top of page
McDonalds: Let Me Put You On
THE BUSINESS PROBLEM:
Reintroduce the beloved McDonald’s Snack Wrap to a new generation that never experienced it, while reigniting nostalgia among longtime fans. The challenge was to make its comeback feel culturally relevant, not just like another menu return.
THE INSIGHT:
On social, a larger conversation was unfolding around an interesting tension: when do you become Unc? People were humorously proclaiming themselves “Unc,” sparking debate about age, wisdom, and identity. But beneath the jokes was a real cultural truth. In African American Vernacular English, “Unc” represents more than an uncle, it’s a respected figure in the community, the one who puts you on, passes down knowledge, and validates what’s cool.We recognized this as an opportunity to anchor the Snack Wrap’s return in a voice that already held credibility within the culture.
THE SOLUTION:
Unc was brought to life through Hassan Johnson, best known as Wee-Bey from The Wire, turning him into the trusted voice reintroducing the Snack Wrap. Through humor, familiarity, and cultural storytelling, the campaign positioned the product’s return as more than nostalgia, a moment.
CREDITS:
Client: McDonalds
Agency: Translation LLC
Chief Creative Officer: Jason Campbell
Group Creative Directors: Castro Desroches & Aryan Aminzadeh
Art Director: Kamiin Valree
Copywriter: Kofi Lost
Group Strategy Director: Alicia Harris
Context Director: Rashad Williams
Context Strategist: Korpo Jonel
Associate Context Strategist: Joi Berry
Reintroduce the beloved McDonald’s Snack Wrap to a new generation that never experienced it, while reigniting nostalgia among longtime fans. The challenge was to make its comeback feel culturally relevant, not just like another menu return.
THE INSIGHT:
On social, a larger conversation was unfolding around an interesting tension: when do you become Unc? People were humorously proclaiming themselves “Unc,” sparking debate about age, wisdom, and identity. But beneath the jokes was a real cultural truth. In African American Vernacular English, “Unc” represents more than an uncle, it’s a respected figure in the community, the one who puts you on, passes down knowledge, and validates what’s cool.We recognized this as an opportunity to anchor the Snack Wrap’s return in a voice that already held credibility within the culture.
THE SOLUTION:
Unc was brought to life through Hassan Johnson, best known as Wee-Bey from The Wire, turning him into the trusted voice reintroducing the Snack Wrap. Through humor, familiarity, and cultural storytelling, the campaign positioned the product’s return as more than nostalgia, a moment.
CREDITS:
Client: McDonalds
Agency: Translation LLC
Chief Creative Officer: Jason Campbell
Group Creative Directors: Castro Desroches & Aryan Aminzadeh
Art Director: Kamiin Valree
Copywriter: Kofi Lost
Group Strategy Director: Alicia Harris
Context Director: Rashad Williams
Context Strategist: Korpo Jonel
Associate Context Strategist: Joi Berry
Ray-Ban | Meta: The Art Of Downtime
THE BUSINESS PROBLEM:
Ray-Ban | Meta faced the challenge of making smart glasses not just a tech novelty, but an essential part of self-expression and daily life.
THE INSIGHT:
In a world overwhelmed by constant connectivity, true downtime is the key to creativity, reflection, and authentic connection.
THE SOLUTION:
Ray-Ban | Meta glasses were positioned as an essential tool for enhancing personal downtime. Through intimate behind-the-scenes films featuring Coco Gauff and Erykah Badu, the campaign demonstrated how the glasses can be seamlessly integrated into everyday life to help users recharge, find inspiration, and stay present.
CREDITS:
Client: Ray-Ban Meta
Agency: Translation LLC
Director: Chas Todd
Creative Director: Jacob Norremark
Context Director: Emily Dods
Context Strategist: Korpo Jonel
Ray-Ban | Meta faced the challenge of making smart glasses not just a tech novelty, but an essential part of self-expression and daily life.
