Best Buy Canada | Elevated Experience Display

Overview: New POP display for the remodeled Best Buy Canada stores that replaced the older 4ft countertop “camera bar” displays. Features a full assortment of GoPro products with three large screen monitors playing GoPro content and is built to be future-proof and accept new product assortments.

Channels: Best Buy Canada stores.

Project Role: Project lead to manage the design and execution of the in-store experience with the display manufacturer and internal creative services team and approvals both internally from the CEO and externally within Best Buy Canada.

Results: On-time execution for a pre-holiday launch.


Father’s Day Print Ad | Best Buy Weekly Circular

Overview: Print Ad in the weekly circular to promote Sony’s premium RX100 Point & Shoot Cameras targeting Father’s day shoppers.

Channels: Best Buy national print circular.

Project Role: Project lead to manage the ad mock by briefing the creative agency (2-Twelve Studio), consolidating internal feedback and providing creative direction on rounds of reviews both internally and externally with Best Buy.

Results: Quarter-page ad placement dedicated to Sony featuring two premium models with lifestyle image in national weekly circular.

Fathers Day Ad




Sony 4K Ultra HD TV FIFA World Cup Campaign

Overview: Exclusive sweepstakes with Best Buy to support the marketing and sales of Sony’s 4K Ultra HD TVs with a grand prize trip to watch the 2014 FIFA World Cup in Brazil.

Channels: Best Buy desktop and mobile microsites, social channels, and digital banners.

Project Role: Project lead responsible for developing creative direction, briefing and partnering with creative agency (Catapult), facilitating production and logistics with sweepstakes management agency (Gage), and routing approvals and execution with Best Buy.

Results: Within the 2 week timeframe of the campaign, it achieved over 90K entries with higher than industry average mobile engagement and strong CTR for product purchase consideration, surpassing previous sweepstakes campaigns.


Sony World Cup Sweepstakes Microsite   Sony World Cup Mobile Sweeps Mircosite





Best Buy Display | Camera Experience Shop

Overview: New digital imaging store layout called the Camera Experience Shop in which Sony participates with their own freestanding display able to assort ~18 SKUs plus additional camera lenses. Best Buy launched 6 pilot store locations with the participation of Canon and Nikon, in addition to Sony, with the objective of competing with camera specialty shops that historically have a wider assortment and deeper knowledge of premium and DSLR cameras.

Channels: Best Buy stores, 6 locations (Denver, CO; Schaumberg, IL; Downers Grove, IL; Boston, MA; New York; NY; Alpharetta, GA).

Project Role: This project was transitioned to me during the installation of the display. I took over as project lead to see through installation and repair & maintenance (R&M) plan. I worked with the display manufacturer (AGI), security vendors (InVue and MTi), print vendor (The Bernard Group), and creative agency (Catapult) to finish display execution and gather feedback from the shopfront to prepare for graphic refreshes as new SKUs have been added to the display and in anticipation of Best Buy expanding this experience to additional locations.

Results: Shopper feedback has been extremely positive since the launch in April 2014 with anecdotes that customers didn’t realize Sony had such a wide assortment of premium interchangeable lenses. Sony’s credibility in the digital imaging category is greatly improving as a result of this new freestanding display.

Sony Freestanding Display







Best Buy Display | Digital Camera Endcap

Overview: Interchangeable Lens Camera endcap display in Best Buy stores featuring 3-4 Sony alpha models and lenses. Display includes graphics (magnetic and backlit), HDTV monitor with video loop, product video buttons, and lens accessory museum case. Nine different versions of the display were built in total (3 different assortment variations on 3 different store endcap base decks).

Channels: Best Buy stores, all locations (1,000+).

Project Role: Project lead, gathering display requirements, working with display manufacturer (AGI), security vendor (InVue), and creative agency (Catapult) to evolve display & messaging strategy for the shopfront, and coordinating internal feedback for review and build (from prototype to production). I also coordinated requirements and approvals externally with the Best Buy retail operations team and managed the install and repair & maintenance (R&M) plan.

Results: Deployment has just commenced with an anticipated completion at the end of July 2014.

BBY DI6 ILC Endcap 1

BBY DI6 ILC Endcap 2





Best Buy Display | Action Cam Inline

Overview: Inline display refresh in Best Buy stores featuring Action Cam models, one for the camera body and another for the Live View Remote accessory. Displays includes graphics, HD monitor with video loop, and mock units. Display graphics and mock camera unit were refreshed and the Live View Remote mock unit was added to the accessory inline display to showcase breadth of premium accessories.

Channels: Best Buy stores, majority of locations (700+).

Project Role: This project was transitioned to me at the end of the design phase and I led it through execution of the refresh. Working with procurement, I managed the project with the installation vendor (ActionLink) and coordinated repair and maintenance (R&M).

Results: Displays were refreshed on time and with 98% completion in stores where display was present.

Action Cam Inline Displays