Welcome to the Black Forest, a magical place filled with natural, juicy people who love natural, juicy gummies!

I had some fun bringing this truly unique fictional world to life — whether it was introducing Instagram followers to characters like the Juice Queen or describing how villagers would harvest gummies from the branches of the Gummy Tree (yes, the gummies literally grow on trees in the Black Forest!). A rich territory such as this allowed my imagination to run wild and generate some excitement around this delicious, new product.

However, the real fun was when our team decided to bring the Black Forest Gummy Harvest to New York City by building a Gummy Tree on the 14th street High Line. Over the 1.5-day activation, the Gummy Tree rained down juicy gummies as we passed out 11,000+ free samples to the curious - and entertained - passersby so they could get a taste for themselves.

In addition to creating all content leading up to the event to generate awareness and foot traffic, I was on-site to capture real-time Instagram Stories along with additional assets to promote the Gummy Tree’s NYC debut.

Our clients were thrilled to see our plan come to life, the engagement from the 8,000+ guests on-site, and the 521M+ earned media impressions. So Juicy, Ja!