Led the creative turnaround and execution of the Coleman x Stranger Things collaboration, stepping in after initial agency work failed to meet brand expectations. With a compressed timeline and a reduced budget of under $30K, redirected the project in-house and mobilized Newell Studios to deliver a high-impact campaign across video and social.

Directed the end-to-end creative approach, including storyboarding, production, and post-production, while leveraging AI-driven tools to accelerate content development and maximize output within constraints. Guided the team in producing a full suite of campaign assets, including hero videos, teasers, and social content designed to build anticipation and drive engagement.

Acted as a strategic steward of Newell’s resources by identifying the opportunity to insource the work, significantly reducing costs while elevating creative quality and speed. Demonstrated the power of internal studio capabilities to outperform traditional agency models through agility, innovation, and close brand partnership.

The result was a timely, culturally relevant campaign that contributed to the collection nearly selling out ahead of launch, fueled by strong social performance and high-impact creative execution.