Digital Soup
Digital Soup
In 2022, after nearly a decade at BuzzFeed building social brands and creator-driven content, I launched Digital Soup, a strategic consultancy helping brands navigate social strategy, creator marketing, and content innovation.
I set out to bring the insights I'd developed building billion-view franchises to organizations that needed a fresh creative perspective or a vision on how to move faster and produce more.
Over the course of a year, I partnered with agencies and brands across technology, media, politics, and consumer sectors, leading strategy, creative direction, and execution for high-visibility campaigns.
I’ve shared two example projects below.
Spotify Culture Next
My role
I was brought on by Archrival as Associate Creative Director to fill in for their Executive Creative Director on leave. I provided strategic creative direction to help shape how the dense cultural insights translated across digital, video, and print. I worked with both agency creatives and Spotify teams to ensure the report felt cohesive and visually compelling, plus authentically connected to the Gen Z audience it profiled.
The Opportunity
Spotify partnered with youth culture agency Archrival for creative support for Culture Next, their annual global trends report for advertisers exploring how Gen Z experiences music, culture, and identity. The report spans multiple formats and positions Spotify as a cultural authority, not just a streaming platform.
Way To Win for the Midterm Elections
The Opportunity
Way to Win, a network of left-leaning political organizations, needed a comprehensive digital content strategy going into the 2022 midterm elections to help spread their “Protect Our Freedoms” messaging and political ads, especially to swing voters.
My role
I was brought on by storytelling agency Gutsy Media to lead the strategy team for the project, crafting weekly social-first messaging for over 200 independent organizations across key states, while launching a newsletter program and supporting a TikTok influencer campaign.
The Challenge
In 2022, the political environment was fraught: voters were deeply cynical about politicians and trained to scroll past anything that felt like political messaging. Our social-first creative had to break through that dismissiveness while coordinating multiple independent organizations with different priorities — all against shifting news cycles and an immovable deadline of election day.
Results
Millions of views on political ads, successfully disseminating messaging across orgs and audiences
Widespread use of the #ProtectOurFreedoms hashtag across social channels
