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, develop and oversee social-first campaigns from scratch to delivery - And I’m a creator myself :)
Happy scrolling 🔥
Using emojis to rescue British happiness.
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.
Angel’s Souls
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
Donating life in the game to save real ones.
Turning the grid into an advent calendar
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.
Christopher Street Day on Roblox
Got2b hairstyle brand proposition is “to show who you are” so together with the excellent team from jvm/Nerd, we took the iconic Christopher Street in NYC, where the LGBTQ+ movement started, to Roblox.
So young players get to learn about the history of the movement and experience obstacles that symbolise the discrimination and social repression the activists faced back in 1969
Teaching History through a social game
Centro Unah - a Crypto Bro in Piracanga
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)
What happens when a Crypto Bro visits an Ecovillage?
What happens to the Crypto Bro after visiting an ecovillage?
Centro Unah - A crypto after 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)
Sylo Meditation App - Intrusive Thoughts
To find out how people deal with intrusive thoughts, I dressed like one and invaded people’s conversations in Berlin.
Invading people’s conversations to make a point about intrusive thoughts.
Gorillas Jesus
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)
Turning water into prosecco for an Easter promotion.
Refreshing Jose’s mood over stupid questions
Lipton Ice Tea - Jose Mourinho
To prove anyone can feel refreshed with Lipton Ice Tea, we got grumpy Jose Mourinho to be their new brand ambassador.
We shot post-match conferences in the style Jose liked the most: giving football journalists memorable answers. But this time, cheeky ones.
Thrifty Car Rental - How to pronounce it
When Thrifty launched in France, no one knew what they did and everyone struggled to pronounce the brand name.
So we decided to turn the problem into the solution, with the help of the French influencer @clemlincruste who streamed his quest in challenging people with different accents to say “Thrifty”. Or “Trithtie.” Or “Trifhtly”.
Pronouncing “Thrifty” in every possible French way
Turning a nonstick pan in an intriguing story.
Polishop. a massive retailer in Brazil, asked me for a different way to bring their main pan’s benefit to life: the nonstick technology.
So I came up with the couple that’s always sticking to one another for a successful reel.
If there was one thing that really stuck, was the benefit.
Gorillas Cook Rookies
Gorillas Groceries Delivery app needed to talk about their easy in-app recipes on organic content. So i wrote some scripts, David Attenborough-style, and invited my friends to co-star them with me.
Saving the ‘Cook Rookies’ species from starvation
Owning the instagram language, and the doorbells
Gorillas Doorbells