WhatsApp’s mission is to provide users a safe space where they can be unapologetically real, communicate and express themselves freely, and connect with friends and loved ones with total privacy. Our global creative team tapped into a spectrum of pop-culture moments, people, and events to produce a steady stream of responsive, social-first content.
Always-on Culture Posts
Pride Month
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• Associate creative director
• Concept development
• Copywriter
• Presented concept to client
Pride Month is core to WhatsApp’s ongoing campaign to celebrate marginalized communities and shine a light on important cultural moments and causes. The ask for 2023 was to strike a celebratory, yet sober note. And to rally the WhatsApp community to action. The overall tone is clear-eyed and determined. And the copy alludes to real-world issues facing the LGBTQIA+ community. I developed the concept and wrote the copy.
Video Messages
When launching Video Messages, we wanted to convey the immediacy and emotional richness of video – how it connects people in ways audio alone can’t. We came up with three heart-felt, funny, culturally relevant moments when friends and family might send a video message instead of audio. Targeting the US, Brazilian, and Indian markets, they had to feel spontaneous, authentic, and relatable. We produced three posts to launch the feature, educate users, and sustain interest. I developed and wrote “Timing is Everything” (translated for Brazilian Portuguese), oversaw script development, and played a key role in casting and directing the talent.
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• Associate creative director
• Concept development
• Copywriter
• Oversaw scripts
• Casting / direction
Educate
Some episodes are too embarrassing not to share.
Sustain
Product Launches
While Tiago’s heart is always in the right place, he might be a day late.
Launch
Shantanu has a cheeky response when his mom asks about his MBA application.
Message Editing
WhatsApp’s Message Editing option was a highly anticipated and long-awaited feature. To capitalize on user interest, we developed a mini-campaign comprising four posts to tease and announce the feature, and sustain user interest. I oversaw all copy and developed the concept and wrote “Second chance, first message,” which uses dynamic text and a play on words to demonstrate the feature.
To build buzz among our global audience, we hinted at something exciting in multiple languages
Tease
We announced the feature by showcasing how it works, infusing our copy with some fun word play.
Launch
Sustain
We maintained the buzz with a humorous, social-first and meme-style post.
And we poked fun at our self, nothing how many unedited messages have already been sent.
Sustain
Culture Influencers
Influencers who embody the WhatsApp ethos
Featuring an array of artists, musicians, performers, community leaders, and activists, culture influencers embody WhatsApp’s ethos of individualism, self-expression, and authenticity. These Instagram Reels tell their stories and the role WhatsApp plays in their lives. I wrote the super copy, directed the edit, and worked closely with our art director on overall creative direction.