Philadelphia Cream Cheese

🪐 Overview

Philadelphia Cream Cheese needed a fresh start on social—one that matched its legacy while feeling unmistakably modern. As Creative Director, I launched the brand’s visual identity across platforms, establishing the clean, craveable, and elevated aesthetic that defines Philly today. I also led content creation and social strategy, including the launch of the “You Comment, We Make It” campaign, where real fan suggestions were turned into real recipe content—celebrating the many ways people love to use Philly.

  • Philly has always had brand love, but it needed a clear voice and visual POV to truly stand out in-feed. By tapping into community-powered content, we created a two-way dialogue with fans and turned Philly into a scroll-worthy, shareable brand. Minimal styling, clean compositions, and recipe ideas grounded in real audience behavior helped transform the brand from fridge staple to social lifestyle icon.

  • I directed and produced all content across TikTok and Instagram, building Philly’s look from the ground up. I led strategy, oversaw creative execution, and used real audience insights to build meaningful engagement. The “You Comment, We Make It” series became a standout content pillar, bridging brand storytelling with authentic community interaction—all while maintaining high appetite appeal and aesthetic consistency.

    • Served as Creative Director for Philadelphia Cream Cheese across social platforms

    • Launched the brand’s new visual identity and content voice

    • Created and led the “You Comment, We Make It” campaign

    • Shot, styled, and edited 225+ pieces of platform-specific content

    • Drove strategy, rollout, and engagement tactics for Instagram and TikTok

    • 225 pieces of content, 2.7x increase YoY

    • 295.1M impressions/views, 3.9x lift vs. prior year

    • 1.3M engagements, 10x growth

    • 2.64% engagement rate, +30% above benchmark

    • +240K total followers, a 34.9% increase across TikTok & IG

    • Repositioned Philly as a modern, community-first brand with standout social presence

Takis

 🪐 Overview

From 2018 to 2021, I led Takis’ social content during a critical growth phase—building the brand's presence from the ground up and capturing the attention of its core audience: intensity-seeking Gen Z snackers. I launched and ran Takis’ TikTok account, growing it to 375K+ followers, and led all content creation on Instagram, resulting in an additional 150K organic followers.

Every piece of content was created without paid support—driven entirely by platform-native creativity, trend fluency, and high-impact visuals.

  • Takis fans don’t scroll—they swipe fast and crave intensity. The challenge was to create content that matched their energy, felt rooted in internet culture, and delivered the heat the brand promised. I used every tool in my creative arsenal—video, editing, motion graphics, photography, and design—to craft content that felt raw, real, and relentlessly entertaining.

  • I conceptualized and executed organic-first strategies that pushed Takis into new cultural spaces. From vertical video edits and surreal snack visuals to motion-heavy trend formats, the content consistently outperformed paid competitors with zero ad spend. I also drove the creation of Takis’ first TikTok presence, turning the brand into a scroll-stopping player in the For You feed.

    By staying tapped into internet behavior, I kept the brand aligned with meme culture, snack fandoms, and youth humor—while still delivering on visual intensity and brand positioning.

    • Launched and led Takis’ TikTok channel, growing it to 375K+ followers organically

    • Created all content for Instagram, leading to 150K+ follower growth without paid media

    • Shot, edited, and produced content using a range of skills: videography, photography, design, motion graphics, and post

    • Built trend-driven content calendars and executed campaigns that resonated with Gen Z

    • Maintained Takis’ bold, irreverent tone while evolving the look and feel to stay ahead of platform shifts

    • 375K+ TikTok followers from launch, built entirely through organic content

    • 150K+ new Instagram followers through consistent, high-performing visuals

    • All growth and engagement achieved with zero paid media

    • Established Takis as a top-tier brand on social among Gen Z snack lovers

    • Set the tone for how bold, high-energy CPG brands could show up online

Kraft Mac & Cheese

🪐 Overview

As the first Senior Content Creator hired into The Kitchen—Kraft Heinz’s internal social agency—I was brought in to lead content creation for Kraft Mac & Cheese, setting the tone for how the brand would show up across TikTok and Instagram. My early success on Kraft Mac paved the way for expanded ownership across the Kraft Heinz portfolio and helped establish a creative foundation for the team that followed.

  • Kraft Mac & Cheese isn’t just a pantry staple—it’s an emotional brand with nostalgic power. But in order to resonate with younger audiences, it needed a new voice: one that was playful, weird, bold, and proudly internet-native. I helped bring that transformation to life—making the blue box not only relevant again, but unmissable in-feed.

  • I led the creation of all content across TikTok and Instagram—shooting, editing, styling, scripting, and driving creative direction for every post. I introduced new content formats that blended humor, high-appetite visuals, and meme-forward storytelling, while always keeping the product as the hero. My work on Kraft Mac laid the blueprint for how our agency approached food content for Gen Z across brands.

    • Served as Senior Content Creator and Creative Lead for Kraft Mac & Cheese social channels

    • Shot, edited, and produced all content from concept to publish

    • Developed content strategy and rollout cadence for consistent performance

    • Defined the visual and tonal identity of Kraft Mac on TikTok and Instagram

    • Created foundational formats and storytelling techniques later adopted across other Kraft Heinz brands

    • 157 pieces of content, +33% YoY

    • 119.5M total impressions/views, a 14.5x increase

    • 9.8M total engagements, 22x growth

    • 8.20% engagement rate, +50% YoY

    • +422K new followers, a 49.5% increase in audience size

    • Kraft Mac & Cheese became one of Kraft Heinz’s top-performing social brands, with a bold, trend-savvy voice and aesthetic that helped reshape the company’s digital presence

  • Gen Z doesn't want brand polish. They want participation. They engage with brands that meet them where they are, in memes, on TikTok, in the middle of cultural moments that feel spontaneous and absurd. Kool-Aid Man, a mascot already rooted in joyful disruption, was the perfect vessel for this approach.

  • We launched a multi-moment strategy built around placing the Kool-Aid Man into unpredictable, viral-friendly environments:

    • New Orleans Takeover: During the Superbowl, he paraded through the French Quarter, crashed house parties, and handed out beads, all captured and edited in real time for social.

    • Goodyear Blimp Mascot Party: For National Mascot Day, we flew the Kool-Aid Man to a literal mascot party in the sky, joined by The Teletubbies and other nostalgic icons, crafting content that felt as surreal as it was scroll-stopping.

    All content was designed vertical first, optimized for TikTok and Instagram, and deployed in real time to capitalize on momentum.

  • I led the creative direction across both activations from concept development to on-set execution to social rollout. I directed content capture in the field, oversaw editing for speed and tone, and collaborated with performance and platform teams to drive engagement strategy. I also directed campaign photography to ensure a cohesive visual identity across all channels.

    • Kool-Aid became the most-followed Kraft Heinz brand on social

    • Campaigns drove a massive increase in organic engagement and shareability, particularly on TikTok and Instagram Reels

    • Kool-Aid trended on X and was picked up by top meme and culture accounts

    • The work reestablished Kool-Aid Man as a culturally relevant icon for Gen Z — not just a mascot, but a content character

    • Social teams across the portfolio began adopting the Kool-Aid playbook as a new creative benchmark

Kool-Aid

🪐 Overview

To reignite cultural relevance for Kool-Aid, we turned the iconic Kool-Aid Man into a modern content engine—dropping him into chaotic, joyful, and highly shareable moments that felt native to internet culture. From house parties in New Orleans to the sky-high mascot party aboard the Goodyear Blimp, the goal was simple: make Kool-Aid impossible to ignore online.