︎︎︎2019 c/o Instrument |
︎ Content for Web | Art Direction, Content Curation, Motion Design & UX Design
With a business initiative to clarify their brand vision, codify a single design system, and expand from a product-focused mentality, Instagram partnered with Instrument to create a single strategy for their digital experiences across surfaces.
The Website
︎︎︎Link to about.instagram.comOver a +1 year engagement, we collaborated to audit their digital ecosystem, create a coherent strategy for digital experiences, and craft an innovative, spirited, and extensible design system.
Working quickly, iteratively, and collaboratively, we partnered with Perficient to execute on development, creating in depth documentation to help maintain the visual fidelity of the design system.
Content Creation & Curation
︎︎︎Link to about.instagram.comWhile working on the site design we were awarded the entire site curation. Quickly spinning up two concurrent workstreams, one for the community/creator curation, one for a feature focused shoot in Los Angeles.
Culminating in a delivery of 228 bespoke assets.︎︎︎
Nike: “You Can’t Stop Us”
︎︎︎SU2020 c/o Instrument |
︎Art Direction, Motion Design, Content Production, (Zoom) Film Directing & UX Design
When the world of sports paused due to Covid-19, athletes* everywhere experienced an unprecedented disruption in their training routines. We helped Nike respond with You Can't Stop Us—a rallying cry for everyone to stay motivated, moving, and connected to the culture of sport while stuck inside.
Showing up for the athlete*
Overnight, Nike had to figure out how to show up differently for their customers. At Instrument, we believed the right course of action during Covid-19 was to consistently and reliably show up in full service to their Members. Based on this insight and our in-depth knowledge of the brand stemming from years of partnership with Nike, we focused squarely on their audience — their day-to-day lives, challenges, needs, and unique views the world. From this perspective, You Can't Stop Us — Nike's promise to publish daily content in service of all athletes* — was built. 
Moving from resigned to resilient
With a dedicated team of writers, strategists, designers, and editors, we formulated, created, and published daily content to help shift Members from resigned to resilient. We did this by portraying larger-than-life figures as real humans dealing with changes in the world and seeking strength just like the rest of us, and by seamlessly integrating brand communication on digital platforms to meet the consumer where they are. From stars like Mj Rodriguez and David Chang to athletes like Alex Morgan and Eliud Kipchoge, YCSU provided a steady cadence of movement, motivation, and hope during a challenging time and helped Nike form a deeper relationship with new and current Members.
365 Enablement
Understandably, Nike’s initial plan was to get content out to Members as quickly as possible. We helped Nike evolve this approach into a long-term 365 “Enablement” strategy that consisted of weekly themes and daily content that matched the right athletes at the right time with the right message. This guided the creation of bespoke athlete, trainer, and influencer briefs with scripts and comprehensive content capture guidelines. We coordinated remote video productions with the talent, directed the conversations and guided the narrative through pre and post-production. 
“We spent a lot of time talking about the two speeds of marketing. In five short days, we were forced to just do it”
- Carson York, Digital Marketing Director at Nike
Results
Nike Members responded. Just 14 days after launch, active weekly Members in the Nike App reached 3.2 million—an all-time high and more people than Nike had in their entire ecosystem the previous year. There was also a 27% increase in Members interacting with You Can't Stop Us content who then returned to the Nike ecosystem.
Nike Cities: Legacy Project
︎︎︎SP 2021 c/o Instrument |
︎Art Direction, Content Curation, Strategy, Post-Production, Editorial & App Design
Nike’s NYC, LA, & CHI City teams wanted to build a sustainable and scaleable platform within the brand’s digital ecosystem — prioritizing authentic, human-centered stories of Black & LatinaX women, and non-binary folx who are transforming their local communities while inspiring the next generation of BIPOC changemakers.
Watch the Sizzle ︎︎︎
Nike LA’s Legacy Project highlights the life and work of eight Black Angeleno women transforming their Los Angeles communities through basketball, fashion, dance, running, and literacy.
The Launch:
Play Academy with Naomi Osaka
We partnered with Naomi Osaka’s PANO to empower young girls through sport. The anthem film was launched on @nikelosangeles Instagram and nike.com/la
Part I:
Meet the LA Community Leaders
From dotcom, Nike LA’s Instagram, integrated media, to Nike App editorial — we’ve designed and produced weekly content telling stories about our local leaders with the clever use of found footage
and in-studio interviews.
and in-studio interviews.
Watch the full episodes ︎︎︎
Part II:
Self-care Becomes Community Care
To promote Nike’s wellness program on NTC (Nike Training Club) with Nike Trainer Traci Copeland, we refreshed the campaign across mediums to feature profiles of our LA Community leaders on how they build their own wellness routines.
#SeribuKartini
︎︎︎SP 2024 c/o YouTube Creative Studio APAC |
︎Film, Editorial, Storytelling | ︎Role: Creative Lead
CHALLENGE
YouTube is seeing a decline in viewership
amongst Gen-Z women in Indonesia.
