Experience & Projects
Each project I’ve worked on has helped me grow creatively and strategically. Here’s a look at the campaigns, collaborations, and experiences that have shaped my journey in digital communication.
I helped design and write The Urban Harvest newsletter as part of our campaign for Urban Roots London. The goal was to create a warm, informative communication piece that highlighted the organization’s mission, seasonal updates, and upcoming community events.
As part of the content team, I focused on crafting engaging copy and calls-to-action that encouraged readers to visit the farm, volunteer, or donate. The newsletter served as both an educational tool and a storytelling platform, helping Urban Roots strengthen its connection with local supporters and build greater awareness of its impact.
I developed a detailed storyboard that visually brought Urban Roots’ story to life, capturing the beauty and purpose of urban farming through creative storytelling. The storyboard was designed to reflect the organization’s values: sustainability, community, and equity, while maintaining an earthy and organic visual tone. My focus was on building a clear narrative flow that emphasized the cycle of planting, harvesting, and giving back to the community. This visual framework became a foundation for future video concepts, ensuring Urban Roots’ story could be told consistently and meaningfully across media platforms.
I worked on a volunteer spotlight campaign that celebrated the people behind Urban Roots, those who dedicate their time and energy to supporting the farm’s mission. My role involved gathering stories, designing social media mock-ups, and writing short features that showcased each volunteer’s unique connection to the organization.
This project aimed to humanize the brand and highlight the sense of community that drives Urban Roots forward. By blending storytelling with authentic visuals, we encouraged more people to get involved and experience the rewarding nature of urban farming firsthand.
I contributed to a creative pitch for Spotify that focused on building an innovative campaign concept aligned with the brand’s dynamic and forward-thinking identity. As part of the creative team, I helped brainstorm ideas, shape the narrative tone, and assist in developing mock-up assets that reflected Spotify’s culture of personalization and discovery. The pitch emphasized storytelling through sound and emotion, exploring how Spotify could connect with audiences in fresh and authentic ways. This project strengthened my understanding of brand storytelling, audience engagement, and strategic creative development in a fast-paced, digital environment.
I collaborated with my team to develop an integrated promotional campaign for Toronto as one of the official host cities of the FIFA World Cup 2026. Our goal was to capture the excitement and global spirit of the tournament while boosting local engagement and event awareness. As a copywriter, I contributed to the campaign presentation and helped create key visual assets, including mock-up social media posts that reflected Toronto’s energy and cultural diversity. I also assisted in refining the campaign’s visual direction, developed engaging copy for digital materials, and helped organize content ideas for the promotional rollout.
Together, our team aimed to showcase how the World Cup can unite communities and celebrate the city’s international identity. Although this was a class project, it was created for an actual client and designed to be submitted as a real campaign proposal for FIFA 2026 Host City Toronto.
