It’s the morning of February 14th in New York City. “Oh shit, it’s Valentine’s Day” echoes through the streets, a familiar panic as people realize they forgot to plan the perfect date. That panic was exactly where the idea for Brunch Concierge was born.
Rooted in Brunch’s hotel-inspired DNA, we leaned into what we know best: hospitality. Brunch Concierge became both a character and a concept, someone who could step in and offer the ease and care that great hospitality brings. For a brand built on the idea that everyday should feel like vacation, showing up at this moment felt not just on-brand, but necessary.
We brought the idea to life with a dedicated Brunch Concierge web page offering complimentary, last-minute Valentine’s Day reservations at iconic NYC restaurants like Carbone, Polo Bar, and Lucali.
The response was immediate - messages, thank-yous, and stories of saved nights. What started as a Valentine’s campaign became a lasting platform, growing brand momentum and deepening our connection to NYC.
My Roles:
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Concepted Brunch Concierge from a simple insight: most people forget about Valentine’s Day until it’s too late. Drawing from real conversations (and personal experience), I saw an opportunity to turn that panic into a hospitality-driven brand moment. Inspired by Brunch’s hotel roots, the idea blended service, storytelling, and utility - creating a thoughtful brand extension during one of our strongest gifting seasons.
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Led execution across every stage; from punch lists and moodboards to co-directing photo, video, and design. Managed the rollout across all channels, bringing the campaign to life cohesively and placing Brunch at the center of the Valentine’s Day conversation.
