Content Strategy ™️
full-time copywriting and Creative Strategy | kijiji canada | november 2021- August 2022
The Ask: As a part of Kijiji Canada’s inaugural in-house creative team, our goal was to amplify, enhance, and expand a refreshed brand identity through the the execution of the full-suite of creative projects .
The Solution: Coming soon!
Work: Coming soon!
THIS IS POP Campaign | netflix, pigeon row, AND BANGER FILMS | MARCH-AUGUST 2021
The Ask: Develop a social media strategy to support the launch of This Is Pop, an 8-part docuseries by Emmy Award-winning production company Banger Films (Metal Evolution, Hip Hop Evolution, and K-Pop Evolution). The goal was to develop a campaign for the dual launch of the series on CTV to Canadian audiences in the spring, and then internationally on Netflix in the summer.
The Solution: A two-pronged approach where the Canadian launch included producing episodic trailers and curating weekly playlists to coincide with the weekly release on CTV. In May, an international campaign ramped up with the selective planting of video clips with viral potential, the dissemination of clips on Instagram and other Banger properties, and the consistent release of a variety of social media assets. Supplementary to the entire campaign was an 8-part podcast that offered BTS anecdotes, insights into the creative process, and cultural analysis from critics.
Work: Ideate and craft a long-term campaign to support the launch of the docuseries on two networks, commissioned and project managed the creation of all content items, collected and shared data insights, managed social posting across all accounts, ongoing collaboration with series producer, lead producer on an 8-part podcast.
Press: Rolling Stone, Pitchfork, Buzzfeed
K-POP EVOLUTION Campaign | YOUTUBE ORIGINALS, pigeon row, AND BANGER FILMS | march 2021
The Ask: Develop a social media strategy to support the launch of K-Pop Evolution by Emmy Award-winning production company Banger Films ( (Metal Evolution, Hip Hop Evolution, and This Is Pop). The goal was to advertise the series to the K-Pop community with a reverence for the strength of fandoms, and add value to the viewing experience.
The Solution: Conduct an extensive deep dive into how K-Pop fan groups rally around new content on social media, ensuring that sensitivity to fans was paramount. The result was the construction of a brand landing page on TikTok and Instagram designed in the spirit of K-Pop’s biggest artists, commissioning custom art and a dance medley by creators respected in the K-Pop community, and releasing exclusive clips and content from the series biggest stars.
Work: Ideate and develop a campaign to support the launch of the docuseries, commissioned and project managed the creation of all content items, managed social posting across all accounts, managed client relations.
Blown Away campaign | NetfliX, pigeon row, AND MARBLEMEDIA | january 2021
The Ask: Develop a social media strategy to support the second season launch of the Canadian Screen Award-winning Netflix sleeper hit Blown Away. The priority was to convert both casual (“starters”) and devoted fans (“watchers”) to “completers.”
The Solution: Inspired by similar hits like The Great British Bakeoff, the goal was to plant content items with viral potential across Instagram, Facebook, and Twitter, while natively dispersing a series of memes, sharable TOV videos, and ASMR-style videos. On launch day, 2 Instagram Live conversations took place with Queer Eye’s Bobby Berk and YouTube influencer and host Nick Uhas. Blown Away was renewed for a third season.
Work: Ideate and develop a campaign to support the launch of the series, project managed the creation of all content items, produced two Instagram Live conversations, managed social posting across all accounts, managed client relations.
Press: Blown Away is a Cozy Blanket, Made of Hot, Molten Glass (Vulture), The 45 Best Shows Streaming on Netflix right now (Esquire), How Much Watching Time Do You Have This Weekend (New York Times)
The Marker arcade Campaign | Shed Creative agency(Universal Music Canada) and RIFF(Aphria inc.)|november 2019 - august 2020
The Ask: Develop a robust, multi-platform content strategy to support the complete rebrand of a Universal Music Canada-owned creative collective and platform, The Maker Arcade (FKA: CO.LAB) which included magazine ideation and editorial direction, along with social media strategy and execution.
The Solution: Develop a multi-dimensional print product with two distinct proposes: To create a magazine that appealed to a highly connected community of creative and cultural influencers across Canada, and ensure that 25,000 units could be created as promotional material at cannabis stores across the country. Create and execute a social strategy to relaunch TMA beginning with promotion of a major launch event featuring Slowthai, building a brand identity around TMA with in-depth artist profiles and IG Live interviews and performances.
Work: Developed and executed an editorial strategy anchored by the campaign positioning to highlight creative communities across the country, curated all subjects, produced each distinct content item, edited all editorial material, developed and executed a social strategy for Instagram.
