While freelancing with Edelman, I concepted “The Game of Maxximizing,” a successful national brand campaign designed to show how T.J.Maxx helps shoppers get more style, personality, and quality for their money.

Six curated product pods, each styled by a different tastemaker, popped up in iconic locations across NYC and LA. Each one focused on a different life moment to "maxximize," from travel to home to self-care. People could view the pods in person or on Instagram, then guess the total value for a chance to win everything inside or a gift card of equal value.

The campaign was built to drive earned media and social buzz. It blended physical activations, influencer partnerships, and a gamified format that brought the brand’s value story to life in a fresh, culturally relevant way.