COFFEE MATE
When I joined Coffee mate, their goal was to reach a younger audience and build their presence on TikTok. Understanding that platform and culture are the foundation for social, I created an approach that became very successful.
We began leaning into our ‘unhinged’ brand voice while connecting it back to platform trends and cultural topics. By taking this approach, I found avenues that our product could fit into organically. Whether it was a spoof on ‘Coop on the Stoop’ or leaning into our partnership with Love Island when cast members took our cold foam into the Hideaway, I found creative ways in that felt organic to the platform - and they continue to land.
GILLETTE
Pushing a traditional brand image towards platform and culturally relevant social media is a tricky task - but that’s what I helped to do with Gillette. It’s a fine dance between creating product benefit centric content and obscure creativity. Learning from cultural and social insights, I was able to create engaging content that audiences would both enjoy and learn from.
Social media can take even an elite company such as David Yurman to the next level by connecting with them culture and their audience. Creating organic content that speaks directly to specific cohorts drives business objectives through engagement and learnings from the audience.
My responsibilities while creating for David Yurman were writer, editor, and producer. I would work with cinematographers to make sure camera settings, shooting styles, and locations would fit the content capture shot lists I had written.
Once I receive the footage, I would then edit and color the assets top to bottom. This work was then approved by both client and Brand Ambassadors.
DAVID YURMAN
H&R BLOCK
How do you make taxes fun? By winning tax season through organic social.
Our goal was to win tax season in 2024 by reaching our audience by delivering both engaging and informative content. In doing so, we helped drive action to their tax filing services.
My role on this account includes social content ideation and creation, activation writing, and copywriting.