Selected Work
Fourteen projects across experiential production, brand strategy and community engagement.
- DoorDash × FIFA World Cup 2026Multi-market World Cup fan program, from Fan Festivals in Los Angeles and Miami to DoorDash’s presence at the Central Park Final.
- Airbnb Experiences & OriginalsLos Angeles market lead for the 2025 relaunch of Experiences and Originals, with hosts including Megan Thee Stallion and Jimmy Kimmel.
- New Balance × Marvel’s Black PantherAn exclusive Black Panther sneaker collection launched across retail, social and live events.
- D Smoke × Broadway Boxing Youth AcademyProgram strategy for a South Los Angeles youth boxing academy and LA28 legacy partner, launching experiences in 2027.
- Refinery29 29RoomsBrand partnerships, budgets and delivery for Refinery29’s traveling culture exhibition.
- eosSeasonal lifestyle and product imagery for two million followers and national retail.
- TF CornerstoneRebrand, building naming and website for a major New York and Washington, D.C. developer.
- Maroon 5, Red Pill BluesA mobile experience that put fans on the cover of Red Pill Blues.
- Lipstick QueenCampaign and social photography with a playful, dramatic, luxe point of view.
- BECCAA launch campaign that grew the audience and sold out at Sephora within hours.
- Phyto SpecificA modern visual identity for botanical hair care made for women of color.
- Kérastase 50th AnniversaryPrint and digital campaign marking the brand’s 50th anniversary.
- Make Up For Ever Remix TourA traveling movie-studio trailer that took pro artistry to cities across the U.S. and Canada.
- Crayola WorldA holiday campaign for a platform that let families send creative gifts.
DoorDash, via Octagon
DoorDash × FIFA World Cup 2026
Deliver Us To Fútbol
- Year
- 2026
- Client
- DoorDash, via Octagon
- Role
- Executive Event Producer; Led the Los Angeles & Miami Markets; Supported Atlanta & New York; DoorDash at the World Cup Final Watch Party, Central Park
- Lens
- Experience-Led
- Scope
- Market Leadership, Multi-Market Operations, Event Production, Run of Show, Vendor & Staffing Management, Talent & Press Coordination, Giveaway & Prize Strategy, Post-Program Performance Analysis
DoorDash entered the World Cup as an official supporter with one job in every host city: turn a delivery app into part of the fan ritual. Nichole led the Los Angeles and Miami markets, at the LA Memorial Coliseum and Bayfront Park, supported Atlanta and New York, and produced DoorDash’s presence at the World Cup Final Watch Party in Central Park, a 50,000-fan event hosted by Global Citizen.
Los Angeles figures cover FIFA Fan Festival LA, June 11–14, 2026. Miami full-run figure projected from Week 1 vendor data (504,000 onsite impressions, June 13–19, 2026).
Strategy
- Built the activation around a single promise, “Deliver Us to Fútbol,” so every touchpoint read as DoorDash bringing the game to fans rather than interrupting it.
- Paired play with a reason to download: “Kick to Win” and “Score Prizes” mechanics fed DashPass offers through on-site QR codes.
- Designed giveaways fans would wear and carry home — bandanas, airbrush tattoos, magnets, luggage tags — so the brand traveled beyond the footprint.
Experience
- A full-pitch footprint on turf, anchored by a towering DoorDash box spilling match balls and inflatable figures, readable from the upper stands.
- Illustrated murals and “Rep Your Team” photo moments built for the crowd’s own social posts.
- Run of show, vendors, staffing and flow for the Fan Festivals in Los Angeles and Miami, then the Final in Central Park.
- A Pitbull concert and meet-and-greet at the Miami Fan Festival.
- Real-time heat operations in Miami: misting fans, a shade tent and umbrellas added once temperatures climbed.
DoorDash’s “Deliver Us to Fútbol” campaign and Summer of DashPass brought fan perks to FIFA Fan Festivals in Los Angeles, Miami, New York and New Jersey, and DoorDash fed the first 10,000 fans through the gates at the Central Park Final.
