WhatsApp US Growth Campaign
WhatsApp is widely known as an international messaging service, but this campaign focused on driving growth in the U.S. through a series of social posts created in partnership with U.S.-based creators.
The majority of the content was self-captured by creators, and I supported the process by writing creative briefs and providing clear direction. In addition, we produced one dedicated video shoot with The Home Edit, where I helped concept the social assets, developed the pre-production deck (including shot lists), created on-camera prompts, and supported post-production—contributing to editing, color correction, music selection, and animation.
I spearheaded the creative development for this project from pre-pro to final delivery. This included concepting Reel ideas, establishing shot lists, and authoring the pre-production brief to align the client and The Home Edit team. In post-production, I supervised the narrative arc by selecting top-tier footage from hours of content, directing our video editor and animator, and approving the final music and color grading."
We also worked with creators
I led the creator curation and creative management for this campaign, identifying high-following US talent that matched our goals. I developed detailed onboarding briefs covering campaign objectives, WhatsApp best practices, and self-capture guidelines, while providing ongoing creative direction to elevate the final deliverables."
WhatsApp
Product Launches
I led the creative execution for WhatsApp's feature rollout campaigns, transforming new product updates into engaging, social-first content. Managing both animated and live-action productions, I owned the process from brief ingestion and concepting through to cross-functional collaboration with designers, animators, and sound mixers to deliver polished final assets.