BLOOMINGDALE’S - MISSION & VALUES
Bloomingdale’s executive committee collaborated with Red Scout to refine the company’s mission statement and core values, then brought me on to create content for a full-scale rollout across the organization. We launched the internal campaign with a company-wide town hall, followed by weekly video content over the next six months to keep the mission fresh and top of mind. By featuring associates in the internal campaign, we ensured the message was authentic and engaging, allowing team members to share the mission in their own voice.
The content cadence included personal style stories, Q&A sessions with style leaders and influencers, and fireside chats with key executives on the art and science of retail. We even involved associates’ children to creatively communicate Bloomingdale’s core values—all designed to bring the mission to life in a fun, approachable way.
BLOOMINGDALE’S ON SCREEN
Working with an incredible internal events team, I produced and directed Bloomingdale's On Screen, a virtual series that included two holiday window unveils and Bloomingdale’s 150th Anniversary celebration. Starting from scratch, we branded and launched this virtual series to bring Bloomingdale's in-store events online. Bloomingdale's On Screen featured virtual demos, discussions, and styling events with Bloomingdale's favorite designers and tastemakers. We went remote to designers' studios, broadcasted live from locations throughout the iconic flagship and also to spots around the country to keep the programming fresh and engaging. Bloomingdale's On Screen ran for six successful seasons, totaling over 80 unique shows.
FRANK TALK
Frank Talk was a series I created with Bloomingdale’s Chief Marketing Officer Frank Berman designed to engage the marketing team. Initially, I was a bit hesitant to take it on—having a talented marketing department as the core audience can be daunting! However, it became one of my favorite projects to date. Working closely with Frank, I produced, wrote, shot, and edited the bi-monthly series with each episode running around eight minutes.
Episodes included business updates, ‘Get to Know’ segments, current campaign highlights, ‘Meet the Team’ features and even fun segments like Holiday Gift Hits or Misses. We also introduced the 'famous' and highly coveted Frank Talk Mug! The series ran for three successful seasons, significantly boosting morale and engagement across the department. Internal surveys showed that our approach resonated well, largely due to Frank’s blend of informative and entertaining content—it was both enjoyable to watch and a pleasure to produce.
ETSY - PEOPLE MANAGERS
For Etsy’s HR offsite, I produced, shot, and edited a series of videos for the HR People Leaders Conference. I collaborated with People Managers from several divisions to capture their best practices and hacks for empowering their teams to reach their full potential. The project crafted a strong narrative to guide the conference discussions, blending my locally shot content with video contributions from People Managers at Etsy offices worldwide.
Working with the Etsy team was a blast. Their HQ in DUMBO is filled with art and furniture created by Etsy users, which made it almost impossible to get a bad shot—it was the perfect setting to showcase the creativity and community that Etsy represents.
JULISKA
When I think of Juliska, I can’t help but smile—co-founders David and Capucine Gooding are two of the most passionate, joyful people I know. They are a powerhouse of creativity, fun, and hospitality, making me feel like I should be paying them for the privilege of working together! Over the years, I’ve shot numerous projects with them, always in beautifully styled home settings where David and Capucine embody the ultimate hosts. Their bohemian glassware is stunning, and the entire brand offering is truly captivating.
Juliska’s philosophy, ‘L'Amour et Savoir Vivre’—or ‘Love and the art of knowing how to live well’—radiates through every product, and the Goodings live by this motto. I’ve filmed with them in Connecticut and, more recently, at their new home in Charleston, where every shoot becomes a family affair, with friends, family, and even pets joining in. After each shoot, we spend weeks crafting content for social media, general marketing, and individualized messaging for partners like Bloomingdale’s and Neiman Marcus.
BLOOMINGDALE’S - BEST OF THE BEST
Best of the Best is the highest honor a colleague can receive, and it’s a tradition deeply embedded in Bloomingdale’s culture. This annual event celebrates exceptional team members from across the country who set a standard for all to aspire to. I’ve had the privilege of producing this event for many years, and it’s a project that I feel deeply connected to.
The celebration kicks off in March, with winners announced live in their stores, and culminates in a three-day New York City celebration in May. Highlights include an awards ceremony at iconic venues like Cipriani 42nd Street, featuring over 60 custom videos with heartfelt messages from winners’ families, friends, and colleagues, along with comedies and engaging content to keep the atmosphere lively.
I oversee the entire production—filming winner announcements, editing content for the live event, and producing the ceremony with a full AV team and multi-camera setup live-streamed to the entire organization and winners' families. I also capture and edit highlights from the three-day celebration into a final event reel.
You’d think the excitement would wear off after so many years leading the project, but each time a winner is announced, seeing the surprise, shock, and joy on their face as their family and friends cheer them on is heartwarming. This event unites the whole company, embodying Bloomingdale’s core value of “rooting for each other.
COMEDIES / SPOOFS / TEAM BUILDING
It’s no secret these are my favorite projects. Some might wonder why we’d have the entire Outlets team recreate Britney Spears’ ‘Hit Me Baby One More Time’ video, produce a Stranger Things parody called Selling Things, or stage an impromptu Field Day competition between friendly rival departments on an unused office floor. But I’d argue that these projects do more for company morale and team building than anything else.
One associate shared that during choreography sessions (yes, they had actual practices!), she spent more quality time and interaction with her leader than ever before. After one filming, an executive committee coming off a tough few months of business said they hadn’t laughed that hard together in years. These projects may be silly and fun, but they bring people together and build lasting connections through laughter. And, for whatever reason, it does seem to be a particular skill of mine to get people to do wonderfully wacky things in front of the camera!
SIZZLES / TREND REPORTS / HIGHLIGHT REELS
Although the big projects make headlines, my bread and butter are the smaller, one-man-band type of projects: fashion trend reports, celebrity appearances, in-store seasonal events, and product knowledge videos. Whether there’s a set plan or not, my clients rely on my ability to drop in, film, edit, and quickly turn around polished content. They know I can capture the moment and deliver on a tight timeline.
BLOOMINGDALE’S - VIDEO WALL
I produced a 5-8 minute reel for the video wall on the corner of 59th Street & Third Avenue at Bloomingdale’s flagship. I worked closely with internal stakeholders and vendor partners to program the reel, ensuring it stayed current with fresh, engaging content. This monthly update includes animated marketing assets, promotional callouts, social media highlights, charity initiatives, and in-store flagship events.
I handle the entire process from editing, motion graphics, and design to the physical upload and system maintenance, collaborating with the visual window team to keep everything running smoothly. The result is a dynamic reel that keeps Bloomingdale’s flagship messaging visually engaging and aligned with its latest campaigns and initiatives.
CHARLOTTE TILBURY MASTERCLASS
I produced a live, multi-camera Makeup Masterclass for both in-person and virtual audiences from Bloomingdale's iconic flagship. Sofia and Bella Tilbury shared their expert tips and tricks for achieving the perfect holiday glow, using Charlotte Tilbury's award-winning skincare and makeup. The much-loved Pillow Talk collection was a fan favorite, with Bloomingdale’s associates on hand to showcase products. Going live is always a thrill, and the Bloomingdale’s and Charlotte Tilbury event teams worked seamlessly to pull off a hugely successful event!
DAVID YURMAN - TOWN HALL
I worked closely with key team members at David Yurman on various Bloomingdale’s projects, and they later invited me to assist with their own initiatives, including producing virtual customer-facing events and a company-wide town hall from their downtown NYC offices. Being around such a high-caliber team is always inspiring. The David Yurman culture is iconic—their exceptional taste level and meticulous attention to detail were incredibly motivating.
