The Intro:

With NJOY, I was brought on as the digital landscape was still at its infancy. The goal was to launch this alien e-cig- a new category that was too obscure to penetrate mainstream culture. As Director of ‘New Media’, I supported the CMO by creating a digital footprint of the brand that could compliment the company’s traditional media spend- including a Super Bowl commercial. Within a week of launching my digital video with Courtney Love- we had set a new precedent within the company that surpassed any traditional media metrics. I was able to bridge these digital initiatives with activations at Coachella- replacing American Spirit’s coming section with a non smoking smoking section , and ultimately landed us a partnership with Vanity Fair- an A List sampling initiative that would further compel us to enter the zeitgeist. 

Client:

NJOY