Development

For Nutella’s Spread the Happy series, I helped create an emotionally driven branded content campaign built around real people spreading joy in their communities.

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Developed with Brand Programming Studios for Ferrero’s Nutella, the series moved the brand beyond traditional product advertising and into documentary-style storytelling. My role included shaping the story approach, writing, directing, and editing campaign films that centered on generosity, everyday connection, and the simple emotional power of sharing.

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The work helped turn Nutella’s brand promise into a living content platform, reaching audiences through film, digital, social, press, and cultural moments including The Ellen DeGeneres Show and Tribeca.

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The campaign went on to generate 65M+ views in its first month, 100M+ earned media impressions, and contributed to 18%+ year-over-year sales growth for the brand.

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Role: Writer / Co-Producer / Director / Editor / Campaign Story