BMW X5 & X6 LAUNCH

COLLABORATING WITH creators TO unlocked new audiences on ig

In partnership with BMW and agencies, Meta unlocked a 46% net new audience on Instagram through a campaign that merged creator generated content transformed into ads with optimized vertical TV commercials.

my role: creative strategy, creative direction, photography
creators: @thepacman82, @drexlee

PUTTING THE ORGANIC CONTENT TO WORK FOR PAID

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PUTTING THE ORGANIC CONTENT TO WORK FOR PAID 〰️

MARRIOTT BONVOY

The first ever campaign shot with Rayban Stories

Turning on experimental mode to ship 'This Is My Marriott,' a campaign that documented Sydney's Mardi Gras, captured the community's first-person reactions, and delivered a refreshing lo-fi aesthetic across an ecosystem of assets for Meta platforms.

my role: creative strategy, creative direction

SPOTIFY ONLY YOU 🇮🇩 🇹🇭 🇵🇭

Mega influencers drove people to Spotify in-app experience

We transformed Instagram AR into a multi-choice experience that delivered a unique AR video to celebrate the launch of Spotify Only You for the people on Instagram.

By partnering with influencers, we produced an ad inviting people to go to Spotify to celebrate their unique taste. In typical Southeast Asian fashion, the scale was huge.

20M people reached
1.5M AR impression
4x higher Action Intent than APAC norm
1.5x higher Affinity than APAC norm

my role: creative strategy, creative direction
creators: @awkarin, @marchutavuth, @mimiyuuuh, @bintangemon, @kikysaputrii

Experience on IG

Ads with influencers

NISSAN JUKE 🇬🇧🇫🇷🇪🇸🇳🇱🇩🇪

Driving record results with aN Ig first campaign

We influenced Nissan to adopt Instagram's language for a major EMEA launch, yielding 5x higher Ad Recall and 7x Brand Awareness with Instagram-first ads versus traditional vertical TVCs.


my role: creative strategy

SEPHORA

Beautiful dynamic ads promote multiple products direct from the catalog

Animations with placeholders allow Meta’s AI to change products automatically to meet audiences’ needs.

my role: creative strategy, creative direction, art direction