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
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.
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.
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.
I was brought in by storytelling agency Gutsy Media to lead the strategy team for the project, crafting weekly social-first messaging for dozens of independent organizations 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.
