Colorful foam pool floaties floating on a swimming pool.

Building Global Brands Online

The place where I launched my design career, creating social campaigns for Adobe, PayPal, Volkswagen, and Ghirardelli at the height of the social media boom—turning big ideas into engaging, scalable creative.


CLIENT: Edelman Digital

Project Type

Digital Design & Production
Art Direction
Client Presentation
Cultural Relevance

The Spark

Brands were only just beginning to understand the power of social media. The challenge? Create digital-first campaigns that didn’t just post, but actually connected with audiences in new, memorable ways. Edelman was tasked with building early social strategies for Fortune 500 brands—balancing engagement, brand storytelling, and the rapid pace of social.

Adobe | Summer Made Creative

For Adobe, we created a playful social campaign tying design tools to summer fun. From BBQs to pool parties, the campaign wove Adobe’s iconic program abbreviations (Ps, Ai, Id) into everyday scenes. The result? Designers, artists, and creatives of all types felt seen in the content.

Deliverables: Standalone posts, flipbook albums on Facebook, plus videos and gifs rolled out over a month to build engagement.

An underwater shot showing a Adobe Photoshop (PSD) pool floaty floating in the water. The water is clear with greenish hues, and the sky and trees are visible above the water surface.

Volkswagen | Driven by Community

Volkswagen’s audience is more than car buyers—they’re superfans. Our job was to evolve their social presence with lifestyle content that deepened this emotional connection. From VW cookies to manicure art, from dogs riding shotgun to adventure photography, we showed how VW was part of life’s moments.

The result? VW became the most engaged automotive brand on social, gaining hundreds of thousands of new fans.

Responsibilities: Weekly art direction and new content creation for Volkswagen USA social channels

Smartphone on a blue background displaying social media posts about sports, food, and travel for Volkswagen
Person holding a smartphone browsing an Instagram post featuring a baseball glove, baseball, and a bat on an outdoor baseball field.

PayPal | The World Is Yours

PayPal’s “Travel Campaign” spotlighted partnerships with global vendors and encouraged international travel made seamless with PayPal. We designed three social posts for each city, evoking a nostalgic, romanticized travel vibe. Each set focused on sites, cuisine, and culture—painting a full picture of the experience.

Responsibilities: Initial concepts, art direction, design and production of posts.

Woman sitting at a table using a smartphone, with two coffee mugs and woven placemats on the table.

Ghirardelli Minis | Small but Mighty

To launch Ghirardelli Minis, we built a summer-long campaign leading to a New York City launch event. The content celebrated playful moments with the new chocolates, through “social postcards” that invited audiences to engage. The campaign was so successful, Edelman extended it into the holiday season.

Responsibilities: Concept and design of individual campaign posts and Ghirardelli Minis branding assets.

Three colorful promotional cards for Ghirardelli Minis dark chocolates with holiday-themed messages and illustrations.