Developed and executed a national consumer facing program from its inception to completion to organically build a tribe of advocates for Absolut Elyx from the ground up.
720 Events
9 Primary Markets
7 Secondary Markets
5k+ Influencer Attendees
1,700+ Unique Social Media Impressions
158 Participating Accounts
300+ Bartenders Trained
17k+ Absolut Elyx Cocktails Consumed
1k+ 1 Litre Absolut Elyx Poured
600+ Influencer "Thank You" Gifts Sent
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CLIENT MANAGEMENT
DEVELOPED PROGRAM
RESULTS & KPI REPORTING
HIRE, TRAIN & MANAGE STAFF
GRAPHIC DESIGN
EVENT PRODUCTION & MANAGEMENT
SOCIAL MEDIA STRATEGY & DESIGN
TALENT & INFLUENCER PARTNERSHIPS
SALES & DISTRIBUTION
In early 2018 the Heineken brand launched their newest innovation, Wild Lager H41 in South Beach Miami.
The event focused on winning over the trade while also introducing the H41 Wile Lager to consumers.
PNC Creative curated & styled the experience, event space, brand visibility and education experience while managing the production, staffing and execution of the event.
Employed by POPLIFE
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CREATIVE DIRECTION
STYLING
EVENT PRODUCTION
EVENT MANAGEMENT
Creative lead, strategist and new business development within the Apollo Program, a tech startup incubated within Anomaly.
Specializing in consumer behavior analysis, Apollo, in combination with their patent pending software give clients a strong competitive advantage by providing deep insights and strategic business recommendations in marketing and advertising.
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NEW BUSINESS DEV
CLIENT SERVICES
MARKET ANALYSIS
GRAPHIC DESIGN
RFP RESPONSES
Consumer and brand experience specialist and also shop staff manager for the world’s first ‘The Period Shop”, part of a campaign by U BY KOTEX aimed at destigmatizing menstruation.
The shop was located conveniently in the centre of New York’s fashion hub on 5th Ave, where patrons could stumble upon the store themselves, or were directed to it by an energetic street team member nearby. People came to get free ice cream, dance, relax, enjoy a curated live female music and comedic entertainment program while they shopped from a wide variety of custom “period themed” merchandise.
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EXPERIENTIAL MARKETING
CREATIVE DIRECTION
CLIENT SERVICES
EVENT PRODUCTION
EVENT MANAGEMENT
TALENT MANAGEMENT
HIRE, TRAIN & MANAGE STAFF
GRAPHIC DESIGN
PARTNERSHIPS
Created an interactive traditional Mexican Tienda (storefront) experience for Tecate & Rolling Loud’s partnership for the west coast concerts in 2019.
Employed by POPLIFE
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CREATIVE DIRECTION
PROGRAM DEVELOPMENT
BRAND IDENTITY DESIGN
3D RENDERS
GRAPHIC DESIGN
ILLUSTRATION
VENDOR MANAGEMENT
Midsummer celebration and Absolut Vodka is what water is for boats. The combination of Midsummer and Absolut is something that should be experienced.
In 2014, PNC was given a mission to show New York what an Absolut Midsummer experience would be and create a best practices kit that could be used to help other markets execute and experience midsummer.
We call it Midsummer by Absolut.
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EXPERIENTIAL MARKETING
PROGRAM DEVELOPMENT
CREATIVE DIRECTION
PARTNERSHIP & SPONSORSHIP
EVENT PRODUCTION
EVENT MANAGEMENT
SOCIAL MEDIA STRATEGY
CONTENT PRODUCTION
INFLUENCER PARTNERSHIPS
BEVERAGE STRATEGY
VENDOR MANAGEMENT
Managed & executed US portion of HUSA global activation “Afterwork by Heineken”. Created the US activation toolkit and playbooks, sales strategy, target account list, training, production and media promotion, all lead to a program where day-to-day KPI’s lead to realtime adjustments for efficiencies and learnings.
Employed by POPLIFE
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CLIENT MANAGEMENT
EVENT PRODUCTION & MANAGEMENT
CREATIVE DIRECTION
SOCIAL MEDIA STRATEGY & DESIGN
SPONSORSHIP & PARTNERSHIPS
TALENT & INFLUENCER PARTNERSHIPS
SALES & DISTRIBUTION
Beer Cocktail Strategy & Cocktail Booklet produced for Heineken USA in collaboration with industry experts Bar Lab & Ivy Mix.
Employed by POPLIFE
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CLIENT MANAGEMENT
VENDOR MANAGEMENT
CREATIVE DIRECTION
DRINK STYLING
BEVERAGE STRATEGY
GRAPHIC DESIGN
HEINEKEN CITY HOP is a curated educational experience, inspired by Amsterdam’s biking culture, which immersed the trade into the rich heritage of Heineken, through the exploration of their city.
A multi-stop tour, designed to bring to life the different stories of Heinekens rich history, through the marvels of each participating market.
The program had a customizable 3 stage template run of show, designated stops, including customizable options for each city and group size.
Three educational pillars were identified to create an experience that could translate in any location:
1) Origins and Exploration
2) Heineken Heritage
3) Quality a Innovation
In December 2018, the Pilot Event was held in New York City where a group of industry leaders were the lead throughout lower New York (New Amsterdam) by a well versed Heineken Ambassador. The Ambassador shared stories, retold the origin of the brand, educated on quality and innovation and hosted an improv session with Upright Citizens Brigade to give useful problem solving & communication tools, all while discovering their city in a whole new light.
