Brands can’t buy cultural relevance. It must be earned.
Too many brands rush directly to influencers and creators, hoping to buy their way into social and cultural relevance—without a focused creative-cultural platform that fuels authentic co-creation. The result? Lost time, wasted budgets, and diluted impact. I specialize in creating culturally relevant ideas, stories, and content that solve business problems and inspire co-creation from Creators, Influencers and Consumers. Below are several examples, brand by brand.
Jaguar
Creative lead of Jaguar as we made the biggest game changing transformation in the brand’s history, the pivot to being a “Copy of Nothing” about personal creativity and originality. We collaborated with influencers and creators who embody originality, daring and new ways of doing things.
Simu Liu
Simu Liu, AKA Shang-Chi, and I worked together on coming up with a way for him to share his real, everyday life with his followers and ours. We created content that shared his life with a community that supported his creativity.
Layton Williams and Daniel Fletcher
We partnered with Layton Williams, actor, singer, dancer and musical theatre performer and Daniel Fletcher, a cutting edge, fashion maven, also known as “Harry Styles favorite designer”.
Sharon Chapman, Ashley Davis, Donna Turner.
We launched “Faces of Jaguar” with Sharon Chapman, a motorcycle racer and pilot with her own following, Ashley Davis, Director and Producer and Donna Turner, Athlete and Engineer. They partnered with us to challenge gender norms on International Women’s Day. We created our #ChooseToChallenge initiative with them.
Judy Wu
We worked with Fashion Designer/ Creator, Judy Wu to create incredible content for our Jaguar “Hard to Forget” series.
DJ - MK
Detroit born Marc Kinchen, otherwise known as MK, is a multi-platinum selling record producer, DJ and AREA10 label founder. We collaborated with MK to curate an inspired playlist soundtrack for the launch of the new Jaguar F-PACE and to create content on our channels. It marked the start of a new an ongoing Jaguar collaboration with Sony Music’s 4th Floor Creative that aims to help showcase emerging and established talent.
Jamie Cartwright.
Defender
For Defender, we partnered with those who “Embrace the Impossible” authentically connecting with adventure and outdoor communities. By partnering with voices in the off-road and exploration space, we helped amplify Defender’s rugged identity.
Mikaela Shiffrin and Lindsey Vonn
Casey Neistat
When Mega Youtube Creator Casey Neistat posts, people listen. When he would post about our promotions, we’d respond in real time and turn them them into actual JLR ads.
Dr. Elizabeth Greig
We worked with Dr Greig who actually flies her Defender to natural disasters so she can help and then reports back on her channels to create awareness.
Tylynn Nguyen
We worked with Fashion and Beauty Designer who helped us define the fashion side of the new brand and design our Experiences.
