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CREATIVE DIRECTION
GRAPHIC DESIGN
COPY WRITING & EDITING
STRATEGY & VIS ID
When I stepped in as Creative Director, the account was at risk. I stabilized the business, overhauled processes, and built a creative playbook that streamlined workflows and reignited ideation. I led editors and copywriters, restructured how we worked, and brought clarity at a critical moment.
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 my first account in partnership with Culture Comms, rooted in staying close to the zeitgeist. We translated cultural insights — from tentpoles and seasonal moments to daily trends — into timely, relevant creative. The fast pace demanded tight collaboration and rapid ideation, distilling what mattered into simple concepts 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 Threads, with no playbook and no lead time. We moved fast, opening with Shrek as the cultural entry point, teasing a full Shrek stan takeover if we hit one million followers. When we didn’t, we pivoted quickly, bringing in iconic characters from across the portfolio to establish Universal’s voice on the platform. The result was a real-time exercise in agility, tone, and cultural fluency.
TOP PERFORMERS
Ultimately, the reach expanded across the full Universal Pictures library, driving millions of impressions across platforms. From college bros to the queer community, sports fans to cinephiles, animation lovers to live-action devotees, audiences came for daily movie debates, new releases, nostalgia, and pure entertainment.
