My approach to content creation is always with audiences in mind: what questions they have, what barriers exist in trusting our brand, why they would go to your page opposed to others, and things they care or worry about.
World Reborn
Part of my role as Community Marketing Manager at gaming-for-good startup Wicked Saints Studios was social media management and content creation. This included partnered posts with ELF Beauty, Starlight Children’s Foundation, and Discord. I approached their social media not only as a means to connect with or update players, but to extend the universe of World Reborn onto our socials: featuring the characters players loved and creating a visual tone that felt like the social media was being hacked by the Riders (underground society in the game modeled after the Freedom Riders).
A template for game maintenance, created in collaboration with our narrative and engineering teams, to feel like the feed is being interrupted by the "Riders."
A template for Rider features in the game, created to feel like the Riders have a database of rebels with a cause. This one was in collaboration with Jay Ann-Lopez, our featured Rider for our soft launch
Inspired by the visual branding of the game (graffiti, punk, etc) this is a template for quotes that feel aligned with the game. In this case, the concept of Ubuntu which matches the goal of the game which is to make players realize we need one another to make real change.
As a collaboration post with Starlight Children's Foundation, I wanted to create a shareable "good news" like post also highlighting a significant milestone of the game, showing that players are making a difference.
Part of a course-based series highlighting "wicked saints" in pop culture and history, the goal was to motivate and educate players to create change outside the mobile game World Reborn.
Part of our brand voice was in line with #hopecore memes on Tiktok and Instagram so I regularly posted UGC in line with inspiring hope and whimsey, as the youth would say.
Written and edited by me, this video was part of positioning our studio as a gaming-for-good studio without naming it that explicitly. Apart from positioning, we also wanted to show our expertise since one of our founders is a behavioral researcher.
Part of a series to introduce our team to players, this post featured Miah, our engineer. This post was shared and featured by Built by Girls by Yahoo, a platform created to highlight women in tech.
A social media ad and collaboration post in partnership with ELF Beauty, directed and edited by me and my colleague, Isa.
As part of our soft launch campaign ramp-up, this is a video for TikTok and Instagram with the goal of informing our players what a “soft launch” even is and the goal of a soft launch.
Part of a Youtube series clipped for social media, this “Meet the Team” series aimed at shortening the gap between players and developers. We also used these videos as moments for conversation for our Discord community, exclusively uploaded before uploaded to Youtube or socials.
Faith in Action
As Lead Digital Organizer, I used our social media to share important information and resources, make faith-based community organizing more relevant, and create positive narratives about issues and people through storytelling.
In a series around the 2024 elections, my goal was to remind people that voting is only one tool for building the future we want as well as increasing voter registration.
Part of a carousel, this post aimed to inform people who visit our page about who Faith in Action is and why we do what we do, featuring photos taken by me. It was pinned to our profile.
A carousel post for our partner organization, Rise and Vote, this post aimed to inform our audiences about state legilation.
Hopping on trends of the time to make faith-based organizing relevant and show we can have fun too.
In a series around the 2024 election, my goal with this carousel was to inform audiences about their state's voting leave laws. Something not even I knew.
As part of an election campaign series, we partnered with state partners to create collaboration posts to track and remind people of voter registration deadlines in states in order to increase voter registration.
A "in the news" series on social media, this series aimed at talking about real-world news and events to position our expertise, and inform audiences.
A way to highlight all of the work being done by our nationwide partner organizations, this was a carousel pushing audiences to know that finding a meaningful community with shared goals is possible and is happening around them.
A Mother's Day carousel, the aim was to honor mothers that have fought on the front lines of justice.
Shot and edited by me, this video was part of a campaign with our Ohio partner, Amos Project, aimed at motivating people of faith in Ohio to seek justice on local issues. This was used on social media as well as email campaigns.
Shot and edited by me, this video was part of a campaign about our program, Mujeristas, aimed at showcasing the stories of Latinx women in community organizing. This was used on social media as well as email campaigns.
Shot and edited by me, this video was part of a campaign about Afrolatinxs during Latin American Heritage Month, featuring Heather Cabral, Faith in Action’s Director of Communications which also lended to organizational transparency with audiences including donors. This was used on social media as well as email campaigns.
Shot and edited by me, this video was part of our program, La Red, which showcases the stories of immigrants from across the country. This was used on social media as well as email campaigns.
Shot and edited by me, this is a clip from an interview featuring the CEO of Faith in Action, Rev. Alvin Herring, for his podcast. This was used to promote his podcast and also share Rev Alvin’s story and why resilience, from ourselves or our lineage before us, may get us to places we never imagined.
Search for Common Ground
As the organization's first Social Media Strategist, I tackled this role in an explorative and in some ways experimental way, AB testing what graphics work and which ones don’t with our audiences. My goal was to inform our audiences by taking our research and expertise and making shareable and relevant content around current issues.
A series after the insurrection on January 6th, my goal was to make peacebuilding relevant in a time when people felt more divided than ever. Using photography by Mel D Cole, I aimed to make a statement that our country needed to reconcile with where we had arrived as a country and how we can get there.
Shareable quote template that also shares what our org's mission is.
Created around the 2021 conflict in Yemen, I wanted to inform people on what's happening while also positioning us as experts since we had an office in Yemen, tackling the conflict from the ground.
Part of our campaign for our 2021 Common Ground Awards in New York City, I referenced the NYC Transit system as a nod to the city that we'll be hosting the awards in.
A "Humans of New York" style campaign, I worked with photographers in our country offices to gather stories and photos.
Using the same design as Yemen, we mad this for pride month.
Part of our 2020 fundraising campaign, my goal was to be as transparent as possible about our organization's history to build trust with current and future supporters.
Part of our 2020 fundraising campaign, my goal was to be as transparent as possible about our organization's history to build trust with current and future supporters.
Quote template to promote blog posts.
Valentines Day post to be funny while being aligned with our values.
This was a series of sharing our CEO, Shamil Idris' expertise from his Twitter to position Shamil, as well as Search, as experts in current conflicts around the world.
Edited and co-written by me, this was a new organizational trailer for our website and email as well as resized for socials. This trailer alone was the reason someone donated $15,000 to Search for Common Ground. A top career highlight!
Shot and edited by me, this was part of a YouTube series to promote Search for Common Ground’s newest program, Common Ground USA, aimed at tackling political division and extremism in the US.