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Reimagined Family Feud’s recognizable competitive energy into an interactive Snapchat campaign that connected entertainment fandom with BetMGM’s digital gaming experience. Led end-to-end creative strategy across AR, supporting video, and campaign storytelling while optimizing long-term performance through strategic creative guidance.
BETMGM Online Casino | Family Feud
With minimal initial direction, I developed and pitched a culturally relevant Snapchat campaign that translated Family Feud’s recognizable humor and competitive energy into a high-performing cross-brand digital experience. Led creative strategy across AR lens concepting, mockups, and Snapchat-specific copywriting, refining the campaign through stakeholder collaboration to deliver one of the brand’s strongest-performing creative executions.
Pinterest | Gen Z Visual Search Campaign
Translated Pinterest’s visual search evolution into a Snapchat-first campaign designed to connect Gen Z audiences with image-led discovery and self-expression. Led full creative strategy from brief breakdown through AR lens concepting, AI-powered mockups, video asset refinement, and creator content review—including strategic feedback and sample video cut recommendations—to ensure every execution felt cohesive, culturally relevant, and native to platform.
Beyond campaign launches, I partnered closely with Pinterest’s brand and direct response teams to deliver bespoke creative strategy, detailed performance analysis, and data-driven recommendations across paid and organic efforts. Through creative audits, strategic storytelling, and digestible performance decks, I helped shape stronger brand presence, improve campaign effectiveness, and support increased long-term advertiser investment on platform.
Meta | Health & Wellness
Creative Strategy
Led creative strategy and performance optimization across major health and wellness advertisers including Alma, AskTia, and Hims, translating business goals into stronger platform-native creative across paid social. My work included creative audits, copy refinement, strategic video edit recommendations, and bespoke best practice guidance designed to improve brand presence, direct response performance, and long-term campaign effectiveness within highly regulated advertising spaces.
Nike Dunks | Spec Creative Campaign
Developed a narrative-driven spec campaign that positioned Nike Dunks as more than a product, using leisure, friendship, and everyday cultural moments as the foundation for storytelling. Through short-form video creative, I concepted and executed a lifestyle-focused campaign that reframed the shoe as a vehicle for connection, style, and community rather than traditional product-first advertising.
Jeffrey Campbell | Spec Creative Campaign
Concepted and produced a visually driven spec campaign that elevated Jeffrey Campbell’s distinct fashion identity through narrative-led creative and stylized brand storytelling. By blending editorial visuals with strategic campaign direction, I developed content designed to showcase the brand’s bold aesthetic while creating culturally resonant, fashion-forward moments.
Kobalt Music