ONE Creator Lab
The ONE Creator Lab is a 16-week intensive program, in partnership with The One Club for Creativity and TikTok, that blends advertising fundamentals with platform-native content creation. I came in comfortable writing for social-first content; I left knowing how to better concept, shoot, edit, and show up in the work myself. It sharpened my instincts for what feels native on social and helped me become a more well-rounded creative from writing social-first ideas on the page to producing work that lives and performs on screen.
My Audition
Applicants were asked to make a short TikTok introducing themselves, show their creative voice, and why this program matters to them. I focused on showing up as I do in everyday life on social media: honest, self-aware, and culturally fluent. The goal was to feel native, personal, and intentional—proving I could connect through the camera, not just write a script about connection.
CAPTION: From behind the scenes to front and center, here’s why I’m applying to the ONE Creator Lab!
ONE Creator Lab- Promotional Collab
As an optional midterm project, creators were challenged to make a piece of content promoting ONE Creator Lab to the next cohort. I developed Creators Anonymous—a mock support group for people who scroll far more than they post, rooted in a very real tension I was feeling as a creator. I leaned into realism and self-awareness, using humor to reflect the burnout, comparison, and paralysis that comes with constant scrolling. The idea reframed ONE Creator Lab as the place where creators go to break that cycle and actually start creating again. My video was selected as one of the few pieces used in the program’s promotional content.
United Masters + Translation
Translation and UnitedMasters wanted to define how UMT shows up as a cohesive cultural brand on TikTok. We created a fast-paced, bite-sized series that breaks down cultural moments as they happen and why it matters. Inspired by UMT founder Steve Stoute, whose agency was born from seeing the success of Ray-Bans in Men in Black, and how he could turn culture into capital. The series blends context, commentary, and personality, positioning UMT as a real-time cultural decoder while helping creatives understand and engage with culture beyond the surface.
CAPTION: Trends don’t just happen, they have a history #WeAreTranslation
Creative Partner: Adleesa Edwards
Steve Stoute + UMT
Building on UMT’s desire to be seen as a current cultural authority, we created a TikTok-native series featuring Steve Stoute breaking down the evolution of the campaigns he helped pioneer. The concept positions Steve as a cross-generational translator, showing how Translation’s blueprint in music, sports, and branding created ripple effects that today’s brands, artists, and creators continue to build on. Rooted in the insight that cultural authority today is defined by visibility, not legacy, the series highlights UMT’s relevance in real time, with Steve explaining how past campaigns influenced culture, why current moves excite him, and where he sees trends heading next.
CAPTION: Translation’s the blueprint, decoded by the man who wrote it @SteveStoute
Creative Partner: Andrew Lam
Heinz Jalapeño Ketchup
For Heinz Jalapeño Ketchup, the goal was to get Gen Z and younger millennials to try the product by inspiring playful, flavor-driven moments during meals and snacks. We tapped into the insight that this audience doesn’t just play with food—they remix it, craving small, easy upgrades that turn everyday bites into adventures. The solution was Squeeze to the Beat: every press of the ketchup bottle triggers a spicy club rhythm, letting users build a playful track as they eat. The campaign positions the bottle as a personal DJ, turning ordinary meals into immersive, shareable moments. With #SqueezeYourBeat, creators are challenged to remix their meals, layering flavor and fun into a snack-time escape that’s as social as it is tasty.
CAPTION: BREAKFAST + HEINZ JALAPEÑO = REMIXED 🔥 #SqueezeYourBeat
Creative Partner + Hero: Andrew Lam
Verizon + iPhone 17 Pro
This social-first video positions the iPhone 17 Pro as performing best on Verizon’s network, showing that true connection isn’t just speed—it’s effortless, reliable, and seamless. Inspired by NYC creators and the gadgets they use while filming content around the city, Bag of Tricks follows two friends taking a selfie: one with Verizon, the other struggling through a “Mary Poppins” bag of lights, tripods, and filters. The Verizon user snaps once and posts instantly, proving that with Verizon and iPhone 17 Pro, everything just works—fast, simple, and stress-free.
CAPTION: Some call it magic. We call it Verizon! #JustOneShot
Creative Partner: Chantal Garret
BUBS-Swedish Candy
After BUBS’ recent U.S. launch, the challenge became how to make the candy feel exclusive now that it’s widely available—moving from scarcity-driven hype to culture-driven hype. Targeting Gen-Z, we created Club BUBS: a surreal candy universe blending Swedish-Euro techno with U.S. rave culture, where trading candy bracelets acts as a form of community currency. The Guest List Challenge invites creators to film their “getting ready for Club BUBS” routines with candy-inspired rave looks, glitter, and high-energy beats to charm the bouncer and earn entry. Equal parts insider joke, cultural mashup, and social moment, the series makes candy a pop-culture experience you have to earn.
CAPTION: Feel that sugar rush? 🍬 Show us your @BUBS_US inspired club fits and see if you make the list #ClubBUBS
Creative Partner: Krysta Amelia