upwork

during the first year of the pandemic, i concepted, wrote for, and led a social campaign to connect impacted workers with employers looking to make an impact in their community. upwork needed a way to generate social content when the world was at a standstill (and meet some business objectives, of course).

through outreach over upwork’s social channels and utilizing some business influencers, the program was a big hit. upwork received nearly 5000 applications for the grants, got some great press, and ultimately chose 40 projects—a majority of which were diversity focused or led. it employed workers around the world on initiatives that made a real difference at a time when that mattered. and we had awesome stories to tell for months and months.

stubhub

i created a social campaign for stubhub to run during the baseball season. it’s their biggest revenue driver of the year, so i gave them a character they could use strategically over social. for the entire season, they had videos, stills, and .gifs to react to topical cultural and baseball moments fast on their channels.

nba 2k

i gave NBA 2K18 their campaign line which became not only the center of their entire campaign that year, but was also the hashtag that led the conversation on their social channels.

jose cuervo

jose cuervo needed a way to show up on social on the (relative) cheap so i gave them a hashtag that could pretty much slot in after anything to be a part of the conversation.

mlb the show

for two years wrote and produced massive, season-long social campaigns with hundreds (thousands?) of assets for sony playstation’s mlb the show. these were huge undertakings that hit every channel, every day.

adidas

once helped out with concepting and copy for a social activation with influencers at 30 rock for international yoga day for adidas.

there were livestreams, content opportunities, and a full channel takeover of adidas women.

meta

wasn’t around for the execution but spent a few months coming up with the social strategy and example assets for the launch of meta for work’s new social channels.

if they don’t mind me saying—and they probably do—a big part of the job was coming up with interesting ways of not heroing the product. fun challenge.

etc.

there has been much, much more over the years. sometimes with a team trying to make a splash. sometimes just showing up every day. sometimes paid, sometimes organic. either way, all work, all the time, is social.