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Otter Rock: Beneath the Surface

The Challenge

Environmental education at Oregon State Parks struggled to convey the unseen complexity of marine ecosystems using traditional static signage. We needed to bridge this gap and make invisible marine life tangible to everyday visitors without funding expensive physical installations.

Audience & Insight

We targeted casual park visitors and families. The key insight: people don't want to read dense placards—they want to explore. If we could anchor spatial narratives to existing physical park signage, we could turn passive reading into active, memorable discovery.

Strategy

As part of the Snap AR scholarship, I pitched an augmented reality strategy to Oregon State Parks. By leveraging spatial computing, we built an interactive educational layer over the physical environment, using visitors' own devices to lower the barrier to entry.

Execution

I contributed to the concept, UX design, and communications strategy. We built an interactive AR lens that allowed visitors to explore subterranean tidal habitats and kelp forests in real-time simply by scanning a park sign.

Results

The project successfully transformed static park infrastructure into dynamic educational touchpoints. Oregon State Parks adopted the lens, proving that emerging spatial computing technologies can drive tangible engagement in public-interest conservation efforts, and the project was honored at the 2026 Webby Awards.

The Hoffman Agency: Enterprise Authority

The Challenge

In the B2B tech sector, highly complex engineering narratives often alienate the broader market. The agency needed to decode dense technical jargon and build digital platforms for global giants like TSMC and Skylo that resonated with C-suite buyers and industry analysts across social channels.

Audience & Insight

The target audience was enterprise decision-makers and technical professionals. The driving insight: even in B2B, buyers engage with human stories, not just product specs. We needed to shift the digital narrative from "how it works" to "why it matters."

Strategy

Operating within the digital team, my approach was to architect social campaigns that supported the agency's broader PR and communications strategies. By translating complex enterprise positioning into engaging digital content, we could build sustained thought leadership.

Execution

I owned social content end-to-end, from generating ideas and developing copy to scheduling and publishing. I executed comprehensive social campaigns and aligned our digital rollout strictly with the overarching communication strategy for our tier-one tech clients.

Results

By shifting focus to human-centered digital engagement, we elevated our clients' social presence, driving consistent audience interaction and establishing strong executive authority across digital platforms in highly saturated markets.

ARHR: Visualizing Reproductive Health

The Challenge

ARHR had conducted rigorous research into free sanitary pad policy advocacy and gender equality across Ghana. The problem was translation: highly academic research needed to be transformed into accessible visual stories that could mobilize policymakers and community audiences without losing nuance.

Audience & Insight

Our audiences were international donors and local policymakers. The insight: data without human context is easily ignored. We needed to blend quantitative research with dignified, culturally empathetic storytelling to make the crisis tangible.

Strategy

I operated at the intersection of journalism and advocacy. The strategy was to execute a comprehensive communications audit and build a suite of highly visual, shareable infographics that could serve as the tip of the spear for donor engagement.

Execution

I traveled to rural communities to document the reality on the ground through photography and on-camera interviews. I then designed and delivered a comprehensive suite of infographics that communicated this culturally sensitive research.

Results

By synthesizing field data into donor-aligned narrative frameworks, these assets directly supported the drafting of grant proposals that drove tangible policy engagement.

AARP Oregon: Mobilizing the 50+ Community

The Challenge

Voter turnout among older adults is historically high, but deeply engaging them on specific local policy initiatives requires moving beyond mass broadcasting. AARP Oregon needed a targeted, localized narrative strategy to drive active legislative lobbying for pressing civic issues.

Audience & Insight

Targeting 50+ Oregon voters, our key insight was that mass broadcasting feels impersonal and wonky. By centering the voices of local advocates in an audio format, we could demystify local politics and turn complex legislative jargon into relatable, actionable community impact stories.

Strategy

I architected a multi-channel advocacy framework that paired audio storytelling with traditional PR to drive a highly localized narrative, prioritizing depth of engagement over raw reach.

Execution

I produced and launched the targeted Voter Engagement podcast series. I also drafted high-leverage press releases to support the audio rollout. I owned the creative direction and the synthesis of rigorous policy data into compelling scripts.

Results

The campaign didn't just inform voters—it mobilized them. The integration of audio storytelling with PR resulted in a 44% lift in click-through rates on digital advocacy channels and secured placements across six major regional publications.

Homeless in Humboldt: A Three-Part Docuseries

The Challenge

In local policy debates, human experiences are too often reduced to abstract statistics. We needed to bridge the massive disconnect between the housed and unhoused populations in Northern California and re-center the conversation on human realities rather than political talking points.

Audience & Insight

Targeting local residents and regional policymakers, our insight was simple: empathy requires proximity. A longitudinal, long-form documentary approach would force audiences to sit with the nuanced, daily reality of homelessness rather than scrolling past a quick headline.

Strategy

We opted for human-centered video journalism, following a single subject (JP Urich) over a long period to document daily survival, encampment sweeps, and his eventual path to stable housing.

Execution

I led the creative direction and production. I managed all facets of field production, cinematography, and editing, operating with uncompromised ethical storytelling standards to ensure our subject retained his dignity throughout the process.

Results

The docuseries was syndicated regionally across local media outlets, elevating empathetic dialogue around community housing solutions in Northern California.