CIRKUL

At Cirkul, I built the in-house content team and production infrastructure from the ground up, leading creative across product launches, paid social, organic, retail, web, broadcast, creator partnerships, and OOH.

My work includes Cirkul’s Super Bowl LIX Post-Gun campaign featuring Adam Devine, the brand’s MrBeast collaboration, and huge product launch over the course of 2+ Years.

Super Bowl LIX

I developed and pitched the concept selected to run after Cirkul’s main Super Bowl spot, then helped build an omni-channel content campaign around the broadcast moment. Working with internal teams and external production partners, I helped extend the campaign across paid social, organic, digital, OOH, and PR — turning the Super Bowl spot into a larger brand moment that was ranked #13 by Adweek.

Ranked #13 by Adweek

MRBEAST

For Cirkul’s MrBeast collaboration, I led the content strategy across three campaigns, developing mid-roll recuts, unboxing videos, and UGC-style assets for paid, organic, and digital channels. The work helped extend one of Cirkul’s biggest creator partnerships into the brand’s highest-reach creator partnership to date.

HIGHEST-REACH CREATOR PARTNERSHIP

Tumbler Launch

Led content strategy and production for Cirkul’s StrawSip Tumbler launch, creating performance-ready assets across paid social and digital channels.

TOP PERFORMING CAMPAIGN
5.57 ROAS · $8.74 CPA · $48.69 AOV

Paid & Organic SOCIAL

Built and ran Cirkul's paid + organic social content engine. Always-on creative production across TikTok, Instagram, and Meta, spanning product education, creator content, and trend-responsive formats.

I took over photography direction at Cirkul and helped transform the brand’s photo approach into a more polished, consistent, and campaign-ready visual system.

PHOTOGRAPHY

  • A pink insulated water bottle with a handle and a screw-on lid, branded with the label 'Cirkul.'
  • Woman with long brown hair pouring liquid from a Cirkul Singles flavor pack into a glass water jar.
  • A woman smiling and looking up while holding three stacked blue and white boxes labeled Cirkul with the tag line "Your Water. Your Way." outside near a building.
  • A smiling woman with curly hair wearing a blue and black sports jacket, holding a glass bottle of Cirkul flavored water and inserting a flavor pod into it.
  • A woman in sunglasses holding a plastic water bottle at a poolside, wearing a patterned swimsuit with wavy hair and sitting on a lounge chair.
  • A woman in a blue workout outfit smiling while holding a water bottle in a gym with other women exercising in the background, and large windows letting in natural light.
  • A woman wearing a blue athletic tank top and matching leggings smiling while holding a light blue insulated travel mug with the brand name 'Cirkul' printed on it, outdoors with trees and sunlight in the background.
  • A woman in a beige blazer, black top, and sunglasses holding a purple reusable tumbler with a white lid and pink label, standing outdoors near a building with large windows.
  • A person with long brown hair holding a red and white packet of Cirkul Singes flavoring over a glass of water with ice, in a kitchen setting.
  • A woman and a young boy are washing dishes at a kitchen sink. The woman is smiling as she helps the boy hold a glass under running water. There are two bottles of hand soap or sanitizer on the kitchen counter.
  • A woman smiling outdoors, holding a clear bottle labeled 'Cirkul,' with a pink straw, against a background of green trees and a bright blue sky.
  • A woman wearing a wide-brimmed hat, sunglasses, and a blue athletic top is smiling and holding a white tumbler with a straw. She is outdoors in front of a wooden fence with a blue sky in the background.