The biggest challenge in my career has been to help a storied educational institute recover from scandal led by a few rotten apples. Baylor’s values and principles were the guiding light in creating campaigns and activations that helped the campus not only recover but come back a stronger community amongst all staff, students and Waco residents.

We made Baylor’s real-life bear mascots the first to ever tweet with bear-sized buttons that automatically posted tweets when pressed. A series of #BaylorHabitweets brought the Bears, and Baylor’s campus culture, to a new audience of students, launching during Baylor’s biggest football game of the year against the Texas Longhorns.