Social & Brand Campaigns

Role: Creative Strategy · Concept Development · Art Direction · Final Design Execution

Overview

I developed these campaign concepts from the initial idea through final execution. Each project required a different strategic and visual response, shaped around the brand’s audience and the relationship it seeks to build.

Hinge — Difference as Connection

The Challenge

Develop a dating-app campaign with a specific emotional perspective rather than relying on broad promises of compatibility.

My Strategic Response

I built the concept around the possibility that contrasting personalities can complement one another. Difference becomes the source of curiosity and connection.

Design Resolution

I carried the idea into intimate imagery, considered composition, and concise messaging. The visual direction connects the emotional premise with the context of a dating app.

Outcome

A campaign concept that translates a relationship observation into a consistent creative direction, developed from strategy through final design.

Microsoft Teams — The Human Side of Meetings

The Challenge

Create a relatable campaign for a meeting platform by connecting the technology with the people and behaviors that give it meaning.

My Strategic Response

I focused on recognizable moments from virtual meetings and remote work. Humor became a way to communicate familiarity and make digital collaboration feel human.

Design Resolution

I translated those observations into campaign executions built around everyday situations. The art direction and messaging work together to make each scenario recognizable while maintaining a coherent campaign identity.

Outcome

A campaign concept that moves from an audience observation to a defined tone, visual direction, and final executions.

Matchbox — Small Cars, Lasting Connections

The Challenge

Develop a campaign that communicates the appeal of miniature cars across childhood play, collecting, and automotive enthusiasm.

My Strategic Response

I centered the idea on the connection that can persist across generations. The product becomes a meeting point between imagination, memory, and an appreciation of vehicle design.

Design Resolution

I developed contrasting vehicles, environments, and visual treatments within a consistent narrative. The executions create variety while keeping Matchbox’s miniature cars central to the campaign.

Outcome

A campaign concept connecting audience insight with product-focused storytelling, developed from the initial idea through final design execution.