In this section, I’ll show how creators and always-on social helped turn features into stories.
TURN A CULTURAL BELIEF
INTO A BELOVED BRAND CHARACTER.
PROJECT
Angelito
Social Media Campaign
featuring The Diesel Bros.
content creators.
MY ROLE
Associate Creative Director
Original Concept
Hispanic Insight
THE BRIEF
Show that 4 Wheel Parts was more than a retailer. It was a trusted off-road expert.
THE IDEA
We brought the Hispanic belief in the Angelito de la Guarda to life as Angelito, a guardian angel who teamed up with Discovery’s Diesel Bros to position 4 Wheel Parts pros as trusted off-road experts.
LET CREATORS BE CREATORS.
PROJECT
Content Creator Campaigns
MY ROLE
Associate Creative Director
Concept Development
Creator Script Direction
THE BRIEF
Create content that felt authentic to each creator while staying true to Kia.
THE IDEA
We developed platform-native concepts around each creator’s voice, giving them room to make the ideas their own while keeping Kia at the heart of each story. Turns out, giving creators room pays off: one collaboration generated 268K views and 14K likes, with 99.8% of views coming from new audiences.
HUMANIZING TECH FEATURES.
PROJECT
Ongoing Social Media
Monthly Campaigns
MY ROLE
Associate Creative Director
Concept Development
Writing Direction
THE BRIEF
Keep Kia’s technical features human every month without turning social content into product advertising.
THE IDEA
I led a team of writers to humanize technical features often piggybacking on social trends.
Clients consistently championed the work and selected it for paid amplification.
CAPTION:
You can’t tame 291 horses.
But you can enjoy them.
CAPTION:
Reaching new heights. Literally.
With 9.1 inches of ground clearance.
CAPTION:
Me a few weeks ago:
“I wonder what I’d do with 34 combined MPG.”
Me now:
CAPTION:
There’s no spell behind these lights.
But they’re still hypnotizing.
CAPTION:
You see all that space,
and the plans just start coming.
ON-SCREEN:
No Internet Connection
Try:
• Living in the moment
• Enjoying the detour
• Taking in nature
ON-SCREEN:
THE VIDEO YOU DON’T WANT TO WATCH AT 2X SPEED.
CAPTION:
And watching it just once? That’s self-control.
ON-SCREEN:
I MANIFESTED THIS ✨
CAPTION:
Panoramic sunroof, LED lights, 18-inch alloy wheels. It’s all here.
CAPTION:
When you ask the universe for a sign
and it sends you at least five.
CAPTION:
When you ask the universe for a sign
and it sends you at least five.
CAPTION:
When you ask the universe for a sign
and it sends you at least five.
CAPTION:
When you ask the universe for a sign
and it sends you at least five.
CAPTION:
When you ask the universe for a sign a
nd it sends you at least five.