Portfolio
Fashion Week Projection Mapping
Fall 2023
Overview
As the 2023 New York Fashion Week (NYFW) came to a close, the Human Rights Foundation (HRF) projected images depicting the human costs of the industry on iconic landmarks and billboards across New York City.
The projection campaign was part of HRF’s Discounted Lives initiative, first launched at the 2023 South by Southwest (SXSW).
As the fashion industry is celebrated in New York City, HRF encouraged consumers to think twice about their purchases and to hold designers, brands, and manufacturers accountable for their complicity in the CCP’s oppression of the Uyghur people.
What I Did
I led the complete marketing strategy for the project, collaborating closely with legal, policy, and creative teams.
Results
The campaign's success—driven by social media, on-the-ground QR scans, and media buzz—led our team to bring it to London Fashion Week just ten days later.
Oslo Freedom Forum
January 2022 - November 2024
Overview
The Oslo Freedom Forum (OFF) is one of the world’s leading human rights conferences, held annually in cities like New York, Oslo, and Taipei. The event brings together prominent human rights defenders and industry leaders, including figures like Jack Dorsey and Paul Rusesabagina.
What I Did
I led marketing and advertising for seven Oslo Freedom Forum events around the world.
From crafting digital campaigns to managing paid media, out-of-home advertising, donor relations, and the on-the-ground strategy, I worked to expand the forum’s reach, drive engagement, and amplify the voices of those fighting for freedom worldwide.
Through strategic storytelling and high-impact advertising, I helped elevate the event’s presence, attracting audiences from around the world and ensuring its message resonated far beyond the stage.
Results
Each campaign made an impact, but the 2024 campaign was a game-changer—driving event attendance from 900 to 1,500 and pushing our social media growth past a 400% increase over my four years with the Oslo Freedom Forum. This surge in reach and engagement expanded the forum’s influence, connecting its mission with a broader global audience.
Anne Applebaum
June 2023 - December 2024
Overview
As an author and Staff Writer at The Atlantic, Anne Applebaum had a strong personal brand but no social media presence to match. She came to me for help managing her platforms and finding new ways to expand her reach.
What I Did
I revamped her existing Instagram and launched her first LinkedIn account, managing everything from article graphics and post creation to analytics and strategy.
Results
As the images above show, we successfully implemented a strong, strategic approach to her accounts. While launching a LinkedIn presence took some persuasion, it proved to be a powerful platform—now connecting her with over 42,000 followers daily.