AWS
Brand campaign
As AWS scaled in size and complexity, the brand became safer and more enterprise—losing the grit, inventiveness, and builder energy that once set it apart.
We developed The World's Biggest Startup campaign concept to get AWS back to its roots—the scrappy, inventive mindset that has always been there—reconnecting with builders and reclaiming what made the brand distinctive.
Creative Direction—Brand Voice, Copy, Creative strategy
AWS
Product campaign
In the early wave of generative AI, the conversation was dominated by novelty—flashy outputs, viral experiments, and surface-level use cases. For serious builders, it was hard to separate what was impressive from what was actually useful.
Our campaign positioned Amazon Q as the AI for builders—grounded in real utility, real code, and real progress. We shifted the narrative from spectacle to substance by showing how AI can actually help developers move faster, clean up complexity, and build better things.
Creative Direction—Brand Voice, Copy
STARBUCKS
Holiday campaign
Fast food chains had become Starbucks biggest competition with customers finding similar products (pumpkin spice chicken nuggets anyone?) at lower cost.
Our campaign delivered holiday joy in a way that our competitors couldn’t—modern, sophisticated, fun, and rooted in our heritage (coffee). It resulted in our first and biggest cohesive holiday promo to date, YOY increase engagement on social, and strengthened brand affinity/perception of Starbucks as a “holiday must”.
Creative Direction—Copy, Creative Strategy, Video Direction
STARBUCKS
Fall campaign
After years of celebrating its most devoted PSL fans, the fall campaign had become predictable—limiting growth and missing a broader audience. As sales began to dip, Starbucks needed to expand beyond its core base without losing the cultural magic that made the season iconic.
The campaign reimagined fall as something for everyone—with flavors beyond pumpkin (gasp), cold beverages for our warm state friends, and a little bit fall magic delivered virtually via social and our exclusive fall hotline.
Creative Direction—Copy, Creative Strategy, Video Direction, Art Direction
Results: On launch day Pumpkin Cream Cold Brew was 40% over forecast. In social we saw a 30% increase in social conversation overall, the highest social engagement for a product in Starbucks history and 75% more shares than the previous year.
Virtual Fall (social + hotline)
