DoorDash Goes Public

When DoorDash went public, we didn’t celebrate the executives. We celebrated the people who made the platform what it is: the merchants.

I led the brand initiative that brought this mission to life, turning one of the most pivotal moments in DoorDash history into a spotlight for the small business owners at its core.

From Times Square billboards to national TV to Instagram feeds across the country, we put real NYC merchants front and center—because their success is what powered ours.

Anyone who’s worked with DoorDash CMO Kofi Amoo-Gottfried knows “dope” isn’t just a casual compliment. It’s a genuine superlative. It’s what we all aimed for. So when I got that nod in response to the IPO campaign, you better believe I made damn sure to capture it.

They say imitation is the sincerest form of flattery.
So when I found out our team photo was set to mirror the IPO spread, I thought that was pretty, well, DOPE.

OOHLALA

A year into the pandemic, we decided it was time to go big, on a local level. We launched hyper-targeted out-of-home across LA neighborhoods that held up a mirror to how everyone was really feeling.

Superyum!

One of the biggest stressors for parents? Figuring out what’s for dinner. So we turned that nightly dilemma into a bite-sized adventure with Superyum—a proactive concept cooked up by our internal creative team.