THE INSIGHT:
In a world overwhelmed by constant connectivity, true downtime is the key to creativity, reflection, and authentic connection.
THE SOLUTION:
Ray-Ban | Meta glasses were positioned as an essential tool for enhancing personal downtime. Through intimate behind-the-scenes films featuring Coco Gauff and Erykah Badu, the campaign demonstrated how the glasses can be seamlessly integrated into everyday life to help users recharge, find inspiration, and stay present.
CREDITS:
Client: Ray-Ban Meta
Agency: Translation LLC
Director: Chas Todd
Creative Director: Jacob Norremark
Context Director: Emily Dods
Context Strategist: Korpo Jonel
Put Your Hands Where My Eye's Can See
THE BUSINESS PROBLEM:
Shifting the perception of Ray-Ban | Meta glasses from a functional, niche tech product to a must-have, fashion-forward accessory that seamlessly integrates cutting-edge technology into everyday life.
THE INSIGHT:
In a world where phones often pull us out of the moment, Ray-Ban | Meta glasses offer a seamless, hands-free solution, enabling users to capture memories while staying fully immersed in their experiences.
THE SOLUTION:
Ray-Ban | Meta glasses were positioned as the ultimate hands-free experience, using Busta Rhymes’ "Put Your Hands Where My Eyes Could See" to evoke the freedom of live concerts. Raised hands symbolized the ability to engage fully without being tied to devices. Featuring Little Simz and Offset, the campaign blended 90s nostalgia with contemporary culture, positioning the glasses as essential for staying connected and capturing life’s moments.
CREDITS:
Client: Ray Ban | Meta
Agency: Translation LLC
Director: Uncanny
Creative Directors: Castro Desroches + Aryan Aminzadeh
Context Director: Emily Dods
Context Strategist: Korpo Jonel
Shifting the perception of Ray-Ban | Meta glasses from a functional, niche tech product to a must-have, fashion-forward accessory that seamlessly integrates cutting-edge technology into everyday life.
THE INSIGHT:
In a world where phones often pull us out of the moment, Ray-Ban | Meta glasses offer a seamless, hands-free solution, enabling users to capture memories while staying fully immersed in their experiences.
THE SOLUTION:
Ray-Ban | Meta glasses were positioned as the ultimate hands-free experience, using Busta Rhymes’ "Put Your Hands Where My Eyes Could See" to evoke the freedom of live concerts. Raised hands symbolized the ability to engage fully without being tied to devices. Featuring Little Simz and Offset, the campaign blended 90s nostalgia with contemporary culture, positioning the glasses as essential for staying connected and capturing life’s moments.
CREDITS:
Client: Ray Ban | Meta
Agency: Translation LLC
Director: Uncanny
Creative Directors: Castro Desroches + Aryan Aminzadeh
Context Director: Emily Dods
Context Strategist: Korpo Jonel
Ray-Ban | Meta: Anderson Paak’s Party
THE BUSINESS PROBLEM:
Consumers are intrigued by Ray-Ban Meta smart glasses and are familiar with the concept AI but remain uncertain about how these products can enhance their experiences without distracting from them.
THE INSIGHT:
Wearing Ray-Ban | Meta smart glasses sparks curiosity, turning everyday moments into enhaned shared experiences.
THE SOLUTION:
The campaign highlighted how wearable tech goes beyond sparking curiosity to elevate everyday experiences. In our film, the glasses were the ultimate 'plus-one' at a house party, seamlessly enhancing each guest’s experience while helping them become the life of the party.
CREDITS:
Client: Ray-Ban Meta
Agency: Translation LLC
Creative Directors: Deirdre Hering & Jen Wang
Strategy Director: Helena Berhane
Context Director: Emily Dods
Context Strategist: Korpo Jonel
Consumers are intrigued by Ray-Ban Meta smart glasses and are familiar with the concept AI but remain uncertain about how these products can enhance their experiences without distracting from them.
