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Tillamook is a national CPG brand with products across six dairy categories. They wanted to strengthen their cult following and become the world's #1 lifestyle dairy brand, but were struggling to reconcile this new positioning with a messaging strategy that heavily emphasized product attributes.
The insight: No one ever sparked irrational devotion with product differentiators alone. As the lead strategist of Tillamook’s social AOR, I designed a lifestyle-first messaging framework that informed not only my own creative briefs for seasonal campaigns and major brand activations, but also influenced the brand's overall messaging direction.
Our strategic work became so instrumental that I was given the rare opportunity to sit on their internal integrated marketing team to lead and develop the social portion of their annual channel strategy and present my work to executive leadership.
Our annual channel strategy laid the groundwork for a year of innovative social content for seasonal campaigns, stewardship messaging, always-on content, and major brand activations like National Cheddar Day and All For Farmers.
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Home to the authentic props, costumes, and sets used in the Harry Potter films, the Studio Tour is a bucket list destination for Harry Potter fans. As the content strategist for its digital campaigns, my challenge was to build an online community around this deeply emotional, in-person experience while maintaining the filmmaking focus that distinguishes the Tour from the many other brands under the Wizarding World franchise.
The insight:
The real magic of the Harry Potter fandom isn't witchcraft; it's community. What makes the Studio Tour so special is that it's a rare opportunity to be surrounded by others who universally share the same love for the story and its craft.The strategy:
We created seasonal campaigns and always-on social content that allowed Potterheads to dive into the Tour's filmmaking wizardry together, channeling their love of trivia, nostalgia, and imagination. Sharing secrets from the sets, celebrating practical effects, and spotlighting fan-favorite details — everything we created was designed to build a sense of shared discovery around the real-world artistry that made the films so beloved.Campaign spotlight: Gringotts Bank launch
To build anticipation for the new Gringotts exhibit launch, we unveiled a multi-phase campaign teasing the announcement through social clues and OOH placements. Over the following weeks, we revealed more details through scripted video, editorial content, and press partnerships across social, TV, and paid channels. On launch day, we produced a full day of live social coverage featuring creators, filmmakers, and even Harry Potter cast members—including scripted content developed specifically for the actors to post.The campaign helped make Gringotts one of the Studio Tour’s most successful expansions, capturing the imagination of fans while staying true to the brand’s unique lens on the Wizarding World.
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Barnana
Barnana, a B Corp snack brand known for its sustainable sourcing and healthy, upcycled ingredients, had achieved breakout retail success—but their brand identity hadn’t kept pace. As their agency of record’s lead strategist, I was tasked with evolving their brand for a broader, fast-growing audience while staying true to their roots.
The challenge:
Barnana’s early adopters were health-conscious, label-reading shoppers discovering new brands in the natural food aisle. But after a successful new product line propelled them into the mainstream snacking section, they needed to stand out to a wider audience—one motivated more by emotional reward than ingredient lists.The insight:
Snacking isn’t mindless indulgence—it’s a mini-escape. But for Barnana’s audience, “escape” meant something richer: novelty, discovery, and culture. Internal research showed our fans weren’t just seeking relief from daily stress—they were actively chasing new experiences. To them, a snack could be a small taste of something vibrant and unexpected.The strategy:
We needed to position Barnana as an invitation to break up their routine with culture, color, and guilt-free fun. I built a new brand architecture and personality framework, then led the creation of a comprehensive brand book that captured voice, tone, visual identity, and audience motivations—providing structure for the brand without limiting its evolution.The execution:
To relaunch the brand, we rolled out a multichannel awareness campaign across Facebook, Instagram, Pinterest, YouTube, digital banners, podcasts, Waze, Instacart, and search. The campaign drove over 181 million impressions, 3.6 million engagements, and $153K in incremental sales across Instacart and Target—proving that a lifestyle-first strategy could scale both awareness and revenue. With a solid strategic foundation in place, Barnana has continued to expand its product line and grow market share in a competitive category.
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After its recent acquisition by Campbell's, the natural foods brand Pacific Foods wanted an in-depth TikTok strategy that would help them translate their "Specifically Pacific" brand promise to a platform with very different user behavior than their existing marketing channels.
Anticipating future expansion for the brand, we crafted a comprehensive but flexible playbook that could be implemented by agency partners and their growing team. We set objectives and KPIs, designed subculture-first audience segments and an updated comms framework, outlined content pillars for testing, and provided tactical guidelines for everything needed to manage the channel: trending audio, creator partnerships, voice and tone, community management best practices, and more.
With this strategic foundation in place, Pacific Foods is now equipped to create content for any production budget that feels consistently aligned with their brand.
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Sitting just outside of Portland, Oregon's Washington County is a flourishing region packed with great food and wine, outdoor adventures, and a wealth of attractions, experiences, and cultural richness. But even after its rename to Tualatin Valley three years prior, the destination lacked the clear brand identity necessary to build awareness and travel intent. Even locals who loved exploring the region and its attractions would often ask, "Where's Tualatin Valley?"
We designed an entirely new brand framework to tell a compelling story about "your favorite destination you've never heard of." This demanded new audiences and insights, KSPs and brand attributes, messaging pillars, brand voice guidelines, detailed channel and messaging recommendations for each phase in the marketing funnel, and an ambitious manifesto summarizing our updated brand story and vision.
These brand guidelines informed a multichannel launch campaign reintroducing locals, day-trippers, and overnight visitors to Tualatin Valley, splashing the destination across billboards and OOH, print ads, website banners, social executions, and more. Within the first month of the launch campaign, website traffic shot up by 500%.
The always-on efforts that followed this launch also indicate a more longterm increase in travel intent: they've achieved a 300% year over year increase in direct homepage visits, double the homepages visits via search, and a 48% increase in overall web traffic.
Awards:
Gold: Muse Awards - Integrated Marketing, Brand Transformation
Gold: Summit Creative Awards- Complete Branding Campaign
Gold: Davey Awards - Integrated Campaign - Travel & Tourism
Gold: Marcom Awards - Integrated Marketing Campaign
Silver: W3 Awards - Integrated Marketing Campaign
Silver: Magellan Awards - Destination Marketing Campaign
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Nike
Coca-Cola
PDX Airport
Warner Bros. Studio Tour Hollywood
Schmidt’s Naturals
Visit Utah
True Food Kitchen
Solitude Ski Resort
Amtrak Pacific Surfliner
Oregon Coast Visitors Association
Visit Austin
Explore Tualatin Valley
Meet South Africa
Los Cabos Tourism
Beverly Hills CVB
City of Miami Beach
Grecian Delight + Opaa!
Sound Snacks
Research Report: The Future of Social 2023
In Q4 of 2022, I wrote a research report about the future of online community that catalyzed Sparkloft Media’s rebrand from social media agency to lead creative agency. The era of “Big Social” was falling, a people-powered movement was on the rise, and we were finding ourselves on the verge of some of the most exciting changes the industry had ever seen.
This is just a taste.
Want a closer look at the projects above? Curious about what else I can do? Work samples available by request.