Case Study
Omaze Dream House
Launching and scaling a new campaign vertical that raised millions for charity — and set the blueprint for an international expansion.
Launching and scaling a new campaign vertical that raised millions for charity — and set the blueprint for an international expansion.
I was hired specifically to launch Omaze's Dream House vertical — a brand new campaign format that marked a significant strategic pivot for the company, from celebrity experiences to high-value property giveaways tied to charitable causes. When I joined in August 2020, the Dream House didn't exist yet as a campaign product. My job was to bring it to life and keep it running.
Each Dream House campaign had to simultaneously feel aspirational and charitable — compelling enough to drive donations, emotionally resonant enough to connect audiences with a cause, and visually consistent enough to build the Omaze brand over time. Working within Omaze's established brand guidelines, the challenge was making every campaign feel fresh and location-specific while maintaining the cohesion that makes a platform recognizable at scale.
End-to-end campaign design execution — translating each new Dream House brief into a full suite of digital assets including landing pages, email templates, display ads, Google ads, and social creatives, tailored to each property and its nonprofit partner.
Brand implementation at campaign level — applying and evolving Omaze's brand guidelines across a new vertical, ensuring every touchpoint of the Dream House experience felt on-brand while adapting creatively to each unique location, home, and charitable cause.
High-volume production across simultaneous campaigns — managing multiple Dream House launches running in parallel, maintaining quality and consistency across every deliverable without a drop in creative standard.
Cross-functional collaboration — working closely with copywriters, project managers, and campaign strategists to align creative output with each campaign's fundraising targets, audience strategy, and nonprofit partner requirements.
Orlando Dream House — benefiting Children's Miracle Network
Miami Dream House — benefiting Sylvester Comprehensive Cancer Center
Austin Dream House — benefiting Folds of Honor · 450+ military family scholarships funded
Miami Dream House II — multimillion-dollar waterfront property
LA Dream House — $4.3M Tarzana home · benefiting Rebuilding Together · $800K+ raised
Lake Tahoe Dream House — $4.3M South Lake Tahoe property
in charitable grants generated across campaigns
US Dream House campaigns executed from launch to completion
military family scholarships funded via Folds of Honor
The Dream House model proved so successful it expanded to the UK, where Omaze now operates as its primary market
The Dream House vertical grew from a single Orlando launch into Omaze's most visible and commercially successful product line. The campaign execution established during this period — the integration of property, cause, and donation-driven creative across every digital channel — became the repeatable format that powered the brand's growth and its eventual international expansion into the UK.
“I’ve seen Rox handle high-pressure situations, tight deadlines and never-ending obstacles with grace, grit and resilience. His optimism and gratitude are unmatched, and he would add huge value to any team.”
— Sarah Balagia, Associate Creative Director · Omaze
“At Omaze, we had a constant feedback loop for creative deliverables and Rox would always work hard to make sure that all of our recent learnings and optimizations were implemented.”
— Lauren Tielman, Paid Marketing Manager · Omaze
Working within an established brand system taught me that great execution is its own form of creative ownership. I didn't design the rulebook — I mastered it, applied it across an entirely new campaign format, and helped build something that scaled beyond what anyone initially planned for. That's the part I'm proud of.
