Hey 👋🏾 I’m Adaobi, a Social Creative Director obsessed with building online fandoms for your brand.  

Let the Milk Wars begin. In early 2023, Silk took a swing at Got Milk?, but we swung back with Aubrey Plaza. I scripted and led the social and website launch of Wood Milk, a playful and fictitious story of a founder who launched their new ridiculous “milk” for folks to purchase.

The Aubrey Plaza spot caused such a ruckus, that we came back with a second punch. Drawing upon the insight that milk drinkers are publicly shamed, I helped script and creative direct Milk PSA, a infomercial starring Queen Latifah sharing the ails and woes of those who have been “milk shamed.” I led the launch of the social channels and website OK2MILK offering a support system and lifeline for the milk shamed.

The most rewarding moment of my career; building a community-driven and loyal social presence for Milk’s inaugural marathon event, Every Woman’s Marathon in 2024. An event powered by Milk to fuel women who dare to run 26.2 miles for the first time. I led the launch of the social platforms as well as the original social series, 26.2 Rookie Route, chronicling the journeys of women running a marathon for the first-time.

Sweetgreen launched its first dessert in a decade by collaborating with world-renown pastry chef Malcolm Livingston II to create one of the only healthy crispy rice treats in the desserts space. I led the social launch for the new menu item by partnering with IG creative disruptor, Pablo Rochat to make some noise about the tasty treat as well as ideated and executed the owned content strategy in collaboration with in-house studio team.

In an effort to highlight sweetgreen’s relationships with their farmer/suppliers on social, I led ideation and execution for an IG Reels + TikTok content series called Behind The Source where we shot and VO’d the fun adventures of visiting sweetgreen farmers while spotlighting key ingredients for every season.

The internet took storm when we jumped on Olivia Wilde’s salad dressing debacle by re-inventing the origin story for the Sweetgreen audience on Instagram. This post was one of the highest organic posts on sweetgreen’s feed and it got press coverage the following day.

I was published in Kurio’s Global Indie Insights Report as a panelist/expert to forecast some of the upcoming trends expected to hit the influencer and social media marketing industry in 2022.

As the former lead creative for Chipotle’s owned social channels, I helped the brand become culturally relevant to their target, Gen Z (partially by creating a lot of memes). As copywriter for Chipotle’s Twitter, I shaped a more relevant brand voice that broke through on the platform — and the press took notice early on.

After pitching and winning the Converse business, I led the creative for Converse’s TikTok account. That entailed concepting and developing always-on day-to-day content as well as larger brand campaigns like the launch of Run Star Motion and Pride.

I was a part of the creative team for running Disney’s Mickey The True Original Instagram account.

I styled (and modeled) in the photoshoot for one of the brand’s most exciting collabs of the year. We worked with Levi’s to launch a completely customizable collection featuring Keith Haring’s Disney Mickey Mouse artworks.

The Facebook invite to storm Area 51 was a huge cultural moment in 2019. In the midst of this, I crafted a tweet that became Chipotle’s highest-engaged tweet of all time with 1M+ organic engagements. Along with the initial press coverage, we built on the moment by partnering with Snapchat to create a branded filter so that people could bring along “their alien” on the day of the storming. The lens drove 500K+ organic shares.

I had a front-row seat to the rise of TikTok in 2019. Chipotle became a first mover on the platform — becoming the first fast-casual brand to reach 1M followers. I led always-on social, being a part of multiple viral videos, which also garnered press.

In addition, we’ve pioneered new features and ad units with the platform, being an early brand to run hashtag challenges. A video of an employee expertly flipping a Chipotle lid took the internet by storm in early 2019. We then took that viral social moment and transformed it into a larger strategy to supercharge Chipotle superfans as our inaugural branded campaign on TikTok. This campaign resulted in 230M hashtag uses and 104M video starts, numbers that are record-breaking for brands TikTok.

I concepted and pitched Bill Nye as the face of the Real Foodprint campaign launch, a feature in the Chipotle app that calculates the environmental impact of each order. Bill Nye is not only a millennial darling but also became a Gen Z favorite as he used TikTok to debunk mask myths in early 2020. His credibility drew 9M+ social impressions, 2.5M engagements, and 60+ press stories.

Noticing that Chipotle’s catering containers looking eerily similar to a makeup palette in a content brainstorm, we cooked up the perfect partnership with e.l.f to rollout an unexpected collab in two beats. In May 2020, we launched the foil-wrapped kit drawing inspiration from Chipotle’s famous burrito. This drew in tons of press. We came back BIGGER in March 2021, when we grabbed headlines again by releasing a larger kit directly inspired by Chipotle’s iconic ingredients and items. This latest activation garnered 3 billion in press impressions and won us a Cannes Lion.

At the height of the 2020 election, most brands were trying to figure out how to strike the right tone. Seeing that there was a trend in brands creating “Vote” merch, I pitched the idea of Chipotle combining a merch line with a clear CTA for people to get out and fulfill their civic duty. We created a t-shirt with a QR code on the sleeve that got people registered to vote. This quick turn activation resulted in 1M social impressions, lots of press and selling out twice!

I’ve been highlighted in Vogue, Refinery29 and Fashionista for personal style inspired by the Lil Nas X yeehaw movement at Afropunk Festival 2019.

I spearheaded and hosted a number of trend and culture-led podcast episodes under Day One FM, a podcast by Day One Agency.