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"Tech and the American Family" Pilot
Project type
Cross-functional storytelling system building
Role: Creative Director
Organization: Common Sense Media
Challenge
Marketing efforts lacked a consistent narrative framework, leading to fragmented audience engagement and bespoke trend-chasing content.
Approach
● Designed a unifying narrative framework for the marketing calendar.
● Embedded lightweight narrative capture strategies into live events and interviews.
● Built cross-team collaboration systems to capture scalable storytelling assets.
● Advocated for a shift from reactive content to audience relationship-building ecosystems.
Outcome
● Piloted a low-lift, high-impact narrative content system.
● Created a model for future brand storytelling, despite post-COVID organizational pivots.