the pioneering energy drink, combines caffeine and L-theanine for energy and focus. Our strategy team found that professionals were discreetly drinking energy drinks in their cars to avoid judgment at work.

We seized this insight, repositioning Xyience as "The Ultimate Human Resource," the perfect workplace partner. Instead of competing with Red Bull and Monster in extreme sports, we defined Xyience as the energy drink for professionals—one you can proudly drink at work.

To bring this to life, we introduced an eager HR specialist character and shot 12 spots in one day, for less than half the cost of a typical 30-second commercial. The campaign ran on LinkedIn, targeting professionals where they'd be most receptive.

Role: Co-creator, scriptwriter, design, art director, & producer.

We all know her

The Denise from HR digital videos surpassed the VCR benchmark with an impressive overall VCR of 93% (compared to the KDP benchmark of 70%). This indicates that the creative is effectively capturing viewers' attention and maintaining their interest. Additionally, the :15s are outperforming the CTR benchmark with a rate of 0.10% (compared to the benchmark of 0.07%).

Energy in Overdrive

In the whirlwind of prepping, shooting 12 spots in a single day, and managing the editing process, I took on another challenge: building a new website from scratch. From design to development, I had my hands full. Although I didn't write the copy myself, I was right there in the thick of it, collaborating and shaping the words that made the campaign shine.

Reimagining Work Lives

The pandemic has sparked a widespread reassessment of people's lives— their homes, lifestyles, and careers. Surveys show that up to 40% of employees are seriously considering leaving their jobs. It's evident: #TheGreatResignation is here. Let's assist corporate America in finding their dream jobs by curating the best LinkedIn postings and inspiring our followers in the midst of #TheGreatResignation to apply. On Instagram, we'll keep work success at the forefront, even during leisurely 'gram-scrolling.