I build culture-driven campaigns rooted in audience behavior—designed to spark conversation and live beyond the screen.
Did She Kill Him in Her Sleep?
‘I Killed Him in My Sleep’ Campaign
CREATIVE APPROACH
💡Concept
Turned a psychological thriller into a fan-driven mystery audiences couldn’t stop debating.🔍Context
Promoting I Killed Him in My Sleep required breaking through a saturated thriller landscape where traditional trailers often over-explain the story.
🔍Insight
Thrillers that blur reality drive speculation—and speculation drives engagement, sharing, and repeat viewing.
🎬What I Did
Led creative development across trailers and campaign assets, building a narrative that leaned into ambiguity and tension.
Led creative development across trailers and campaign assets, building the campaign around a single provocative question: Did she actually do it?
Shaped pacing, reveals, and messaging to withhold just enough information to sustain tension and curiosity.
Directed tone and performance to maintain ambiguity, ensuring every moment reinforced uncertainty rather than resolution.
Developed assets designed to hook quickly and encourage rewatching, theory-building, and audience debate across platforms.
🔥Impact
The campaign taps into a core audience instinct—the desire to figure it out. By centering the mystery instead of the plot, the campaign transformed passive viewers into active participants—fueling speculation, conversation, and repeat engagement across social and fan communities
Fandom as Format
Interview with the Vampire After Show
CREATIVE APPROACH
💡Concept
Turned fandom into the format, extending the story through conversation and culture.🔍Context
After-show content often recaps what audiences already know. This needed to deepen engagement instead.
🔍Insight
For culturally resonant shows, the audience experience doesn’t end with the episode—it expands through conversation, analysis, and fandom.
🎬What I Did
Led creative development of an after-show designed to feel like a natural extension of fan discourse, not a recap.
Shaped a conversational, opinionated format bringing together talent, celebrity fans, and cultural voices.
Directed tone and structure to mirror how audiences engage online—balancing humor, analysis, and character discussion.
🔥Impact
Transformed passive viewing into active participation—creating content audiences could engage with, respond to, and share, extending the show’s life within culture.
Reframing Black Love
‘Love of a Lifetime’ Campaign
CREATIVE APPROACH
💡Concept
Reframed Black romance as soft, aspirational, and culturally central.🔍Context
Lifetime’s romance slate needed a cohesive identity that felt fresh, emotionally resonant, and culturally relevant.
🔍Insight
Audiences were craving softer, more nuanced, emotionally rich portrayals of Black love in contrast—moving beyond trauma or high drama toward connection, intimacy, and joy.
🎬What I Did
Led creative development across campaign assets, shaping a unified tone and storytelling approach across films.
Crafted trailers and content that prioritized emotional connection over plot mechanics.
Built a consistent visual and narrative language to establish a recognizable franchise identity.
🔥Impact
Created a more aspirational, emotionally grounded portrayal of Black relationships. By tapping into a growing cultural appetite for softer, more intentional portrayals of Black relationships, the campaign drove stronger audience connection and shareability across social and fan communities.
Brand Content
Discovery’s Shark Week x Home Depot
Campaign Platform: Built for Anything
Concept
When chaos hits, preparation is everything. This campaign concept explores the idea that the right tools don’t just help you handle everyday projects—they prepare you for the unexpected.
Set within the high-stakes, adrenaline-fueled world of Shark Week, this spot reimagines home improvement through a more extreme lens—where tension, humor, and survival instincts collide. By placing Home Depot within an environment defined by unpredictability, the work reinforces the brand’s role as a trusted resource when it matters most.
The creative approach balances cinematic storytelling with a clear, scalable idea system designed to extend across multiple touchpoints—from social-first cutdowns and digital placements to alternate scenarios across different “high-risk” environments.
Potential Extensions
“Built for the Storm” (extreme weather preparedness)
“Built for the Unexpected” (everyday mishaps with heightened stakes)
Social series featuring quick-hit problem/solution scenarios
My Role
Led concept development and scripting, shaping a narrative-driven execution grounded in a broader campaign idea designed for multi-channel scalability. Collaborated on production elements such as casting, set design and shoot prep.
OWN’s Love & Marriage: Huntsville x Mattress Firm
Campaign Platform: Sleep Better, Love Better
Concept
Quality sleep impacts more than just how you feel—it shapes how you show up in your relationships. This campaign concept explores the connection between rest and emotional connection, using relatable relationship dynamics to highlight the role sleep plays in everyday life.
Set within the familiar world of Love & Marriage: Huntsville, this piece blends authentic character-driven storytelling with brand integration, creating a moment that feels native to the show while reinforcing a clear emotional benefit tied to Mattress Firm.
Rather than interrupting the narrative, the brand becomes part of it—demonstrating how better sleep can lead to better communication, patience, and connection.
The concept is designed to scale into a broader campaign platform, with each execution exploring different relationship moments shaped by sleep quality.
Potential Extensions
“Sleep Better, Parent Better”
“Sleep Better, Work Better”
Short-form social series highlighting everyday relationship tensions tied to lack of sleep
My Role
Led creative development and scripting, focusing on integrating brand messaging into a story-first execution while grounding the work in a broader, extensible campaign idea. Collaborated on talent direction and set design.