Challenge: Beauty brand needed 43,000 subscriptions by year-end, six months behind schedule with underperforming traditional content.

Approach: Repositioned around "I Play Beauty"—targeting Gen Z beauty hobbyists who experiment versus passive consumers. Created cinematic hero film, cultural content, and social series featuring real members.

Results: 

• 55,000 new subscriptions in 8 weeks (128% of goal).
• 28M views, 1.8M shares on hero film.
• 47M paid impressions generated 12.3M organic views and 485K engagements.

Challenge: The product team needed thousands of authentic, rights-cleared user images to showcase camera capabilities and train AI models—stock photography felt too staged.

Approach: Deployed 100 creators across 5 countries capturing authentic daily phone camera usage, demonstrating product functionality with cultural relevance.

Results: 

• Strengthened AI training dataset for image recognition and personalization.
• Created scalable, repeatable model for ongoing content needs.

Challenge: A dating app needed insights on post-pandemic Gen Z dating behaviors to inform major activation campaign targeting 18-25 year olds.

Approach: Discovered Gen Z treats dating apps as social discovery and identity exploration tools—lower stakes, more experimental versus transactional matching.

Results: 

• 126,000 new users in 30 days. 3.2x industry engagement benchmark.
• 67% remained active after 60 days (vs. 41% baseline).
• Campaign organically shared 890K+ times.