One Creator Lab

2024

TYPE:
Advertising
Art Direction
Content Creation

In 2024, I was accepted into the ONE Creator Lab’s 16-week program, an immersive experience designed to help content creators develop the skills needed to thrive in the advertising and marketing industry. Throughout the program, I worked alongside a creative team of art directors, copywriters, and strategists, tackling real-world briefs and creating content for various platforms.

I gained hands-on experience in content creation, storytelling, shooting and lighting, and research strategy, while also refining my ability to craft video-first campaigns. The mentorship and feedback from industry leaders helped me strengthen my portfolio and further develop my creative abilities. This program was an invaluable opportunity to learn the ins and outs of the industry and apply my passion for creative storytelling in new and
impactful ways.

All work in this section was done in collaboration with ONE Creator Lab.

BRIEF:
Position Audi EVs as premium, high-performance, and dependable by showcasing how they fit diverse American lifestyles in a 9/16 video series while maintaining Audi's luxury image.

INSIGHT:
People crave excitement and reliability, seeking both in relationships and the vehicles they drive.

CONCEPT:
‘Meet The Bachelor’ - The Bachelor Series presents the 2024 Audi e-tron as the ultimate automotive Bachelor. Through a reality-show-inspired format, each episode showcases different e-tron models, highlighting their unique features— from adventure-ready SUVs to sleek sedans—emphasizing their charm and German engineering excellence.

PARTNER:
Sasa Etienn

BRIEF:
Reinvigorate the MoonPie brand and speak to a younger audience Through playful, modern, social-first content and interactive initiatives.

INSIGHT:
With daylight savings ending, there’s more moonlight to embrace everyone’s unique nighttime rituals.

CONCEPT:
“More Moon, More Pie.”– Celebrates the extra hours of moonlit time, positioning MoonPie as the “Hero of the Night.” Through an introductory video and social-first content, we invite fans to share their personal nighttime routines, creating a community-driven narrative that celebrates individuality and the joy of late-night moments with MoonPie.

PARTNER:
Michael Valentin

BRIEF:
Prove that Spirit makes travel more fly for everyone.

INSIGHT:
With daylight savings ending, there’s more moonlight to embrace everyone’s unique nighttime rituals.

CONCEPT:
“Should Have Chose Spirit“ – Two friends call each other from their respective flights. One is flying Spirit (with the Go Big option, while the other is on a typical cramped flight. The friend on the Spirit flight enjoys a premium experience, while the other friend deals with common flight discomforts. Each friend claims they’re experiencing "the same" flight, but the visuals reveal a humorous contrast.

PARNTER:
Vantana Howell

BRIEF:
To inspire brand love and promote intentional shopping using Afterpay through engaging social content.

INSIGHT:
People don’t know all the different things they can purchase using AfterPay. Afterpay taps into "girl math" by offering real, guilt-free financial flexibility.

CONCEPT:
“Afterpay Math”– Girl math made easy:
Afterpay = instant financial flexibility for guilt-free purchases

PARTNER:
Stephen Ruck

BRIEF:
To reposition Velveeta as a vibrant lifestyle brand that encourages Gen Z to embrace a life of outrageous pleasure, making Velveeta their go-to indulgence.

INSIGHT:
Gen Z have a very diverse music taste, including some guitlty pleasures... Velveeta Playlist is there to uncover Gen Z’s cheesiest, cheesy pleasure songs.

CONCEPT:
“Velveeta playlist”– Encourage users to share their "Velveeta Playlist" by filming themselves enjoying Velveeta while a cheesy song plays in the background. This trend celebrates the joy of embracing cheesy music and the pleasure of indulging in Velveeta.

PARTNER:
Polina Silkina

BRIEF:
Get White Claw on TikTok authentically by embracing a low-fi, uncurated style that resonates with the platform, driving viral growth and followers through a "Social Butterfly" content strategy.

INSIGHT:
People crave authentic connections and shared experiences, especially in a world where social interactions are increasingly digital and fragmented.

CONCEPT:
“The "Claw-nection" Challenge”– A week-long TikTok scavenger hunt that cleverly combines online engagement with real-life connections, using daily clues hidden in trending videos to spell out a brand-aligned phrase, rewarding participation with merch and coupons, and encouraging user-generated content through the #ConnectTheClaw hashtag.

PARTNER:
Shawna Fitzpatrick

GIGGLE WATER

MOM VAN

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