Business Wire: CampaignBusiness Wire: Summer of DashPassGlobal Citizen: Central Park
Airbnb
Airbnb Experiences & Originals
Intimate Experiences, Hosted By Icons
- Year
- 2025
- Client
- Airbnb, via Octagon
- Role
- Los Angeles Market Lead
- Lens
- Experience-Led
- Scope
- Market Leadership, Experience Design, Run of Show, Venue & Vendor Management, Accessibility Planning, On-Site Production, Post-Program Performance Analysis
Los Angeles Hosts Included
- Megan Thee Stallion
- Jimmy Kimmel
- Brooklyn Beckham
- Jordan Chiles
- Dr. Woo
- Scott Campbell
- Mark Manson
- Gigi Gorgeous
- Ryan Friedlinghaus
In 2025, Airbnb relaunched Experiences and debuted Originals: small-group experiences hosted by creators, chefs and cultural icons. Nichole led the Los Angeles market for Octagon, producing roughly 30 intimate host experiences from June to December 2025, each designed so guests felt like friends of the host rather than an audience. Hosts included Megan Thee Stallion, whose anime-inspired “Otaku Hottie Quest” Original transformed guests into their alter egos, along with Jimmy Kimmel, Brooklyn Beckham, Olympic gymnast Jordan Chiles, tattoo artists Dr. Woo and Scott Campbell, author Mark Manson, Gigi Gorgeous and West Coast Customs’ Ryan Friedlinghaus.
Global program figures are reported for the broader Airbnb Experiences & Originals initiative, not Nichole’s Los Angeles production results. Nichole led approximately 30 Los Angeles host experiences through Octagon. Global figures are based on supplied program information and have not been independently verified.
Strategy
- Translated each host’s concept into an experience that felt personal and unmistakably theirs, with guest counts, pacing and flow set so the time felt like a gathering among friends, not a show.
- Designed every experience to run across several dates at the same standard without feeling scripted.
- Built accessibility and guest experience into planning from the first draft.
Experience
- Run of show, venues, vendors and staffing for multi-date, small-group sessions across Los Angeles.
- On-site management where talent needs and guest experience had to move in step, across music, sport, fashion, food, tattoo and car culture.
Megan Thee Stallion’s “Otaku Hottie Quest” headlined the Originals launch, and Jimmy Kimmel’s backyard cookout with chefs Adam Perry Lang and Chris Bianco, July 1–2, 2025, sent all proceeds to Children’s Hospital Los Angeles.
New Balance
New Balance × Marvel’s Black Panther
A Launch Built Like A Premiere
- Year
- 2018
- Client
- New Balance; Jimmy Jazz
- Role
- Led the New Balance Side of the Collaboration
- Lens
- Strategy & Experience
- With
- Maven Marketing & Co.
- Scope
- Creative Concepts, Marketing Strategy, Art Direction, Video & Stills, Social Campaign Design, Licensing & Logistics, Visual Merchandising, Event Production
New Balance and Marvel released an exclusive Black Panther collection through Jimmy Jazz. Nichole led New Balance’s side, from creative concept to the launch event.
Strategy
- Treated the shoe drop like the film’s premiere: one cultural moment, carried across retail, social, and event.
- Managed licensing and logistics between two global brands and a retail partner.
Experience
- Visual merchandising that turned the store into a set piece for the collection.
- A launch event and social campaign designed to be shared by the fans who lined up.
Jimmy Jazz, New Balance and Marvel released the two-shoe Black Panther pack on February 9, 2018, a week before the film opened.
D Smoke
D Smoke × Broadway Boxing Youth Academy
Boxing As A Path, Not A Sport
- Year
- 2024–Present
- Client
- D Smoke; Broadway Boxing Youth Academy
- Role
- Lead, Education & Philanthropy
- Lens
- Strategy-Led
- Scope
- Program Strategy, Partnerships & Sponsorships, Nonprofit Formation, Branding, PR & Media Outreach
Broadway Boxing Youth Academy is a boxing-based youth-development program, now in development, for young people ages 8 to 18 in South Los Angeles. Nichole leads the education and philanthropy strategy behind it for artist D Smoke. The academy is an LA28 legacy partner through Ascend LA and LISC, with its first experiences planned for 2027.
Strategy
- Positioned the academy as youth development first, so families, schools, and funders can see the outcome, not just the gym.
- Built partnerships that match the artist’s platform to the program’s needs, including connecting D Smoke with Premier Boxing Champions and Manny Pacquiao in 2025.
- Established the academy as an LA28 legacy partner through Ascend LA and LISC.
