Instagram

From Sharing Culture to Shaping It

For Instagram’s first-ever brand campaign, We Make Today, the idea was simple: the people shaping culture shouldn’t just be watching it—they should be making it. I helped bring that idea to life across creators, music, entertainment and the physical world, from 130+ creators and collaborations with Megan Thee Stallion and H.E.R. to The Game Awards and Instagram’s first-ever out-of-home campaign nationally in key landmark locations including Times Square. The work reached more than 90% of U.S. teens and young adults and generated 1.1 billion impressions—turning a product launch into a cultural invitation to create.