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These sardine clips will forever be one of my favorite Chunks collaborations. It’s one of those crossovers that might make absolutely no sense to the average person, but to both of our audiences, it made so much sense.. which is probably why they sold out twice.
I had so much fun bringing the collaboration to life, from directing the Pike Place photoshoot to creating our first-ever “cook with us” style video and writing copy for the campaign. It was such a fun reminder of how finding the unexpected overlap between two audiences can turn a quirky idea into something people genuinely want.
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Collaborating with Tyler McGillivary felt like a personal accomplishment after being a fan of her work for years. I leaned into that genuine excitement as a marketing tool; showing up on camera, doing hair demos, and letting my real enthusiasm come through. The result? Some of my lowest-lift content became some of our highest-performing videos, reinforcing for me how much authenticity and genuine excitement can drive engagement.
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Launching Chunks on Sephora.com was huge for our growing business. My role spanned the full social marketing side of the launch: producing photo and video assets for social, paid ads, and product pages; leading seeding for product reviews; collecting UGC for product pages; and managing influencer gifting to build awareness around the launch.
We surpassed our projected metrics within the first week and have remained close partners with Sephora ever since. Since then, I’ve continued to lead quarterly marketing campaigns that drive our audience to Sephora.com and support our ongoing partnership.
Collaborating with Tyler McGillivary felt like a personal accomplishment after being a fan of her work for years. I leaned into that genuine excitement as a marketing tool; showing up on camera, doing hair demos, and letting my real enthusiasm come through. The result? Some of my lowest-lift content became some of our highest-performing videos, reinforcing for me how much authenticity and genuine excitement can drive engagement.
These sardine clips will forever be one of my favorite Chunks collaborations. It’s one of those crossovers that might make absolutely no sense to the average person, but to both of our audiences, it made so much sense.. which is probably why they sold out twice.
I had so much fun bringing the collaboration to life, from directing the Pike Place photoshoot to creating our first-ever “cook with us” style video and writing copy for the campaign. It was such a fun reminder of how finding the unexpected overlap between two audiences can turn a quirky idea into something people genuinely want.
