Projects
This campaign introduces the FirstMove Card, a student-friendly credit product designed to build financial literacy and lifelong loyalty among Gen Z. It combines personalized in-app tools with campus activations, social content, and gamified experiences like a Roblox storefront. The strategy focuses on meeting young consumers where they are digitally, socially, and experientially.
This IT Cosmetics campaign reframes beauty as self-expression by celebrating every face as a unique canvas. It features an AI-powered art filter across social platforms and retail, turning users into classical masterpieces. Through digital storytelling, street art, and inclusive messaging, the campaign empowers Gen Z to define beauty on their own terms.
Jeni's Ice Creams
The study evaluated how unlimited free samples impact customer behavior, line congestion, and sales at Jeni’s scoop shops. Findings showed that while sampling did not hurt sales, store layout and line organization were key challenges. Recommendations included standardizing sample offers, redesigning store flow, and enhancing customer comfort during peak hours.
Vibe Check
Vibe Check is a music-based dating app designed to replace superficial swiping with deeper connections rooted in shared music taste. The campaign includes a strong storytelling framework, a user-friendly website wireframe, targeted sales emails, and engaging social media posts to drive downloads. Overall, the brand positions music as the spark for meaningful, chemistry-driven relationships.
