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Campaign
Concepts
Creative
Direction
Content
and
Platform
Strategy
Selected Campaigns
"Horrorble Podcast--Rethinking Guest Strategy"
Q6 Media Agency| Content and Platform Strategy
I reshaped guest strategy for a podcast we were building from the ground up for a client by moving away from niche horror industry guests toward more relatable, story-driven voices.
When the podcast started out, producers and the client were targetting scare actors and horror industry professionals focusing on followers and engagement.
I redirected the content strategy by sourcing and booking a guests based on authenticity and storytelling, not following size, which led to a major shift in performance.
The first episode I booked using this guest strategy featured Spooky Gin, a ghost tour owner from the Galevston area.
Spooky Gin brought in 60K+ followers overnight and became the top-performing series, with two additional episodes recorded. Clips from these interviews have generated over 13M views on TikTok. Check them out down below!
9.2 million views
3.2 million views
"MANA Live in Hidalgo, TX"
Live Nation | Campaign Concept | Promotional
This campaign concept was developed as part of a concepting exercise during my time at Live Nation. The goal was to build an $8000 promotional strategy for MANA's upcoming show in Hidalgo, TX, a market with a strong, deeply rooted Hispanic fanbase.
Rather than defaulting to a standard digital-first approach, I dug into consumer research first. What came back was interesting: Hispanic audiences in this market frequent malls at a significantly higher rate than the general population. That became the anchor of the strategy.
The concept centered on meeting the audience where they already were, blending in advertising signage inside malls and OOH placements with digital touchpoints and influencer collaborations to create something that felt culturally native rather than imported.
This was a concept pitch and was not tracked beyond that stage, but the strategy reflects how I approach any campaign: it's important to start with the audience, not the channel.
"Yumwoof--Find the Imposter" Concept
Q6 Media Agency | Creative Direction | Brand Awareness
Startup pet food brand, Yumwoof, needed visibility.
The problem? They were entering a saturated digital space where product shots and TikTok trends weren't going to do it.
I concepted a short-form video built around finding the "imposter" in a group of self-identified dog owners, an inherently shareable format, and let the product integrate naturally without feeling like an ad. From spending time as the Yumwoof social media manager, I also knew these types of videos were trending in other industries and spaces.
So how did this cut through the noise? No one in the pet food space had jumped onto this type of content yet.
I supported creative direction on set and translated the idea into a format that balanced entertainment with product integration. The short-form cut generated 17K+ views on YouTube.