Co-created and launched the Mermaid High animated series and live action series from the ground up, shaping a new entertainment franchise that spanned toys, digital and series content. As an ACD, Sr. Writer and Sr. Art Director, I guided the brand’s storytelling and visual identity across every touchpoint - from scripting episodes and digital content to defining the aesthetic and art direction. I also wrote the lyrics for the Mermaid High theme song, creating a signature anthem that extended the brand voice into music. From concept to execution, I helped transform Mermaid High into a fully realized world that made waves across platforms.

h2OMG! Mermaid High made waves with a live-streamed concert on its Official YouTube Channel. I brought in rising star Claire Rosinkranz (who snagged VMA Best New Artist just a month later) to headline, performing her own hits and debuting the Mermaid High theme song live - a track I co-wrote with a top music house. The high-energy event amped up the launch of the Mermaid High animated series and fashion dolls, transforming fans into instant superfans.

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Co-created Mermaid High animated series from the ground up - developing the concept, writing scripts, directing voice actors, casting, overseeing animation, reviewing post-production and guiding scoring.

When Spin Master wanted to expand Mermaid High beyond animation, I spearheaded the Mermaid High: Deep Dive vlog-style series as ACD, Senior Writer and Senior Art Director. My role was to imagine and shape a YouTube-native companion show that would extend the brand story while giving fans a place to dive deeper into the world.

The format was a vlog-style, highly visual series - each 8–10 minute episode blending unboxings, tutorials, TikTok-style segments, makeup how-to’s and playful recaps of the animated episodes. I led the team from concept through scripts, art direction and post, ensuring every frame carried the same tail-poppin’ drama and energy as the dolls and animation.

The result was a fan-forward content ecosystem that kept Mermaid High buzzing between launches, drove repeat YouTube engagement and gave fans more ways to connect with their favorite mermaids - on screen, in their feeds and at play.

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