My Creative Work

By understanding their mission, values, and voice, we built a strategy highlighting that Getaway Experience is rooted in Black culture. While primarily designed for Black attendees to feel safe and celebrated, respectful allies were welcome. Authentic reels and behind-the-scenes content I filmed on site, were key to engaging the community, ultimately helping them sell out their 800-room hotel for New Year’s Eve.

By deeply understanding Peter Mutabazi’s mission, I wrote a mixture of trauma informed and light hearted captions that reflected his heart for foster care and humour, that built meaningful connection with his community (his village). This grew his Instagram from 300,000 to over 500,000 followers and raised $80,000 — enabling him to purchase a vehicle to support and care for even more children

By building an engaged Facebook community and creating authentic Reels that captured the true personalities of the players and others in the community, we helped build a deeper, genuine connection with fans, attracting more visitors to watch games, selling out the 550 seat venue and inspiring others in the basketball community to feature similar reels on their socials. 

I helped shape the brand from the ground up — developing its visual identity, launching its Instagram presence, building the website, and capturing photography, videography- creating Reels at community events. Rooted in celebrating word cultures and uniting people of all backgrounds against racism, the project has grown into a vibrant movement that hosts well-loved local events, supports an orphanage in Ghana, and sources products from small African villages. My work helped establish a cohesive, meaningful brand presence that reflects its mission and global impact.