100 Best Albums is Apple Music’s initiative celebrating its inaugural list of the greatest records ever made. Curated by the Apple Music editorial team, the list is driven by Apple’s deep connection to music and its creators, and is entirely independent of streaming numbers.

As part of the creative team at Optimist, I developed activation ideas centered around the campaign’s golden artifacts—each representing an album—designed to build anticipation through teasers and culminate in a two-week countdown revealing the top five albums.

(conceptual project)

We Met on Hinge – A Love Worth Proving
Under the leadership of President Trump, love across borders has never faced more red tape. Green card applicants, especially those in international relationships, are now expected to provide extensive proof that their love is “real.” In this climate, even romance must be bureaucratically verified.

The “We Met on Hinge” campaign repositions the dating app as a third-party guarantor of modern love. Featuring a webpage that generated official-looking documents like a Certificate of Match, chat transcripts, and a relationship timeline, Hinge helps couples prove their connection with the formality of a bank and the sincerity of their hearts.

This campaign taps into the current political climate to reinforce the brand’s positioning around serious, committed relationships.  It differentiates Hinge from other dating apps that lean into casual or short-term connections.

The Ask
Build association of MLS and Leagues Cup with Apple
Authentically connect with Hispanic audience
Create an Apple owned moment in sports culture

Fandom Fusión
PARTIDO FEST is Leagues Cup 2024 watching party. When leagues collide, cultures unite, frenzy multiplies, and fans are the real winners. We’ll bring both sides together — channeling the convergence of the MLS and Liga MX to celebrate the game, the unique fans that fuel it, and the passion we all share.

Resposibilities: Ideation and visualiazation

This 360° campaign introduces Chagee, a premium tea brand opening its first U.S. location at Westfield Century City in Los Angeles. The experience shares the story of tea—from its origins along the historic Tea Horse Road to the modern-day cup—through approachable and engaging storytelling. A custom version of Chagee’s signature toile pattern was recreated to reflect the Los Angeles narrative and serves as the core visual of the campaign. The design is brought to life through a mix of real tea leaves and delicate petals, underscoring Chagee’s commitment to using organic, natural ingredients—brewed by quality tea leaf, and made fresh. The campaign aims to introduce the new brand to LA and encourages people to download the Chagee app, access special offers, and visit the new store.

From Paris to la Plage
At Paris Fashion Week 2024, curated kits are provided to complement any European escape—whether you're navigating the shows in the city or slipping away to the seaside before or after fashion’s most iconic week.