Turbocharged Tooth Fairy
Aspen Dental × NASCAR × National Awareness
Focus: Brand Reinvention · Experiential Marketing · National Campaign
The Challenge
Oral health doesn’t usually make headlines. It’s important—but often invisible. Aspen Dental wanted to change that. The goal? Spark a national conversation about access to care by showing up in a way the category never had before.
The Insight
Everyone remembers the Tooth Fairy. No one expects her to drive 200mph.
We took a nostalgic childhood icon and reimagined her for modern media—bold, empowered, and fast. Because the best way to break through in healthcare is to surprise people with something they’ll never forget.
The Campaign
We introduced the Turbocharged Tooth Fairy, a fearless, high-speed advocate for oral health—brought to life by racing legends Danica Patrick and Tony Stewart.
The campaign launched with a guerrilla-style NASCAR activation and came to life across every touchpoint:
It wasn’t just unexpected—it was unforgettable.
My Role
As Director of Brand Design at TAG, I led the creative vision and execution across all campaign elements. I worked closely with executive leadership, PR, and external agencies to ensure every moment—from pitch to post-race—delivered both emotional resonance and strategic clarity.
The Results
Why It Worked
Because it blended entertainment, emotion, and purpose into a single, shareable moment.
The Turbocharged Tooth Fairy didn’t just raise awareness— she made oral health impossible to ignore.
Aspen Dental × NASCAR × National Awareness
Focus: Brand Reinvention · Experiential Marketing · National Campaign
The Challenge
Oral health doesn’t usually make headlines. It’s important—but often invisible. Aspen Dental wanted to change that. The goal? Spark a national conversation about access to care by showing up in a way the category never had before.
The Insight
Everyone remembers the Tooth Fairy. No one expects her to drive 200mph.
We took a nostalgic childhood icon and reimagined her for modern media—bold, empowered, and fast. Because the best way to break through in healthcare is to surprise people with something they’ll never forget.
The Campaign
We introduced the Turbocharged Tooth Fairy, a fearless, high-speed advocate for oral health—brought to life by racing legends Danica Patrick and Tony Stewart.
The campaign launched with a guerrilla-style NASCAR activation and came to life across every touchpoint:
- Custom car design, track-side stunts, and live media moments
- Digital content, branded storytelling, and social amplification
- On-the-ground engagement and press visibility tied to Aspen Dental’s mission
It wasn’t just unexpected—it was unforgettable.
My Role
As Director of Brand Design at TAG, I led the creative vision and execution across all campaign elements. I worked closely with executive leadership, PR, and external agencies to ensure every moment—from pitch to post-race—delivered both emotional resonance and strategic clarity.
The Results
- Captured national media attention and reshaped public perception of Aspen Dental
- Drove significant appointment spikes across practices post-launch
- Reinforced the brand’s mission to break down barriers to care and position dentistry as a frontline health issue
Why It Worked
Because it blended entertainment, emotion, and purpose into a single, shareable moment.
The Turbocharged Tooth Fairy didn’t just raise awareness— she made oral health impossible to ignore.
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Head & Shoulders x Patrick Mahomes
Game Day Meets Aisle Impact
What happens when a three-time Super Bowl champ partners with the #1 dandruff shampoo? You make sure the campaign hits as hard in-store as it does on screen.
I led the creative and strategic development of the retail component for Head & Shoulders’ NFL campaign featuring Patrick Mahomes. This wasn’t a celebrity endorsement—it was a brand moment designed to move product and elevate the shopper experience.
Highlights:
The result? A high-visibility retail experience that connected football fans to grooming solutions—faster than a no-look pass.
Game Day Meets Aisle Impact
What happens when a three-time Super Bowl champ partners with the #1 dandruff shampoo? You make sure the campaign hits as hard in-store as it does on screen.
I led the creative and strategic development of the retail component for Head & Shoulders’ NFL campaign featuring Patrick Mahomes. This wasn’t a celebrity endorsement—it was a brand moment designed to move product and elevate the shopper experience.
Highlights:
- Designed and implemented retail activations that extended the campaign story to shelf
- Created custom point-of-sale and visual merchandising systems tailored to fan culture
- Supported a partnership that contributes to Mahomes’ $25M+ annual endorsement revenue
The result? A high-visibility retail experience that connected football fans to grooming solutions—faster than a no-look pass.
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Poweraid Final Four
Client: Powerade (via Momentum Worldwide / Coca-Cola)
Challenge:
For the NCAA Final Four, Powerade wanted to go beyond brand visibility—they wanted to create an unforgettable, interactive experience that captured the spirit of the tournament and connected emotionally with fans.
Approach:
In partnership with Momentum Worldwide, I led the creative strategy and design for two immersive, high-impact spaces that brought the brand’s “Pause is Power” campaign to life. While Momentum oversaw the broader Coca-Cola presence, my focus was crafting bespoke Powerade experiences that blended physical engagement with digital storytelling.
Design Details:
Challenge:
For the NCAA Final Four, Powerade wanted to go beyond brand visibility—they wanted to create an unforgettable, interactive experience that captured the spirit of the tournament and connected emotionally with fans.
Approach:
In partnership with Momentum Worldwide, I led the creative strategy and design for two immersive, high-impact spaces that brought the brand’s “Pause is Power” campaign to life. While Momentum oversaw the broader Coca-Cola presence, my focus was crafting bespoke Powerade experiences that blended physical engagement with digital storytelling.
Design Details:
- Court-Level Immersion: We transformed traditional basketball court elements into game-inspired, hands-on activations—from basketball roulette and precision passing zones to custom-built hoops designed to challenge fans of all ages.
- Tactile and Digital Integration: Every touchpoint—from sculptural bottle displays to kinetic hoop installations—was engineered to prompt interaction and capture social content.
- Mood Meets Motion: Elevated design elements like layered lighting, sleek modular zones, and branded architecture created a futuristic energy that stood out in a crowded environment.
