Portfolio
The following are just a few examples of my creative vision and craftsmanship, where every piece tells a unique story through effective communication in various aspects.
2026
Dr. Bronner's — "For the Life of the Party" Campaign Pitch ADV 208, S.I. Newhouse School of Public Communications | Spring 2026
Developed a full advertising campaign pitch for Dr. Bronner's 18-in-1 Pure-Castile Soap titled "For the Life of the Party," was built around a core strategic insight drawn from a SWOT analysis: Dr. Bronner's greatest product strength, its multi-use versatility. was also its biggest marketing liability, because consumers simply didn't understand how to use it or why it mattered.
The creative solution reframed product education as entertainment by anchoring the campaign in a relatable Gen Z scenario: the post-party cleanup. One bottle used to clean yourself, your apartment, your dishes, and your clothes became a natural demonstration of the 18-in-1 promise, turning skepticism into proof. The campaign concept was selected over two alternatives for its emotional resonance and lifestyle alignment with the target audience.
2026
Jollibee USA "One Bite Is Not Enough" Campaign Pitch ADV 208 | April 2026
Developed and presented an integrated advertising campaign pitch for Jollibee USA as part of a four-person student group. The campaign centered on a bold strategic insight: Gen Z's 8-second attention span isn't a barrier. By positioning Jollibee as the brand that earns more than a glance, the campaign aimed to shift brand awareness among American consumers who default to KFC, Popeyes, or Chick-fil-A when thinking about fried chicken.
The creative platform, One Bite Is Not Enough, operated on a dual meaning: the irresistibility of the food and the insufficiency of a single moment of attention. Three campaign executions were proposed across out-of-home, social, and experiential channels, including interactive digital OOH placements designed to capture audiences in high-dwell environments and a TikTok-native strategy connecting Gen Z culture with Jollibee's family-rooted brand joy.
Responsibilities included consumer insight development, campaign strategy, and presentation design.
2024
NotCo Advertising Plan | Boston University Honors Summer Program
As part of a Boston University summer advertising course, my team developed a full campaign for NotCo, an AI-powered food tech company behind plant-based alternatives like NotMilk, NotBurger, and NotNuggets.
Our strategy targeted health-conscious, eco-aware flexitarians aged 18–34 in urban markets. The creative leaned into humor and contrast, including a workplace TV spot where a colleague steals someone's NotNuggets, convinced they're real chicken. Media priority went to TikTok and Google Ads, with brand partnership activations proposed for Starbucks and Shake Shack.
This project took me from SWOT analysis to media schedule, strengthening my ability to build a cohesive strategy from insight to execution.
2025
International Baccalaureate® (IB) Diploma Programme
My academic work in my last 2 years of high school reflects my strong interest in both strategic thinking and hands-on design. For my IB Higher Level Business Management Internal Assessment, I collaborated with Victoria to analyze a real-world business challenge, applying core concepts such as market research, financial analysis, and strategic decision-making to develop practical, evidence-based recommendations.
Alongside this, my IB Higher Level Design Technology project focused on the iterative development of a functional chopping board. Through research, prototyping, and testing, I explored user-centered design, material selection, and sustainability considerations, ultimately producing a refined product that balances practicality with thoughtful design.
