SPEC ADS
MARRIOTT BONVOY · GLOBAL CAMPAIGN · HOTELS
CAMPAIGN CONCEPT
Room Service For All
A globally scalable campaign built around cultural ICP segmentation, identifying the national animal and iconic dish of each market to create locally resonant creative that scales across 142 countries and territories.
Each execution rotates through 6 markets at a time, using market-specific audience intelligence to drive emotional relevance across diverse consumer segments. The rotating format reduces production cost while maximizing local impact, making it an efficient and scalable solution for a brand operating across hundreds of markets.
Positions Marriott Bonvoy as a brand delivering tailored, locally authentic experiences at global scale, turning a mass hospitality brand into something that feels personal.
Where It Runs
Hotel Room Postcard |
In Property Screens |
Transit | Print
Campaign Concepts
Below are three self-initiated spec campaigns developed in 2025 across beauty, hospitality, and consumer goods.
Great advertising does not just show a product; it creates a feeling. Each of these campaign concepts was built around a single strategic insight and brought to life through visual storytelling, utilizing sensory imagery, cultural identity, or nostalgic connection. The goal was the same across each campaign: make global brands feel personal.
SELF INITIATED CAMPAIGN WORK · 2025
RHODE · SENSORY CAMPAIGN · BEAUTY
CAMPAIGN CONCEPT
Tastes As Good As It Feels
Rhode's expansion into Sephora creates a new strategic opportunity. For the first time, customers can experience the product in person, but the campaign still needs to build desire before they walk through the door. By pairing each lip product with a corresponding food texture and flavor, the campaign makes the product feel tangible and craveable before a single tube is picked up off the shelf.
Positions Rhode as a sensory brand that doesn't just look good, but feels like something you already know and love.
Where It Runs
Google Ad | Sephora in Store | Meta Ads | Programmatic Display | Subway Transit
NESTLE · HOLIDAY CAMPAIGN · FMCG
CAMPAIGN CONCEPT
Making Holidays Sweeter
A multi-brand portfolio unification campaign built around seasonal consumer behavior and nostalgia-driven purchasing intent. By constructing a single cohesive holiday scene from five distinct Nestlé brands, the campaign drives cross-brand awareness while positioning the entire Nestlé portfolio as essential to holiday tradition.
Each brand earns its place in the visual through a specific functional role, making the product placement feel intentional rather than forced. Positions Nestlé not as a collection of separate products, but as the brand family behind your favorite holiday moments.
Brands Featured
Tollhouse
Cookie dough house & accessories
Häagen-Dazs
Snowpeople in classic flavors
Smarties
House wall embellishments
KitKat
White picket fence
Aero
Heart-shaped chimney smoke
Where It Runs
Google Display | Pinterest | Print | Retail In-Store | Holiday Mailer
