Objective Translate heritage storytelling into a performance-driven creative system across channels.

Touchpoints Immersive in-store displays, digital OOH, AR extensions, performance asset cutdowns, in-feed ads, and retail screens.

My role Directed the campaign strategy and adaptation into short-form formats that laddered up to global brand narrative but drove local engagement.

Outcome 62% lift in brand favorability; high engagement across retail-aligned digital placements.

Objective Launch Farfetch’s new beauty category with a strong creator-first strategy across Meta platforms.

Touchpoints Creator gifting and sampling, paid ads (Reels, Stories), landing page assets, CRM, and editorial support.

My role Directed creative narrative and content formats across 50+ global creators, ensuring cohesion between performance and brand.

Outcome 200M+ organic impressions in the first week.

Objective Drive cultural relevance for “Dawn FM” by creating a fully immersive album launch experience.

Touchpoints Live stream on Prime, global outdoor activations (Tokyo, LA, London, Sydney), merch drops, social storytelling, and limited-time product tie-ins.

My role Led strategic creative development for the full campaign rollout across physical and digital; aligned teams across music, entertainment, and ecomm.

Outcome 100M+ reach; breakthrough engagement with new Gen Z and lifestyle segments.

Objective Refresh Boss’s brand perception and appeal to a younger audience through a culture-led campaign.

Touchpoints Instagram Live runway, TikTok and Reels content, creator styling videos, product bundles, on-platform retail tagging, and post-show email follow-up.

My role Led the strategic positioning and rollout, shifting the runway into a shoppable, sports-inspired social event.

Outcome +112% brand lift; significant lift in brand favorability and online sell-through.

My role Founder and commercial lead. Brand strategy, creative direction, and e-commerce.

Outcome Stocked in 3 countries. Press in Vogue, FT, and Monocle.

My role Helped founders Erlen and Syeda rebrand. Conducted stakeholder interviews, brand strategy, and naming workshops.