experiential brand
+
product activations
Experiential Brand Strategy & Global Activations
From Japan and Sweden to Costa Rica and New Zealand, I have architected and deployed high-impact brand and product activations across major international markets.
Directing top-tier multicultural agency networks worldwide, I lead end-to-end experiential strategies that elevate brand equity, cultivate relationships with prominent global media and VIPs, and deliver measurable campaign KPIs. My oversight spans every dimension of execution—from high-level narrative design and executive keynotes to bespoke, high-touch guest materials and immersive product demonstrations.Lexus Milestones
GUANACASTE
Costa Rica
Global Media Immersion & Tech-Enabled Storytelling: Costa Rica
To communicate Lexus’ evolving brand identity, heritage, and future mobility vision, I designed and executed a multi-wave, three-week global media experience in Costa Rica for over 150 tier-one international journalists and VIPs.
Blending high-touch luxury hospitality with cutting-edge narrative tools, I spearheaded the integration of custom AR and VR presentation modules into the program. This immersive approach allowed global media to interactively explore future vehicle platforms and complex engineering concepts in real time—delivering a high-impact, tech-forward brand experience that drove exceptional earned media sentiment across international markets.
Lexus experiential adventurer program (LEAP)
QUEENSTOWN
new zealand
Aotearoa
Culturally Integrated Experiential Strategy: New Zealand Global Immersion
To build authentic brand advocacy among a new generation of global creators, key opinion leaders (KOLs), and top-tier media, I conceptualized and executed a high-touch brand immersion program across New Zealand’s South Island.
The experience brought the brand’s core philosophy to life by authentically integrating local heritage—weaving indigenous Māori traditions and storytelling together with bespoke Lexus hospitality (Omotenashi). By balancing luxury brand touchpoints with meaningful cultural engagement, my team delivered a deeply resonant experience that drove organic social amplification, elevated brand perception, and deepened relationships with key digital taste-makers.
Lexus UX GLOBAL LIFESTYLE EXPERIENCE
STOCKHOLM
sWEDEN
Strategic Lifestyle Media Pivot: Lexus UX Stockholm Launch
To launch the all-new Lexus UX compact crossover to a younger, design-conscious urban demographic, I co-architected and managed a multi-wave international media program in Stockholm, Sweden.
Reaching non-traditional luxury consumers required shifting beyond endemic automotive press. I helped design an experience that integrated Scandinavian architecture, design, and culture directly into the product narrative. By pairing curated driving routes through Stockholm with high-touch cultural touchpoints, the program introduced the vehicle to tier-one global lifestyle, fashion, and design media—broadening brand equity and securing earned coverage across non-endemic channels worldwide.
TOYOTA TRD PRO "DRIVE TO THE SUMMIT"
OURAY
colorado
USA
Strategic Brand Partnership & Capability Immersion: TRD Pro Overland Expedition
To demonstrate the extreme real-world capability and authentic adventure positioning of Toyota’s TRD Pro lineup, I co-designed and executed a multi-state off-road media expedition from Moab, Utah, to Ouray, Colorado.
Partnering with Expedition Overland, I led the operational and narrative execution of a multi-day, fully off-grid route for an exclusive group of tier-one journalists and creators. By immersing media in technical trail driving, primitive overlanding conditions, and trail-side brand hospitality, the activation validated the vehicles' rugged performance firsthand—generating deep product advocacy and driving high-sentiment earned coverage across automotive, outdoor, and lifestyle media channels.
