screaming for attention with the same holiday deals, the same red and green palettes, the same tired urgency.

Walmart needed to earn attention in the most saturated marketing moment of the year. The question was how.

The answer started with a simple but powerful insight: what if instead of interrupting what people love, we became what they love?

As Creative Lead for Walmart's entire Holiday campaign, I helped build, sell through, and execute RomCommerce — the first episodic, shoppable TikTok content series ever made. Twenty-three original holiday romcom episodes. Over 330 shoppable products woven seamlessly into the storylines through immersive product placement and frictionless conversion. A love story that doubled as a holiday shopping experience — available on TikTok, YouTube, and Roku.

It had never been done before. Not at this scale. Not with this level of craft and intentionality.

I sold the concept to Walmart's CMO, approved every script, and kept the creative vision intact through every stage of production — no small feat for a 23-part series built to perform across multiple platforms simultaneously.

The market responded.

Awards:

• Clio Awards — Grand Prix, Gold & Silver

• Effie Awards — Gold

• Webby Award

• New York Festival — Silver & Bronze

• Cannes Lions — Shortlisted

But the result I'm proudest of isn't the hardware. It's that RomCommerce proved something the industry had been theorizing about for years — that shoppable TV could be emotionally engaging, culturally resonant, and commercially effective all at once.

That's not a campaign. That's a new category.