Instagram Growth Campaign

Instagram needed a fresh way to show up. Not just better looking content, but a system that could scale globally while staying on brand and on budget. The work focused on building a collaborative model across teams in New York and Porto Alegre, combining creative thinking with efficient production. Starting with a clear content structure, including campaigns, calendars, and sprint cycles, the approach put execution at the center of the idea.

Templates, repeatable systems, and a global network of talent allowed the work to adapt across markets. Not through translation, but through transcreation that made the content feel native wherever it appeared. The result was a more consistent, more flexible stream of content that expanded the brand visually and performed better across regions.

Case Study Video

Instagram Stories

The Explore Page

Mood Videos

My Role:

Creative Lead within a cross-functional team, shaping campaign concepts and the overall content system from planning through execution. Helped define the creative approach across campaigns, content calendars, and digital, ensuring ideas were designed to be both high quality and repeatable.

Directed visual storytelling and partnered with copywriters, designers, and producers across global teams to bring the work to life. Collaborated with a global network of talent to support transcreation across markets, ensuring the work felt relevant and native in each region. Worked closely with production teams to streamline workflows, enabling efficient shoots, edits, transcreations, and delivery across multiple markets.