Where Story meets Strategy
Brand Messaging & Creative Direction
I develop brand language that moves with intention — from voice and tone to content concepts — turning ideas into stories that connect with audiences authentically.
Muse Coffee Shop Reel
2025
Concept Development
Rooted in my film background, I create concepts and scripts that blend emotion and clarity — building stories that communicate purpose, whether for screen or campaign.
“Translating ideas into visuals, language, and tone that connect with people where they are. Whether it’s a short-form video for an artist or concept development for a campaign, I approach each project as both a storyteller and communicator driven by rhythm, voice, and meaning."
Artist Content Strategy
Chillona
This Chicago-based artist sought to amplify awareness and engagement around her single MONiKA.
I developed a short-form content campaign that clarified her tone of voice, intimate, spirited, and visually bold, while strategically aligning each piece of content with platform-native trends and audience behavior patterns. Story hooks, pacing, and visual rhythm were optimized to increase retention and share-ability on Instagram and TikTok, where her core and growth audiences are most active.
DAYANA “Lowkey” Announcement Reel
2025
Amira Jazeera
Collaborated with musician Amira Jazeera to conceptualize short-form video content that reflected her artistic mood and aesthetic. Through scripting, pacing, and visual flow, I helped her communicate her story in a format that resonated with digital audiences while maintaining her brand’s integrity.
Focus: Brand voice alignment, content scripting, cinematic tone.
Life Link
The campaign was designed as a series of interviews between donors’ families and recipients, showing the human threads that tie them together. The structure was flexible enough to work across formats for air time, long-form video, short-form social, and photo/print placements.
"Deadline" Lyric Reel
2025
Brand Content Strategy
CHILLONA “Monkia” Reel
2025
Social-First Content Writing
From concept to caption, I write short-form content that balances storytelling with trend awareness — keeping brand identity clear while staying native to each platform.
CHILLONA Spotify Canvas
2025
+90 streams per day
From 1,300 to 3,648 streams in 2 weeks
Tone development, audience engagement and integration
Stronger conversion and ongoing discovery momentum
Dayana
This artist sought to amplify visibility around her single Lowkey while reinforcing her identity as a Chicago-based creative voice.
I developed a short-form content campaign that refined her tone of voice—warm, bold, and lyrically expressive—while intentionally incorporating Chicago visual and cultural markers to support her brand positioning. Each piece was crafted for platform-native storytelling on Instagram and TikTok, using strong narrative hooks, trend-aware editing, and scroll-stopping visual rhythm to maximize retention and shareability.
We also strategically leveraged momentum from her recent On The Radar performance, converting heightened audience attention into sustained engagement.
+500 streams
The advertising agency managing the Life Link account in Puerto Rico, reached out to me to support the development of their new organ donation campaign. I was asked to bring a more emotional, community-centered message to the project, one that could shift the conversation from fear and loss toward connection and legacy.
I created the campaign line, “Your life continues in others.”
The print and photo direction used film portraiture to bring forward a raw, honest emotional tone—warm, human, and unpolished in a way that feels lived-in. Pull quotes from interviews were paired with the portraits, capturing the sentiment that many donors and families expressed: joy in knowing they allowed someone else to continue living, and hope that the recipient might become anything—even the next Michael Jordan.
Muse Coffee Shop
DAYANA “Lowkey” Reel
2025
It positions donation as mutual preservation—not an ending, but a continuation held between lives.
Lowkey became her most successful release to date, accumulating 15,000 streams on its launch day
Stronger listener conversion
Expanded reach
Ongoing discovery
Reached +40k followers on IG
+1,000 views
CHILLONA “Monika” Reel
2025
Crafted social content and copy that showcased Muse’s coffee culture and the community formed through it. The client wanted to highlight coffee not just as a product, but as a catalyst for connection, a space where creativity, conversation, and neighborhood warmth naturally gather.