welcome to
CREATIVE STRATEGY
to me, creative strategy is like solving a puzzle; finding the starting point is the hardest but most rewarding. then it's about building the story around that first piece until you have a complete story.
FRESCA HARD:
SERVED HARD
Sports have gotten a little too serious. Our challenge? Give Fresca Hard a place in the game, so we shifted the focus from peak performance to pure enjoyment. We built a creative platform that celebrated the lighter, more playful side of sports, turning a little friendly competition into a full-flavored brand experience.
My Role: Led creative strategy and copy from the initial insight and platform development to campaign messaging and activations.
SAPPORO:
BRING THE ZEN
Life moves fast. Finding balance? Not so easy. Our challenge was to give Sapporo a fresh, culturally relevant identity that went beyond its Japanese roots and made the brand a natural fit for any occasion. We tapped into the universal need for a little more balance, turning Sapporo's heritage and perfectly balanced taste into a creative platform that encouraged people to find their moment of Zen, wherever life takes them.
My Role: Led creative strategy and copy from the initial insight and platform development to brand storytelling, campaign messaging, and creative direction.
ESPOLÒN
GLOBAL RFP
The tequila world has a premium problem. So we took Espolòn's rebellious spirit global and proved that quality doesn't have to come with an exclusive price tag or a VIP attitude. We built a disruptive creative strategy that challenged category conventions, celebrated authenticity, and made access the new aspiration.
My Role: Led creative strategy and copy from insight and global positioning to brand storytelling, campaign messaging, and creative direction. Also led ideation and concept development for "F the 1%."
HI-CHEW:
2026 DIRECTION
Candy is supposed to be fun, but in a category full of brands competing to be the loudest and weirdest, how do you stand out? Our challenge was to give Hi-CHEW a fresh social identity and a 2026 strategy that went beyond selling candy. We tapped into Gen Z and Gen Alpha's love for fandoms, turning HI-CHEW's playful personality and unexpected flavors into a social-first strategy designed to spark conversation, build community, and make fans part of the fun!
My Role: Led creative strategy and copy, from audience insights and brand positioning to social strategy, tone of voice, and campaign messaging.
