Style guiding-story telling and world building
Elevating holiday magic worldwide, I led the creative licensing vision for The Elf on the Shelf® Santaverse — defining the global brand presence across consumer products, retail, entertainment, and experiential touchpoints. I directed comprehensive style guides and asset systems, establishing the golden standard for character design, storytelling, and visual consistency while expanding the Santaverse through innovative new extensions that unlocked fresh retail categories and fan engagement.
From Seasonal Classic to Global Cultural Phenomenon
Launched the first-ever Elf on the Shelf® McDonald’s Happy Meal program in 2022, achieving record-breaking success in the UK that fueled consecutive expansions into new international territories — Italy & Spain (2023), followed by Australia & New Zealand (2024). This multi-year partnership accelerated global brand reach, introduced millions of new families to the Santaverse, and set a new standard for QSR licensing excellence.
Collaborations and retail activations
Partnered with At Home to art direct three exclusive style guides and lead the creative execution of 1,500+ proprietary products across textiles, décor, and seasonal categories — delivering a cohesive brand experience merchandised in 250+ stores nationwide. Strengthened retailer partnership value through trend-driven storytelling, robust asset development, and premium visual merchandising that elevated consumer engagement and sell-through.
Digital expansion
Brought The Elf on the Shelf® into gaming with its first-ever platform video game, serving as the a creative lead shaping the brand’s transition into interactive entertainment. Directed packaging and visual identity while partnering closely with Outright Games to ensure gameplay, character expression, and storytelling remained true to core brand DNA — unlocking a new global category and expanding the Santaverse for the next generation of fans.
