M Booth • Downy Rinse & Refresh • P&G 

We needed to prove Downy kills deep sweat stink in one wash. I built a campaign around that unforgettable odor—launching an NFL mom-led activation and TV spot that tackled the issue head-on.

strategy • concepting • influencer planning • experiential marketing

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M Booth • Rogaine • Johnson & Johnson

The brand needed a refresh for a younger, more diverse crowd. I led the strategy and creative that won the pitch and repositioned Rogaine with new energy starting at Kelce Jam.

research • cultural insights • strategy • ideation • pitch development

M Booth • Downy Unstopables • P&G

We created a brand moment rooted in connecting overachievers with the feeling of smelling unstoppable. I planned for an social-first docu-series that brought this energy to life in a bold, authentic way.

concept development • strategy • storytelling • influencer marketing