THE INSIGHT:
Wearing Ray-Ban | Meta smart glasses sparks curiosity, turning everyday moments into enhaned shared experiences.
THE SOLUTION:
The campaign highlighted how wearable tech goes beyond sparking curiosity to elevate everyday experiences. In our film, the glasses were the ultimate 'plus-one' at a house party, seamlessly enhancing each guest’s experience while helping them become the life of the party.
CREDITS:
Client: Ray-Ban Meta
Agency: Translation LLC
Creative Directors: Deirdre Hering & Jen Wang
Strategy Director: Helena Berhane
Context Director: Emily Dods
Context Strategist: Korpo Jonel
Ray-Ban | Meta: Point Of Yous
THE BUSINESS PROBLEM:
Overcoming consumer skepticism about the practicality and value of Ray-Ban | Meta smart glasses, while demonstrating their seamless integration into daily life as both a functional and fashionable wearable tech accessory.
THE INSIGHT:
In a world of curated content, people crave authentic, unfiltered moments, but the act of sharing often pulls them out of the experience, leaving them disconnected from the present.
THE SOLUTION:
The Point of Yous campaign positioned Ray-Ban Meta smart glasses as a tool for inspiration, enabling users to effortlessly capture and share experiences from their own point of view. By integrating the glasses into Coi Leray's everyday life, the campaign showed how the glasses empower wearers to stay fully present while offering an intimate, authentic glimpse into her world.
CREDITS:
Client: Ray-Ban Meta
Agency: Translation LLC
Creative Director: Jacob Norremark
Context Director: Emily Dods
Context Strategists: Korpo Jonel
Overcoming consumer skepticism about the practicality and value of Ray-Ban | Meta smart glasses, while demonstrating their seamless integration into daily life as both a functional and fashionable wearable tech accessory.
THE INSIGHT:
In a world of curated content, people crave authentic, unfiltered moments, but the act of sharing often pulls them out of the experience, leaving them disconnected from the present.
THE SOLUTION:
The Point of Yous campaign positioned Ray-Ban Meta smart glasses as a tool for inspiration, enabling users to effortlessly capture and share experiences from their own point of view. By integrating the glasses into Coi Leray's everyday life, the campaign showed how the glasses empower wearers to stay fully present while offering an intimate, authentic glimpse into her world.
CREDITS:
Client: Ray-Ban Meta
Agency: Translation LLC
Creative Director: Jacob Norremark
Context Director: Emily Dods
Context Strategists: Korpo Jonel
Back For Everything
I managed the end-to-end delivery of digital marketing assets. I worked across teams to ensure that all creative elements were aligned with the campaign strategy, while also ensuring smooth execution and timely delivery of assets that engaged fans.
KEY RESPONSIBILITIES:
Campaign Asset Coordination: Led production of AR lenses, GIFs, and other creative assets, ensuring alignment with brand identity and on-time delivery through close collaboration with designers, developers, and marketing teams.
AR Lenses Creative Direction: Directed the creative and technical execution of AR lenses, driving audience engagement on social platforms by creating immersive, interactive experiences.
Web & Landing Page Coordination: Managed design and development of high-converting campaign websites and landing pages, optimizing user experience and aligning with overall campaign objectives.
Email Campaign Coordination: Orchestrated email campaigns, integrating dynamic assets like GIFs to enhance engagement and drive conversions through strategic design and timing.
GIF Creation & Strategy: Led the creation of branded GIFs, optimizing them for social platforms to increase audience interaction and amplify campaign reach.
Cross-Team Project Management: Acted as primary liaison between creative, technical, and marketing teams, ensuring seamless collaboration and timely delivery of key assets.
KEY RESPONSIBILITIES:
Campaign Asset Coordination: Led production of AR lenses, GIFs, and other creative assets, ensuring alignment with brand identity and on-time delivery through close collaboration with designers, developers, and marketing teams.
AR Lenses Creative Direction: Directed the creative and technical execution of AR lenses, driving audience engagement on social platforms by creating immersive, interactive experiences.
