Artist Feature: Billie Eilish - Hit Me Hard and Soft

The Challenge: Capitalizing on a tectonic shift in the music industry. Following UMG’s catalog removal from TikTok, YouTube had a high-stakes window to prove its dominance as the definitive home for global icons. We were tasked with launching Billie Eilish’s most anticipated album under conditions of extreme asset scarcity: just two song snippets, one key visual, and a signature Pantone color.

The Strategy: I acted as the bridge between minimalist creative fragments and a maximalist cultural movement. With only a palette and a few seconds of sound to work from, my role was to "read the tea leaves"—interpreting the album’s aesthetic intent to ensure every touchpoint felt like a native extension of Billie’s world. I orchestrated a unified narrative ecosystem that scaled this intuition across every platform. By navigating the delicate intersection of artist vision and platform capability, I led the cross functional collaboration from a record-breaking digital preview (12k creations in 10 days) to a high-craft experiential "Mirror" activation at the Barclays Center.

Gaming Feature: Pokémon TCG Pocket Launch

The Challenge: To celebrate the global launch of Pokémon TCG Pocket, YouTube Shorts developed a bespoke in-app effect designed to drive platform adoption and creator engagement. The objective was to transform a technical feature into a cultural movement by generating a premium library of creator content that could power a massive multi-channel campaign, spanning Times Square billboards, social platforms, and global ad placements.

The Strategy: I developed a global creator framework that synchronized the localized nuances of Japan, Indonesia, India, and the US into a single, cohesive launch narrative. By curating a specific tier of gaming creators to pilot the in-app effect, I acted as the primary bridge between the meticulous brand requirements of The Pokémon Company and the high-velocity creative culture of YouTube Shorts. This required navigating distinct market behaviors to produce a content library that functioned as a modular asset kit for high-impact global placements. The work centered on managing the friction between global scale and local authenticity, ensuring the final output felt both premium enough for OOH and native enough for the platform.