Team Aspect
An entertainment marketing agency brought me in as a freelance social strategist to develop the creative concepts for an upcoming campaign tied to a 2027 release.
The brief was wide open. The bar was studio level. The work had to make an audience care before anything was public.
The brief
Concept the
whole campaign.
Not one hero post. A full social system for a 2027 launch, start to finish.
They needed a partner who could move from strategy to shootable concepts quickly, and who could carry a campaign across its entire arc. How an audience first meets the project, how interest builds, and how it all peaks at launch.
The work
The deliverable.
A three-phase arc
Structured the campaign across three phases, each with its own goal, tone, and content mix, so momentum built instead of peaking early.
Platform-native concepts
More than 25 social concepts with hooks, formats, and rollout logic. Built to be produced, not just presented.
Social stunts
A dedicated section of bigger-swing, culture-first ideas designed to earn attention well beyond the feed.
Bilingual by design
A full Spanish-language track running alongside the primary campaign, not bolted on at the end.
What made it different
Spanish first,
not translated.
The Spanish-language work wasn't a translation layer added at the finish line. It was its own creative track from day one.
Concepts were written to land in Spanish on their own terms, with their own hooks and cultural cues, not converted from English after the fact. For a campaign reaching a bilingual audience, that's the difference between including people and actually speaking to them. It's also the part most teams can't do in-house.
The takeaway
Studio-level work,
lean and fast.
They didn't need a big agency. They needed a strategist who could think in campaigns, write in two languages, and turn an open brief into a rollout ready to build.
That's the work.
Full details on this campaign stay confidential until the project is public.