Loco Dice Capsule Collection: Social Media Content Strategy & Design
Daily Paper, an Amsterdam-based fashion brand rooted in the African Diaspora, builds narratives that celebrate heritage and global culture. I partnered with the brand to launch the "Souks of Maghreb" capsule collection—their third and most ambitious collaboration with Loco Dice. To bring the collection’s vision to life, I repurposed lookbook assets shot in Marrakech, Morocco, into a series of immersive, educational mixed-media Instagram Stories. This digital-first storytelling strategy secured global coverage from top-tier outlets like Hypebeast and Highsnobiety, driving international brand awareness and reinforcing Daily Paper's position as a leader in culturally conscious fashion.
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The FRIENDS Experience x The Office Experience Tour Marketing
As Vice President of Marketing for Superfly X, I directed the strategic scaling of The FRIENDS Experience and The Office Experience, extending these touring properties to 10 markets. To support this rollout, I executed a dual-engine strategy that balanced high-impact earned media with rigorous digital marketing. For each market launch, my team orchestrated culturally significant moments—including talent walkthroughs, book signings, and influencer events—while I personally served as a brand spokesperson on local television to drive premium coverage. Additionally, we created social media stunts in coordination with our partners to generate high-intent email funnels, capturing fan interest early to power a remarketing engine that drove ticket sales through market close. By layering this data with an always-on performance marketing campaign, we optimized media spend in real time, sustaining sales velocity over 12 weeks per market and delivering an average capacity of 88% despite pandemic-related challenges.
