MY WORK
CAMILA CABELLO GLOBAL PARTNERSHIP X CAMPAIGN
Partnering with Camila Cabello, we launched a 'Do What Moves You' spot, marking the beginning of a global, multi-year collaboration. This on-going campaign celebrates a shared Caribbean heritage and love for music. The 360 campaign spans across TV, social media, online video, OOH and still photography.
LanEIGE WATERBANK CREAM GLOBAL CAMPAIGN
This global campaign for Laneige’s new Water Bank Blue Hyaluronic Cream was a cross-market effort aimed at ensuring our strategy connected seamlessly with Gen Z and Millennial audiences across the globe (Korea, China, UK, and US). Designed as a full-funnel initiative, the campaign focused on engaging a new generation, empowering them to achieve and maintain healthy skin barriers.
NFT MIXTAPE
MUSIC LIBERATES MUSIC PROGRAM
Partnering with the legendary Drake producer and long-time Bacardi collaborator, Boi-1da, we kicked off a campaign to spotlight the stark gender gap in music production—where only 2% are women. Through our Bacardi-branded NFT mixtape, we not only championed rising artists but also energized music fans across multiple social channels.
*Awards: Clios (9), One Show (3), Webby (1), Cannes (2)
THE SENSORY AUCTION
As part of the Bombay Sensory Auction, our creative strategy was to make the art world more inclusive to covey's Bombay Sapphire's "Stir Creativity" brand platform. The result? An award-winning first-of-its-kind art auction that allows art enthusiasts to bid on collectable artwork based on their senses (vs their money).
*Awards: Clios (2)
GOOGLE PIXEL
Google #teampixel
I spearheaded the strategy for Google’s #teampixel campaign, which earned the 'Best of Instagram' Shorty Award. This involved cultural trend analysis, creative ideation, and a continuous #teampixel strategy that drives user-generated content and organic engagement for the @googlepixel channel.
*Award: 2020 Shorty Award “Best of Instagram”
BLACK BUSINESS x CREATOR PARTNERSHIPS
Our Google Pixel Black History Month campaign celebrated Black culture by spotlighting Black-owned businesses and creators, featuring showcases, small business spotlights, and launching the 'Black Owned Everything' marketplace with world-renowned stylist Zerina Akers (best-known for her work with Beyoncé).
BACARDI SUMMER CAMPAIGN
‘MOVE LIKE IT’S SUMMER’ GLOBAL CAMPAIGN
This Bacardi global campaign focused on getting rum drinkers to “unleash their summer self”, with a TVC featuring J.Balvin’s hit “Qué Calor”. I built the strategic foundation and brief that led to the core creative idea, and worked with IAT partners to further support the work and further fuel brand goals.
SNAP AR
Snap AR strategy
I pitched and won Snap Inc business, which included developing social strategy for Snap AR in collaboration with marketing leads and c-suite. I co-led the building of the internal agency account, developed the social strategy, and managed teams to create strategically sound AR and social content opportunities to reach AR creators online.
MOTOROLA
“Hello Moto” 360-GLOBAL CAMPAIGN
Alongside my team, we developed the go-to-market digital and social strategy for the global launch of Motorola Z devices which included the development of social toolkits and content publishing to drive anticipation around launch.