Web & Landing Page Coordination: Managed design and development of high-converting campaign websites and landing pages, optimizing user experience and aligning with overall campaign objectives.
Email Campaign Coordination: Orchestrated email campaigns, integrating dynamic assets like GIFs to enhance engagement and drive conversions through strategic design and timing.
GIF Creation & Strategy: Led the creation of branded GIFs, optimizing them for social platforms to increase audience interaction and amplify campaign reach.
Cross-Team Project Management: Acted as primary liaison between creative, technical, and marketing teams, ensuring seamless collaboration and timely delivery of key assets.
The Last Slimeto
I consistently optimized content and strategies based on data-driven insights to maximize ROI, from asset creation to performance tracking. I led the creative direction for all campaign assets, including innovative formats like AR lenses and GIFs, ensuring they resonated with target audiences and drove meaningful engagement across platforms.
KEY RESPONSIBILITIES:
Data-Driven Asset Optimization: Led creation and refinement of AR lenses and GIFs, using performance data to enhance visuals and boost fan engagement.
AR Lenses Creative Leadership: Directed development of interactive AR lenses, leveraging insights to drive engagement and increase social media interactions.
Website & Landing Page Optimization: Optimized websites and landing pages based on data analytics, improving user experience and increasing conversion rates.
Email Campaign Performance: Managed email campaigns with data-driven segmentation, boosting open rates, engagement, and conversions.
Branded GIF Strategy: Created branded GIFs for social media, using fan sentiment and analytics to drive visibility and engagement.
KEY RESPONSIBILITIES:
Data-Driven Asset Optimization: Led creation and refinement of AR lenses and GIFs, using performance data to enhance visuals and boost fan engagement.
AR Lenses Creative Leadership: Directed development of interactive AR lenses, leveraging insights to drive engagement and increase social media interactions.
Website & Landing Page Optimization: Optimized websites and landing pages based on data analytics, improving user experience and increasing conversion rates.
Email Campaign Performance: Managed email campaigns with data-driven segmentation, boosting open rates, engagement, and conversions.
Branded GIF Strategy: Created branded GIFs for social media, using fan sentiment and analytics to drive visibility and engagement.
Gotta Choose
As the Creative Director, I wrote the video treatment and collaborated with the Director and Executive Producer to bring the concept to life and ensure the creative vision was executed. The video has since garnered over 100 million views, reflecting its broad appeal and success.
KEY RESPONSIBILITIES:
Coordinated with the Director and Executive Producer to align on the creative vision and execution.
Led the development of visual style, set design, and overall aesthetic, ensuring alignment with the written treatment.
Oversaw pre-production planning, including storyboards, shot lists, and talent coordination.
Supervised the shoot, making real-time creative decisions to ensure quality and consistency.
Worked closely with the editing team to finalize the video, ensuring it aligned with the original vision.
Managed project timelines and budget to ensure timely and efficient delivery.
CREDITS
Director: Director Gambino
Co-Director: Jsitez
Executive Producer: Rah Jeffries
Creative Director: Korpo Jonel
KEY RESPONSIBILITIES:
Coordinated with the Director and Executive Producer to align on the creative vision and execution.
Led the development of visual style, set design, and overall aesthetic, ensuring alignment with the written treatment.
Oversaw pre-production planning, including storyboards, shot lists, and talent coordination.
Supervised the shoot, making real-time creative decisions to ensure quality and consistency.
Worked closely with the editing team to finalize the video, ensuring it aligned with the original vision.
Managed project timelines and budget to ensure timely and efficient delivery.
CREDITS
Director: Director Gambino
Co-Director: Jsitez
Executive Producer: Rah Jeffries
Creative Director: Korpo Jonel
Blue Water Road
I was at the forefront of driving creative direction for digital campaigns, collaborating with designers and creatives to craft compelling assets that captured audience attention and encouraged interaction. My role was centered around bringing creative concepts to life while ensuring seamless execution across all platforms.
