IBM
IBM
For more than a decade, IBM has been a global technology innovator, leading advances in AI, automation and hybrid cloud solutions.
Creative
Branding
Social Media Strategy
Copywriting
Design Direction
Responsibilities:
Summary of work:
At IBM, I develop global social creative strategy to increase traffic to @IBM Masterbrand from platforms such as Twitter, Instagram to Linkedin, identifying areas of opportunity and the content + publishing strategy.
Some strategy and creative listed below include leading brainstorms for campaign development (i.e Black History Month, Women’s History Month, etc.) and managing timelines for weekly posting in coordination with campaign lead and head designer.
AI Adoption Index
During my time at IBM, I scripted and led production on a video showcasing findings from the IBM Global AI Adoption Index, transforming a research-driven written report into a clear, engaging visual story.
I shaped the narrative, translated complex data and insights into accessible messaging, and guided production to bring IBM’s research on enterprise AI adoption to life for a broader audience.
Copywriter/Producer: Milena Toro
IBM x Uniqlo
When UNIQLO [link] released a shirt featuring IBM’s iconic modern logo designed by Paul Rand, I saw an opportunity to go beyond a standard product post. I reached out to UNIQLO to secure the shirts, cast IBM employees for the content, and took the production to the streets of New York City, turning the launch into a more authentic, people-led social moment that connected IBM’s design legacy with the city around it.
IBM Skillsbuild
IBM SkillsBuild [link] is a free learning platform designed to help learners of all ages, from high school students to adults, build in-demand technology skills. This carousel served as a quick, engaging introduction to the platform, highlighting its value and making the offering easy to understand at a glance.
Copywriter/Producer: Milena Toro
Paul Rand Day
I led Creative Direction for #PaulRandDay. This [post] highlights and celebrates the life and work of IBM’s iconic designer, from product packaging and annual reports to the IBM logos still in use today.
Post Copy: Paul Johnson
Animation/Design: Philip Donegan
Creative Direction/Strategy: Milena Toro
Women’s History Month
I produced this asset from questions to editing, and talent scouting. This asset produced over half a million impressions on LinkedIn in the span of 72 hours.
The goal and objective for this Women’s History Month was to highlight women in STEM at IBM, and this piece really resonated with our audience because of Yolandas advice to our followers.
Designer: Ken Sheldon
Copywriter: Paul Johnson
Producer: Milena Toro
Additional content
IBM’s Nanometer Chip
To promote IBM’s first 2 nanometer chip, I partnered with the Director of Social to manage the agency relationship and oversee the video from production through review and final edits. The goal was to take an incredibly complex technology and translate it into a simple, engaging story that helped audiences understand what a 2 nanometer chip is, how it works, and why the breakthrough matters.
IBM Z16 Lego Masterpiece
At IBM THINK Conference we wanted to spotlight a Master LEGO Builder recreating the IBM z16 from scratch and connect the build back to the real system on the conference floor. While we initially only received footage of the LEGO build, I developed a plan to capture additional footage of the z16 and the Think experience, creating a stronger side-by-side story between the model and the real technology. I then edited the final video, bringing the different footage together into a cohesive social piece.
IBM Research on COVID-19
To make a complex study on how COVID changed the way people interpret speech more accessible, I transformed the research into a social-first talking-head video. I collaborated directly with the researcher to simplify the findings, shape the narrative, and present the work in a clear, engaging format designed for social audiences.
