REI Winter 2021
For REI’s Winter Road Trip Checklist activation, we delivered content to showcase seasonal product in an engaging way, while diversifying the client’s existing creative assets. We partnered with creator Colette Peri to showcase the ideal REI-inspired go-bag for a winter road trip.
In the campaign wrap report, this creative stood out as a top performer in ad recall.
The campaign example above was produced by the content solution I developed and owned from 2017-2022, Twitter Video Production.
In addition to leading Twitter Video Production’s growth and adoption amongst Twitter’s brand advertisers, I owned and executed the role of Senior Brand Strategist for each campaign. I contributed strategic consultation and production expertise for Twitter’s advertiser clients, which means I pitched and produced the overarching creative direction and format to optimize each asset’s performance on the Twitter platform, and both meet & exceed client’s measurements for campaign success.