creative strategy 🧠
Some of my favorite creative and editorial strategy I've worked on in recent years.
Do Not Disturb: An Investigation Into Brands, Influencers & Why Gen Z Keeps Leaving You On Read, insights report by Adolescent Content
Alongside my colleague Jeremiah Jones, I worked with the larger Gen Z research team at Adolescent Content—a L.A.-based, youth-focused creative agency—to offer key insights to crack the code of today's most mystifying audience, detailing how marketers can authentically connect with today's youth.
Together, Jeremiah and I spearheaded creative strategy and copy direction for this 10,000-word report. As the agency's copywriter, also led copyediting and proofreading for this publication.
Do Not Disturb leverages the agency's YouthTellers research division made up of 50,000 Gen Zers from diverse worldwide communities (BIPOC, LGBTQ+, and other varied socioeconomic backgrounds.
Creative Strategy for Vox Creative
In late 2022, I fulfilled a series of creative strategy projects for Vox Creative, the agency side of Vox Media that connects brands and audiences through Vox platforms.
My first assignment was to create a 360 campaign strategy for Pepperidge Farm Goldish. The ask was to make Goldfish a cool, always-hands-on snack for young adults. The deliverable provided driving insights, and identified engaging opportunities, programs, and tactics for the campaign.
My second assignment was to pitch an interesting, innovative whitespace opportunity for three brands: Wendy's, Ford, and Ulta Beauty.
Editorial Strategy for Snap Foundation
On a mission to develop pathways to the creative economy for underrepresented youth in Los Angeles, Snap Foundation is the philanthropic arm of Snapchat. I provide them with research- and insights-backed content strategy recommendations. I also research, write, edit, and proofread content for the organization’s long-form blog. Check out some early strategy I developed for the organization's blog 😊
