After Web3 gaming collapsed in 2024, Griffin Gaming Partners needed a smarter strategy. My partner and I developed a real-time market analysis system powered by AI to help GGP stay competitive and spot emerging trends early.

To help reclaim Glossier’s edge in the skincare sector, through insights from a questionnaire, my partner and I designed a social media campaign that repositions Glossier as the must-have brand.

The project tackles the stigma around Jellycat by positioning the brand as a source of emotional support for any age. It features a full campaign concept, including brand analysis, crafted messaging, and an integrated PESO media strategy.

Built on Canon’s sustainability mission, this holiday CSR campaign challenges artificial traditions through a playful, purpose-driven lens. I developed a full media kit—from brief to tagline—to help shift habits, not just headlines.

The high-end spirit brand, ON THE ROCKS, sets to rebrand as a credible non-alcoholic option. By leveraging Suntory’s craftsmanship, this campaign connects with Gen Z’s adventurous spirit and fosters lasting brand loyalty.

Inspired by Vive Wellness Shots’ tiny size, this campaign celebrates real strength. Through original photography and multimedia storytelling, it expands Vive’s touchpoints by resonating with every underestimated moment.

Designed to reframe CAVA as a refreshing escape from modern heavy eating habits. #CAVAcation positions every CAVA bowl as a simple, restorative break — a “mini vacation” for your body that combines flavor, wellness, and everyday balance.