Award Winning Campaigns
Five Nights
At Spinato's
In collaboration with Forst Communications and Universal Pictures we created a Five Nights at Freddy's movie-themed campaign, which earned the PRSA Copper Anvil award for "Best Campaign on a Shoestring Budget." I conceptualized and produced a series of five interactive puzzle videos for social media, blending the eerie fun of the FNAF universe with Spinato's brand. The campaign successfully engaged audiences, driving increased visibility and interaction with the brand.
North Pole News
In collaboration with Forst Communications, I contributed to the development of a multi-faceted campaign themed around the Red One movie, producing a series of six engaging videos for social media and an additional video for paid advertising on Meta platforms. The goal was to build excitement for the film while driving traffic to Spinato’s restaurants.
While the campaign included an in-store activation with a “Nice List” nomination box and surprise delivery gifts from our ELF interns, my primary role was to create cohesive, multimedia content that captured the spirit of the campaign and resonated with audiences. Through dynamic visuals and storytelling, I aligned the content with both Spinato’s brand and the partner’s goals, contributing to the overall success of this festive and engaging project.
Social Media Strategy
Start with data, not assumptions
I analyze past post performance and platform data to define who the audience actually is, per platform, not by demographic guesswork, but by what's already resonating with them.
Optimize for how content gets found
I optimize for GEO, positioning content to perform well as discovery shifts toward generative and AI-driven search, not just traditional platform algorithms.
Test what actually works
Once I know what's landing and how it's being found, I test creative formats. Not just reels vs. carousel, but the underlying creative approach: what story structure, what pacing, what hook.
Bring the brand's real voice
Every post carries the actual brand voice and the brand's real truth, whether that's speaking to loyal customers, new audiences, or a platform's specific culture. Different audiences need different entry points into the same brand.
Earn trust through honesty
Organic earns trust by showing the brand as it actually is. Not a polished, perfect thing, but the people behind it, the process that makes the product, the history, the philosophy. That's what makes someone comfortable enough to act when a paid ad finally asks them to.
Convert what organic builds
Paid social picks up where organic leaves off. Once trust and familiarity exist, paid is what turns that interest into action, spend that works harder because the audience already has a reason to say yes.
Organic Social Media
P.I.Z.Z.A
As the Official Pizza of the Phoenix Suns, Spinato's brought fans an exciting, basketball-inspired event: P.I.Z.Z.A...like HORSE, but with a fun twist! Guests could sign up to play, with the ultimate winner earning a once-in-a-lifetime opportunity: stepping onto the Suns’ court during a game to take a shot and win Pizza for a Year!
To promote this first-time event and build excitement, I got creative. With no footage of guests playing P.I.Z.Z.A. yet, I brought the game to life by having our employees play right in the office. This playful, competitive spin showed our guests just how fun the game could be, resulting in lighthearted, engaging content that resonated on social media.
The campaign turned into a dynamic mix of fun, teamwork, and friendly competition, perfectly aligning with the Spinato’s brand and our partnership with the Suns.
Wine Wednesday: Anatomy of a Viral Hook
Created on a whim for Spinato's Wine Wednesday promotion. The idea felt almost too silly to post: I announce I'm going to cut a wine bottle in half, then right as I bring the sword down, the bottle "wakes up." I nearly didn't share it. It became one of the account's best-performing posts: 94.4K views, 18.8K likes, 463 saves, and 122 comments, and it even got picked up by Tootsie Roll's official TikTok account, who recreated the concept and tagged Spinato's crediting the idea.
Why it worked:
The hook relies on an absurd promise paired with an oversized prop (a comically large sword), which creates a curiosity gap. Viewers stay to see if I'll actually go through with something so ridiculous. Right at the moment of payoff, the video pivots to a misdirection (the bottle "waking up"), subverting the expectation the setup created. That gap between what viewers braced for and what actually happens is what triggers the laugh and, in turn, the rewatches, saves, and shares.
Valentines day cards
This Valentine’s Day, Spinato's invited their guests to say it with pizza! 🍕 Their campaign featured custom-designed Valentine’s Day cards, encouraging guests to send a pizza to their valentine for a unique, shareable gesture of love.
I styled the cards in a Pop Art-inspired theme that reflected Spinato’s playful, vibrant brand identity. To amplify the message, I produced three organic-style reels, driving excitement and encouraging sales across social media.
Spinato's Family Kitchen Tour
Most guests have no idea Spinato's runs its own family kitchen, producing 40+ proprietary ingredients from scratch. I gave our audience a behind-the-scenes look inside, pulling back the curtain on the process, people, and care that goes into every recipe before it ever reaches a plate. The goal was simple: build trust by showing guests the real work behind the brand, something no amount of polished food photography can do on its own.
Paid Social Media
Holiday Gift Card Campaign
(A/B Test) - Spinato’s Pizzeria | Meta Ads | December 2025
Objective
Drive gift card purchases and identify highest-intent campaign type.
Execution
A/B test between Sales vs Traffic campaigns with UTM + Clarity tracking.
Results
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41 purchases (Sales campaign)
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$1.83 cost per purchase
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22.35% on-site click rate
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27.3x+ Estimated ROAS
Insight
Traffic campaigns drove cheap clicks but low intent. Conversion-optimized campaigns delivered significantly higher purchase behavior.
Happy Hour Campaign
Spinato’s Pizzeria | Meta Ads | March–April 2026
Objective
Drive in-store traffic through hyper-local Meta advertising.
Execution
Developed geo-targeted (5-mile radius) campaigns using Reels and static creatives, testing multiple messaging angles including occasion-based and value-driven copy.
Results
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6.28% CTR
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56.7x Estimated ROAS
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~$8,498 revenue generated on $150 spend
Insight
Occasion-based messaging (“Happy Hour”) significantly outperformed value-driven messaging, reinforcing that timing and context drive stronger engagement than discount framing for local audiences.
I create content and manage Spinato's social media pages, check them out!
