Global Brand Storytelling & Multichannel Campaigns
Across my career, I’ve led integrated, multichannel campaigns designed to deepen understanding of social impact and inspire audiences around the world. My approach brings together strategic marketing, digital innovation, and creative excellence to build trust, strengthen brand identity, and drive measurable engagement across diverse cultural and political environments. From Times Square billboards to PSAs in Ireland, video storytelling for Indian audiences, and public health campaigns in Liberia, I’ve guided content and campaigns that reflect local insight, cultural relevance, and a commitment to inclusive, purpose-driven storytelling. These projects demonstrate how cohesive narratives, resonant creative, and data-informed decision-making can elevate global missions and move people to care, act, and participate.
United States: Times Square Billboard:
Reframing GivingTuesday for a New Era (2019)
In 2019, as GivingTuesday was increasingly mischaracterized in the U.S. as “Fundraising Tuesday,” we set out to reclaim the narrative and remind people that generosity is far bigger—and far more accessible—than just making a donation. To launch this reframing, I creative-directed a Times Square billboard campaign that brought the movement’s core message to one of the most visible stages in the world.
Leveraging a location that reaches millions of viewers each day and is synonymous with cultural moments, we used the medium to introduce a new, more inclusive story about giving. The billboard declared: “We all have gifts to give. Your gift can bring joy, inspire hope, change a life. What will you give today?”
The simplicity of the message was intentional. In a space dominated by consumerism and spectacle, we placed generosity at the center—spotlighting acts of time, kindness, voice, and creativity alongside financial giving. This activation, seen by approximately 500k people, helped shift GivingTuesday’s U.S. narrative away from transactional fundraising and toward a broader, global, and more human understanding of what generosity truly means.
Liberia: Out of Home Campaign
Public Health Messaging During COVID-19 (2020)
In 2020, as the COVID-19 pandemic swept across the globe, timely and culturally resonant public health messaging became critical—particularly in regions where access to digital communication was limited. In Liberia, where mobile and internet penetration is lower and “resource limitations” shape daily life, our team identified out-of-home billboards as a powerful way to reach large segments of the population quickly and reliably.
I creative-directed a campaign in Monrovia, placing billboards at high-traffic hubs like Duala Market and Catholic Junction, locations deeply embedded in the rhythms of everyday life. The messaging was simple, clear, and actionable: reminders to wear masks, socially distance, and connect with local organizations fighting the virus. By meeting people where they were—physically, socially, and culturally—we ensured that life-saving information could be seen, remembered, and shared.
The campaign reflected both the local context and a broader global strategy: using visual storytelling and high-impact messaging to reach audiences where they live, reinforcing the importance of collective action, and demonstrating how strategically designed communications can mobilize communities in moments of urgent need.
Ireland: National PSA Campaign for Charity Awareness
"Meet Ireland" (2022)
In a nationally broadcast PSA called “Meet Ireland,” we tell the story of a fictional Irish citizen named Ireland whose life, from childhood through adulthood, is quietly touched by the efforts of charities. The video illustrates how charitable work weaves through everyday Irish life — in moments of challenge, in times of hope, and in the small unexpected ways people are supported. Through key life stages, Ireland benefits from a diverse ecosystem of nonprofits — whether it’s care in times of illness, support for mental health, or community-building programs — showing that even if you don’t always see it, you’re likely impacted by the work of charities.
The message is deeply resonant: charity connects us all, and it’s not just about big donations. The PSA urges viewers to “pay it forward,” to give in whatever way they can — through money, volunteering, time, or skills — so that these organizations can continue their vital work. The creative choice of a life-narrative makes the appeal both personal and universal, reinforcing that charity is part of the fabric of Irish society.
This campaign, grounded in storytelling and national identity, acts as a reminder that generosity isn’t just a financial transaction — it’s a shared, ongoing dialogue rooted in community and collective care.
India: Video Storytelling
Born Generous: Using Social Media for Cultural Change (2023)
In India, where charitable giving can be limited by financial constraints, our team wanted to shift the focus from monetary donations to recognizing and celebrating everyday acts of generosity. The goal was to build a culture where people notice and appreciate small, meaningful ways we care for one another—a subtle but powerful way to reframe behavior over time.
I creative-directed a short-form video campaign optimized for social media, capturing the energy, chaos, and vibrancy of city life: crowded streets, honking traffic, and bustling markets. Embedded in this “hullaballoo” were simple, often overlooked acts of kindness—a person offering water to a passerby, someone holding up an umbrella to shield another from splashing rain. Each clip paused to ask the viewer: “Did you notice?” before replaying the moment more slowly, revealing the generosity that might otherwise have gone unseen.
The campaign was deeply culturally grounded, reflecting local social norms and everyday life, and encouraged audiences to participate by sharing their own random acts of kindness online. By highlighting generosity as a universal and accessible human behavior, the campaign aimed to inspire long-term cultural change, showing that everyday actions—big or small—contribute to stronger, more caring communities.