Projects
For this project, I developed a full campaign concept for Sweet T, focusing on creating a strong, cohesive brand identity rooted in Southern charm and nostalgia. I designed visual concepts and messaging that emphasized authenticity, warmth, and a laid-back lifestyle.
As part of the campaign, I created a detailed storyboard to map out content direction, including social media and video elements. This helped bring the brand vision to life visually, ensuring consistency across all touchpoints and showcasing how the campaign would translate into engaging, real-world content.
For this project, I was part of a team competing in an NFL marketing competition, where we developed a full campaign strategy for a designated team. I led the social media and marketing team, overseeing content strategy, campaign direction, and overall brand messaging.
I was responsible for developing social-first content, aligning our campaign with audience insights, and ensuring our messaging was consistent, engaging, and strategically driven across platforms. I also helped guide creative decisions and collaborated closely with my team to bring our ideas to life in a cohesive way.
Our campaign ultimately won first place in our district, which was incredibly rewarding and validated both our creative direction and strategic execution. This experience strengthened my leadership skills, ability to collaborate in a fast-paced environment, and reinforced my passion for building campaigns that connect with audiences and deliver results.
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As part of our NFL campaign, I helped develop and execute a short-form “mic’d up” content series designed for social media platforms like TikTok and Instagram. The concept focused on capturing authentic, behind-the-scenes moments to create engaging, personality-driven content that felt natural and shareable.
I was involved in both the production and post-production process, including filming, editing, and refining the content to align with our overall campaign strategy. We prioritized fast-paced editing, strong hooks, and trending formats to maximize engagement and keep the content relevant.
This series played a key role in bringing our campaign to life digitally, showcasing our ability to create high-quality, social-first video content that connects with audiences and performs across platforms.
For this project, I explored and expanded on Dove’s “Real Beauty” platform by developing a purpose-driven campaign centered on challenging unrealistic beauty standards. My goal was to create messaging that felt authentic, empowering, and relevant to a younger, social media–driven audience.
I focused on building a clear campaign strategy, including target audience insights, core messaging, and creative direction. This included developing campaign concepts, ad ideas, and visual storytelling that emphasized unfiltered, real beauty and encouraged self-confidence. I also considered both the intended impact and potential unintended effects of the campaign to ensure it remained meaningful and credible.
