Love Starts Here

Love Has No Labels—the campaign that went on to earn over a billion impressions—began with our small team of three at Coca-Cola. My role focused on strategy and creative direction. The powerful work R/GA later brought to life started with a deeply personal conversation about the last time I hugged my mom before she passed. The love that shaped this campaign—that’s hers.

Our Coke team developed the original line "Love Has No Labels", the iconic dash-line design system, and the foundational strategy behind the campaign. The heart of the work was drawn from the lived experiences of Lauren Childs, Ama Dias, and myself. The spot shown above was based on a concept I contributed.

Ask me about the why—and what almost was.