Starbucks approached us to promote their new line of Holiday Cold Foam coffee beverage toppers. I researched key audience insights, and conceived and wrote up our big idea, called “Top It Off”, to show that even the most perfect things in life (in this case, coffee beverages and holiday traditions) can be made even more perfect with just the right additions. I conceived and wrote each of the campaign’s individual content concepts as well (IG Reels, Interactive Article), which we also turned into various digital ad units. The campaign sold in September and went live in December.

STARBUCKS INSTAGRAM REELS ON EATER, POPSUGAR, THE CUT & THRILLIST

We created 4x visually stunning and narratively captivating IG Reels, to live across 4x Vox Media networks – Eater, POPSUGAR, The Cut and Thrillist – each featuring a different influencer “topping off” their network-aligned holiday traditions (recipe, makeup, style, and travel, respectively) and their favorite Starbucks beverage with a different Holiday Cold Foam flavor.