Sometimes, when I lie awake at night, I can still smell the scent of fresh coffee being poured by a barista, tickling my nose.

I worked with the team at Creative Action Collaborative as their lead social strategist and creative to support Costa Coffee’s (now owned by The Coca-Cola Company) launch in the U.S. Well-known in markets around the world, our focus was on developing creative social content that would attract American Gen-Z audiences, as well as promote their to-go coffee machines on local campuses. My approach? Lean into the lo-fi meme, astrology, and coffee shop cultures that the youths love (according to well-researched insights).