Canada Tourism

I served as Creative Lead on BuzzFeed’s year-long Canada Tourism partnership, owning the creative strategy and written content from start to finish. I led a multidisciplinary team traveling across multiple provinces to capture authentic, on-the-ground storytelling — with a real focus on Canada’s incredible and diverse dining scene, from local producers to standout restaurants. The result was an immersive, culturally resonant campaign. Throughout the partnership, I used performance insights to continuously refine and optimize the work in close collaboration with the client.