PLAYBOY

My work with Playboy represented a return to my passion to reinvigorate iconic heritage brands that once led the cultural conversation but no longer had relevancy among existing and new audiences. I have always loved going back in time with these heritage brands and uncovering stories that had been buried that needed to be dusted off and presented in a new light. As I went deep into my Brand Discovery, I learnt a lot about Hugh Hefner and his efforts to support not just Women’s Rights but Human Rights across African Americans and the LGBTQ+ community at a time when companies shied away from aligning with these groups Unpacking these stories gave me the confidence to revive the brand during #MeToo Movement which involved careful and strategic women’s empowerment messaging about Playboy itself and the iconic Bunnies. Months after the launching the Playboy Club, we held a reunion for past Bunnies from across the US who shared with me countless stories of how the brand helped change their lives from gaining financial independence and to building self-confidence which continued to reassure me of the purpose-driven work we were doing as a team to bring back such an iconic brand.