Pacifico

Role: Content Creator, Video Editing, Concept Development, Strategy

Channels: Social Media, Experiential

The ask was to create culture-first social ideas for Pacifico built around the oversized 32 oz bottle called Ballena, or “whale.” Pacifico’s brand world is rooted in a real, Baja-born spirit and everyday exploration, not polished perfection, so the opportunity was to turn the Ballena into something fans would want to talk about, share, and actively hunt down in stores. The core audience skewed millennial and primarily lived on Instagram, so the brief called for ideas that could work as organic social content while also extending into store activation.

I solved the brief by creating Ballena Watch, a lo-fi fake nature-documentary concept where a creator “discovers” a Ballena in a local liquor store and stages a dramatic rescue mission to return it to its natural habitat of tacos, sunshine, and good company. Instead of polished beer advertising, I used a format already familiar to the audience, combining dramatic wildlife-style narration, whale calls, ocean ambience, and casual footage of the bottle traveling from the store to the table.

To extend the campaign into retail, I developed activation ideas that made the Ballena feel like a real “sighting” in the wild. These included bold in-store signage such as Ballena Spotted Here, playful habitat-style messaging, and a collectible under-cap game with special whale graphics hidden beneath select Ballena caps. Fans who collect enough whale caps can redeem them for a reward, turning each purchase into a playful hunt that encourages repeat buys.

Chipotle

Role: Content Creator, Video Editing, Concept Development, Strategy

Team: Toki

Channels: Social Media

The ask was to introduce Chipotle’s new Cilantro-Lime Sauce to a Gen Z audience in the U.S. and Canada in a way that felt native to TikTok and true to Chipotle’s playful, culturally tapped-in, slightly unserious social voice. Rather than simply describing the product, the brief challenged us to build excitement around how the sauce fits into the orders people already love and make a product that is already fresh feel culturally fresh, too.

Toki and I solved the brief with Per-Sauce-ification, a TikTok-first concept that turned the new sauce into a character named Cici using the platform’s green screen mouth-and-eyes effect. By personifying the sauce and placing her in recurring social scenarios, like entering the “villa” as a cool new bombshell, clashing with guac, or speed-dating burritos, tacos, and quesadillas, we created a launch idea that felt funny, memorable, and built for fandom. The concept gave the product a face, voice, and point of view while showing exactly how it belongs in real Chipotle orders.

Trafalgar

Role: Content Creator, Video Editing, Concept Development, Strategy

Team: D'Shonda Brown

Channels: Social Media

Trafalgar is a guided travel company known for immersive, expertly planned tours, and this brief focused on helping launch its new European river cruises. The ask was to build awareness and credibility for Trafalgar on water by showing that its trusted land-tour expertise translates naturally to river travel, while appealing to the Culturally Curious Traveler, a more mature, mid-to-upper income audience seeking effortless, authentic experiences. The opportunity was to speak to both sides of that traveler: someone who wants to sip wine, relax, and take in beautiful views from the boat, and someone who is equally excited by guided excursions, local culture, and meaningful experiences on land.

D’Shonda and I solved the brief by creating a social-first concept for a video diary series following two close friends traveling together from the Netherlands to Switzerland. While both women enjoy the same itinerary, each naturally spotlights a different side of the experience. One is drawn to the slower, more indulgent moments like scenic cruising, good food, and time on deck, while the other is more energized by guided tours, history, and cultural discovery. Since this was a concept exercise, we prototyped the idea through two pre-trip videos showing the friends packing for the journey, rather than documenting the trip itself. That approach still allowed us to establish the tone, dynamic, and dual-point-of-view storytelling at the center of the series.