WINDOWS
The Challenge: Make AI technology more approachable and engaging for an audience that was often skeptical of it. Copilot+ PCs needed a social content style that could hold attention while communicating what the technology could actually do.
The Delivery: I helped establish a polished, infotainment-driven editing style, using sleek graphics and sophisticated post-production to bring the technology to life. I edited installments and guided other creatives on the series’ visual language, helping drive over 500,000 views.
Creative: Madeline Rasmussen
Creative: Sam Molinaro
Creative Director: Dan Esberg
Strategy: Mariella Portillo Gonzalez
Producer: Sam Merrit
Account Manager: Jason Bariuso
Account Director: Michael Mobley
Copilot+ PC Organic Social
WELCH’S
Grown Here, Made Here Shared Here
WINDOWS
Did You Know? Series
The Ask: Extend Welch’s “Grown Here, Made Here, Shared Here” campaign into organic social, giving audiences a closer look at the farms, growers, and people behind the brand.
The Delivery: I concepted and edited the social extension, using a blend of vox-style edutainment, rich soundscapes, and collage-inspired editing. I helped shape the series’ visual identity through color grading, sound design, and post-production leading to a 16% boost in engagement.
Creative Lead: Madeline Rasmussen
Sound Design Lead: Sam Molinaro
Creative Director: Thomas Huerta
Strategy: Eve Sorkin
Producer: Danielle Kernell
Account Manager: Miranda Maritato
Account Director: Maureen Gates
The Opportunity: Celebrate Window’s legacy and build brand love with longtime fans through its extensive history of iconic products, lore, and cultural moments.
The Delivery: I helped edit Windows’ “Did You Know?” series, drawing on decades of archival imagery, familiar interfaces, and nostalgic references to spark conversation among longtime fans. I helped shape the pacing, visual approach, and editorial style across the series, which generated more than 5 million views and earned a Webby Award nomination.
Creative: Madeline Rasmussen
Creative: Sam Molinaro
Creative Director: Dan Esberg, Thomas Huerta
Strategy: Mariella Portillo Gonzalez
Producer: Sam Merrit
Account Manager: Jason Bariuso
Account Director: Michael Mobley