ROLE: ASSOCIATE CREATIVE DIRECTOR

Platform-native social designed to make the “weekend pull” feel immediate—and scroll-stopping.

The spot’s premise was simple: the weekend is the reward. Our job on social was to translate that feeling into formats that behaved like the platforms themselves—especially Pinterest—so the message landed as an in-feed moment, not a cutdown.

Work

• Pinterest-native ads built to mimic the Pinterest UI

• “Two Pins” video concept: one unit designed to read like two adjacent pins, with the actor breaking frame to bridge weekend scenarios (fly-fishing / ski weekend / beach trip)

• Office-life social videos where “hang in there, the weekend is coming” arrives as:

  • an email notification in a workplace setting

  • a printer spitting out pages with the same message

• Supporting social cutdowns/variants aligned to the campaign world

My role
Co-created the social ideas with my partner, Joe Rinaldi, and developed the executions for platform behavior.

• Concepted and scripted the social extensions that translated the TV idea into native-format storytelling

• Directed the UI-mimic approach so ads felt “built for Pinterest,” not adapted to it

• Oversaw edits/finishes for the social workstream to keep tone and craft consistent with the campaign