Duplex Deli

Challenge

Duplex Deli was growing quickly and working across multiple clients, formats, and cultural moments at once. The challenge was maintaining clarity, taste, and cultural relevance across projects while supporting both active client work and new business growth.

Answer

I partnered closely with the co-founder as a creative and strategic advisor, supporting research, social thinking, and narrative development across multiple projects (adidas, Olympic Channel, Fortune x De Beers Group and Municipal). The role was not tied to a single campaign. Instead, it focused on shaping how ideas were formed, refined, and pitched, ensuring they felt grounded in culture and built to travel across platforms.

My work helped bring structure to early thinking, sharpen creative POVs, and support faster decision-making across both client work and new business opportunities.

Creative Flow

• Researched talent, creators, and cultural figures to inform video concepts and casting decisions

• Conducted cultural and platform research to support social strategy and creative direction

• Maintained and evolved the content calendar to support consistent publishing and timely cultural participation

• Contributed to new business pitches, including concept development, narrative framing, and social-first ideas

• Pressure-tested concepts and scripts to ensure clarity, tone, and platform fit before execution

• Advised on how ideas should show up in-feed and evolve across different social contexts

My Role

Creative Strategy Advisor to the Co-Founder. Supported research, talent exploration, content planning, social marketing strategy, and new business pitches across multiple projects. Acted as a creative sounding board to help shape ideas early, align them with culture, and maintain a consistent creative standard across the studio’s work.