At WW, I led the development and execution of social-first campaigns that transformed real WW (Weight Watchers) member journeys into compelling narratives during a pivotal period of brand revitalization. Working at a time when the company was experiencing a remarkable turnaround—following Oprah Winfrey's transformative 2015 investment and board appointment—I capitalized on renewed consumer interest and membership growth to create authentic content that resonated with both traditional and emerging audiences.
Traveling cross-country to members' hometowns, I captured authentic stories through documentary-style video and photography that aligned with the brand's strategic shift toward broader wellness messaging. My role spanned the full creative process: developing narrative concepts that moved beyond traditional weight-loss messaging, producing and directing on-location shoots, and designing cohesive content ecosystems that worked across multiple platforms.
