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CREATIVE DIRECTION
GRAPHIC DESIGN
COPY WRITING & EDITING
STRATEGY & VIS ID
When I stepped in as Creative Director, we were a hair’s breadth from losing the business. I stabilized the account, overhauled processes, and built a creative playbook that streamlined workflow and reignited ideation. I managed editors and copywriters, restructured how we worked, and ultimately turned chaos into clarity—just in time.
With an always-on social scope, we managed the full Universal IP portfolio—ideating across every genre and decade, from low-lift memes to high-production moments, all while navigating constant feedback loops. The real turning point? A client Summit we led to align scattered perspectives into one cohesive vision. From there, the machine clicked into place. I partnered closely with account and insights to steer creative with clarity and consistency—and when needed, I rolled up my sleeves and made the content myself.
UNIVERSAL STRATEGY
FORMAT EXPLORATION
One of the most rewarding parts of this account was the creative range. Tapping into Universal’s vast IP allowed us to blend eras, genres, and characters in unexpected ways to tell a story. I focused on testing formats and refining visual approaches to develop content built to stand out in-feed and keep our audience on their toes.
CREATIVE INSIGHTS
This was the first account I partnered with Culture Comms on—an exercise in staying close to the zeitgeist. Think: someone deeply dialed into what’s resonating culturally, especially on social. We worked together to translate insights—from evergreen themes to seasonal moments, tentpoles to daily trends—into timely, relevant creative. Quick-turn content required close collaboration and fast ideation to distill what mattered into simple, effective concepts. The result was work that truly connected.
ENGAGEMENT
Our content spoke to a passionate audience with strong opinions and deep love for a wide range of films and franchises. Our most successful work tapped into that fandom, delivering a point of view that felt both relatable and refreshingly unexpected. From passage of time carousels, to animated villain introspectives, below are some of the most beloved films and posts that connected them directly to what our followers were thinking.
THREADS LAUNCH
One of the biggest curveballs on the Universal Pictures account was the sudden launch of a new platform—Threads—right after a long weekend. With no playbook, we moved quickly, leading with one of our most iconic franchises: Shrek. We teased that if we hit one million followers, the account would become an official Shrek stan page. For days, we leaned into it. When we didn’t hit the mark (as expexted), we shifted gears and brought in beloved characters from across the portfolio to herald Universal’s presence on the platform. It was an exercise in agility, tone, and cultural fluency.
TOP PERFORMERS
Ultimately, our reach extended as far and wide as the Universal Pictures library. From college bros to the queer community, sports fans to cinephiles and animation to live acton lovers, everyone flocked to our account for their daily dose of movie debates and debuts, nostalgia and all around entertainment.
