This work centered on a social-first video campaign designed to ladder into a broader brand experience, using authentic, culture-led storytelling to connect with global audiences in a way that felt human and timely. One execution highlighted Urban Outfitters’ Black History Month campaign, celebrating culture and community through storytelling that felt honest, intentional, and resonant rather than performative.

I wrote and helped direct the video content, partnering closely with designers, strategists, and localization teams to ensure each piece felt clear, on-brand, and platform-native. Scripts were crafted to flex across formats—from fast-moving social to longer-form video—while maintaining a consistent voice and emotional throughline.