J O Y R I D E
C R E A T I V E D I R E C T O R
C A S H M E R E A G E N C Y
F I L M P R E M I E R E S O C I A L
In close collaboration with Lionsgate, I led a wonderful, diverse team of women across Creative and Strategy to launch the irreverent comedy Joy Ride on Instagram. In anticipation of the premiere, we developed an approach that covered the different narrative threads of the film: an AAPI-led raunchy travel comedy about female friendship that paired “holy-shit!”s with hearts of gold. Channeling the crass but heart-felt feel, we covered everything from K-Pop to daddy/producer Seth Rogan, to red carpet coverage, to really bad sex puns. Across a careful rollout and last-minute, reactive content, we created an online community that would resonate with anyone who’s… ever had a friend. Also: best client calls ever.
C R E A T I V E P L A T F O R M: C H A O T I C G O O D
VOICE & TONE, POST COPY, LOOK & FEEL, CONCEPTING, PREMIERE CAPTURE, PRODUCTION: VIDEO, STATIC, ANIMATION
D E L I V E R A B L E S
B R A N D P O S I T I O N I N G
V O I C E & T O N E
FUCK YEAH, BITCHES—WE OUT HERE!! (MIGHT BE ON COCAINE. BUT MIND YOUR BUSINESS.)
I’M WHAT HAPPENS WHEN YOU MEET RECKLESS RIGHT IN THE DEADEYE AND DARE IT TO DO SOMETHING STUPID. AND THEN TAG AUDREY ON TIKTOK WITH THE EVIDENCE. AND THEN BUY IT A WHOLEASS CAKE WITH KAT’S CREDIT CARD. AND THEN WINK AT IT.
LOLO IS OUR INSPO, OUR HEART, OUR HIGH PRIESTESS OF MISBEHAVING. SHE’S THE GAS-UP EVERY LITTLE GIRL NEEDED AND DIDN’T HEAR OFTEN ENOUGH: THERE’S NO SUCH THING AS BEING “TOO MUCH.” BECAUSE IT’S NEVER ENOUGH! BEING YOURSELF IS TIMELESS—NOT CHEUGY—AND THERE WILL BE NO TRY-HARD, ACRONYM ONLY VIBES ON THIS JOY RIDE.
YOU KNOW ME, IT’S YOUR GIRL. AND WE WILL ALWAYS REMIND YOU THAT YOU’RE MORE THAN ENOUGH. WE OUT HERE! ON A JOURNEY!
SO WHAT IF BITCHES GOT BAGGAGE. WE ARE ~LITERALLY~ ON A PLANE.
W E ’ R E C O M I N G . . .
S X S W + C I N E M A C O N
F E S T I V A L A C T I V A T I O N
We gave the “core four” disposable cameras and told them to go ham at SXSW and Cinemacon to highlight their real life camaraderie. The results were super lo-fi, on-trend, and totally silly—perfect for social sharing.
Post Copy
We all want what they have. 🥺
T R A I L E R E D I T
Joy Ride already has everyone screaming…yes…YES…OHHH YESSSS
R E V I E W H I G H L I G H T S
Post Copy
This is how we do daily affirmations. 🤸♀️
W E I N T H E A T E R S
P R E M I E R E D A Y O N T H E P U R P L E C A R P E T
With on-site coverage for IG live—shout out to our bb and hero, Senior Strategist Sam Campbell!—the long-awaited premiere day finally arrived. I led my incredible all-lady team through last minute pivots and new content requests galore, from photoshopping Grimace onto the purple carpet (and into the viral trend) to getting the cast what they needed in record time.
When the purp hits you and your buddies at the LA premiere. 🙌💜
Post Copy
T H E K - P O P T A K E O V E R
T H E G R O U P C H A T
The goal was always to create engagement and social chatter, and to do so, I made sure we matched the movie’s raunchy, irreverent, and sex-positive tone across content and throughout post copy. A viral tweet by a conservative film critic just made our jobs even easier for us.
F A N E N G A G E M E N T
Post Copy
We hate to instigate on #nationalbestfriendsday, but...sike. Tag 'em all! put 'em on blast! 💥
Sorry firemen, there’s a new joy ride in town. Set a date with the jocks of Joy Ride July 7. 🥵
Post Copy
C R E A T I V E T E A M
Creative Director: Meredith Ridings
Group Creative Director: Chris Salamat
Design Director: Sarah Koteles
Designer: Mitzi Dominguez
Copywriter: Crystal Dunn
Motion Graphics: Garret Hernandez
Editor: George Streicher, Edward Chou
Strategist: Sam Campbell
Associate Accounts Director: Sammie Ho