Position: Executive Director of Brand Strategy
My Role: MGM Resorts Lead Brand Strategist
Campaign summary: To break through the noise of the Las Vegas Strip, I led the creation of a fan-first activation designed for culture—not just the ultra-luxury set. The SHOEY BAR, a pop-up at Bellagio, celebrated Formula 1’s iconic victory ritual of drinking from a shoe. Bold and irreverent by design, the concept struck a chord with fans worldwide, earning billions of global impressions and extensive media coverage. The SHOEY BAR emerged as one of the defining moments of Grand Prix weekend, proving the power of culturally driven, fan-centric experiences.