Flavor DJ
Directed innovative crossmodal brand experience for Propel's electrolyte water launch, leading the team to create differentiated positioning in a competitive sports drink category.
Role: Creative Director & Team Lead
Insight: Sound can be used to influence the perception of taste using crossmodal science, and no brand was exploring.
My Approach: Identified crossmodal science opportunity to create first-of-its-kind sound-to-taste experience in beverage category. Led multidisciplinary team of UX designers, developers, and audio engineers to build interactive digital interface.
Results: National tour reached 4 markets with Sound Boost stations at major events. Digital extension drove online engagement through SKU-promoted destination site. Category innovation established Propel as technology-forward brand in traditional sports drink space. Consumer insights generated data on crossmodal preferences to inspire published research within this area.
Role: Creative Director & Team Lead
Insight: Sound can be used to influence the perception of taste using crossmodal science, and no brand was exploring.
My Approach: Identified crossmodal science opportunity to create first-of-its-kind sound-to-taste experience in beverage category. Led multidisciplinary team of UX designers, developers, and audio engineers to build interactive digital interface.
Results: National tour reached 4 markets with Sound Boost stations at major events. Digital extension drove online engagement through SKU-promoted destination site. Category innovation established Propel as technology-forward brand in traditional sports drink space. Consumer insights generated data on crossmodal preferences to inspire published research within this area.