The day was finished off with an intimate Wild Lager H41 Lager culinary meal & experience, sampling key trade on the newest innovation from Heineken.
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EXPERIENTIAL MARKETING
CLIENT SERVICES
RESEARCH & ANALYTICS
PROGRAM DEVELOPMENT
FINANCIALS & BUDGET MANAGEMENT
KPIS’s & REPORTING
CREATIVE DIRECTION
EVENT PRODUCTION
EVENT MANAGEMENT
SALES & DISTRIBUTION
PARTNERSHIP & SPONSORSHIP
VENDOR MANAGEMENT
CONTENT PRODUCTION
Negotiated Season 8 & 9 (2018-20) sponsorship deliverables for Heineken USA Corporate, and managed the relationship and execution for the Speed Rack competition’s first ever beer partnership.
Created the US activation toolkit and playbooks, designed social promotional assets, in addition to managing and executing 9 yearly events with local Heineken teams.
Season 8 involved developing communication lines with local and regional teams around the country and in the 8 cities to implement the Speed Rack program with the major objective to start to build Heineken relationships with these top tier local trade. The season also saw the integration of the Beer Cocktail Program and the launch of Heineken 0.0 the “Beer with no alcohol” innovation product.
Season 9 and year 2 of the partnership saw the partnership evolve by incorporating Heineken’s newest draught education program “Star Quality”. A mobile draught system was set up to allow guests the opportunity to learn how pour the perfect beer from a Heineken Trained Ambassador and information about their global competition.
Additionally in Season 9, Heineken, a known supporter of music and the arts, in a partnership with POPLIFE, programmed locally known female DJ’s at each event and created social assets for DJ’s to promote the event sales further in their social channels.
Speed Rack, is an all-female high-speed bartending competition designed to highlight up-and-coming women in the cocktail industry and give back to those impacted by breast cancer.
Employed by POPLIFE
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CLIENT MANAGEMENT
EVENT PRODUCTION & MANAGEMENT
CREATIVE DIRECTION
SOCIAL MEDIA STRATEGY & DESIGN
SPONSORSHIP & PARTNERSHIPS
TALENT & INFLUENCER PARTNERSHIPS
SALES & DISTRIBUTION
Conceptualization, implementation and strategy direction using global assets to inspire and create unique artistic product sampling opportunities and touch-points including: bar and vessel design, decorative elements and a photo booth experience to encourage organic social media amplification.
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CLIENT SERVICES
EXPERIENTIAL MARKETING
EVENT STRATEGY
CREATIVE DIRECTION
3D RENDERS
GRAPHIC DESIGN
In collaboration with Matte Projects we created a unique Absolut experience within the beach themed festival on Governors Island in 2013 and 2014.
Absolut products were the major sponsors, exclusively supported by other Pernod Ricard USA products.
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ACCOUNT MANAGEMENT
SPONSORSHIP & PARTNERSHIP
CREATIVE DIRECTION
SALES & DISTRIBUTION
In the world of spirits finding sponsorships is not difficult, but the challenge lies in selecting the right partners and curating the right experiences to integrate the brand organically into consumers repertoire.
PNC managed sponsorships from conception to completion for Absolut Vodka ranging from high end fashion partners to creative influencers.
Some partnerships included NYNY party by NYCult, Milk Made, i-D Magazine, Galore Magazine and Alexander Wang.
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CLIENT SERVICES
PROGRAM DEVELOPMENT
CREATIVE DIRECTION
SPONSORSHIP & PARTNERSHIPS
EVENT PRODUCTION
EVENT MANAGEMENT
TALENT & INFLUENCER MANAGEMENT
Worked collaboratively with the Absolut Vodka Global Communications Team to create and collect content from activations in the USA.
Events included NY Fashion Week, event sponsorships, music festivals, celebrity and other business partnerships.
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ACCOUNT MANAGEMENT
CREATIVE DIRECTION
STYLING
SPONSORSHIP & PARTNERSHIPS
CONTENT PRODUCTION
SOCIAL MEDIA STRATEGY
TALENT & INFLUENCER MANAGEMENT
Merchandised and dressed the Absolut Elyx cocktail area and bars while working collaboratively to creative video content to be used to promote post event.
CREATIVE TIME GALA EVENT
Domino Sugar Factory, 2014
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CREATIVE DIRECTION
STYLING & MERCHANDISING
CONTENT PRODUCTION
Managed the US relationship and events, in collaboration with the Absolut Global Communications Team in Stockholm Sweden, for a year long influencer partnership during the launch of innovation product Absolut Tune.
The partnership included social media and content creation, dinner party series and medium to large scale activations.
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ACCOUNT MANAGEMENT
SPONSORSHIP & PARTNERSHIPS
EVENT PRODUCTION
EVENT MANAGEMENT
TALENT & INFLUENCER MANAGEMENT
CONTENT PRODUCTION
SALES & DISTRIBUTION
PNC has previously collaborated with clients in fashion, art, design, publishing, hospitality, food & beverage, technology, music, film, sports, media and celebrity.
