Client & Partner Case Studies
Scriptwriting | Commercial | Digital Storytelling
Mount Kailash - The Answer Campaign
For the Mount Kailash project, my objective was to create a compelling script for a campaign to launch the brand's latest product, “The Answer,” an innovative immune system enhancer. I collaborated closely with the brand's marketing team to understand the product's unique benefits and target audience. My approach was to craft a narrative that highlighted the science behind the product while making it relatable through everyday scenarios.
Click image to watch the commercial.
Communications Advisory | Leadership Messaging
Toronto International Film Festival (TIFF) - Leadership Retreat
For TIFF's leadership retreat, the challenge was to revitalize leadership development post-pandemic with just a one-month deadline and limited resources. We provided strategic guidance, crafted the retreat's brand identity, and designed creative materials, while also shaping the overall retreat experience with storytelling tools. Key deliverables included crafting speeches, panel discussions, breakout sessions, icebreakers, and producing a culture-focused employee video. This immersive retreat fostered collaborative dialogue and solution-driven unity among executives and senior leaders, earning praise as the "best leadership retreat we have ever done," according to a 20-year tenured leader in attendance.
Storytelling | Thought Leadership Messages
MetroPlusHealth
To support the MetroPlusHealth’s (MPH) public relations team in crafting culturally sensitive messaging for underrepresented communities, I conducted interviews with their executive leadership. These interviews informed the creation of compelling thought leadership articles that were published in notable publications including Blavity, Amsterdam News, and Crains New York. The articles advanced MPH's mission by effectively engaging the target audience, raising awareness of their programs, and enhancing their reputation as a provider of affordable healthcare.
Storytelling | Creative Content
Teens Love Lit in Partnership With Wealthsimple
Through my business, CRY Creative, we piloted a program called "Teens Love Lit" in February 2022—a unique platform dedicated to stories for teens, written by teens. This initiative amplified young voices by reinforcing the importance of their experiences, stories, and opinions. Through a members-only newsletter subscription, we selected teens to connect directly with a global audience of their peers. In our six-month pilot phase, we partnered with Toronto Community Housing Corporation (TCHC) and Wealthsimple Foundation to deliver impactful storytelling experiences and reach a network of teen readers from underserved communities.
Brand Building | Digital & Social Media | Non Traditional PR & Influencer Engagement
Global Citizen’s Debut Concert in Montreal
To celebrate the international leadership of Canada's Prime Minister, Justin Trudeau, Global Citizen hosted its first Montreal concert with The Global Fund, mobilizing 12,000 Canadians to fight HIV/AIDS, tuberculosis, and malaria. As part of the Skai Blue Media team, we utilized a mix of traditional and innovative communication strategies to engage Canadian millennials, crafting editorial content, managing ticket giveaways, and partnering with Canadian influencers.
To resonate authentically with both English and French-speaking Canadians, we guided the translation of key messages and managed Global Citizen’s brand and partner relations. We also executed a strategic 500-ticket giveaway with Concordia University students. This effort not only garnered positive press but also amplified engagement through coordinated outreach to Canadian celebrities and influencers, spreading the #showup message effectively.
The campaign culminated in the #showup initiative in Montreal and Toronto, where we took to the streets to capture the voices of Canadians. We gathered numerous personal stories, highlighting individuals' commitment to global health.
These efforts showcased our expertise in adapting global messages to local contexts and engaging communities directly.
