https://serenarubin.com Serena Rubin Tue, 23 Dec 2025 19:52:48 +0000 https://serenarubin.com en https://serenarubin.com/Starbucks-Art-Direction Tue, 23 Dec 2025 19:52:48 +0000 Serena Rubin https://serenarubin.com/Starbucks-Art-Direction Starbucks Art direction, Social media (2026) The challenge: For a brand like Starbucks, the challenge isn’t reinvention. It’s consistency. Maintaining a steady flow of premium, brand-right content across every touchpoint is what keeps the experience cohesive, elevated, and iconic. As Senior Art Director at Conscious Minds, I’ve played a key role in shaping seasonal social campaigns. My focus is ensuring every asset carries the warmth, craveability, and quality that people expect from Starbucks. Beyond direction, I’ve also taken a hands-on approach to production. I’ve personally shot all seasonal organic iPhone content - proving that high-quality visual storytelling can scale efficiently using a consolidated creative approach. Click to discover some of the content we made with Starbucks ︎︎︎ <img width="512" height="806" width_o="512" height_o="806" data-src="https://freight.cargo.site/t/original/i/e3976a18ca11ecc7e33dacd397526c06cb3b5aa4bb8d22c0a507dfe2ae5bd29d/Screenshot-2026-06-24-at-10.52.06PM.png" data-mid="249783826" border="0" src="https://freight.cargo.site/w/512/i/e3976a18ca11ecc7e33dacd397526c06cb3b5aa4bb8d22c0a507dfe2ae5bd29d/Screenshot-2026-06-24-at-10.52.06PM.png" /> <img width="516" height="806" width_o="516" height_o="806" data-src="https://freight.cargo.site/t/original/i/cfdace0b26b2d5e1fee5b28c63f7a960b545815a754526f9dbfd9ea070398e08/Screenshot-2026-06-24-at-10.51.21PM.png" data-mid="249783824" border="0" src="https://freight.cargo.site/w/516/i/cfdace0b26b2d5e1fee5b28c63f7a960b545815a754526f9dbfd9ea070398e08/Screenshot-2026-06-24-at-10.51.21PM.png" /> <img width="486" height="762" width_o="486" height_o="762" 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src="https://freight.cargo.site/w/514/i/16203a9421ab9082a083abe170c7c6f9ab7d75726798214ba3508d2cdca1f248/Screenshot-2026-06-24-at-10.50.59PM.png" /> <img width="514" height="804" width_o="514" height_o="804" data-src="https://freight.cargo.site/t/original/i/3167dbf14ae98ae9579479a87602b677b6190495fd46bdcacd499a065ed4bc60/Screenshot-2026-06-24-at-10.49.56PM.png" data-mid="249783820" border="0" src="https://freight.cargo.site/w/514/i/3167dbf14ae98ae9579479a87602b677b6190495fd46bdcacd499a065ed4bc60/Screenshot-2026-06-24-at-10.49.56PM.png" /> <img width="520" height="806" width_o="520" height_o="806" data-src="https://freight.cargo.site/t/original/i/1be74c887e6cb121b7b345b3def1c36845d8c708ffc43c031f682364f6dfca01/Screenshot-2026-06-24-at-10.49.30PM.png" data-mid="249783819" border="0" src="https://freight.cargo.site/w/520/i/1be74c887e6cb121b7b345b3def1c36845d8c708ffc43c031f682364f6dfca01/Screenshot-2026-06-24-at-10.49.30PM.png" /> <img width="516" height="804" width_o="516" height_o="804" data-src="https://freight.cargo.site/t/original/i/6ae396b08b913923fed70ab396cafb57cee1c66a8d90cf54ed32352a19c725f8/Screenshot-2026-06-24-at-10.50.35PM.png" data-mid="249783822" border="0" src="https://freight.cargo.site/w/516/i/6ae396b08b913923fed70ab396cafb57cee1c66a8d90cf54ed32352a19c725f8/Screenshot-2026-06-24-at-10.50.35PM.png" /> <img