Bai Brands

My tenure at Bai was a thrilling 24-month ride through the realms of video production and the revolution of better-for-you beverages. I had the honor of working with an outstanding in-house creative team, a group fully dedicated to the mission of "taking sugar off the streets." Our efforts culminated in a Super Bowl commercial that was nothing short of a cultural sensation, featuring the star power of Justin Timberlake and Christopher Walken. This creative venture wasn't just a hit—it was a home run, garnering an astounding 16.4 million video views and generating nearly 400 million social impressions. But the ripple effect was even more impressive: over 2.7 billion earned media impressions and a conversation that kept Bai on the tip of the tongue year-round, thanks to the catchy #BAIBAIBAI hashtag which saw over 25.5k tweets.

The journey with Bai reached its peak as Dr Pepper Snapple swept in, acquiring the brand and marking the close of my chapter there. Yet, the end was also a beginning, as I transitioned to Crook & Marker and embarked on building a new brand from scratch, applying the insights and successes from Bai's meteoric rise to this next adventure.