Ideas-first. Social-right after.
I started my career working for top traditional agencies, perfecting my craft in writing concepts, manifestos, KVs and scripts. But as the world shifted, so did my focus. Today, I come up fully fleshed out social-first campaigns and am becoming a creator myself.
Happy scrolling 🔥
Wall’s Emoji Rescue
To celebrate International Day of Happiness, we tracked emoji usage throughout the UK and used the data to inform the headlines of billboards all over the country.
We then found people who tweeted sad emojis and surprised them with ice creams.
To raise awareness for organ donation amongst ps5 gamers, we got Demon’s Souls streamers to become the “Angel’s Souls”, invading other player’s worlds to gift them a special item that restores their characters’ lives — reminding them they can donate life in the real world too
Angel’s Souls
Project Tres Advent Calendar
Project Três is an independent organisation helping women in India and Kenya achieve financial independence.
For its Christmas fundraising campaign, we transformed the Instagram grid into an advent calendar: daily posts mixing playful reels, dances, memes and challenges with informative carousels showcasing the project’s real impact — boosting awareness, reach and engagement across new audiences.
Centro Unah is a retreat centre in an eco-village in Brazil. I came up with a reel that shows the place through the lenses of the less likely character to be there: a Crypto Bro. A common archetype from São Paulo — where most of the audience is.
The response was instant, massively over performing +1317% in views, +2057% in likes, +1967% in comments, and +3561% in shares.
(that’s me as a creator)
A Crypto Bro in an Ecovillage
A Crypto Bro after a retreat
How to follow up after such a success?
I brought the Crypto Bro to the chaotic traffic of São Paulo, where he could show the results of the retreat on his daily life.
The reel was even more successful with twice as many views and likes than the previous one.
(that’s me as a creator)
Aware that Germans love drinking Prosecco at Easter Brunches, we borrowed one of Christ’s most famous miracles to create a raffle in Gorillas social channels.
We gave customers a chance to turn a bottle of water into 6 bottles of Scavi & Ray. Needless to say they never sold so much water.
(that’s me as a creator)