Case studies
Verizon × Samsung Galaxy Z Series × Timbaland: Unfolding Timbaland: an AI with the keys to Verizon’s Twitter.
The Galaxy Z Series folds and remixes your online life. So we asked Timbaland to write a track built to be remixed infinitely.
We built a music-composing AI, trained it on his biggest hits, and handed it Verizon’s Twitter account.
Fans retweeted. The bot read their public profiles and replied with a custom song and video: personal shoutouts, bespoke beats, local callouts.
97% positive sentiment. #1 share of conversation for the first 48 hours. 6,000+ custom remixes. 99.6% of all mentions on @SamsungMobileUS at launch.
ACD, Copy: Roger Feeley-Lussier; ACD, Design: Gustavo Marulanda; CD: James Cheung; Strategy: Jordan Weil; Director: Rodney Lucas; Producer: Matthew Anderson; Editor: Jake Benjamin; AI bot: Current Studios.
Awards: 2022 Clio, Bronze (Audio / AI / Product & Service); 2022 Shorty Awards, Winner (AI in Social Media); 2022 One Show, Shortlist (5 categories); 2022 Webby Awards, Honoree.
OREO: Teaching OREO to be fluent in culture.
When 360i’s Content Lab took over OREO’s reactive social, the brand already owned one of the most famous real-time posts ever.
Hard act to follow. So we didn’t try to. We taught OREO to be fluent in culture instead.
Working with Mondelez’s Digital Accelerator pilot, we traded war rooms and big Twitter buys for speed, instinct, and staying top of mind.
“Freaky Tuesday,” a first-of-its-kind swap with Dunkin' and BBDO, earned the Content Lab its first awards run.
Agency: 360i, Content Lab; Partners: Mondelez Digital Accelerator; BBDO (Dunkin').
Awards: 2019 Webby Awards, Honoree (Best Use of Social Media); 2019 ADC, Merit (Social Media / Twitter; Craft; Content Strategy); 2019 One Show, Shortlist (4 categories).
T-Mobile 5G Home Internet: Your most stable relationship.
In 2025, T-Mobile launched 5G Home Internet. The job: a launch platform that sold it to suburban, middle, and rural America.
We leaned on the brand’s playful voice and built “Your Most Stable Relationship,” a social-first 360 campaign.
The idea: the stable relationships everyone recognizes IRL, and the internet connection that belongs among them.
Agency: Dentsu Creative; GCD: Andrew Bernstein; CD, Copy: Hannah VanderPoel; CD, Art: Michelle Ruiz; Copywriters: Roger Feeley-Lussier, Peter Blocksom; AD + Design: Micah Tiffin, Bille Rene; Producers: Virginia Kettles, Nicole Tsin; OLV Director: Rhys Stover; OLV Production: BYT.NYC.
Adobe Firefly: AI as a step in the workflow, not a toy on the side.
Adobe’s bet on Firefly is that generative AI earns its keep inside real creative workflows, not as a separate novelty tool.
My team at Dentsu Creative made content that celebrates and reinforces that idea, across Firefly and the wider Adobe apps.
That includes the Firefly “deeplink” content series.
The same thinking is showing up in Adobe’s enterprise moves. Yahoo Finance on Firefly going deeper into marketing workflows.
Agency: Dentsu Creative; Role: Associate Creative Director, Copy.
Coca-Cola Freestyle / SURGE: Teaching a soda robot about the internet.
At 360i, I spent a stretch in Atlanta waking up the Coca-Cola Freestyle accounts. New voice: sass, snark, a little robo-humor.
Then SURGE came back, exclusively at Burger King. SURGE means pop-punk in the high school parking lot.
I turned that into a ska-centric campaign built on 90s tropes. It got people talking about SURGE and walking into BK.
The A.V. Club wrote about it.
Agency: 360i, Content Lab.
21st Century Fox: Every Simpsons ever, and a Deadpool that wouldn’t stay quiet.
At Story Worldwide, I led four creatives on FXX’s record-setting 600-episode Simpsons marathon. 1,000+ posts, built and scheduled.
15 million+ organic impressions. FXX hit ratings highs.
Later, at 360i, I worked on Fox Home Entertainment: X-Men: Dark Phoenix, Alita: Battle Angel, and reactive work for Deadpool.
The Deadpool Ten Year Challenge post pulled 55K likes, 13K retweets, and Screen Rant coverage.
Agencies: Story Worldwide, 360i.
PUMA North America: A year writing for Run/Train and Hoops.
In PUMA’s Creative Services department, my copy shaped product and campaign messaging across experiential, eComm, email, and social.
100+ briefs in one year, a department record.
I directed the Boston shoot for the 2024 International Women’s Day campaign and wrote the messaging behind it.
Role: Copywriter, Creative Services.
