When I arrived to Nestlé, I immediately saw that its corporate social ecosystem needed to shift. Its polished and sterile messaging was not landing well with viewers who primarily used social media to be entertained. By centering real people, recognizable brands, and authentic, relatable moments, my team and I brought social media users closer to the nuanced and human culture of this multinational food & beverage conglomerate.
Shifting the direction and strategy of Nestlé meant me getting hands-on in rebuilding a creative process that put audiences first: leading brainstorms from a place of insight, pulling in brand-level stakeholders to navigate restrictions and tap into their niche audiences, and guiding execution from pre-production through shoot and post. I oversaw a cross-functional team across design, copy, and video to unify this work. Over the course of two years, we successfully leaned into lower-fi, more personality-driven content while navigating the realities of a highly regulated, multi-stakeholder environment.
The result: in 2025, Nestlé drove 67M social video views (+81% YoY) and 594K+ engagements (+55% YoY) across Instagram, TikTok, YouTube, and LinkedIn. This built on a 2024 baseline where engagement more than doubled and the brand ranked #1 among its CPG peer set on TikTok. Beyond platform growth, the work contributed to a measurable shift in perception. Nestlé was named the #1 Most Admired Employer in its U.S. peer set by Morning Consult and recognized by Forbes as a top employer for new graduates.
Nestlé USA
April 2024
CONTRIBUTION
Creative Director
TEAM
Group Creative Director: Ameesha D.
Copywriter: Olivia H.
Videographer: Kyle B.
Video Editor: Orlando S.
Graphic Designer: Sofia F.
HUMAN > CORPORATE
Corporate content tends to speak at people. Social content works when it feels like it’s coming from someone.
We shifted the brand toward employee-led storytelling by centering real people in real environments during real moments. Across platforms, content that features people, especially face-to-camera or behind-the-scenes moments, consistently drives stronger retention and interaction because it feels immediate and relatable. On platforms like TikTok in particular, culture is built through individuals and subcommunities, not brands broadcasting messages.
The result was work that felt less like advertising and more like participation, bridging the gap between Nestlé and how people actually experience content day to day.
THE POP-UP EXPERIENCE
For three days in late February, KFC’s Chizzeria served up this eclectic menu item that had made a name for itself in Korea, Taiwan, India, Thailand, Germany, Spain, and Mexico — right in the pizza capital of America. In true New York fashion, the space featured bold branding, checkered tablecloths and vibrant decor that made it irresistibly Instagrammable. Patrons enjoyed free slices of Chizza served by team members in custom aprons, as well as exclusive merchandise, in this immersive experience.
