PORTFOLIO

This campaign was developed as a full-scale strategy and creative concept for Prime Roots, a bold, fungi-fueled food company using koji to redefine deli meat. Tasked with making the brand culturally relevant among Gen Z, our team crafted a provocative, innuendo-driven campaign titled “Your Meat Has Potential” aimed at identity-driven eaters in progressive cities.

As Account Director, I led the strategic development, blending primary research, cultural insight, and platform strategy to shape everything from target personas to activation ideas. The campaign leveraged humor, inclusivity, and storytelling to drive awareness. It also contained  disruptive PR boxes, Pride activations, influencer seeding, a Spotify audio ad, and even an interactive storyline in the Episode app.

This self-led strategic brief examines how Mercedes-Benz can reposition itself to attract a younger, success-driven audience, specifically professionals in their 20s, referred to in this project as “executive wannabes.” While the brand holds strong prestige, it is widely associated with older consumers. This brief identifies a significant growth opportunity by redefining brand perception through psychographic targeting, insight-driven messaging, and modern media touchpoints.

The project includes a fully developed organizing idea, brand positioning, consumer profile, and media strategy. All created to help Mercedes-Benz remain aspirational while becoming more culturally relevant to a younger generation of ambitious, image-conscious buyers.

This Q1 2025 competitive report analyzes Nike’s standing in a rapidly shifting athletic apparel market. The project breaks down emotional storytelling trends from major competitors like Adidas, Puma, and Under Armour. Each of these rivals has embraced authenticity, mental wellness, and cultural relevance in their recent campaigns.

Through SWOT analysis, trend tracking, and benchmarking, this project identifies key opportunities for Nike to evolve beyond its performance-first messaging. My final recommendations focus on repositioning Nike through more relatable storytelling, creator-led content, and athlete mental wellness. Areas that align strongly with Gen Z values and consumer behavior.

This strategic POV presentation builds a case for Nike’s continued Super Bowl participation in 2026, following its high-impact return with the 2025 “So Win” campaign. After a 27-year absence from the event, Nike used storytelling and celebrity endorsements to connect with Gen Z. This is a values-driven, socially conscious generation that makes up a growing portion of the Super Bowl audience.

Through competitive analysis, consumer research, and cost-benefit breakdowns, this project argues why Nike should maintain its presence on this platform. The strategy includes a clear recommendation to leverage Gen Z's interest in inclusivity, sustainability, and cultural relevance. All while reshaping brand perception and countering criticism around Nike's labor practices.

Built around a consumer insight uncovered through on-campus interviews and qualitative research. This strategy brief outlines how Filthy Foods can tap into the college market using its ready-to-drink (RTD) cocktail line. The brief introduces a new consumer persona known as the “Effortless Entertainer”. It explores how the brand can reframe cocktails as affordable, simple, and social for budget-conscious, convenience-driven students.

By repositioning Filthy’s offerings through relatable messaging, influencer partnerships, and strategic campus activations, this project showcases a data-backed approach to expanding brand relevance among Gen Z. Through valuable insights, the strategy offers a clear roadmap for helping Filthy Foods win with the next generation of drinkers, without sacrificing brand integrity.

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This midterm case study introduces Gut Instinct, a bold, transparent, and emotionally intelligent wellness drink invented and created by me. Loud, chaotic, and full of heart, this all-in-one beverage blends real superfoods, brain-boosting adaptogens, and gut-friendly nutrients for people who care too much and overthink everything.

Built for overstimulated millennials like Leo, the campaign’s core persona and target, Gut Instinct cuts through the wellness noise with humor, honesty, and actual nutrition. From a scroll-stopping video series to mobile “Truth Stations” and in-store “Truth Cards,” the campaign positions the brand as the loudest voice of reason in a chaotic category.

This project includes a fully fleshed-out brand wheel, consumer insight development, product formulation, positioning, and a comprehensive 360° marketing strategy that spans digital, PR, experiential, and retail.