Co-created Spin Master's fashion doll franchise and animated series from scratch. As ACD, Senior Writer and Art Director, shaped everything from scripts to visual identity. Wrote theme song performed by breakout artist Claire Rosinkranz. Built a splashy multimedia universe spanning toys digital, and streaming.

MERMAID HIGH + CLAIRE ROSINCRANZ
h2OMG! Live-streamed YouTube concert headlined by Claire Rosinkranz (who won VMA Best New Artist a month later). She performed her hits plus the Mermaid High theme I co-wrote with a top music house. Event supercharged the franchise launch, turning fans into superfans.

MERMAID HIGH | ORIGINAL ANIMATED SERIES
Co-created original animated series from concept through completion. Wrote scripts, directed voice talent, and oversaw full production pipeline from animation to final score.

MERMAID HIGH | “DEEP DIVE” LIVE ACTION SERIES (VLOG STYLE)

Expanded the franchise beyond animation as ACD, Senior Writer and Art Director. Created 8-episode YouTube vlog series mixing unboxings, tutorials, TikTok segments and makeup content. Led concept through post, building a content ecosystem that drove engagement between product launches.