Sara Gardner

Selected Case Studies


event producer


We’re getting crafty here.

With VP+C, I was the Lead Event Producer on projects for Michaels such as:
- Royal Wedding Watch Party with David Tutera
- Custom Frame Collection Launch with the Property Brothers
- Michaels Tree Farm Pop-up
- Busy Philipps Holiday Gift Wrapping Event

This included developing + pitching concepts, advising on creative aspects from invites to event look and feel, buildout + onsite event execution, securing + overseeing vendors, and managing brand partnerships to ensure all parties are happy.


Super Bowl xlix + 50 // directv + Pepsico Parties
marketing & Branding Lead


Party of the month? Nah, the party of the year.

The ONE Group and STK OUT were the exclusive food and beverage providers for the DirecTV private parties during Super Bowl XLIX and 50.

My role was to oversee the events from a brand management perspective to ensure that STK OUT was being represented adequately + appropriately, assist with operations during the event setup, and to be present onsite to manage the VIP and celebrity suites during the event to ensure a positive experience.


executive producer - branding & marketing


20 cities & 7 provinces later…

In the summer of 2018, I became (almost) an honorary Canadian.

With VP+C, I was the Executive Producer for a promotional concert series for Aurora Cannabis that made stops in every province and territory from British Columbia and Yellowknife to Halifax and Iqaluit.

I managed an event producer, production coordinators, a video production team, as well as locally based teams of brand ambassadors, production assistants and photographers. I was the main liaison for venue managers, as well as a key role in client management and coordination between agency partners.

I conceptualized and executed marketing and branding while onsite, often creating completely new sets per venue and province. I also managed and oversaw merch and VIP areas at every stop on the tour.

All of this while navigating the ever-changing and relatively new government regulations and laws surrounding recreational cannabis.


event producer


lead with style.

With VP+C, I was the event producer for JCPenney’s booth at Create & Cultivate Chicago. We chose to put together a booth that felt like the C&C woman’s dream office, stocked with incredible finds from JCP.

My role as producer included pitching concepts, working with a stylist and her team to curate the “office,” oversaw buildout + onsite production, and was the main liaison between the client and the Create & Cultivate production and partnership teams.

We also managed the Glam Suite with Sephora Inside JCPenney + InStyle Salon at JCPenney, as well as a branded happy hour.


Content Production: Stills


Production Manager, Art Direction, Locations,
Prop Sourcing + Styling


Production Manager, Assistant Art Director,
Prop Sourcing + Styling