I translate complex systems into human stories.

A collection of campaign strategies, digital programs, emerging technology initiatives, and human-centered storytelling spanning agency client work, public-interest initiatives, and global research.

Global Tech & Innovation

Otter Rock: Beneath the Surface

Partners Oregon Reality Lab · Oregon Dept. of Fish & Wildlife
Role Design Contributor & Communications Strategist
Recognition 2026 Webby Awards Honoree (Science & Education)
Technology Snap Spectacles · Mobile AR · Lens Studio

The Otter Rock Marine Reserve on the Oregon coast harbors rich, fragile tide pool ecosystems that are entirely invisible from the shore. The core challenge for the Oregon Department of Fish & Wildlife was structural: how do you educate visitors about marine life regulations and ecological significance without cluttering the pristine coastline with invasive physical signage?

The answer wasn't a flyer—it was spatial computing. Collaborating within the Snap AR Scholars program, I helped architect a messaging strategy that bypassed traditional media entirely. Using mobile AR and Snap Spectacles, we designed interactive prompts that projected the invisible undersea habitats directly into the visitor’s field of view, superimposing vital ecological context onto the physical world.

By anchoring the augmented reality experience in conservation emotion rather than technological novelty, we transformed passive tourists into active participants in marine science. The project was ultimately honored at the 2026 Webby Awards in the Apps, Software, and Immersive: Science & Education category.

The Hoffman Agency: Translating Enterprise Complexity

Agency The Hoffman Agency (Portland, OR)
Role Digital Associate Account Executive
Client Sectors Enterprise Tech, AI Infrastructure & Cloud
Core Competencies Social Listening · Content Strategy · Executive Comms
The Brief

B2B enterprise technology brands often struggle to humanize dense technical capabilities. Standard corporate announcements often fail to generate genuine conversation or executive LinkedIn engagement without a strategic digital amplification engine.

The Strategic Pivot

I manage digital programs: architecting content calendars, developing thought leadership concepts for client executives, and monitoring real-time industry conversations through active social listening.

Actionable Intelligence

Translate raw sentiment data, audience conversations, and engagement metrics into actionable recommendations for account, creative, and client teams.

Agency Insight

In fast-paced B2B environments, the winning formula is combining proactive social listening with agile storytelling loops that capitalize on industry conversations with speed and clarity.

Public Interest & Editorial

ARHR: Visualizing Reproductive Health

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The Alliance for Reproductive Health Rights (ARHR) had conducted rigorous research into free sanitary pad policy advocacy and gender equality across Ghana. The structural problem was translation: highly academic research needed to be transformed into accessible visual stories that could mobilize policy makers and community audiences alike without losing nuance.

I traveled to rural communities to document the reality on the ground through photography and on-camera interviews. Operating at the intersection of journalism and advocacy, I executed a comprehensive communications audit and designed a suite of shareable infographics that effectively communicated culturally sensitive research to international donors.

By synthesizing field data into donor-aligned narrative frameworks, I directly supported the drafting of grant proposals that drove policy engagement. The project reinforced a core strategic truth: global communication requires deep cultural empathy. The most effective narratives center the dignity of the community while aggressively advancing organizational goals.

AARP Oregon Lobbying
+44% CTR Lift
6 Earned Media Placements

AARP Oregon: Mobilizing the 50+ Community Through Data-Informed Narrative

Voter turnout among older adults is historically high, but deeply engaging them on specific local policy initiatives requires moving beyond mass broadcasting. AARP Oregon needed a targeted, localized narrative strategy to drive active legislative lobbying for the state's most pressing civic issues.

As the creative lead for the Voter Engagement Series, I architected a multi-channel advocacy framework. I produced and launched a targeted podcast series designed to demystify local politics, translating complex legislative jargon into clear, actionable community impact stories. I also drafted high-leverage press releases that secured placements across six major regional publications.

The integration of audio storytelling with traditional PR dramatically increased civic participation. By centering the voices of local advocates and pairing them with rigorous policy data, the campaign didn't just inform voters—it mobilized them, resulting in a 44% lift in click-through rates on digital advocacy channels.

Homeless in Humboldt: A Three-Part Docuseries

In local advocacy, human experiences are often reduced to abstract statistics. I led the creative direction and production of a multi-episode documentary series to bridge this disconnect, highlighting the lived reality of people experiencing homelessness in Northern California through long-form, human-centered video journalism.

Over a longitudinal reporting journey, my team and I shadowed JP Urich. We documented daily survival, community encampment sweeps, and his eventual path to stable housing. Managing all facets of field production, cinematography, and editing required earning deep trust and maintaining uncompromised ethical storytelling standards.

The docuseries was syndicated regionally across local media outlets, elevating empathetic dialogue around community housing solutions. Deep listening and narrative integrity are the foundations of compelling communication—this project reinforced that the ability to tell authentic human stories shapes everything I do as a strategist.