KEY RESPONSIBILITIES:
Creative Asset Production: Led the creative development of various digital assets, from social media visuals to email campaigns, making sure each asset was engaging and visually aligned with the campaign’s core message.
User-Centric Web Design: Focused on the design and flow of campaign websites and landing pages, ensuring they were not only visually appealing but also user-friendly, resulting in enhanced visitor engagement and conversion rates.
Email Campaigns: Directed the creative process for email campaigns, guiding the creative services team in crafting user-friendly mailers that encouraged engagement and drove listenership and purchase.
YouTube Creative Optimization: Managed video uploads on YouTube, overseeing everything from thumbnail design to metadata, ensuring videos stood out and attracted maximum viewership.
Collaborative Creative Team Leadership: Worked directly with creative professionals to ensure the final output met both aesthetic standards and strategic objectives, delivering a polished, on-brand campaign.
KEY RESPONSIBILITIES:
Creative Asset Production: Led the creative development of various digital assets, from social media visuals to email campaigns, making sure each asset was engaging and visually aligned with the campaign’s core message.
User-Centric Web Design: Focused on the design and flow of campaign websites and landing pages, ensuring they were not only visually appealing but also user-friendly, resulting in enhanced visitor engagement and conversion rates.
Email Campaigns: Directed the creative process for email campaigns, guiding the creative services team in crafting user-friendly mailers that encouraged engagement and drove listenership and purchase.
YouTube Creative Optimization: Managed video uploads on YouTube, overseeing everything from thumbnail design to metadata, ensuring videos stood out and attracted maximum viewership.
Collaborative Creative Team Leadership: Worked directly with creative professionals to ensure the final output met both aesthetic standards and strategic objectives, delivering a polished, on-brand campaign.
From A Bird's Eye View
I set the strategic vision for content creation, ensuring alignment with broader marketing goals. My main responsibility was driving campaign success by serving as the liaison between artist management and the creative services team, blending creative strategy with data insights to produce campaign assets that maximized audience engagement and overall effectiveness.
KEY RESPONSIBILITIES:
Strategic Campaign Asset Creation: Orchestrated the creation of digital assets (social media visuals, videos, and websites) tailored to campaign goals, ensuring that each piece was optimized for performance and audience engagement.
Website & Landing Page Strategy: Designed in collaboration with creative services team and strategized the user flow of campaign websites and landing pages, focusing on intuitive navigation and strategic placement of conversion elements to drive action.
Email Strategy Leadership: Oversaw the development and execution of segmented email campaigns with a focus on strategic messaging that increased open rates and conversion levels.
YouTube Optimization & Visibility: Applied a strategic approach to optimizing video content on YouTube, with a strong emphasis on keyword research, metadata optimization, and visually compelling thumbnails to boost visibility.
Cross-Functional Leadership: Acted as the point person for collaboration across creative, marketing, and executive teams, ensuring all campaign elements were aligned with business objectives and efficiently executed.
KEY RESPONSIBILITIES:
Strategic Campaign Asset Creation: Orchestrated the creation of digital assets (social media visuals, videos, and websites) tailored to campaign goals, ensuring that each piece was optimized for performance and audience engagement.
Website & Landing Page Strategy: Designed in collaboration with creative services team and strategized the user flow of campaign websites and landing pages, focusing on intuitive navigation and strategic placement of conversion elements to drive action.
Email Strategy Leadership: Oversaw the development and execution of segmented email campaigns with a focus on strategic messaging that increased open rates and conversion levels.
YouTube Optimization & Visibility: Applied a strategic approach to optimizing video content on YouTube, with a strong emphasis on keyword research, metadata optimization, and visually compelling thumbnails to boost visibility.
Cross-Functional Leadership: Acted as the point person for collaboration across creative, marketing, and executive teams, ensuring all campaign elements were aligned with business objectives and efficiently executed.
bottom of page