Generalized pustular psoriasis (GPP) is a rare skin disease unknown to most dermatologists. With Dutch artist Bart Hess (Lady Gaga), we built a macabre clothing line on eight-foot-tall mannequins, each piece translating real patient suffering into wearable form.
Premiered at AAD 2022 as a couture fashion gallery against the clinical norm of medical conventions.
2,500+ dermatologists registered at the booth.
185% over goal.
325% lift in disease education site traffic.
87% of people fail to eat one serving of fruit a day. Zespri needed a daily habit, not an aspiration. We borrowed what already works: the pillbox. A weekly dispenser with seven kiwifruits, one per day, fully recyclable, with braille for inclusivity.
Launched in Singapore with FairPrice and supported by targeted social.
75% said it reminded them to eat fruit daily.
71% repurchase intent.
Sold out in 5 days with double-digit sales growth.
9.9M earned reach. Expanding globally.
CP+B launched Letgo in the U.S. against Craigslist. After the strong launch, my role moved to scaling the brand and preparing it for acquisition: leading the UX revamp with the design director, developing social media strategies, and co-leading film campaigns that gave Letgo the personality the category lacked.
100M+ downloads.
Acquired by OfferUp in 2020.