- Shaping the brand, sponsor story, and media outreach around one consistent message ahead of launch.
Experience
- Launching in 2027. The academy’s first experiences will include:
- LA28-focused experiences developed through the academy’s legacy partnership with Ascend LA and LISC.
- Philanthropic experiences co-hosted with partners, giving sponsors a hands-on way to invest in the academy’s young people.
- Community events that open the gym to families and neighbors across South Los Angeles.
- Wellness-oriented events that bring movement, mental health and mindfulness to young people and their families.
Refinery29
Refinery29 29Rooms
Culture You Can Walk Through
- Year
- 2019
- Client
- Refinery29
- Role
- Account Lead, Brand Partnerships
- Lens
- Experience-Led
- Scope
- Brand Partnerships, Budget Management, Design Oversight, Timeline Management, Post-Program Performance Analysis
29Rooms is Refinery29’s traveling exhibition of art, culture and brand-built rooms. As Account Lead for brand partnerships, Nichole owned partner relationships, budgets, design, timelines and post-event reporting.
Strategy
- Matched brand partners to rooms that served both the partner’s goals and the show’s creative standard.
- Held each partnership to budget and timeline from first concept through opening night.
Experience
- Partner rooms designed and delivered across cities, from music and entertainment brands to rooms built around activism and self-expression.
- Post-event reporting that showed each partner what their room delivered.
29Rooms Los Angeles brought brand partners including Facebook, Hulu, Mugler, Smashbox and Uber into the exhibition alongside artists and nonprofits.
eos
eos
Seasonal Stories For Two Million Followers
- Year
- 2017–2019
- Client
- eos
- Role
- Content Strategy & Art Direction
- Lens
- Strategy-Led
- Scope
- Creative Concepts, Art Direction, Photography & Styling, Post Production, Content Strategy, Ad-Buying Strategy, Copywriting, Licensing & Logistics, Community Management
A seasonal collection of lifestyle and product imagery for eos’s two million social followers and national in-store displays.
Strategy
- Planned content and paid media together, so the same imagery worked in feed, in ads, and at shelf.
Experience
- Art direction, photography, and styling that gave each season its own look within the brand.
TF Cornerstone
TF Cornerstone
Rebranding A Major Developer
- Year
- 2018
- Client
- TF Cornerstone
- Role
- Brand Strategy & Creative
- Lens
- Strategy-Led
- With
- Proponent Agency
- Scope
- Brand Strategy, Brand Architecture & Sub-Branding, Naming, Logo Design, Copy & Tone Guidelines, Advertising Guidelines, Website UX & UI, Collateral, Signage & Out-of-Home
A rebrand for a major New York City and greater Washington, D.C. developer, plus naming and branding for a 1,028-unit mixed-use building and a new TFC.com.
Strategy
- Built a brand architecture that let the parent brand and individual buildings work together.
- Wrote copy, tone, and advertising guidelines so every property spoke in one voice.
Experience
- Site-specific applications for The MAX, from the canopy and elevator plaques to the front desk wall and out-of-home ads.
- A custom website with new UX & UI.
606 West 57th Street was officially named The Max, one of the largest rental buildings in New York City.
Maroon 5
Maroon 5, Red Pill Blues
Fans On The Album Cover
- Year
- 2017
- Client
- Maroon 5
- Role
- Campaign Concept & Creative
- Lens
- Strategy & Experience
- Scope
- Creative Concepts, Design, Copywriting, Storyboarding, Art Direction
Ahead of Red Pill Blues, Maroon 5 invited fans to become the band’s “honorary 8th” member and appear on the album cover.
Strategy
- Turned a release announcement into a participation mechanic, giving fans a personal reason to share the album before it dropped.
Experience
- A mobile experience that placed each fan’s photo onto the cover, so the result felt like being in the band.
Maroon 5 revealed the Red Pill Blues cover on Snapchat and invited fans to put themselves on it for a chance to win tickets and signed merchandise.
Lipstick Queen
Lipstick Queen
Playful, Dramatic, Luxe
- Year
- 2017
- Client
- Lipstick Queen
- Role
- Campaign Strategy & Creative
- Lens
- Strategy-Led
- Scope
- Creative Concepts, Marketing Strategy, Art Direction, Video & Stills, Email Campaign Design & Development, Community Management, Visual Merchandising
Campaign and social photography built to capture Lipstick Queen’s playful, dramatic, and luxe appeal.
