Campaigns
Campaigns
This section highlights campaign projects that brought together creative development, production coordination, and post execution. Many of these projects involved working across teams, leading or supporting shoots, and shaping the final story through editing and motion design. Each piece reflects work that required strategic planning and clear communication from concept to delivery.
The Microsoft Excel World Championship
Las Vegas, NV — Early 2024
I saw an opportunity to elevate the Microsoft Office Specialist World Championship on Microsoft 365’s social channels, transforming a little-known Excel competition into a culturally resonant moment. As the creative lead and editor, I helped shape the concept, tone, and narrative that reframed Excel as the center of an unexpected “sport.”
Taking on a multifaceted role for this project, I guided many of the production-critical elements behind the campaign. Working closely with editors and our creatives at the event, I established the creative direction, managed cross-time-zone workflows, and drove real-time editorial decisions that allowed us to deliver five platform-native videos within 72 hours. My involvement kept the storytelling tight, the assets cohesive, and the turnaround smooth under pressure.
Impact
The campaign transformed a grassroots event into a major brand moment for Microsoft 365, earning over 15M views and tripling engagement benchmarks. Beyond performance, it shifted audience perception of Microsoft 365—positioning the brand as culturally fluent, community-driven, and unexpectedly fun. The project demonstrated my ability to guide complex creative processes remotely, maintain a strong editorial vision, and shepherd fast, collaborative production at a global scale.
Panasonic: Japan Origin Story
Japan – February 2025
Over the course of a week-long shoot across Tokyo, Osaka, and Kyoto, I led the creation of social-first videos celebrating Panasonic’s Japanese heritage while connecting the brand to a global audience. The goal was to tell authentic stories that showcased Panasonic’s innovation and everyday presence in Japan through a modern, culturally grounded lens.
Working across multiple brand verticals including Personal Care, Kitchen, and Lumix, I was a crucial team player that concepted, shot, and edited more than fifteen videos in under a week. Each piece balanced cultural storytelling with global brand strategy, capturing moments that revealed Panasonic’s role in daily life—from the glow of konbini storefronts to the energy of Gamba Osaka’s stadium. My Japanese language skills helped build trust and engagement with locals and the team, adding a layer of authenticity to every story filmed on the ground.
Impact
The campaign strengthened Panasonic’s reputation in its home market while elevating its international brand perception. Through stories rooted in innovation, culture, and design, it reinforced Panasonic’s identity as a brand that embodies both Japanese craftsmanship and global relevance.
Welch’s Zero Bodega
New York, NY— January 2025
To launch Welch’s new Zero Sugar line, I helped bring the brand’s Zero Bodega pop-up to life, transforming a classic New York corner store into a playful zero-sugar speakeasy. I concepted ideas that captured the bodega’s charm and energy, then worked on-site during the launch to execute content that reflected the event’s spontaneous, high-energy atmosphere.
I developed and pitched several creative approaches to activate the space, blending humor, local culture, and brand storytelling. During the event, I worked closely with production and social teams to capture content in real time, responding quickly to crowd reactions and unexpected moments. When the pop-up unexpectedly sold out, I helped turn that surprise into content that amplified excitement online. The creative approach turned everyday New York details into shareable moments that celebrated the authenticity and fun of Welch’s Zero.
Impact
The Zero Bodega was a hit with a packed turnout and strong social engagement. The activation introduced Welch’s Zero to new audiences and positioned the brand as fresh, relevant, and culturally aware.
SXSW: Spreadsheet Champions
Austin, TX – March 2025
My team was asked by Microsoft to attend SXSW and collaborate with the “Spreadsheet Champions” film production team to create content that would generate excitement for the premiere across Microsoft 365 social channels. Partnering with a producer, I led weekend-long coverage on the ground in Austin, capturing the energy and spirit of the event while coordinating with an editing team on standby for rapid turnaround. Our goal was to showcase the film’s debut as a cultural moment and invite audiences into the growing world of Excel Esports.
We created on-the-ground content that brought SXSW attendees directly into the story, interviewing festival-goers as they experienced the premiere for the first time. Our coverage blended authentic audience reactions with moments from the film team and one of the Excel champions featured in “Spreadsheet Champions”, creating a bridge between fans, filmmakers, and competitors. Collaborating closely with the production crew ensured consistent tone and quality, while our remote editors delivered final videos within hours to keep the excitement alive in real time.
Impact
The SXSW coverage amplified anticipation around “Spreadsheet Champions” and invited new audiences to connect with the world of Excel Esports. The campaign positioned Microsoft 365 as a brand that celebrates creativity and community, sparking curiosity and engagement around an unexpected cultural movement.
To see ongoing social content and smaller format pieces, visit Content & Social.