Branded Content
I love the challenge of merging two brands to create a compelling piece of content, the creativity needed is just as satisfying as creating the content itself. Over the past decade I have done it all, pitching, writing, developing, directing, shooting, producing, and overseeing a team of producers making fun and engaging content. Below are a few samples of partnerships that were impactful to the audience, the brand, and the business.
Brand: Citibank & American Airlines + Bring Me
Citi and American Airlines wanted to promote their co-branded credit card in a way that moved beyond traditional advertising and resonated with a travel-driven, digital-first audience, while promoting new perks.
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Ask
Develop a series that made travel rewards feel real, aspirational, and native to digital content.
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Approach
I developed and produced a multi-episode travel series spanning both domestic and international destinations, centered around a relatable creator with personal ties to each location. Each episode highlighted culturally relevant experiences our audience would genuinely be excited to try, while naturally incorporating the value of travel rewards and card benefits.
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Result
Delivered a high-performing series that resonated with audiences and was renewed for four consecutive years, becoming a repeatable franchise and long-term brand partnership.
GEICO & Tasty + Nifty
GEICO wanted to build sustained awareness for their “15 minutes or less” campaign through content that felt native to digital audiences, rather than traditional advertising.
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Ask
Develop a scalable, always-on content series that could live across multiple BuzzFeed brands, and drive consistent engagement throughout the year.
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Approach
By iterating off the successes we were seeing on the Nifty and Tasty platform, I led the development and production of an ongoing content series spanning both brands, built around seasonal tentpoles. We wanted to provide easy and fast recipes/ DIY hacks to make any time of the year easier, tying into the GEICO messaging, while still creating engaging and relatable content for our audience.
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Result
Exceeded KPIs and drove strong engagement, leading to a five-year partnership with increasing investment each year.
Tillamook & Tasty
Tillamook wanted to grow awareness and engagement for its products through social-first content, aligning with popular food creators
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Ask
Create high-performing branded content that felt native to platforms and leveraged creator audiences.
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Approach
I produced mix of sponsored and custom recipe content featuring popular creators on Tasty, highlighting Tillamook ice cream and cheese, leaning into our popular formats and short-form series.
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Result
Exceeded KPIs and drove some of Tillamook’s top-performing content in 2024 and 2025, leading to a renewal for 2026.
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