With a global rebrand and a Christmas Day debut across Netflix, Hulu, and Disney, I helped lead Tree Hut’s first national ad spot in partnership with directors Dave Meyers and Mia Barnes and creative AOR Bakery,
We built a sweet and surreal world with the iconic Sugar Scrub as our hero, complete with singing toilets and belly buttons that made audences laugh or some cringe.
Grounded in data, cultural insights, and viral behaviors, the campaign extended beyond film into a full ecosystem: new identity, packaging, digital touchpoints, and CRM.
The result was a measurable lift across brand awareness, household penetration, and retail performance—driving the brand’s strongest growth in nearly two years.