ADVIL

CULTURAL BRAND STRATEGY & MESSAGE AMPLIFICATION

I spearheaded the social strategy and content amplification for Advil’s campaign, Rewriting Pain, which set out to challenge sports culture's outdated "no pain, no gain" mentality. Timed alongside a major OOH reveal and a physical soccer activation in New York City, the goal was to shift the narrative from ignoring pain to confronting it responsibly.

Rather than letting the conversation live solely on the ground at the event, I built a multi-channel social roadmap designed to scale the campaign's message to a broader audience of everyday athletes. By translating the initiative's cultural data and core values into highly shareable, digital-first assets, we turned a traditional PR moment into an active online dialogue about performance, health, and modern recovery.

The core of the digital execution relied on driving the creative direction and performance strategy for our partnership with U.S. soccer legend Jozy Altidore. To ensure we got the absolute maximum impact out of our Instagram collaboration posts, I shaped the storytelling framework for our shared content, seamlessly balancing Advil’s brand priorities with Jozy's authentic perspective as a professional athlete.

By optimizing our visual formats and mapping out high-impact caption hooks for native platform algorithms, these co-authored collaboration loops successfully broke through crowded feeds, drove massive audience reach, and positioned Advil at the very center of a major summer sports conversation.