For the holiday season, Marc Jacobs Fragrances sought to create a disruptive, first-to-market activation that would excite consumers and drive sales for the iconic Daisy fragrance. The campaign needed a strong visual presence, a high-traffic experiential moment, and a seamless connection to retail.

Leading the creative direction, I worked closely with strategy and production teams to deliver another world-first campaign for Coty.

We transformed a classic New York newsstand into a Daisy-branded pop-up, turning an everyday city staple into a shareable brand experience. Consumers engaged with exclusive merch drops, driving traffic between Sephora and the pop-up. An integrated influencer strategy led by Maddie Ziegler & Larsen Thompson built anticipation pre-launch, ensuring the campaign landed with impact.

By merging experiential marketing with social-first storytelling, we delivered an unforgettable brand moment for the Holidays that captured headlines and drove real results.