2020 was not a moment for creativity. It was a moment for clarity. when the pandemic hit, sesame workshop had something most brands didn’t: decades of earned trust with families around the world.

The question wasn't what to say — it was whether to say it at all, and how fast. I pushed the client to act. Navigated the approvals, coordinated the translations, aligned the teams across 12+ countries, and got the content moving while the world was still figuring out what was happening.

No grand concept. Just the right character, the right message, and the conviction that this was exactly the moment the brand existed for.