The Pepsi Refresh campaign was a pivotal point in my career. I realized the power of advertising to impact social good and leverage brand dollars for positive change. It is the inspiration for a lot of my work to this day. I led experiential activations across digital and social to create a fully engaged ecosystem across all touchpoints. This campaign became the blueprint for many socially-driven voting sweepstakes for years to come. When Pepsi decided to opt out of the Super Bowl to give back, it sent a powerful message to other brands and kicked off a new era of advertising. 

My role was to connect the dots across the customer journey and design ongoing communications to keep people coming back and checking in on the status of their non-profit. It felt great to do work for a good cause while also tapping into new tech with smartphones and interactive out-of-home displays. We thought big and brought truly fresh ideas to the table for a surround-sound approach to interactive experiences.