MONTAUK GENERAL STORE × CULTURE FROZEN YOGURT
Brand Activation / Concept Development / Content Production
ACTIVATION
To celebrate Women’s Week, I pitched and produced a brand activation that brought together Culture Frozen Yogurt and Montauk General Store, a brand I’ve long admired and helped bring into the collaboration. The goal was to create an intentional, in-person experience that celebrated women in business while spotlighting NYC-based, female-founded brands. We brought in Fill Your Tank, The Stoop Club, Bedford Vintage, and PJs by PJ to build out the full lineup, turning the event into a true community moment.
CONCEPT
The creative direction was rooted in softness, summer, and shared energy. I designed all in-store visuals and event graphics, ensuring each brand’s aesthetic was honored while maintaining a cohesive look and feel. On activation day, I captured both photo and video content, shaped the on-site experience, and helped bring the vision to life from start to finish, with every detail crafted to reflect the spirit of collaboration and celebration.
RESULTS
The activation sold out every single day. A limited-edition merch drop with Culture anchored the experience, and the event received press coverage from publications like Average Socialite and Food52. The content I created became central to post-activation storytelling for both brands, extending the energy well beyond the physical space. What began as a local collaboration became a cultural moment, grounded in creativity, connection, and women showing up for each other.
What began as a week-long activation sold out within the first three days. Every moment was captured and shared, helping turn a physical pop-up into a digital story that lasted well beyond the event. The content I created spotlighted women-led NYC businesses and helped both brands show up in a way that felt intentional, community-driven, and worth remembering.
What began as a week-long activation sold out within the first three days. Every moment was captured and shared, helping turn a physical pop-up into a digital story that lasted well beyond the event. The content I created spotlighted women-led NYC businesses and helped both brands show up in a way that felt intentional, community-driven, and worth remembering.
What began as a week-long activation sold out within the first three days. Every moment was captured and shared, helping turn a physical pop-up into a digital story that lasted well beyond the event. The content I created spotlighted women-led NYC businesses and helped both brands show up in a way that felt intentional, community-driven, and worth remembering.
What began as a week-long activation sold out within the first three days. Every moment was captured and shared, helping turn a physical pop-up into a digital story that lasted well beyond the event. The content I created spotlighted women-led NYC businesses and helped both brands show up in a way that felt intentional, community-driven, and worth remembering.
What began as a week-long activation sold out within the first three days. Every moment was captured and shared, helping turn a physical pop-up into a digital story that lasted well beyond the event. The content I created spotlighted women-led NYC businesses and helped both brands show up in a way that felt intentional, community-driven, and worth remembering.
What began as a week-long activation sold out within the first three days. Every moment was captured and shared, helping turn a physical pop-up into a digital story that lasted well beyond the event. The content I created spotlighted women-led NYC businesses and helped both brands show up in a way that felt intentional, community-driven, and worth remembering.
What began as a week-long activation sold out within the first three days. Every moment was captured and shared, helping turn a physical pop-up into a digital story that lasted well beyond the event. The content I created spotlighted women-led NYC businesses and helped both brands show up in a way that felt intentional, community-driven, and worth remembering.
What began as a week-long activation sold out within the first three days. Every moment was captured and shared, helping turn a physical pop-up into a digital story that lasted well beyond the event. The content I created spotlighted women-led NYC businesses and helped both brands show up in a way that felt intentional, community-driven, and worth remembering.
What began as a week-long activation sold out within the first three days. Every moment was captured and shared, helping turn a physical pop-up into a digital story that lasted well beyond the event. The content I created spotlighted women-led NYC businesses and helped both brands show up in a way that felt intentional, community-driven, and worth remembering.
What began as a week-long activation sold out within the first three days. Every moment was captured and shared, helping turn a physical pop-up into a digital story that lasted well beyond the event. The content I created spotlighted women-led NYC businesses and helped both brands show up in a way that felt intentional, community-driven, and worth remembering.
What began as a week-long activation sold out within the first three days. Every moment was captured and shared, helping turn a physical pop-up into a digital story that lasted well beyond the event. The content I created spotlighted women-led NYC businesses and helped both brands show up in a way that felt intentional, community-driven, and worth remembering.
What began as a week-long activation sold out within the first three days. Every moment was captured and shared, helping turn a physical pop-up into a digital story that lasted well beyond the event. The content I created spotlighted women-led NYC businesses and helped both brands show up in a way that felt intentional, community-driven, and worth remembering.
What began as a week-long activation sold out within the first three days. Every moment was captured and shared, helping turn a physical pop-up into a digital story that lasted well beyond the event. The content I created spotlighted women-led NYC businesses and helped both brands show up in a way that felt intentional, community-driven, and worth remembering.
What began as a week-long activation sold out within the first three days. Every moment was captured and shared, helping turn a physical pop-up into a digital story that lasted well beyond the event. The content I created spotlighted women-led NYC businesses and helped both brands show up in a way that felt intentional, community-driven, and worth remembering.
What began as a week-long activation sold out within the first three days. Every moment was captured and shared, helping turn a physical pop-up into a digital story that lasted well beyond the event. The content I created spotlighted women-led NYC businesses and helped both brands show up in a way that felt intentional, community-driven, and worth remembering.
What began as a week-long activation sold out within the first three days. Every moment was captured and shared, helping turn a physical pop-up into a digital story that lasted well beyond the event. The content I created spotlighted women-led NYC businesses and helped both brands show up in a way that felt intentional, community-driven, and worth remembering.