International Strategy

In early 2023, as the Empire State Building set a goal to grow its international audience, I conceived the Big Ben Series—a storytelling campaign designed to resonate globally through humor and character-driven content. The first video, imagining a romantic dynamic between the ESB and Big Ben, went viral with 3M views and 482K likes. Building on that momentum, I expanded the series over the summer to include the Eiffel Tower in a global love triangle. With subsequent videos reaching up to 4.9M views and 648K likes, the campaign became the cornerstone of our international social strategy. By blending pop culture, architectural icons, and playful narrative, the series connected with millions and helped redefine the ESB’s digital voice on a global stage.

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Outside of this series, I have also led video content celebrating major religious and cultural holidays—including Holi, Eid, and Lunar New Year—further supporting the brand’s commitment to inclusivity and global engagement through thoughtful, community-centered storytelling.