Shawn-Johnson East
x Wayfair

When Wayfair teamed with Shawn Johnson to create “East House to Home,” the goal was to translate her design philosophy into a narrative that resonated with everyday homebuyers. I led the creative direction and storytelling strategy from concept through activation—shaping visuals across digital, social, and site, and consulting on the photoshoot to maintain cohesion with brand and partner vision. The campaign blended lifestyle storytelling with shoppable experiences, positioning Wayfair as the destination for effortless home transformation while authentically showcasing Shawn’s personal aesthetic.

Mr. Kate x Wayfair

I led the creative vision and execution for Wayfair’s collaboration with Mr. Kate, transforming their signature bold, eclectic design aesthetic into an inspiring, shoppable experience. This campaign invited audiences into Mr. Kate’s world of playful, personality-driven interiors, making it easy to recreate their signature look with Wayfair’s vast product selection.

From initial concepting to final activation, I oversaw the storytelling strategy, and cross-platform rollout, ensuring a seamless blend of editorial content, lifestyle imagery, and e-commerce functionality. Collaborating closely with writers, producers, and my team of designers, I shaped a campaign that felt immersive, engaging, and aspirational, while keeping the shopping experience intuitive and accessible.

By combining influencer-driven storytelling with interactive and shoppable content, this campaign positioned Wayfair as the go-to destination for trend-forward, personality-packed home makeovers—delivering inspiration while driving conversion.