Authenticity in Action.
I’ve contributed to brand social campaigns through community management, content creation, and social listening, ensuring content not only goes out but truly resonates. That experience has helped me understand how to build authentic, culturally relevant brand personas that connect with audiences in real time.
Cultural Win
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Cultural Win 〰️
Benito Bowl 2026
We set out to create a post that didn’t just react to Bad Bunny’s Super Bowl moment, but actually honored its cultural weight. His halftime performance wasn’t just entertainment. It was a reflection of identity, influence, and global impact. We saw an opportunity for Sephora to show up in a way that felt aware, timely, and culturally fluent.
The idea originated as an internal pitch, rooted in a specific cultural cue: the chair from his DtMF album and the viral “we’re sat, Benito” sentiment that was already resonating online. By tapping into something the community was organically engaging with, we aimed to meet the moment authentically rather than force relevance.
We worked closely with the client to shape the concept, ensuring it aligned with their brand voice while still pushing them to lean into culture more boldly. The post went live across multiple platforms on Super Bowl Sunday, positioning Sephora within a broader cultural conversation, not just a beauty one.
The result? A measurable lift in positive brand sentiment and an outpouring of engagement from the community. More importantly, it reinforced a key insight: when brands show up with intention, cultural awareness, and a willingness to trust the idea, audiences respond. This was proof that when we lean into culture with conviction—and bring clients along thoughtfully—it doesn’t just land, it resonates.
Cultural Win
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Cultural Win 〰️
The athletes Dove partnered with for the“The Game Is Ours” Super Bowl ad campaign were Dawn Staley, Odessa Jenkins, and Kylie Kelce. I tracked social conversations around them to see what fans were saying and what stories of theirs resonated with female athletes. I then suggested ways their careers and voices could help tell Dove’s story—making confidence, resilience, and visibility in women’s sports feel authentic and relatable.
After the Super Bowl campaign launched, the athletes shared the “The Game Is Ours” ad across their social channels, amplifying Dove’s message to millions of fans. By partnering with voices that fans already loved, the campaign got real engagement and sparked conversations, showing how the right talent can bring creative ideas to life. See the Super Bowl ad down below ; )