JOY RIDE
C R E A T I V E D I R E C T O R
E N T E R T A I N M E N T : S O C I A L
CHAOTIC GOOD
In close collaboration with Lionsgate, I led the social creative and strategy team—a wonderful, diverse team of women—to launch the irreverent comedy Joy Ride on social. A raunchy, AAPI-led travel comedy about friendship that paired “holy-shit!”s with a heart a gold, my role was to ensure we captured the irrepressible spirit of the cast and film with scroll-stopping content and an envelope-pushing voice. From K-Pop to daddy/producer Seth Rogan to red carpet coverage to (really bad) sex puns, this project was so. much. fun.
R&R: PITCH | CREATIVE DIRECTION | CONCEPTS | VOICE & TONE | COPYWRITING | PRODUCTION
BRAND POSITIONING
VOICE & TONE
fuck yeah, bitches—we out here!! (might be on cocaine. but mind your business.)
i’m what happens when you meet reckless right in the deadeye and dare it to do something stupid. and then tag audrey on tiktok with the evidence. and then buy it a wholeass cake with kat’s credit card. and then wink at it.
lolo is our inspo, our heart, our high priestess of misbehaving. she’s the gas-up every little girl needed and didn’t hear often enough: there’s no such thing as being “too much.” because it’s never enough! being yourself is timeless—not cheugy—and there will be no try-hard, acronym only vibes on this joy ride.
you know me, it’s your girl. and we will always remind you that you’re more than enough. we out here! on a journey!
so what if bitches got baggage. we are ~literally~ on a plane.
CAST SPOTLIGHT
SXSW + FESTIVAL ACTIVATIONS
We gave the “core four” disposable cameras and told them to go ham at SXSW and Cinemacon. The results were super lo-fi and totally silly—perfect for social.
POST COPY: we all want what they have 🥺
PREMIERE DAY ON THE PURPLE CARPET
With provided on-site coverage for IG live—shout out to our bb and hero, Senior Strategist Sam Campbell!—and I led my incredible all-lady team through last-minute pivots and new content requests, including photoshopping Grimace onto the purple carpet (and into a viral trend).
POST COPY: when the purp hits you and your buddies at the LA premiere 🙌💜
TALENT APPRECIATION
POST COPY: @asabrinawu out here raising the vibration for gender non-conforming talent 🙌 🫶
POST COPY: give it up for our daddy and producer @sethrogen
PROMO
DRIVING HYPE
POST COPY: Joy Ride already has everyone screaming…yes…YES…OHHH YESSSS
POST COPY: this is how we do daily affirmations 🤸♀️
POST COPY: you're in their DMs, we’re on their lock screen 😏
POST COPY: we all wish we had this movie growing up 🫶
FAN ENGAGEMENT
THE K-POP TAKEOVER
YOUR MESSY ASS FRIEND GROUP
POST COPY: we hate to instigate on #nationalbestfriendsday, but...sike. tag 'em all! put 'em on blast! 💥
THE FEMALE GAZE
POST COPY: sorry firemen, there’s a new joy ride in town. set a date with the jocks of Joy Ride July 7 🥵
CASHMERE AGENCY
Creative Director: Meredith Ridings
Group Creative Director: Chris Salamat
Design Director: Sarah Koteles
Designer: Mitzi Dominguez
Copywriter: Crystal Dunn
Motion Graphics: Garret Hernandez
Editor: George Streicher, Edward Chou
Strategist: Sam Campbell
Associate Accounts Director: Sammie Ho
C R E A T I V E T E A M