Valentine’s Day

Fixing Under-performing Creative Under Pressure

Role: Executive Producer + Video Editor
Timeline: < 8 weeks (concept → delivery)
Moment: Valentine’s Day 2024

8 weeks (concept → delivery)
Moment: Valentine’s Day 2024

MeUndies’ 2024 Valentine’s Day campaign brought together six couples, six environments, and one cohesive story. I led the campaign as Executive Producer, overseeing creative and production across a multi-location shoot designed to feel intimate, cinematic, and human.

But the real challenge came later.

By the time I stepped in, the campaign was live—but the paid creative wasn’t delivering. With Valentine’s Day approaching, there was no room for extended iteration.

The Problem

• Six distinct storylines that needed to function as one campaign

• Paid assets underperforming late in the process

• Limited time to diagnose, rebuild, and relaunch

• High-stakes retail window with no margin for delay

The Approach

I stepped in to rework not just the edits—but how the content functioned.

• Rebuilt the paid assets from the ground up under tight timelines

• Reframed pacing, narrative structure, and emotional hooks to improve performance

• Simplified and clarified what each piece needed to do

• Made fast, decisive changes without disrupting the broader campaign

This wasn’t about making the work “better.”
It was about making it work.

The Result

• Relaunched paid assets within a compressed timeline

• Delivered a cohesive campaign across six distinct storylines

• Supported the most successful 45-day growth period in company history

• Drove record-breaking customer growth and revenue during a critical retail window

Why It Matters

When something isn’t working—especially under pressure—I step in, diagnose the problem quickly, and rebuild it in a way that performs.

Not more iterations.
Not more opinions.
Just clear decisions and better structure.