width="556" height="866" width_o="556" height_o="866" data-src="https://freight.cargo.site/t/original/i/bafbc2333c2f415d66e47cfac79ba62fac66e96e0bfd7b863da209104a3b7b42/Screenshot-2026-03-28-at-9.31.31AM.png" data-mid="246593728" border="0" src="https://freight.cargo.site/w/556/i/bafbc2333c2f415d66e47cfac79ba62fac66e96e0bfd7b863da209104a3b7b42/Screenshot-2026-03-28-at-9.31.31AM.png" /> <img width="552" height="864" width_o="552" height_o="864" data-src="https://freight.cargo.site/t/original/i/a73e39d2f287cc45eacc33bf9fe681d1325c17814a79c81bd15a66791d62eff9/Screenshot-2026-03-28-at-9.31.06AM.png" data-mid="246593726" border="0" src="https://freight.cargo.site/w/552/i/a73e39d2f287cc45eacc33bf9fe681d1325c17814a79c81bd15a66791d62eff9/Screenshot-2026-03-28-at-9.31.06AM.png" /> <img width="554" height="866" width_o="554" height_o="866" data-src="https://freight.cargo.site/t/original/i/a5b385d4336edc9f84826bb3dcc9ba3cc6e64a7fc9a7ed3f45d06eb7e393aca9/Screenshot-2026-03-28-at-9.30.19AM.png" data-mid="246593724" border="0" src="https://freight.cargo.site/w/554/i/a5b385d4336edc9f84826bb3dcc9ba3cc6e64a7fc9a7ed3f45d06eb7e393aca9/Screenshot-2026-03-28-at-9.30.19AM.png" /> <img width="556" height="866" width_o="556" height_o="866" data-src="https://freight.cargo.site/t/original/i/241462c5300f836eb5cec0d5fafe2642b1c4358f0dda09b3a39821b28d8864ec/Screenshot-2026-03-28-at-9.29.08AM.png" data-mid="246593723" border="0" src="https://freight.cargo.site/w/556/i/241462c5300f836eb5cec0d5fafe2642b1c4358f0dda09b3a39821b28d8864ec/Screenshot-2026-03-28-at-9.29.08AM.png" /> <img width="556" height="866" width_o="556" height_o="866" data-src="https://freight.cargo.site/t/original/i/93c7cadbf8e9b3660649f233d52fa4aa9a559e28cd5f4d438ced59f931e28ce6/Screenshot-2026-03-28-at-9.28.38AM.png" data-mid="246593721" border="0" src="https://freight.cargo.site/w/556/i/93c7cadbf8e9b3660649f233d52fa4aa9a559e28cd5f4d438ced59f931e28ce6/Screenshot-2026-03-28-at-9.28.38AM.png" /> <img width="554" height="864" width_o="554" height_o="864" data-src="https://freight.cargo.site/t/original/i/45b474f7fe1e740b887845f8c0b3ee2ea9c344e3a6e1a9b791e814d685ab6517/Screenshot-2026-03-28-at-9.25.20AM.png" data-mid="246593716" border="0" src="https://freight.cargo.site/w/554/i/45b474f7fe1e740b887845f8c0b3ee2ea9c344e3a6e1a9b791e814d685ab6517/Screenshot-2026-03-28-at-9.25.20AM.png" /> <img width="550" height="864" width_o="550" height_o="864" data-src="https://freight.cargo.site/t/original/i/0d534126355a927d7d086d375b7d2eaca1e808756eaecc3ee7915fc5bbc1e2d2/Screenshot-2026-03-24-at-1.02.47PM.png" data-mid="246455303" border="0" src="https://freight.cargo.site/w/550/i/0d534126355a927d7d086d375b7d2eaca1e808756eaecc3ee7915fc5bbc1e2d2/Screenshot-2026-03-24-at-1.02.47PM.png" /> <img width="558" height="868" width_o="558" height_o="868" data-src="https://freight.cargo.site/t/original/i/5dfe6199b9da602ff156abddd0abc46bcaf77a021af17bf24b65177c4eee89e8/Screenshot-2026-03-24-at-9.54.14AM.png" data-mid="246593720" border="0" src="https://freight.cargo.site/w/558/i/5dfe6199b9da602ff156abddd0abc46bcaf77a021af17bf24b65177c4eee89e8/Screenshot-2026-03-24-at-9.54.14AM.png" /> <img width="558" height="868" width_o="558" height_o="868" data-src="https://freight.cargo.site/t/original/i/d9d78cdf320cad8a58d91c598e21846bd607a8daf21365e7b0ac424e38a27da3/Screenshot-2026-03-24-at-9.52.42AM.png" data-mid="246593717" border="0" src="https://freight.cargo.site/w/558/i/d9d78cdf320cad8a58d91c598e21846bd607a8daf21365e7b0ac424e38a27da3/Screenshot-2026-03-24-at-9.52.42AM.png" /> <img