/ PROJECTS
/ CASE STUDIES
/ PROJECTS / CASE STUDIES
Videographer & Editor — MAC Cosmetics, Publicis Groupe
With the goal of increasing relevance of MAC cosmetics within the US market, I joined Publicis Groupe as a Content Creator, being in charge of shooting all in-house content produced from editorial stills for Instagram, to videos for TikTok. Constantly partnering with the Art Director and Copy Writer, together each month we created over 20 pieces of content in-house while curating and cultivating content from M•A•C Artists and micro influencers for our feeds, with all editions falling under my responsibility. We covered everything from product launches and tutorials to brand-building with the help from in-store associates.
From launch through June 2023, we produced over 100 unique pieces of content in-house and on-the-streets at M•A•C storefronts. Overall, we’ve posted over 400 unique assets.
Media Creative & Strategist — Sapphire Studios
During my time as a Creative and Strategist at Sapphire Studios, TikTok’s #1 advertising partner, I directed social campaigns for varying companies and products across the platform. With skills in video production, editing, & branding, I am passionate about utilizing these diverse abilities to impact the world around me while finding inspiration in the cultural climate to push forwards brands through focused and creative content campaigns.
I am a curious, visual strategist in the media production industry, dedicated to bridging the worlds of culture and commerce, connecting brands to youth lifestyles, powerful niches, and emerging trends. I'm a believer in the value of good theory, the power of swift action, and the necessity of constant revision.
Evernote
Oriented towards Professionals in the Gen-z/Millenials demographic, the concepts behind all Evernote campaign videos were created based on the story of the overachiever and hustler who is trying to give the extra mile to reach their full potential, while also maybe saving some time with the higher efficiency gained by using the app.
As the app contains many interesting features, the challenge was choosing which ones to incorporate into the scripts without making the ads feel just like a list of stuff you can do. The videos were also maintaining that dynamic feel by incorporating a variety of effects, shots, and fonts that would make the ad feel even more dynamic.
My/Mochi
The My/Mochi campaign was focused on general brand awareness. Following the many brand guidelines our client provided along with a spin on a current trend sounds on TikTok, the campaign was able to fully embrace the core value of My/Mochi: Be weird.
All videos had the goal of making the snack look fun and delicious. The campaign adopted the "food porn" idea as its main concept, making the viewer crave the snack by letting it show instead of us explaining its selling points.
Pocky
This campaign not only introduced Pocky to TikTok but a new generation was introduced to Pocky too. Targeted to Gen-Z, the campaign attempts to educate viewers on the concept of #ShareHappiness, which is at the core of the brand.
The concepts used for the campaign were the stitch effect, and a visual selling of the product with pure POV shots of the creators preparing dishes with the biscuit sticks while telling the viewer why the creator loves Pocky or telling an anecdotal story where Pocky takes center stage, a concept that has become popular in the baking community.
Gopuff
Measured and driven by app downloads, this video became one of the best-performing ads for the Gopuff campaign, achieving a place on TikTok Top Ads. The concept behind this video was “interesting DIY snacks you can build and try by using GoPuff”. Through storytelling we would provide the selling points of the app: 30 min delivery and a fixed delivery fee of $2.95.