UGC Direction
A selection of UGC-focused campaigns blending social-first storytelling, performance creative, and platform-native execution across paid and organic content.
My role included concept development, scripting, creator direction, and building structured creator briefs designed to streamline production, improve content quality, and reduce reshoots while maintaining platform-native storytelling.
Mobile gaming
Snake Clash
Creator-led concept built around early 2000s mobile gaming nostalgia, incorporating retro props and familiar gameplay references to make Snake Clash feel both recognizable and newly updated for modern audiences.
Candywriter - Bitlife
Creator-led concept designed to showcase BitLife’s chaotic, unpredictable gameplay through storytelling, humor, and escalating absurdity — using narrative-driven screen recordings to build intrigue and encourage viewers to imagine their own outcomes.
Ecommerce
K&G – FeMale Creator
Social-first concept inspired by classic 90s makeover montages, reimagined through a Gen Z lens to promote K&G’s prom collection using trend-aware humor and platform-native storytelling.
K&G – Male Creator
Creator-led concept designed to promote K&G’s prom collection through Gen Z humor, trend-aware language, and audience participation. The creative encouraged viewers to engage directly by choosing their favorite look, helping drive interaction while keeping the content playful and socially native.
Sports Betting
Underdog
Social-first concept focused on reducing intimidation for first-time fantasy sports users by combining platform-native storytelling with clear feature education and an approachable creator-led tone.
Fliff
This creator-led concept positions Fliff as an easy, on-the-go way to stay connected to NBA action through casual, personality-driven storytelling and platform-native humor. By blending everyday interactions with reward-focused messaging, the creative was designed to make sports engagement feel approachable, entertaining, and seamlessly integrated into daily life.