Martha’s Little Helper

As Art Director, I helped bring Pure Leaf’s campaign to life in partnership with Martha Stewart—building a social-first ecosystem designed to amplify the launch of a hero film centered on the brand’s unsweetened tea.

I led the creative development of the supporting social campaign, concepting and designing teaser content that played into the idea of uncovering “Martha’s secret.” Working closely with Martha’s team, including her chef and gardener, I helped shape a content series that felt authentic to her world while strategically building intrigue ahead of the full film release.

From directing visual storytelling across shoots to guiding content creators and production partners, I ensured a cohesive look and feel across all touchpoints. The work balanced cultural relevance with brand storytelling—using platform-native content to drive anticipation, engagement, and a seamless rollout into the hero moment.

This project was an opportunity to merge celebrity, storytelling, and social strategy—creating a campaign that extended beyond a single film into a broader, engaging content experience.