My freelance era highlight

Since the beginning of 2025, I've been working on revamping the organic content calendar and pitching social-first ideas to target millennials and Gen Z. That means mining trend formats, writing briefs, scripting the concepts, and occasionally shooting/editing videos too. My hands even make a few appearances in videos!

Here’s one of my favorite TikToks. We shot a “day in the life” video and when the Ashton Hall video went ultra-viral, we added timestamps to mimic the trend. Social that earns media and taps into the cultural conversation is my favorite way to build brand affinity.

I made memes that maybe saved lives?

From 2020-2022, I was fortunate to help the Johns Hopkins Bloomberg School of Public Health in its Covid-19 precautions (masking, staying home) then vaccination social campaigns. This work began at Hawkfish and when that company shuttered in 2021, the client came with me and a few other team members to Edelman.

We won a Webby Anthem Award, a Case Award, plus the White House chief of staff retweeted a meme I made and then CNN reported on it.

Work Snapshots

  • CDC Bring Your Brave

    Concepted, pitched, and produced this campaign that used a popular social format (try on hauls) to Trojan Horse the public health messaging about knowing your family’s history of breast cancer.

  • NUTRO Pet Food

    Social Creative Lead on the Mars Petcare account which included influencer work and live social coverage of the Farmers Market for Dogs.

  • Adobe Photoshop

    Social strategist and video producer for the agile workstream, which included creating content about new AI features.

  • Merck

    Concepted and pitched the “Scientist on the Street” video series.

  • Keeping Current

    Lead writer for Edelman’s Keeping Current, an external marketing newsletter where we broke down the “why” behind cultural and social trends.

Edutainment video content

When I was three, I thought I would grow up to write books about ducks and their adventures. But I didn’t understand how the economy works. Or how to read. So now I make TikToks for brands! My work with Google Arts & Culture, where I pitched, produced, starred in, and edited content. This represents the vibe I bring to the function.

Agile video

When I say internet content should be fun, this I what I mean: entertaining, quick, and often scrappy. I’ve been lucky to work with brands to create agile content based on social trends from pitch to publish.

Getting “serious brands” to have some fun

Society may tell us that highly-regulated industries can’t have fun on social. Sorry, but this is a lie! Not only have I figured out how to make any type of content fun, I’ve also convinced clients to listen to me and take risks (half the battle). Here are a few capital “C” Companies who I have pitched and produced content for.

Just for fun (personal)

I debated adding this section because I am not an influencer (nor do I want to be). But I genuinely love social and engaging with other creators and online communities. So here are a few posts that performed well on my personal page and why.

  • Cheese Club

    ICYMI beloved Texas grocery store H-E-B had a Parmigiano Reggiano cheese wheel cracking event. I filmed it and posted using the “I never see you at the club” trend.

    - This trend, even though it peaked weeks prior, still hit because H-E-B has a loyal fandom who sees events like this as the equivalent of a fun night out at a nightclub. Working with the right trend is more important than hopping on every trend.
    - You don’t have to understand the trend or use IP to get the joke, which gives it a stickier shelf life.
    - Beyond social platforms, I think this trend copy would make a great email subject line to promote the event. This serves as a way to get more people in store for IYKYK events like these. Thus creating more UGC!

  • Being slightly worse

    I noticed a lot of New Year resolution posts and thought I would go against the grain with a list of how I was planning to be worse in 2025. The comment section is one of my favorite things about social. So many people added their own list items and creators made their own version! This is obviously silly, but some of the engagement spoke to how authenticity wins on social. One commenter, who is a therapist, said how this “being slightly worse” strategy could help perfectionists.

  • BeReal

    If there’s a new social media platform, I promise I will be first to test it out and learn what makes it unique. This post did well because it spoke to the IYKYK nature of the community.