MOUNTAIN DEW + REAL CHANGE OPPORTUNITY FUND
Mountain Dew wanted to create an ideas pitch competition that would provide funding and mentorship to HBCU students.
Amira worked across VH1, BET, iHeartMedia, & Blavity to pitch and execute a concept that would provide real change to the black community and amplify black voices.
We created the first ever Real Change Opportunity Fund Pitch Competition which provided HBCU students and alumni the opportunity to pitch their entrepreneurial ideas to a panel of celebrity and executive judges (Lala Anthony, DJ Envy, and 3 marketing executives) for a chance to win up to $1MM for their business.
Amira worked to secure and manage celebrity talent. She also managed all client, creative direction, production, and show team communication. She effectively pivoted the campaign when talent and production locations changed due to COVID and worked to ensure the creative was still captivating despite the numerous changes.
Amira also wrote Lala's social media script for her 3x in-feed Instagram posts and IG stories.
The campaign impacted HBCU students and brought in additional funds for numerous HBCU institutions.
The campaign also brought in over $1MM in incremental funds.
THE HILLS + L'OREAL
L'Oréal partnered with the hit MTV show The Hills for their season 2 premiere.
Amira took the reins for this creative and wanted to ensure the L'Oréal product was illustrated in a highly elevated way so it effectively aligned with the show's aesthetic.
Amira worked across show production, creative direction, talent, and production management to create an in-show and out of show cobranded spot that amplified L'Oréal's Air Volume Mega Mascara.
Audrina Patridge who is a cast member on The Hills, owned the spot and illustrated the beauty of endless possibilities and embracing change despite hardship.
#SEEHER + LENA WAITHE
In collaboration with SeeHer and VH1, ViacomCBS elevated female voices through "Stand and Speak" PSA's that featured A-List female talent who are driving real change in their respective fields.
Amira worked closely with creative direction, production management, sales, and SeeHer to create 8 dynamic PSA's that encapsulated true female empowerment and change.
Amira ideated talent options, worked with creative direction on script writing, worked with production management on budget allocations and set design, worked on set to manage client expectations for each PSA shoot, and funneled all rounds of approval to each respective team.
Amira also presented and pitched ideas to sales and the Association of National Advertisers (ANA).
MAYBELLINE + RUPAUL'S DRAG RACE
Maybelline tapped into powerhouse competition show RuPaul's Drag Race to illustrate that you can still be fabulous in your Maybelline makeup even from home.
Due to COVID, we pivoted our highly elevated cobranded spot to an at home spot with Drag Queen, Milk.
Amira worked with creative directors, producers, and production management to pivot the creative so it was in tune with the current times. She worked with internal teams virtually to ensure Maybelline's creative was elevated throughout the spot.
PEPPERMINT + SEEHER PSA
SeeHer, Getty Images, and ViacomCBS partnered to tell authentic stories through imagery and storytelling.
We worked with Transgender icon, Peppermint, to uncover her story through her own lens.
Amira worked with set design, creative writers, production management, and creative producers to ensure Peppermint's story was told authentically.
Amira also worked closely with internal talent teams to ensure that all talent that was pitched aligned with SeeHer and ViacomCBS' brand messaging.
MC LYTE + VH1'S MARTHA & SNOOP'S POTLUCK DINNER PARTY CHALLENGE
Glad wanted us to showcase their scented trash bags in a fun and quirky way. There was no other quirky show to align with this brand other than Martha and Snoop's Potluck Dinner Party.
Amira worked with creative direction, production management, and sales to create a fun spot that highlighted that only Glad's scented trash bags can make even a trash room smell like a greenroom for talent!
Amira managed clients on set in LA, and worked with creative directors and art directors to bring the creative to life visually.
#SEEHER + BEBE REXHA
SeeHer partnered with ViacomCBS to create an array of "Stand and Speak" PSA's.
Through SeeHer's #SeeHerHearHer initiative, we tapped into powerhouse artist BEBE REXHA who spoke to how she works to elevate female voices.
Amira worked with creative directors, producers, set design, and production management to bring Bebe Rexha's story to life.
COVERGIRL + LOVE & HIP-HOP
#SEEHER + VH1 DEAR MAMA
SeeHer partnered with VH1's tear jerking tentpole show "Dear Mama" to capture the essence of the women in our lives who are our biggest inspirations.
Amira worked across talent production, creative direction, set design, writers, sales, and the ANA to create 2x :30s cobranded spots, and an in-show moment with pop star Ciara.
The creative was sponsored by Baby Dove & L'Oréal.
SNICKERS + MARTHA AND SNOOP'S POTLUCK DINNER PARTY CHALLENGE IN -SHOW INTEGRATION
Snickers partnered with VH1 to create an in-show and out of show moment that captured the essence of being hangry.
We tapped into powerhouse duo Martha Stewart and Snoop Dogg to create content that captured the true essence of Snickers candy. The studio audience even got to have a piece of the candy.
Amira worked across show production, creative writers, production management, and talent to produce an in-show spot that elevated the Snickers brand.