Shortly after acquisition, I was deployed to Instagram to lead creative strategy for the launch of their first ad system, now tens of billions of dollars in annual revenue.

During this time, my partner and I defined the original product narrative and led creative innovation with the first brands on Instagram like Adidas, Levi’s, Taco Bell, Capital One and Hotel Tonight. It was critical that our guidance be authentic to the Instagram culture and community, which at the time was incredibly refined. There were only square photos. There was no video, no stories, no reels. There were Instawalks and Jumpstagrams and just a whisper of influencers .

We embraced this creative inspiration and amplified that voice in everything we did. Based on these early design principles, we developed a global partner program that onboarded dozens of clients and drove the first $1B in revenue.

Product Creative Strategy, Creative Innovation and Creative Enablement.