Projects
Amazon Prime Video:
The Summer I Turned Pretty
The Idea:
The launch of The Summer I Turned Pretty Season 3 represented a major tentpole moment for Prime Video and the return of the platform’s top-performing original series. As lead of the social team, I ideated original social concepts and managed the social content calendar supporting the season launch, ensuring cohesive, high-impact storytelling across platforms. The campaign supported Prime Video’s number one show during a critical release window and contributed to record-setting performance across engagement, viewership, and watchtime.
The objective of the Season 3 launch campaign was to reignite fan excitement, sustain conversation throughout the release window, and support Prime Video’s most-watched original with social-first storytelling tailored to its highly engaged audience. Given the scale and visibility of the launch, the work required both creative ideation and disciplined calendar management to maintain momentum before, during, and after release.
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I developed social concepts rooted in the show’s emotional core, Bonrad-driven moments, and active fandom discourse, ensuring content felt authentic, timely, and platform-native. In parallel, I managed the social content calendar, coordinating timing, cadence, and rollout to create a cohesive narrative arc across platforms. This approach balanced major tentpole moments with ongoing fan engagement, keeping the series top of mind throughout the season.
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The Result:
The Summer I Turned Pretty Season 3 became the top-ranking original across all key metrics, generating 49.7 million engagements, 1.4 billion views, and 8.6 million hours of watchtime. The campaign reinforced the show’s position as Prime Video’s leading original and demonstrated the impact of strategic, social-first storytelling in driving sustained audience engagement at scale during a high-visibility launch.
Amazon Prime Video:
Hispanic Heritage Month
The Idea:
I developed and executed a Hispanic Heritage Month social campaign for Prime Video celebrating culture, community, and representation. The work combined original creative concepts and creative partnerships with end-to-end campaign management, including content planning, calendar oversight, and asset coordination across channels.
Beyond concept development, I managed the campaign’s social calendar and coordinated creative assets to support a consistent, on-time rollout. This included aligning deliverables with key cultural dates, organizing approved assets, and ensuring creative execution remained cohesive across the full campaign window.
The Result:
Hispanic Heritage Month generated a total of 25 million views and 2.3 million engagements for Prime Video.
Hulu:
Huluween
The Idea:
Huluween is Hulu’s annual Halloween programming moment, designed to spotlight its horror catalog through culturally relevant, social-first storytelling. As part of the creative and strategic team, I contributed to the development of a pitch deck presenting original campaign concepts that blended horror, humor, and internet culture. Of the eight ideas sold to Hulu, three were my original concepts, including a Josh Hartnett “thirst trap,” an ode to iconic scream queens, and a playful roundup of horror hotties before and after gruesome scenes. All concepts were approved for use in the Huluween campaign, demonstrating strong alignment with Hulu’s brand voice and audience engagement goals.
The Result:
Eight ideas were successfully sold to Hulu for inclusion in its Huluween campaign, with three original concepts developed by me. The approved ideas were designed to capitalize on proven social engagement behaviors—scroll-stopping visuals, culturally fluent humor, and fandom-driven commentary—within a marquee seasonal moment. The work demonstrates the ability to generate platform-native ideas that brands trust to represent their voice at scale.
Amazon Prime Video:
Reactive Studio
The Idea:
Prime Video’s Reactive Studio was designed to capitalize on real-time cultural moments to drive conversation and engagement around its programming and stacked video library. As part of the creative team, I contributed original pitch ideas and led the execution of approved concepts from conception through publication, serving as the primary point of contact with the client.
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The Result:
The Reactive Studio generated millions of impressions and engagements across Prime Video’s social channels, demonstrating the effectiveness of real-time, culture-led content in driving audience interaction. The work received industry recognition, including a Webby Award and a Shorty Award. Beyond performance metrics, the success of the studio reinforced Prime Video’s ability to participate meaningfully in online culture while maintaining brand integrity at scale, and showcased my ability to lead ideas from pitch to publish in a high-pressure, fast-turn environment.
The Shade Room
Background:
At The Shade Room (TSR), one of the most influential social-first media brands in culture, I worked as a news strategist and creative contributor responsible for daily coverage at internet scale. My role spanned real-time news strategy, courtroom and live-event coverage, and original creative storytelling designed to drive conversation and repeat engagement. During my tenure, TSR experienced significant audience growth and cultural impact, reinforcing its position as a dominant voice in digital media.
The Result:
During my tenure, The Shade Room achieved billions of impressions on a regular basis, reflecting the scale and consistency of its audience reach. I contributed to a record-setting pace of 60+ exclusives per year, helping TSR maintain its reputation as a first-stop source for breaking celebrity news. I also played a role in major growth milestones, including helping grow TSR’s TikTok account to 2 million followers in one year and supporting Instagram audience growth from 13 million to 26 million followers. Career highlights include securing participation from President Joe Biden, marking a landmark moment for the brand’s cultural and political reach.
E.l.f. Cosmetics:
The Idea:
E.l.f. Cosmetics wanted to get in the holiday spirit as they headed into its major Black Friday sale, but being a global brand, they didn’t want the content to be too limiting. I developed a Black Friday promotional post for e.l.f. Cosmetics during a peak holiday shopping period.
The Work:
In the course of one hour, I brainstormed, pitched and executed my ideas. In the brand’s effort to keep beauty affordable for its customers, I made the idea to line up its bestselling items under $10, by category, in a snowglobe, effectively promoting a build your own bundle for a free gift ad. Creative execution focused on delivering a high-impact Black Friday message within a single, scroll-stopping post. Visual hierarchy, concise copy, and brand-forward styling were used to communicate urgency and value without sacrificing brand consistency. The post was timed to coincide with peak holiday platform usage, increasing the likelihood of discovery and engagement during a high-intent shopping moment.
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The Result:
E.l.f. Beauty reported double-digit year-over-year revenue growth in recent quarters and has guided full-year net sales in the $1.55–$1.57 billion range for fiscal 2026. Black Friday and Cyber Week activity fall within the brand’s key holiday selling period and contribute to the quarter that historically drives heightened e-commerce traffic, promotional engagement, and conversion. Within this context, the Black Friday content and promotional execution were designed to capitalize on a period of peak consumer demand and elevated purchase intent.
