ROLE

ACD/Writer

AGENCY

Small Army

VIBES

Helpful Whimsy

CAPABILITIES

Content Development

UX Language

Creative Direction

Copywriting

Multi-Platform Content

Thinking About Babies

An ultra-luxury apartment community in uptown Dallas needed to differentiate itself in a saturated market by creating experiential touchpoints that would resonate with discerning renters—going beyond traditional amenities to design a complete sensory brand experience.

As creative strategist wearing a music supervisor’s hat, I developed a comprehensive audio experience strategy that spanned digital discovery, physical spaces, and community programming. This required understanding how different user groups (prospective residents, current residents, guests) would encounter and interact with the brand across multiple environments.Music became the thread connecting digital marketing touchpoints to physical space experiences, creating emotional connections that transcended typical amenity-focused marketing

I designed a holistic music experience that guided users from initial digital discovery through long-term community engagement. This included creative directing and writing the integrated Spotify campaign, curating custom playlists for each amenity space based on intended user behaviors, and designing ritual-based programming strategies—from wind-down evening traditions to community brunch experiences—that turned passive residents into active community participants through shared musical moments.

TEAM: Jess Tardy (CD/Writer), Chuck Seelye (Art Director) WORK: Brand Guidelines, Custom Spatial Playlists, Branded Spotify Experience, Spotify Activation, Radio Campaign, Experiential Activations, Promo Swag, Out of Home Promotional Activation