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A large part of my job at TOMS was taking large company-wide objectives and translating them to activations with key partners to create brand awareness and messaging opportunities. The best example of this was when TOMS expanded into the eyewear category by launching sunglasses and I planned and produced the launch campaign. We took over a warehouse space in Los Angeles and had live art by Kid Creature, experiential sight giving activations, and a live performance from the Allah Las. This helped the brand successfully expand into eyewear, a collection that is still running ten years later.