I was brought on by Kate Spade New York through the agency Giant Spoon to pioneer a new TikTok strategy, becoming the agency’s first in-house content creator. Working with a team, I led the creative process by bringing fresh ideas for content, planning concepts, presenting them to the client, and executing every detail—from filming to editing videos. My work focused on creating organic lifestyle content featuring products, stores, events, and pop-ups, while also supporting seasonal campaigns with influencers and celebrities. Together, we shaped the agency’s TikTok presence with a collaborative, hands-on approach that blended creativity and strategy to engage audiences authentically.