RED DRESS

In 2007, I joined the team shaping the future of Coca-Cola’s most iconic lifestyle brand: Diet Coke. Our mission was to elevate Diet Coke into a more sophisticated, fashion-forward space — one that could seamlessly blend style, culture, and cause under one powerful umbrella. That vision came to life through breakthrough initiatives like The Red Dress Program and the Style Series, which helped redefine how Diet Coke connected with its audience.

In 2008, Diet Coke partnered with The Heart Truth campaign to raise awareness for women’s heart health, launching the now-famous Red Dress initiative. With the support of celebrities, designers, and cultural icons, the program grew into a highly anticipated annual event. Digital wasn’t just an add-on—it became the anchor, amplifying TV, print, and in-store efforts to create one of the first fully integrated campaigns of its kind.

STYLE SERIES

At the same time, we launched the Style Series presented by Diet Coke — a multi-platform experience that fused fashion, music, and entertainment. From live designer showcases and celebrity interviews at Reuters Studio, to performances streamed directly into banner ads, mobile phones, and two massive billboards in Times Square, it was a first-of-its-kind digital OOH execution. The work generated massive buzz and proved Diet Coke could be more than a beverage — it could be a cultural statement.