HBO | The Last of Us
Inspired by the The Last of Us' themes of hope, dependability, and survival in the face of insurmountable odds, HBO and RQ gifted tastemakers, influencers, editors, and super fans around the globe a premium at-home experience connected to the world of the series.
In collaboration with Carhartt, HBO crafted an exclusive set of swag that pulls straight from the world of The Last Of Us.
Using social listening tools throughout the season, and the curated hitlist of tastemakers, we maximized social content and reach by utilizing an organic influencer seeding strategy including influencers, celebrities, editors, and superfans.
Seeding these archetypes, we saw 360° holistic excitement from influencers, and more importantly their communities, for the ties the swag had to The Last Of Us.
Hulu | MGK Life in Pink
Tapping a diverse group of talent, including pop-culture tastemakers, superfans, MGK's inner circle, and mental health advocates we built a social conversation around Hulu’s surprise release of MGK’s Life in Pink, while driving tune-in and strengthening their positioning amongst target audiences.
Leveraging Machine Gun Kelly's passionate fans and defenders, we created a social groundswell around Hulu’s surprise release of Life In Pink. Partnering with a diverse group of talent across multiple cohorts, we built compelling creative briefs that aligned with the documentary's key themes.
Using direct soundbites from the documentary film, our influencers crafted content for TikTok and Instagram to spread awareness and drive engagement. To deepen the relationships for the campaign and drive further social chatter, RQ invited 17 of the biggest talent names from the social campaign to an exclusive premiere party in NYC which inspired more organic content, driving the social conversation further. As a result, Hulu saw a massive spike of impressions across all platforms on premiere night.
The Marías at Royce Hall
Give a group of students $30,000 and they'll create a multidisciplinary art experience.
Each year, the Student Committee for the Arts (SCA) programs a live musical performance at UCLA's Royce Hall. In the year I was Co-Director, we took this a step further and incorporated visual art, dance, and interactive art, creating an opportunity to comprehensively experience the work of our musical headliner.
In addition to creative direction and event planning, I oversaw the marketing efforts for this project. Marketing for the event included social media, print, and radio promotions, and resulted in the first-ever SCA show to sell out the 1800-person capacity of Royce Hall.
UCLA Admissions
Every spring, 16,000 people are admitted to UCLA and flock to the UCLA Housing social media accounts to learn more about the place they'll spend the next 2 to 4 years of their lives.
For UCLA Housing's social media coverage, I oversaw everything from content strategy to community management for Instagram, TikTok, Twitter, YouTube, and Facebook.
An overview of what I did:
• Creative Direction
• Multi-Channel Content Creation
• Copywriting
• Publishing Strategy
• Community Management
Specific projects:
• TikTok account launch & strategy
• Instagram Livestream Q&A Series
• Instagram Story Highlights
• Admissions Reactions Videos
• Campus Tour Videos
• Instagram Face Filters
• Instagram & Twitter Community Management
