Experienced and accomplished creative leader with 15+ years of expertise in creative direction, experiential marketing, brand strategy, multimedia creation, and emerging technologies. I’ve elevated brand visibility and audience engagement for clients such as Paramount, MTV, Bulgari, Graff, Glenmorangie, META), T+L, Nylon, Covergirl, Visa, American Express, M&Ms, Malala Fund, and the UNHCR through tailored strategies.
I’m passionate about transforming audiences into active participants in brand universes through human-centred design, interactive storytelling, and cutting-edge technology. Currently, as Director of Global Communications at M Moser Associates, I bring my B2C expertise to the B2B sector, focusing on integrating AI to drive innovation and revolutionise communication strategies.
Whether designing a brand activation, consulting on a transmedia campaign, or leading cross-functional teams, I focus on creating lasting connections between brands and audiences. My goal is to take people on unforgettable journeys—whether through interactive storytelling, immersive installations, or digital experiences—where each audience member becomes the hero of their own adventure.
Projects
- PETSAFE UNLEASHED BRAND EXPERIENCEPetSafe asked us to create a safe, fun and Instagram-worthy dog park that sparks joy to deliver their core promise of unleashing a lifetime of joy for pets and their families whilst creating brand awareness and buzz surrounding the new PetSafe rebrand. My team and I set out to create the happiest place on earth for dogs in LA. Due to a strict no-dog policy on most beaches in LA County, we decided to bring beach fun to dogs at the Century City Mall, which proved a great success.
- RESY RESERVATIONSHIP GLOBAL BRAND LAUNCHFor the global launch of Resy's Reservationship brand campaign, my team and I devised a unique consumer activation in the heart of NYC. The oversized Reservationship Table Tent invited passersby to meet reservation matchmakers to help them find their perfect restaurant match through a curated menu quiz. On the menu were those harder-than-hard-to-get reservations that every foodie longs for and surprise celebrity chef encounters. The pop-up event was followed by a week's worth of Reservationship
- VISA SIBOS EXHIBITION EXPERIENCEThe Shiraz Creative team created a truly unique and innovative exhibition stand for Visa at Sibos 2023, the world's premier financial services event, in Toronto. Alongside the exhibition stands, we also created all the content animation displayed on the screens in-house. The stands, along with the Visa coffee bar, helped draw together thousands of business leaders, decision-makers and topic experts from across the finance ecosystem to meet and explore how Visa helps shape the future of the secto
- GLENMORANGIE A TALE OF TOKYO EXPERIENTIAL CAMPAIGNGlenmorangie tasked us to create guidelines for wondrous brand experiences for media and consumers for their newest whisky ‘A Tale of Tokyo’ that could be brought to life easily at different tier levels. Taking inspiration from Akira Yamaguchi's artwork, we invite partners to transport consumers into the wonder-filled city of Tokyo that inspired Dr. Bill to create this newest edition. The experience takes guests on Dr. Bill's journey in search of the sought-after Mizunara oak at the heart of the
- COVERGIRL CLEANTOPIA BRAND LAUNCH EXPERIENCEFor Covergirl's launch of the Plant-Powered Mascara Lash Blast Cleantopia, my team and I were asked to devise an unforgettable experience that would highlight the unique qualities of the new mascara and generate buzz and substantial social content. We created the immersive world of Cleantopia for editors and influencers in Los Angeles to play in and experience the extreme lushness that this mascara provides.
- MTV / RUPAUL’S DRAG RACE SEASON 15 PREMIERE ACTIVATIONShiraz Creative created a premiere activation like no other to communicate and celebrate RuPaul's Drag Race's move from VH1 to MTV. Drawing on the iconic first episode's racing theme, we built on the concept of "All Roads Lead to MTV" to create a consumer activation in the iconic Oculus building in NYC that sparked excitement leading up to the premiere. The activation included a star-studded red carpet screening and after-party at the consumer activation site for talent, cast, and celebrity supe
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Work history
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Director, Global CommunicationsM Moser Associates
London, United KingdomFull Time
Global VP of Creative & StrategyShiraz Creative
- London, United KingdomFull Time
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Skills
- Creative Direction
- Brand Strategy
- Transmedia Storytelling
- Experiential Marketing
- Multi-platform Content
- Digital Innovation
- Brand Partnerships
- Content Strategy
- Copywriting
- Team Leadership
Education
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ScreenwritingWrite of Way
- Los Angeles, United States
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Copywriting & Strategy (Cert)The Book Shop School of Ads
- Los Angeles, United States
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Awards
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Awards 2023Clio Entertainment Trade 2023, Chief Marketer 200 Top Marketing Agency & Team 2023, Digiday Best Experiential Marketing Campaign, Promax 360 Campaign, Faxies Press Kit & PR & Marketing Event, American Graphic Design Awards Packaging
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Awards 2019Cannes, SXSW, Tribeca, Beijing International Film Festival, Sheffield DocFest, Katapult Future Fest, Asian Pacific, Sandbox
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