MY ROLE
Original Concept • Social Strategy • Creative Direction • Campaign Execution

I originally developed the idea as an organic social format centered on friendship, using UGC-style videos, “Which friend are you?” prompts and other friendship-driven content to spark conversation and get the audience participating.

The concept was later pitched for sponsorship and paired with Prime Video’s ‘Harlem.’ I then led the social adaptation of the idea around the series, shaping the questions, character outcomes and overall execution so the concept felt true to the show while still keeping the original social-first format intact.

IMPACT
Original organic format adapted into a sponsored campaign for Prime Video’s ‘Harlem’ as part of a $200K social investment