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Rogaine’s 2024 campaign for Kenvue aimed to redefine how hair regrowth solutions are marketed, focusing on early intervention and brand differentiation. As a key creative lead, I directed the production process, developed the narrative, and handled hands-on editing and animation to ensure a compelling visual identity. The campaign achieved outstanding results, ranking as Kenvue’s highest-performing campaign of the year, with exceptional audience engagement, strong brand recall, and high action intent. This project showcased the power of strategic storytelling and motion design in driving consumer connection and market impact.

Dash In, a convenience store chain in the DC, Maryland, and Virginia area, sought to redefine its social media presence to foster authentic connections with local communities. Previously, their content was product-centric, resulting in a detached approach that failed to engage followers. To address this, we shifted the focus to human-centered storytelling, representing real customers and their everyday interactions with Dash In products - like the tough decision between Buffalo wings or Teriyaki wings.

We also developed content that celebrated the senses, giving viewers the imagined experience of smelling coffee beans in the morning through dramatic slow motion video of beans.

This strategy involved creating diverse content, including still graphics, GIFs, motion graphics, videos, Instagram stories, and contests, all emphasizing personal moments over products. Within the first three months, this approach led to a 5% increase in followers and a 172% boost in engagement compared to the same period the previous year, highlighting the effectiveness of authentic, community-focused social media engagement.

UnidosUS, the nation’s largest Hispanic civil rights organization, aimed to increase voter registration among Latinos, particularly Latinas aged 18-34 in key states like California, Texas, Florida, Arizona, and Pennsylvania. To support this mission, we developed a comprehensive digital media campaign informed by extensive audience research. Our strategy included creating compelling video content and targeted social media ads in both English and Spanish, leveraging platforms such as YouTube and Facebook where the target demographics are highly active.

The campaign achieved impressive results, driving over 6,000 young Latinx individuals to visit BecomeaVoter.org. Notably, our YouTube video ad garnered a 35.9% click-through rate, surpassing the industry standard of 15%, and 82% of the total ad views were from millennials. This initiative successfully engaged the target audience, contributing to UnidosUS’s efforts to empower the Latino community through increased voter participation.