From leading the first national campaign for BABE Wine following its acquisition by Anheuser-Busch to developing the first official collaboration between the two brands, I helped shape BABE’s creative direction across campaigns, design systems, products, and experiential activations. Highlights included the 2021 holiday campaign created to bring levity post-pandemic and the BABE Official Jetski Team branding system used across merchandise, products, and custom jet skis — helping evolve the brand into a culturally recognizable lifestyle brand.