Genius / Microsoft
PRIDE Month Campaign
Partnered with Microsoft to bring their Windows x Intel promotions to life through a multi-phase campaign at Genius. The first phase celebrated PRIDE Month with an editorial artist profile on Rina Sawayama, amplified through a custom Instagram Story + coordinated social promotions.
The final phase featured an interactive Genius Live with then-emerging artist Tate McRae. I led talent contracting + term sheets, developed the talent’s social rollout strategy + managed complex logistics + brand needs for the live event.
I also crafted 0→1 strategic operations to support this live + remote event during the pandemic.
Deliverables included a feature article, 6+ talent-driven posts, 2 email blasts + over 32 creative assets published across 5 platforms in the two weeks leading up to the live show.
Rina Sawayama
PRIDE Artist Spotlight
Genius Live
For the branded Genius Live show with Tate McRae, I played a key role in bridging digital, talent + production efforts. I worked closely with the Genius Live Event Producer to manage all client integrations — including logos, ticker copy, branding + shoutouts — ensuring they were delivered and approved both ahead of + during the live show.
On the talent side, I collaborated with the Artist Relations team to ensure all artist needs were met, from arrival to backline, rider + setlist. I also coordinated with the Event Producer to align talent teams with show branding, logistics + live shoutouts.
As the first fully branded Genius Live with a multi-disciplinary operational team, I built new strategic workflows to ensure the seamless execution of both digital + talent deliverables.
The show was highly interactive, giving fans real-time control over the setlist + shoutouts. At the client’s request, we also integrated Microsoft Teams as the artist’s Watch Party platform — requiring close coordination with our Tech + Production teams to support custom functionality for Microsoft Teams + to ensure flawless execution.
Genius Live: Tate McRae
Genius Live: Tate McRae “working” Acoustic Version