Pure Michigan

Armed with addressable audiences and new seasonal campaigns, the client first reached out for editorial support in the context of Black History Month. After completing a content audit, we decided to shift the focus from high-level features to deep dives into local stories and diverse personalities that represent "only-in-Michigan" narratives.  From that first batch of content, we expanded services to develop overarching story pillars and strategize/execute monthly content in conjunction with paid media and PR campaigns. As part of a larger campaign shoot, I traveled through Michigan's Upper Peninsula to interview locals for a video series called "Fresh Lives Here."