BRIDGING INSIGHT,
CULTURE + CONTENT.
Spec campaign for Heinz Jalapeño Ketchup created during ONE Creator Lab.
Spec campaign for Heinz Jalapeño Ketchup created during ONE Creator Lab.
Texas Pete – The Secret Sauce
Objective: Position Texas Pete as a Gen Z cultural icon—more than a hot sauce, it's a confidence booster.
"Hot sauce is a symbol of confidence."
The Insight:
Hot sauce is more than flavor– it’s a feeling.
People don’t just want heat in their food, they
want it in their lives. In beauty, fashion, dating,
and even their confidence. Spicy is a personality trait.
Creative Concept – The Secret Sauce:
A fake beauty collab with Revolution Beauty: spicy lip gloss in Texas Pete flavors. The campaign lives as a satirical GRWM TikTok series, plus a speed-dating hot wings activation called “Meet Cute with Pete.”
Execution Highlights:
- Conceptualized product extension & names (Cowboy Tears, Pete's Fave, Adobo, etc.)
- Developed IRL brand activation idea rooted in food + dating culture
- Full campaign deck with social content and event concept
Role: Creative strategy, naming, brand extension ideation, deck development
Spec campaign for Vaseline created during ONE Creator Lab.
Spec campaign for Vaseline created during ONE Creator Lab.
Strategy-led spec work developed during ONE Creator Lab.
All work was collaboratively created by cohort fellows in response to real-world briefs, with guidance and feedback from agency partners.
Heinz – Bagel Therapy
Objective: Reinvigorate interest in Heinz’s flavored ketchups, specifically among Gen Z and young millennials, during breakfast occasions.
"POV: Heinz Spicy Ketchup is about to cure your hangover"
The Insight:
Gen Z craves humor and relatability in their content—especially when it comes to hangovers, chaos, and casual oversharing. POV-style TikToks using generative AI aesthetics are trending, offering a playful, culturally-native way to speak to this audience.
Creative Concept – Bagel Therapy:
A satirical TikTok campaign starring a hangover-curing Bacon, Egg & Cheese drenched in Heinz Jalapeño Ketchup. Wrapped in AI-POV parody and Gen Z humor, the video puts Heinz at the center of a relatable morning-after ritual.
Execution Highlights:
- AI-style TikTok concept rooted in shareability
- Trend-driven hooks and hashtags: #AIPOV #HangoverCure #BagelTherapy
- Heinz Jalapeño Ketchup positioned as a one-bottle breakfast hero
Role: Insight mining, strategy, creative concepting, scriptwriting, presentation deck
Spec campaign for Texas Pete created during ONE Creator Lab.
Spec campaign for Texas Pete created during ONE Creator Lab.
Vaseline – VFX
Objective: Make Vaseline relevant to Gen Z creators by highlighting its practical use across multiple creative contexts.
"Vaseline, a creator's must have."
The Insight:
Gen Z sees themselves as creators– but many overlook Vaseline’s versatility. Whether prepping skin or loosening a bolt, it’s the creator’s unsung hero.
Creative Concept – VASELINE FX:
Short, cinematic creator vignettes: a coder with dry lips, a sculptor with stuck materials, an artist prepping skin. Vaseline helps them smooth any friction and keep the creativity flowing.
Execution Highlights:
- Blended lifestyle + utility in a fresh, creator-first lens
- Aligned with TikTok’s #LifeHack and #CreativeEssentials trends
- Repositioned a legacy brand through Gen Z storytelling
Role: Strategy, script development, audience insight, experiential ideation