Family brands, global ideas
A social content system built from everyday food behaviours: eating, craving, moving and sharing.
These behaviours became a scalable framework, turning daily moments into simple, repeatable content across markets. Balancing global consistency with local expression.
System
A modular content framework translating everyday food behaviours into social narratives.
Designed to scale globally while allowing local adaptation, it enabled consistent, high-frequency content across multiple brands and markets.
The system in action
Movement → Activia
Turning “Move Your Gut” global campaign into a dicionary of possibilities. I developed Move Your Gut Squad: a set of personalities designed to translate the global campaign into social formats, from workouts to recipes, adaptable across markets.
Music & Remix Culture → Activia
Translating “Move Your Gut” global campaign concept and brand identity into a repeatable format. I created “Remixer”: a flexible system combining visuals, tone and music, enabling markets to produce consistent, locally relevant recipe content.
Humour & Social Behaviour → Danette
Using real-time behaviour to drive engagement. I developed narrative-led social content rooted in everyday tensions and cultural moments, using static assets and motion into repeatable storytelling formats.
@Danette We at the start of confinement vs us a year later! 🙃🧻🍫Share as a story if your priorities have changed too and tag @danette 😁
Food Experimentation → Oikos
Encouraging new consumption habits through content. I co-developed a global playbook and activation ideas designed to shift perception, making the brand part of unexpected rituals.
If you’ve never thought about making Oikos a part of your popcorn & a movie combo, what have you been doing all this time?... you’re welcome! #PopcornLoversDay🍿
Visual Systems → Danone Brand
Building image & video libraries designed for scale. I developed shoot concepts translating core brand assets into flexible visual compositions across formats and markets.
Motion & Format → Actimel
Defining how the brand moves.
I created a video system for recipe content. Establishing pacing, tone and consistency across executions.
Family & Culture → Danone
Rooting communication in everyday family moments.
I scripted social-first stories based on simple human insights. Turning accessible visuals into engaging, meaningful narratives.
@Danonino Who else can relate 🙋♂️ Make life easy and grab a #Danonino 🍓#ParentingMemes #ParentingPieChart
When the world comes together to watch sporting heroes in action, families are always there to support! 💪 And we are here to support all the families. 😊 #Danone #Sports #Family