TikTok
Garden of Good Campaign
(Using Gamification to Feed America)
CONTEXT: TikTok sought to connect its community-driven culture to a real-world cause, partnering with Feeding America to transform engagement on the platform into direct food donations.
PROBLEM: TikTok’s partnership with Feeding America had a bold goal - to turn virtual engagement into real-world impact. But the challenge was in translating an in-app gardening game into something meaningful enough to inspire community participation.
SOLUTION: Led campaign’s creative and marketing strategy, producing influencer-driven videos and docu-style storytelling that earned media buzz, encouraging millions to play (grow), share, and give through participation.
RESULTS: The campaign raised millions of dollars all distributed in food donations, reached a massive global audience, and established a new blueprint for purpose-driven engagement on TikTok - blending entertainment, empathy, and action.
LiveMe
Times Square Billboard Campaign
(Building a Brand Voice Across Every Screen in NYC)
CONTEXT: With LiveMe seeking national exposure, our Beijing team let our US team know that they had secured a last minute two week primetime window in Times Square.
PROBLEM: This left my team little time or budget to plan properly, meaning I needed to retroactively develop a strategy.
SOLUTION: Developed a unified creative system that connected digital billboards, subway takeovers, and live events under one brand voice, capturing the energy of NYC while staying true to LiveMe’s mission of empowering creators.
I aligned internal designers, editors, and influencers with ABC Creative agency to ensure every asset shared a common tone and visual identity. Partnered with the NUE Agency to coordinate live subway and Grand Central performances, turning commuters into a live audience.
RESULTS: The campaign generated 50,000 new installs in one week, earning a Communicator Award for Creative Excellence, cementing LiveMe’s presence as a rising entertainment platform.
Evoto AI
Press Conference Launch
(Humanizing Innovation in AI)
CONTEXT: Beat out 5 agencies on a new business pitch to develop content for an upcoming product press launch for Evoto AI, an AI photography editing software company.
PROBLEM: When my agency won the RFP, only 6 weeks remained before launch and the product wasn’t ready.
SOLUTION: Drawing on my background as a photographer and experience navigating complex global organizations under tight timelines, my team was poised to help Evoto meet their goals. Developed a storytelling framework that transformed the launch from a technical demo into an emotional brand moment.
Led the end-to-end creative, I oversaw tutorials, influencer-led content, and brand story videos that connected Evoto’s mission to the daily workflows of real photographers. The campaign unified tone, visuals, and messaging, building trust through authenticity.
RESULTS: The event generated global press coverage and positioned Evoto as a credible challenger in the AI space. It also reinforced the brand’s identity as an innovation partner to help creators, not just another AI that does the work for you.
TikTok Series
Global Feature Launch
(Turning Ambiguity into Alignment at Scale)
CONTEXT: TikTok set out to launch a new paywalled feature, TikTok Series, across 30 global markets.
PROBLEM: With just 3 weeks and no finalized product design, my team was tasked with launching TikTok Series, a new paywalled content feature - across 30 global markets.
SOLUTION: To bring clarity to chaos, I built a detailed production roadmap, restructured creative pods, and implemented daily standups that kept Product, Localization, and Marketing teams aligned through a leadership transition. Guided the creative tone and visual language across 5 hero assets: from explainers to sizzle reels, balancing clarity, aspiration, and cultural nuance in every market.
RESULTS: The campaign launched on time at global scale, earning internal praise for its clarity, cohesion, and design precision. Coverage from The Verge, Business Insider, and The Leap amplified visibility, and the project became the creative model for all future TikTok product rollouts.
Fathead
Clay Matthews Commercial
(Transforming a Production Crisis into an Award-Winning Campaign)
CONTEXT: I was hired to concept, write, and produce Fathead’s first big budget commercial starring Clay Matthews.
PROBLEM: With the start of the NFL season looming, Clay Matthews moved the LA shoot at the 11th hour to Green Bay. However, every local soundstage & rental house was tied up by the Aaron Rodgers State Farm Double-Check commercial.
SOLUTION: I found an abandoned university film space, restored power, drove in production equipment from Detroit, and led a team to build out the set just in time for cameras to roll.
RESULTS: The campaign ran nationally for over a year on ESPN, winning multiple Telly Awards - Silver for Sports/Sporting Goods/Games and Bronze for both Use of Humor and Cinematography - and launched Fathead’s first-ever character-driven ad series starring Clay Matthews.
Connections Academy
Learning Coach Series
(Reframing Logistics to Unlock Authentic Storytelling)
CONTEXT: Connections Academy sought to create a national campaign that authentically captured the online learning experience for families while keeping production costs under control.
PROBLEM: Production costs and logistics skyrocketed for the campaign based on our set construction and studio shoot.
SOLUTION: I reimagined the entire approach - shifting from a studio-based shoots to filming real families in their own homes, preserving authenticity while staying within budget. I deployed small, mobile crews nationwide. They captured honest, heartfelt stories that reflected what online learning truly looks like day-to-day - empowering students and parents through their own environments.
RESULTS: The campaign delivered a 20% reduction in production costs while driving strong paid and organic performance uplift, prompting the company to increase media investment and extend the campaign for 9 consecutive months, proof that authentic storytelling can outperform polished production.