Featured work
Nissan USA
Cutting my teeth in digital with high-profile, tech-enabled marketing campaigns.
Learning from the best.
Starting as an Intern at Critical Mass in October 2010, I moved into a permanent Digital Strategist position six months later.
I worked on a variety of digital projects and had the opportunity to develop digital strategy for the all-electric Nissan LEAF™, as well as content planning for the co-branded Nissan + PlayStation "GT-Academy" initiative — a virtual-to-reality competition that turned gamers into real-world racers.
For five years, I had a front seat to industry happenings, contributed to award-winning digital/technology campaigns, and took advantage of opportunities to collaborate with both executive stakeholders and industry heavyweights like Google and TBWA\Chiat\Day.
Nissan LEAF™
As one of the first all-electric cars to hit North America, the Nissan LEAF™ was a car unlike any other. Working with a team of top-notch creative talent, I led two campaigns to highlight the car's unique advantages and "cross the chasm" from innovators and early adopters to more pragmatic car buyers.
Savings Calculator
We created an online tool that compared the costs (gas, oil, maintenance) of a user's current gas vehicle with the savings, incentives, and other perks associated with switching to a Nissan LEAF™.
Ask an Owner Campaign
The Nissan LEAF™ had a social fanbase of early adopters unlike any other. To harness their enthusiasm, we built a social campaign and landing page that highlighted common questions, with answers sourced directly from owners.
Nissan + Playstation GT-Academy
In partnership with PlayStation, Nissan created a campaign designed to turn gamers into real-world race car drivers. Paired with a blockbuster game release (Gran Turismo 5) and a reality TV show, the campaign was a true media spectacle.
Over multiple seasons, I worked with the digital team at Critical Mass to build innovative online extensions that brought users into the driver's seat and to sales channels. Highlights included a GoPro-enabled hot lap around the famous Nürburgring in Germany, and a second-screen TV experience synced to the reality show on Speed TV.
GT-Academy won a prestigious Golden Lion at Cannes in 2010, and the campaign got the big screen treatment in 2023 with the larger-than-life story shared in Gran Turismo.
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