MONTAUK GENERAL STORE
X
CULTURE FROZEN YOGURT
Women’s Week Activation
This wasn’t just an in-store event; it was a collaboration that brought together female-founded brands, community energy, and summer in Montauk. From frozen yogurt to vintage pieces, every detail was designed to celebrate women building culture in their own lane.
A body of work created during my time at The Conduite (Creative Strategist, 2025)
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I brought together Montauk General Store and Culture Frozen Yogurt for a Women’s Week activation, curating a lineup of NYC-based, female-founded brands: Fill Your Tank, The Stoop Club, Bedford Vintage, and PJs by PJ, to turn the event into a true community moment. Every element, from in-store visuals to event graphics, was designed to feel soft, summery, and collaborative.
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On activation day, I produced both photo and video, while shaping the flow of the in-person experience. The content extended the activation far beyond Montauk, giving each brand a library of storytelling-driven assets that honored their individual voice while tying into a cohesive narrative.
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The event sold out daily and launched a limited-edition Culture merch drop. Press coverage from Average Socialite and Food52 expanded visibility, while the content I created fueled post-event storytelling across multiple platforms. What began as a local collaboration became a cultural moment; rooted in creativity, connection, and women showing up for women.
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.