Crafting Compelling Brand Stories
📊 strategic marketing 🎬 engaging content creation 🎯 creative direction
Every campaign has its own creative direction, audience, and intent—but the strongest ones all speak from a consistent brand voice.
I’ve worked across the full content pipeline: leading end-to-end campaigns at BAI Capital and contributing to key phases of production and post-production, with a particular specialty in video editing.
From strategic planning to visual execution, I focus on crafting brand-aligned stories that engage, resonate, and convert.
Real Estate Investments: Archer Place Condos
targeted messaging, thumb-stopping visuals
Archer Place USA is an upcoming luxury condo development in Gainesville, Florida, next to the University of Florida. This campaign aimed to generate high-quality leads by targeting real estate investors.
We focused on the property's prime location, high rental demand, and flexible investment options, using a mix of image and video ads to engage UF alumni, professionals, and passive-income investors.
By refreshing the visuals and experimenting with new video hooks, we turned around underperforming campaigns, increasing lead generation by 150% and securing four successful sales. This highlighted the power of creative experimentation in driving results.
Strategy & Positioning
Defining the audience segments and aligning messaging with what mattered most to them — passive income potential, location near UF, and investment flexibility. We mapped out channels like Meta, Google, and LinkedIn, tailoring the creative angle for each.
Targeting & Copywriting
Created tailored messaging for different audience groups — including University of Florida alumni, professionals, and experience investors. Wrote ad copy, landing page copy, email and SMS content, all designed to communicate value quickly and clearly.
advertising assets
Creative Asset Direction
Worked with designers on eye-catching image ads that clearly conveyed key info. Scripted, filmed, and edited TikTok-style video ads using fast-paced editing & bold captions, graphics. Developed organic content to support brand-building and messaging simultaneously.
organic content
‘This Holiday Season’ Ad Campaign
year-end impact, optimized engagement
Led BAI Capital's holiday season ad campaign, driving the strategy, targeting, and copy creation. I collaborated with digital marketing specialists and designers to craft effective ad briefs that resonated with our audience. By leveraging the festive season, we optimized our approach to boost engagement and awareness, ensuring our messaging was both timely and impactful. The campaign played a key role in reinforcing the brand’s presence during a critical period.
Targeting Guidelines
Developed broad targeting guidelines for the paid marketing manager to use while running the ad. Included demographics and psychographics of the target audience.
Design Process
Created a design brief for the graphic designer and collaborated with them to finalize the creative. Evaluated and suggested creative edits to various iterations of the ad creative before landing on final versions.
Copywriting
Designed copy for the ad campaign, highlighting key selling points and ensuring clarity. Consistently incorporated the ‘holiday season’ theme across copy elements.
Archer Place Investment Webinars
strategic webinars, high-value conversions
Led the strategy and execution of the EB-5 Explained webinar series for BAI Capital, designed to simplify the U.S. immigration process for international students and work visa holders. The series exceeded attendance goals by 40% and converted five investors, each committing over $1 million to our real estate project. This success has led to plans for expansion into international markets.
