Starting in April 2024, I helped lead our social media strategies for Feel Good Fest, a first-of-its-kind music program focused on bringing a diverse group of popular and trending musicians, such as Benson Boone, JVKE, and Lyn Lapid, and Hollister’s feel-good spirit to fans and customers nationwide through live performances, social activations, merch, styling opportunities and more.

In partnership with their teams, I developed TikTok concepts for campaign support on artists’ social media channels. For our Feel Good Sessions TikTok series, artists wore trending styles and performed stripped-down versions of their most popular song, garnering nearly 3,000,000 video views.