Building and growing best in class consumer brands.

Building the next generation of smart consumer brands.

Chapin Herman

Too many brand campaigns are built for decks, not people. Big budgets, glossy renders, and a recap video no one ever watches. I work on the opposite end of that spectrum—where strategy meets storytelling. And the goal is simple: make people feel something real, and still hit the KPIs.

For Canva, that meant transforming a product launch into a cultural franchise: Canva Create. 4,500 creators live in LA, 22M more online, all walking away with a sense of belonging (and maybe a tote bag). For Mercedes-Benz, it’s been about reimagining “luxury” as a lived experience - whether inside an F1-themed takeover or in the middle of a cultural crossover. For YouTube Shorts, it was literally a drive-thru experience: snackable, fast, and designed to be shared before the fries got cold.

What you’ll find here:
• Stories from the work - what went right, what went wrong, and what we learned.
• Ideas on where brand marketing + experiential are headed, and why it matters.
• A belief that audiences aren’t demographics, they’re humans—and that’s who we design for.

And since this is LinkedIn, here’s my personal fine print:
👦🏻👧🏻 Twin dad, learning the art of negotiation daily
🌮 Taco enthusiast, with a preference for habanero salsa
🥤 Cold brew loyalist…the hipster Millennial in me will never fade
🎢 Former theme park performer (oh I've got so many stories)

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The Battle

Chapin Herman

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