How could we show up for them in a hyperlocal way?
IDEA
In celebration of Kartini’s 145th birthday,
we created a tiered content ecosystem,
where five hero YouTube Creator’s stories
create a thousand ripple effect —
amplifying voices of all women.
Watch the Sizzle ︎︎︎
Tier 1
DOCUMENTARY SERIES
#SeribuKartini
Five women creators share their life-changing choices that inspire themselves, fans, friends & family, and thousand others in spirit of Kartini.
Watch the TRAILER ︎︎︎
CLICK ON EACH THUMBNAIL BELOW TO WATCH THE FILM
TIER 2
SOCIAL AMPLIFICATION
#DearMbakKartini
Tapping into YouTube’s creator community,
we asked every Indonesian women to “curhat”
(share their heart out) to other everyday Kartinis
with the Swifties-inspired hashtag.
TIER 3
THE LAUNCH EVENT THAT
CHANGED
A CREATOR’S LIFE
During Kartini Day, we hosted a press event with trailblazing Indonesian women, including Diamond journalist Najwa Shibab, Putri Ariani, and Isyana. After premiering our short docu series, the Minister of Social Affairs, Risma, encouraged women to keep creating despite societal challenges. Inspired by our film on Arih, Risma’s team gifted her a bionic hand to assist her daily lives and journey as an illusion makeup artist.
Apple Music — “And Then”
︎︎︎SU/FA2018 c/o ROSEWOOD Creative |
︎Conceptual Development, 2D Animation, Content Production & Talent Directing
Apple Music wanted a concept to promote Independent Artists that would require the least amount of talent involvement, yet make the biggest impact. And Then was born — the social-first animated series that turns voice memos into beautifully bizarre & fantastical cartoons (in less than a week).
Watch the Case Study ︎︎︎
Watch the Full Episodes
The challenge was simple (but hard)
How do you promote new artists’ album releases from around the world, on a weekly basis, without having their presence on set?
The solution: animated stories, reinvented.
1. We send our booked and busy artists a series of culturally-relevant,
strategically-fantastical questions.
2. Artists record their answers via Voice Memo (listen below)
3. Our group of talented storyboard artists, animators, and editors
craft together a full-animated cartoons in less than a week.
Each illustrative styles, animation, and color schemes are bespoke to our artists’ genres, origins, and languages.
Origins ︎
- USA: Los Angeles
- Canada: Montreal & Vancouver
- UK: London, Manchester, Brighton
- EU: Sweden, Madrid
- Asia: Tokyo
- Australia: Sydney & Melbourne
- South America: Mexico, Rio de Janeiro
Genres ︎
- Alt Rock
- Downtempo Electronica
- R&B
- Gothic Metal
- Soul/Jazz
- Psych Pop
- Folk
- Electro Funk
- Trap / Hip Hop
- Dance Electronic
Agency
ROSEWOOD Creative
VP, Creative
Vasili Gavre
ACD / Producer
George Widodo
Account Manager
Lonnie Angle
Strategist
Liz Lightbody
Animators + Editors
Sam Ancona
Kylar Loya
Bill Cleveland
Tyler Rice
Moises Jimenez
ROSEWOOD Creative
VP, Creative
Vasili Gavre
ACD / Producer
George Widodo
Account Manager
Lonnie Angle
Strategist
Liz Lightbody
Animators + Editors
Sam Ancona
Kylar Loya
Bill Cleveland
Tyler Rice
Moises Jimenez
Amplified Gen-Z women’s voices by celebrating modern-day Kartinis in this People Like Me initiative.
︎ FILM, brand campaign, pr event
❋ ROLE: creative lead
Capture the hearts of music fans in a fun & strawberrily Japanese way.
︎ stunt, ACTIVATION, ooh
❋ ROLE: creative lead
Netflix ID
Ketayangan
Inspired by Pasar Malam (Night Market), casted look-alikes to celebrate Netflix ID’s biggest stars in this beloved musical for the EOY celebration.
︎ FILM, social
❋ ROLE: ACD
Championing BIPOC change makers who are transforming their local communities.
︎ FILM, ART DIRECTION, BRAND EDITORIAL
❋ ROLE: DESIGNER /ACD
Home workouts, COVID-era filmmaking, getting people moving while stuck inside.
︎ (Zoom)Filmmaking,Editorial, Directing
❋ ROLE: Assoc. content director
Award-winning ‘about’ page.
(Feat. Vibrant Colors & Gen-Z Vibes)
(Feat. Vibrant Colors & Gen-Z Vibes)
︎ Art direction, visual identity design
❋ ROLE: Assoc. content director
Turned voice memos into a 16-ep animated series,
hyping up indie artists worldwide!
hyping up indie artists worldwide!
︎ Animation, Brand storytelling
❋ ROLE: co-creator / ACD
First ever digitally sourced panel series featuring original Creators, fueling sneaker releases via chatbot.
︎ INTERACTIVE, SOCIAL MEDIA, PR EVENT
❋ ROLE: Creative / ART DIRECTOR