Promote the album in a way that hadn’t already been overdone, breaking away from conventional album marketing to create something unexpected and conversation-worthy.

The irony was promoting the album through traditional marketing mediums without actually using those mediums. We recreated familiar promotional formats—including a Vogue magazine cover and a Saturday Night Live performance announcement—without the traditional placements or appearances taking place. The strategy used the familiarity of established platforms to subvert expectations and generate conversation.

Connect the poetry book to a reputable institution in the literary space through a New York Post announcement, while finding a way to connect the physical book back to the music through a QR code leading to the album announcement.

Connected traditional publishing, media partnerships, and digital music discovery. Pursued the New York Post promotional partnership and integrated a QR code into the book to bridge the literary release and Drake’s music.

Develop one digital commercial introducing Better World Fragrance.

The central question was simple: How does Drake sell a fragrance? The answer became the foundation of the campaign: He doesn’t. Women do. Rather than relying on Drake’s celebrity to sell the product directly, the creative placed women at the center of the commercial. I contributed creative notes and monitored edits and reviews through Frame.io.

Give audiences a closer look at H.E.R.’s creative process and life behind the performances through an original documentary series.

Developed the digital rollout strategy in collaboration with Facebook Watch, using full-length episodes alongside short-form and promotional content to introduce the series and sustain audience interest.

Capture the momentum surrounding H.E.R.’s debut album and the growing anticipation that her music would be recognized with GRAMMY nominations. The goal was to document that moment in her career and translate its excitement, expectation, and significance into a series audiences could experience alongside her.

Conceived a digital rollout strategy in partnership with YouTube Music, using a four-part documentary series and supporting promotional content to connect audiences with H.E.R.’s personal and professional journey.

Support RUMC’s annual stewardship campaign by encouraging financial commitments to the church.

Rather than directly asking people for money, my strategy was to remind them of everything they already loved about the church—the ministries, relationships, experiences, and community their contributions help make possible. Lead with emotional connection rather than a financial appeal, allowing people to recognize the value of giving through what mattered most to them.

Increase awareness of Wednesday Night Supper and position it as an easy, appealing option for families and individuals during the middle of the week.

I believe the key to great marketing is fulfilling a basic need. For this campaign, I focused on making the decision of what to eat on Wednesday nights a non-factor. Much of our target audience could relate to the daily chore of cooking dinner, spending money on delivery, or simply deciding between the two. Rather than just promoting a church supper, I wanted to present a solution to a familiar problem: Make Wednesday nights easy.

Showcase the multiple events and activities happening at RUMC on one specific Sunday, with Back to School / Back to Church serving as the centerpiece of the campaign.

Developed a multi-format social media campaign to highlight the different experiences available that Sunday and give the congregation multiple opportunities to discover, engage with, and share event information.