Creator collabs

brand Starbucks

creative lead Myself

agency Kvell

My official role in the Starbucks creator program was “creative lead”, which really meant I did a bit of everything: I onboarded our agency and maintained our relationship as the primary contact, established (and refined) our processes, created a framework for selecting creators, provided feedback at every stage and wrote the final post copy.

I loved this mix of experimentation, project management and creative direction. For a brand as tight and precious with their image as Starbucks, getting leaders to trust me with a more hands-off approach that allowed the creators to shine was a challenge, but the results spoke for themselves with many videos performing above benchmark.