A high-quality risograph magazine was created that blurred the line between a zine and art book with a simple intent: experiment with new ways to excite, intrigue, and inspire. The core of this project was rooted in a full-bodied examination of creative work: to explore how artists from all disciplines locate and evolve their process; to identify what it means to nurture your perspective and sharpen your skills; to hand roses to the communities that support you; and, ultimately, dispel the notion that incredible art happens in a vacuum. This also included a micro-documentary on Quentin Mitchell, owner of Vide Press. Built an extensive relationship with all clients.
Subjects: Amaal, Rahnell Branton, Cody Caetano, Josephine Cruz , Seb Elbourne, Moya Garrison-Msingwana, Cody Googoo, Nada Hayek, Vonny Lorde, Russell Louder, Cartel Madras, Quentin Mitchell Anupa Mistry, Casey MQ, George Petit of Alexisonfire, Brianna Roye, Sydanie
New Balance 997S Campaign | Havas and Blue ant media |February 2019
The Ask: Support the advertising campaign for the release of the New Balance 997S and 997H sneaker with the creation of a hero video and 5 individual cut-downs that would be used for digital promotion on YouTube and on-site.
The Solution: A high-quality, micro-documentary that brought together five artists from different creative disciplines to talk about what inspires their craft, while also showcasing broll of them actively creating new work.
Work: Developed moodboard, script, and creative direction for video, curated talent, conducted extensive in-person interviews, developed and executed an editorial strategy anchored by the campaign positioning (“Fearlessly Independent” and “Runs in the Family”), consultation during direction and post-production, execution across all and digital platforms.
Editorial: 5 artists explain how collaboration and inspiration fuels their art
Subjects: Scratch Bastid, Myst Milano, Jimmy Chiale, Jonathan Raksha, Brittany Farhat, Yazmin Harris
Press: “New Balance re-launches the 997 with help of Toronto artists,” Strategy Online
new balance 247 campaign | Havas and Blue ant media | July 2018
The Ask: Support the advertising campaign for the release of the New Balance 997S and 997H sneaker with the creation of a hero video that would be used for digital promotion on YouTube and on-site.
The Solution: A short film that encouraged the subject to attempt a new skill, while also challenging tropes of masculinity. In this film, Grammy Award-winning Toronto-based artist Sean Leon learned how to make a floral arrangement while discussing his approach to artistry and creativity.
Work: Developed video concept and script, curated talent, conducted extensive in-person interviews, developed and executed an editorial strategy anchored by the campaign positioning, consultation during direction and post-production, execution across all and digital platforms.
Editorial: The community and creativity of Sean Leon
Alita: battle angel campaign | 21st century fox/disney and blue ant media |February 2019
The Ask: Support the advertising campaign for the theatrical release of the film Alita: Battle Angel with on-site online editorial promotion.
The Solution: Two extensively researched essays that broke down and demystify the technical elements of the manga’s translation to film.
Work: Comprehensive content ideation and strategy, editorial assignment and production, execution across all digital platforms.
bohemian rhapsody campaign | 21st century fox/disney and blue ant media |October 2018
The Ask: Support the advertising campaign for the theatrical release of the film Bohenian Rhapsody with on-site online editorial promotion.
The Solution: A two-part essay series designed to bridge generational gaps between established fans of Queen and fans of Rami Malek, and further amplify and remind audiences of Queen’s legacy.
Work: Comprehensive content ideation and strategy, editorial assignment and production, execution across all digital platforms.
Deadpool 2 Campaign | 21st century fox/disney and blue ant media | may 2018
The Ask: Support the advertising campaign for the theatrical release of the film Deadpool 2 with on-site online editorial promotion.
The Solution: A four-part editorial essay series aimed at shedding the film’s “dude-y” reputation and appealing to a wider, primarily female audience, more effectively. A portion of the campaign budget was supplemented by a significant ad buy on Facebook.
Work: Comprehensive content ideation and strategy, editorial assignment and production, execution across all digital platforms, pulled final data insights
Red sparrow Campaign | 21st century fox/disney and blue ant media | FeBruary 2018
The Ask: Support the advertising campaign for the theatrical release of the film Red Sparrow with on-site online editorial promotion.
The Solution: A four-part editorial essay series that assumed potential audience critiques on the subjects of thematic accuracy, social positioning, and hesitancy towards the lead actress, and propose a feminist counterargument. A portion of the campaign budget was supplemented by a significant ad buy on Facebook.
Work: Comprehensive content ideation and strategy, editorial assignment and production, execution across all digital platforms, pulled final data insights