I was Creative Director and Executive Producer during the launch of Dawn of the Dinosaurs. My concept and script came to life for one of the zoo’s most successful campaigns, inclusive of an in-mall activation to match. Watch the Video.
the journey from maker to leader
From 2016 to today, my role with Zoo Knoxville evolved from writer and creative strategist to creative marketing lead overseeing a fully integrated ecosystem.
What began as support for a capital campaign grew into a long-term partnership focused on one clear mission: helping save animals from extinction through storytelling, attendance growth, and deeper audience engagement.
Over the years, I helped shape the creative direction and strategic consistency behind the zoo’s omnichannel marketing efforts, ensuring campaigns were not only visually and emotionally compelling, but performance-driven across every touchpoint.
EXPERIENTIAL
Zoo Knoxville aimed to spotlight their captivating summer exhibit, which immersed attendees in the wonders of the prehistoric era through lifelike animatronic dinosaurs.
Throughout a six-week stretch, we designed a dynamic popup Simon Properties West Town Mall that left people mesmerized. Several times daily, a dedicated ambassador assumed the persona of a raptor, captivating visitors by donning the costume and posing for memorable snapshots.
Additionally, we forged a strategic partnership with nearby Chick-fil-A establishments for memorable interactions. The raptor took center stage at the restaurant entrance for photo opportunities with guests before migrating to the drive-thru, eliciting positive reactions from patrons.
To build the new zooknoxville.org site with my team, we conducted user research and market intelligence to inform content and UX strategy, design direction, SEO strategy, and more.
Opening of the new ARC Campaign—the largest capital project in Zoo Knoxville history
omnichannel approach
As Creative Director, I led and unified creative across paid media, social, content, web, email, advertising, and seasonal tentpole campaigns, helping transform the brand into a more connected, modern, and audience-centric experience. From evergreen attendance campaigns to major exhibit launches and seasonal events, the work balanced conservation messaging with high-performing destination marketing designed to drive both visitation and mission impact.
The result was a seamless, cross-platform brand experience rooted in storytelling, strategic clarity, and measurable engagement.
40+ Projects & Campaigns
50% Increase in Attendance
5M+ in Paid Media
key campaigns
Meet Arya | Tiger Exhibit
Come Closer | Amphibian & Reptile Campus Opening
Clarissa Membership Campaign
Dawn of the Dinosaurs | Summer Exhibit 2023
Planet Predator | Summer Exhibit 2024
Boo! At the Zoo and Brew At the Zoo Yearly Campaigns
Black Friday