The Feed
Multimedia Samples
Red Bull Batalla Unidos Campaign
Developed a campaign to authentically engage Latinx audiences through Red Bull Batalla, a global freestyle rap competition. The goal was to build a long-term relationship with the Latinx community by celebrating freestyle rap's artistry and cultural significance. Batalla Unidos positioned Red Bull as a champion of Latinx voices, promoting inclusivity, diversity, and cultural empowerment.
Research played a key role in ensuring meaningful engagement, leading to a campaign that expanded freestyle rap’s presence in the U.S. while elevating MC talent locally and globally. The strategy included regional qualifiers, a national final, and key metro market activations to maximize reach and impact.
Sephora Accelerate Campaign
Developed a communications strategy for Sephora’s 2024 Accelerate program to support and elevate BIPOC-founded beauty brands. My challenge was to drive consumer and trade awareness while positioning Sephora as a leader in promoting diversity in the beauty industry. The campaign focused on authenticity and empowerment, using the insight: "We empower beauty and nurture diversity every time we choose to be our most authentic selves." The strategy included thought leadership, media outreach, and brand storytelling to encourage beauty enthusiasts and corporate stakeholders to actively support BIPOC founders, reinforcing Sephora’s long-standing commitment to inclusivity.
Shedd Aquarium Campaign: "The Perfect Getaway When You Can’t Get Away"
My campaign aimed to attract visitors to Shedd Aquarium in the upcoming year. My focus was on positioning Shedd as more than just an attraction; it’s a complete experience that immerses guests in global aquatic habitats. The campaign’s "The Perfect Getaway When You Can’t Get Away" tagline reinforced Shedd as an accessible escape for Chicagoland families with young children. The 360-degree campaign leveraged media, out-of-home (OOH), programmatic advertising, social media, ATL, BTL, paid search, and an organic influencer campaign to create a lasting and relevant impact.
Writing Samples
Starbucks Chicago Reserve Roastery Media Alert
I was responsible for creating a media alert announcing the opening of the Starbucks Reserve Roastery on Michigan Avenue in Chicago. The goal was to attract media coverage by providing a concise yet complete alert that was easy for reporters and editors to use. My approach emphasized Starbucks’ global impact while ensuring the message was clear, engaging, and newsworthy.
Insights from the Front Lines of Reputation Management
In today’s hyper-connected world, a crisis can unfold in seconds, and the way an organization responds can define its reputation for years to come. From multinational corporations to small nonprofits, no one is immune. What matters is how well prepared they are.
These writing samples are the product of a graduate-level course in Crisis Communication Management, where I explored the powerful intersection of strategy, media, and reputation through real-world case studies, class discussions, and guest speakers. Each reflection blends academic theory with practical insight, shaped by my own professional experiences in public relations and digital media.
Whether you’re a fellow strategist, a student of communications, or simply curious about what it takes to manage a crisis in the digital age, I invite you to explore the lessons I’ve learned through these reflections.
Instagram Algorithm Changes Article
I was tasked with writing an article for iProspect’s website about Instagram’s algorithm changes and how they impact brands’ social media strategies. I analyzed Instagram’s new limitations on hashtag searches and tracking, particularly how only verified businesses could access these features. My article outlined key considerations for brands to adapt to these updates and optimize their social media strategies effectively.
As part of the Dentsu network, iProspect helps some of the world’s largest brands navigate the evolving digital landscape. Writing for iProspect’s platform meant crafting insights for an audience of industry professionals seeking strategic guidance on staying ahead in an ever-changing social media environment.
Research Samples
Royal Pains: A Crisis of Trust for the British Royal Family
The case study examines the Royal Family’s response to a digital crisis involving AI-generated content of Kate Middleton. It analyzes how the Royal Communications team navigated deepfake speculation, the impact on public trust, and the broader implications for high-profile brands in the digital age.
This was the most exciting, challenging, and rewarding project I’ve worked on. It was made even more meaningful by an amazing teacher who challenged me to be my most analytical self. Beyond the research and strategy, this project taught me a lesson I’ll carry forever: success is built when you surround yourself with people who believe in you and challenge you to grow. I hope everyone finds their own Matt, Morgan, and Kim in life.
This project was also selected for presentation at the 2025 Midwest Popular Culture Association/American Culture Association (MPCA/ACA) Conference.
Bannerfield Farms Crisis Communications Plan
Developed a comprehensive Crisis Communications Plan (CCP) and playbook for Bannerfield Farms, a fictional American sausage manufacturer. This research involved a detailed risk and vulnerability Assessment, stakeholder analysis, crisis inventory, response strategies, and media preparation. The final playbook provided a structured approach to managing crises, ensuring Bannerfield could effectively navigate high-risk scenarios while maintaining its reputation.
Code Green: X Advertising Analysis
This research project applied social media analytics to understand the evolving discourse around the marijuana industry in the U.S. I conducted a 12-year Brandwatch analysis of Twitter conversations and performed a qualitative content analysis of tweets from marijuana dispensaries.
The study demonstrated how coding schemes can be used to analyze social media trends, offering insights into consumer perceptions, industry shifts, and the role of digital platforms in shaping public opinion.
