Creative Leadership at Conscious Minds
During my time at Conscious Minds Studios, I was thrown into two very different creative projects for two very different clients…Apple Music and Jack in the Box.
Both needed content for their owned organic social channels. But one was about pitching a new strategic direction for TikTok, and the other was about delivering viral-ready videos across multiple social channels, fast.
INSIGHT: Creative teams do their best work when the right ideas flow, the calendar stays real, and everyone knows what we’re actually making and why. I focused on keeping us aligned across timelines, talent, and tone, ensuring the work stayed on-brief, on-brand, and on track.
Apple Music TikTok Pitch
CHALLENGE: Apple Music wanted to show up on TikTok, but not in a way that felt like a brand trying to trend. Our creative team was tasked with figuring out what that presence should actually feel like.
The ask wasn’t about surface-level engagement. It was about translating Apple’s polished brand DNA into something that felt native to TikTok’s fast-moving, lo-fi, culture-first world. Our goal was to filter Apple Music’s brand strategy through the lens of Gen Z to carve out a distinct, ownable presence that felt native to both.
ACTION: Working with a tight 7-week timeline, as the project’s producer, I led the creative development stage with a multi-disciplinary team of 8 (including creative directors, strategists, copywriters, and designers), guiding them from kickoff through delivery. I built and ran a collaborative process that allowed creative to explore bold directions while staying grounded in what would resonate with Apple Music + Gen Z.
“My job was to keep us moving fast without losing the thread. Creative, strategy, brand—all in sync.”
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“My job was to keep us moving fast without losing the thread. Creative, strategy, brand—all in sync.” 〰️
We developed three distinct creative territories, each with a narrative hook, visual system, and rollout approach designed to feel native to TikTok without compromising Apple’s brand standards. I ran daily syncs, managed milestone reviews, and ensured creative, strategy, and design were moving in lockstep.
The campaign wasn’t greenlit, but our work laid the foundation for how the brand continues to approach TikTok—a platform that now plays a bigger role in Apple Music’s social presence.
Burgers, Viral Moments & Brand Voice
