Role: Sr. Creative Director, Branded Content.


Challenge: Be relevant and deliver contextually relevant content, right at the moment where it matters.

Solution: Tapped into the power of DailyMail’s audience and the brand’s massive reach on facebook to activate the release of the “So Lashy” mascara and make a real-time commentary on the red carpet looks from the Grammys.

Among Top 10 Facebook Lives Globally for Grammy Red Carpet Coverage

Source:  Tubular Labs, Red Carpet/Grammy  Facebook Live Videos 2/12/17 – 2/21/17

 “From the Red Carpet to your Beauty Bag”

During the Grammy’s red carpet arrivals, we captured Grammys viewers’ attention by providing them with a real-time discussion beauty and fashion trends with Janelle Monae’s make-up artist while doing live tutorials and giveaways.



“So Lashy”

Product Release at Times Square where two of the brand ambassador’s / influencers sat down with to have a conversation about real beauty.