Like many young girls, I was completely and utterly obsessed with Barbie®. When Smash + Tess was approached by Mattel to collaborate on a capsule collection of Rompers, t-shirts and joggers in the signature Barbie® style, we couldn’t say ‘yes’ fast enough.

Smash + Tess released a first-ever collection of base layers called the Under It All collection, using the same signature fabric as their Rompers. For this collection, I chose to lean into the key messaging of it’s what’s on the inside that counts—she can be free to be herself at any moment of the day, anywhere in the world.

Smash + Tess is well-known for their Rompers, and who doesn’t love a matching onesie set with their partner or best friend over the holidays? Instead of just the classic red plaid, S+T also released a party-focused holiday collection: sequins, wrap dresses, and satin Rompers made for going out and celebrating.

SPUD is a Canadian online grocer, with a strong emphasis on sustainability, organic produce, and supporting local. In 2020, business objectives were focused on how to amplify the incredible talent and voices of the local BC and Alberta vendors that SPUD carries. I spearheaded a campaign to do just that, called Meet the Makers.

While working with the amazing team at Forge & Spark Media, we collaborated with Creative Labs to launch Carrie Underwood’s new fitness app, fit52. I created the initial content strategy for launch, including content direction, social media, communications, voice and tone, and copywriting.