Strategy
- Set one visual voice across campaign, email, social, and in-store so the brand’s personality was recognizable everywhere.
Experience
- Video and stills art direction plus visual merchandising for retail.
BECCA Cosmetics
BECCA
A Launch That Sold Out In Hours
- Year
- 2016
- Client
- BECCA Cosmetics
- Role
- Campaign Strategy & Creative
- Lens
- Strategy-Led
- With
- Proponent Agency
- Scope
- Creative Concepts, Marketing Strategy, Email Campaign Design & Development, Website Design & Development, Copywriting, Licensing & Logistics, Art Direction
BECCA wanted a bigger audience and stronger sales online and in-store. The campaign grew both, and the launch sold out at Sephora and online within hours.
Strategy
- Built the launch around audience growth first, so demand was in place before product hit shelves.
- Connected email, site, and copy into one launch path from discovery to checkout.
Experience
- Campaign creative and art direction that carried from the website into Sephora.
The BECCA x Jaclyn Hill Champagne Collection launched as a Sephora exclusive on May 26, 2016.
PHYTO
Phyto Specific
A Modern Identity For Textured Hair
- Year
- 2015
- Client
- PHYTO, Ales Group
- Role
- Brand & Marketing Lead
- Lens
- Strategy-Led
- Scope
- Brand Positioning, Consumer Marketing Strategy, Creative Concept Development, Art Direction, Photography & Video Production, Packaging Creative, Email Campaign Development, Community Management
Phyto Specific is a botanical hair care range for women of color. The brief was to modernize its visual identity for the women it serves.
Strategy
- Reimagined the brand experience around authentic representation, ensuring consumers with naturally curly, coiled, and relaxed hair—and everything in between—could see themselves reflected in the brand’s identity, messaging, and creative expression.
- Built a cohesive marketing strategy designed to foster emotional connection, strengthen consumer trust, and cultivate lasting brand affinity and loyalty.
Experience
- Developed photography, video, and packaging-led creative that celebrated individuality, beauty, and self-expression—creating an inviting brand experience rooted in recognition, respect, and belonging.
Kérastase
Kérastase 50th Anniversary
Fifty Years, Told In Print & Digital
- Year
- 2014
- Client
- Kérastase
- Role
- Campaign Strategy & Creative
- Lens
- Strategy-Led
- Scope
- Creative Concepts, Marketing Strategy, Email Campaign Design & Development
Digital and print assets marking Kérastase’s 50th anniversary.
Strategy
- Built the anniversary story into a campaign that moved from email to print with one look.
Experience
- Email design and development paired with print creative.
Make Up For Ever
Make Up For Ever Remix Tour
A Movie Studio Trailer On The Road
- Year
- 2013
- Client
- Make Up For Ever
- Role
- Experiential Campaign Lead
- Lens
- Experience-Led
- Scope
- International Event Activation, Marketing Strategy, Branded Content, Creative Direction, Talent Booking & Direction, Location Scouting
Make Up For Ever’s first experiential campaign took the form of a traveling movie studio trailer, touring cities across the U.S. and Canada to put artistry, education, and product discovery in one encapsulated brand experience.
Strategy
- Gave a pro artistry brand a consumer stage: the trailer let shoppers experience the backstage world the brand comes from.
- Built in celebrity, influencer, and media moments, including a featured makeup bag created with Christina Ricci.
Experience
- A fully dressed trailer with artist stations, retail, and content capture at every stop.
- Location scouting, talent booking, and direction across a multi-city route.
The Make Up Bag Remix Tour’s mobile Make Up School traveled from Los Angeles to San Francisco, Las Vegas, Dallas, Miami and New York in 2013.
Crayola
Crayola World
The Gift Of Infinite Possibility
- Client
- Crayola
- Role
- Campaign Concept & Creative
- Lens
- Strategy-Led
- With
- Proponent Agency
- Scope
- Creative Concepts, Design, Copywriting, Storyboarding, Art Direction
A holiday campaign for a new Crayola platform that let young and old send loved ones creative gifts.
Strategy
- Framed the platform as a gift, giving families a seasonal reason to create and share together.
Experience
- A mobile-first experience, storyboarded and art directed for sharing.