My work reflects a strategic, research-driven approach to advertising, where every creative decision is rooted in understanding the consumer, the market, and the brand’s core challenge. Across projects such as Good Crisps, GAP, Luckin Coffee, and Poppi, I focused on identifying key gaps, whether it was low brand awareness, lack of differentiation, or questions around authenticity, and developing insights that informed targeted, effective campaigns.
For example, in the Good Crisps campaign, I analyzed a saturated snack market and recognized that the real issue was not product quality, but visibility and trial . Similarly, my GAP campaign leveraged nostalgia to emotionally connect with younger audiences, while the Luckin Coffee strategy centered on convenience and habit-building to drive brand recall . Through both qualitative and data-backed research, including audience behavior and industry trends, my work consistently bridges strategy and creativity, demonstrating my ability to turn insights into compelling, purposeful campaigns.
