MEET PASH

Hennessy x CREED III Gym Pop-up

Collaborated on the conceptualization and strategy for a culturally relevant gym-themed pop-up activation tied to Creed III, designed to elevate Hennessy V.S. through a lifestyle-driven lens. Contributed to the development of a campaign narrative that resonated with the brand’s core audience while spotlighting emerging independent filmmakers.
Led talent identification for filmmaker participants and supported the integration of brand ambassador Michael B. Jordan into the activation strategy. Executed media outreach, managed on-site logistics, and ensured seamless coordination across partners and vendors.
Tracked media coverage before and after the event, ultimately securing 50 earned media placements — exceeding the original target by 33%. Developed a detailed performance report for internal and client review. Drove over 1,000 consumer registrations for the experience, outperforming the initial goal by 50%.

Spearheaded campaign ideation and built a concept deck outlining activation strategy, creative direction, and partnership opportunities. Suggested culturally resonant artists — including Latto and Kaytranada — to anchor Hennessy’s presence at 2023 NBA All-Star Weekend. Collaborated with Hennessy’s external partner agencies to adapt campaign execution for the event’s unique setting in Salt Lake City, Utah — balancing cultural relevance with logistical limitations.
Oversaw campaign execution including:
- Talent identification and vetting
- Media outreach and seeding strategy
- Executive interview coordination
- Real-time event logistics and cross-agency collaboration
Led performance monitoring and post-event reporting to the Hennessy client. Delivered insights on media impact, talent performance, and audience engagement to inform future campaign strategy and build on brand momentum.

Supported the conceptualization of Hennessy’s first fully virtual NBA All-Star Weekend activation in response to COVID-19 restrictions. Collaborated with cross-agency partners to design a metaverse experience that extended Hennessy’s cultural presence into the digital space, engaging fans in an immersive, innovative format.
Played a key role in talent sourcing, including the recommendation and vetting of rapper Gunna to headline the virtual experience — ensuring alignment with Hennessy’s brand voice and campaign objectives. Collaborated with creative and technical teams to support digital production logistics. Led media outreach efforts to spotlight Hennessy’s limited-edition NBA bottle collection (X.O, V.S.O.P, and V.S), seamlessly integrating product storytelling into the broader campaign narrative.
Assisted with post-event performance monitoring and reporting, providing insights to the Hennessy client on talent impact, digital engagement, and platform effectiveness to evaluate campaign success and guide future virtual activations.

Developed and executed a strategic campaign to strengthen Moët Hennessy’s long-term partnership with Canelo Álvarez, aligning the brand’s V.S.O.P offering with key Hispanic audiences through targeted storytelling and Latin media outreach. Crafted creative briefs and decks with the creative team to ensure messaging was culturally relevant, especially for the highly anticipated Canelo vs. GGG Trilogy and Canelo vs. Bivol matchups.
Managed all project logistics, including travel, hotel, and catering coordination for Canelo’s events. Led executive briefings, media outreach, and on-site operations during the Canelo vs. GGG and Canelo vs. Bivol matchups. Worked cross-functionally with finance to manage budgets and expense reports, ensuring all operations ran smoothly.
Delivered comprehensive post-event performance reports, analyzing earned media placements, cultural impact, and audience engagement metrics. Exceeded performance targets and reinforced Moët Hennessy’s deepening connection with Hispanic audiences and boxing fans.