SNAPDRAGON

Snapdragon makes the chips inside your favorite Samsung and Android phones, Windows laptops, AR/VR headsets, smartwatches, and connected cars — basically anything that needs to think, connect, or run on the go. The problem is it’s invisible. Most consumers don't think about chips.

Qualcomm wanted Snapdragon to be the louder, more fun, direct-to-consumer sibling, a brand that didn't talk at people about technical specs but to the communities already living inside the products it powers.

I joined as Associate Creative Director, Copy at VML, leading campaign creative, concepts, and copy execution across @SnapdragonOfficial (556K followers) on LinkedIn, Discord, Instagram, Facebook, and YouTube Shorts. The work led with idea, not specs.

I developed and led social creative for tentpole moments including Coachella, CES 2025, Snapdragon Summit 2025, IAA Mobility 2025, and Snapdragon Sound Sessions; translating product, partnership, and event news into platform-native creative that drove millions of views and earned the kind of community engagement most tech brands can't buy.

ECD: Ben Carmean / VML

Group Creative Director: Derekh Froude / VML

ACD: Haely White / VML

Fridge Swap / 21.4 Million views IG

Fridge Swap was a social series built to show off the agentic AI capabilities of Snapdragon-powered laptops — by putting them in the hands of chefs working completely outside their lane.

The setup: a French chef cooking Indian. A Mexican chef cooking French. A chef from one tradition handed the ingredients of another, with the laptop's on-device AI as their sous chef, translating techniques, suggesting substitutions, and guiding them through territory they'd never cooked in before.

Instead of explaining what agentic AI is, we showed what it does, and let the chefs' problem solving do the demo.