width="460" height="724" width_o="460" height_o="724" data-src="https://freight.cargo.site/t/original/i/10d3552d4d4154ba4c922000633cd6f7fa080480159d2d15ac64d2b4ecdaf554/Screenshot-2025-12-23-at-2.57.35PM.png" data-mid="242112381" border="0" src="https://freight.cargo.site/w/460/i/10d3552d4d4154ba4c922000633cd6f7fa080480159d2d15ac64d2b4ecdaf554/Screenshot-2025-12-23-at-2.57.35PM.png" /> <img width="466" height="726" width_o="466" height_o="726" data-src="https://freight.cargo.site/t/original/i/c58e998c7a27abe19a20f64bb69fb36020c6d7ffc9c94b0f1fb459f9870f8f9e/Screenshot-2025-12-23-at-2.57.51PM.png" data-mid="242112382" border="0" src="https://freight.cargo.site/w/466/i/c58e998c7a27abe19a20f64bb69fb36020c6d7ffc9c94b0f1fb459f9870f8f9e/Screenshot-2025-12-23-at-2.57.51PM.png" /> https://serenarubin.com/Spotify-Ads-Creative-Direction Thu, 01 May 2025 19:38:31 +0000 Serena Rubin https://serenarubin.com/Spotify-Ads-Creative-Direction Spotify Ads Creative direction, Social media (2024) The challenge: Make B2B fun. Specifically, make the advertising side of the world’s most-used music app feel relevant and, dare I say, cool on social. In other words, create content that marketers would actually enjoy engaging with. As an Associate Creative Director at OK COOL, I led a talented team that transformed Spotify’s Instagram presence- shifting from static, graphic-heavy posts to dynamic, people-focused video content. Our team prioritized high-impact influencer collaborations and launched a targeted boosting strategy aimed at follower growth. We even utilized the Spotify Ads’ brilliant team to give their channel a personal touch, equipping them with direction, coaching, and tools to shoot high quality content. In the end, making their product, Spotify’s Ads Manager, feel possible marketers of all levels to understand. In August 2024, just 3 months after I joined the account, we saw a 1,898% increase in accounts reached, 825% more accounts engaged, and 178% follower growth. Our first influencer post with Corporate Natalie debuting a comedic skit style and delivered 462K views, 6.5K likes, a 12.55% engagement rate, and 1.3K saves + shares.See what OK COOL founder&nbsp;Jolyon Varley&nbsp;had to say about our Corporate Natalie collab&nbsp;here. Click to discover some of my favorite Reels we produced for Spotify Ads ︎︎︎ <img width="616" height="822" width_o="616" height_o="822" data-src="https://freight.cargo.site/t/original/i/5b6e0b02c8eed5bd2a3b7409772eae4a4c6d372711ad1664420ab48f868faa21/Screenshot-2025-05-01-at-3.49.13PM.png" data-mid="231835865" border="0" src="https://freight.cargo.site/w/616/i/5b6e0b02c8eed5bd2a3b7409772eae4a4c6d372711ad1664420ab48f868faa21/Screenshot-2025-05-01-at-3.49.13PM.png" /> <img width="608" height="814" width_o="608" height_o="814" data-src="https://freight.cargo.site/t/original/i/158a82f64ec574e68e5728f45efc40db20fe8c6bee080eede4a1328b5473921b/Screenshot-2025-05-01-at-3.50.18PM.png" data-mid="231835903" border="0" src="https://freight.cargo.site/w/608/i/158a82f64ec574e68e5728f45efc40db20fe8c6bee080eede4a1328b5473921b/Screenshot-2025-05-01-at-3.50.18PM.png" /> <img width="608" height="814" width_o="608" height_o="814" data-src="https://freight.cargo.site/t/original/i/333b868ee5ff4db473b993de18f2944217a6e33a8f19493d78a80ae042b8ea3a/Screenshot-2025-05-01-at-3.52.19PM.png" data-mid="231835920" border="0" src="https://freight.cargo.site/w/608/i/333b868ee5ff4db473b993de18f2944217a6e33a8f19493d78a80ae042b8ea3a/Screenshot-2025-05-01-at-3.52.19PM.png" /> <img width="608" height="814" width_o="608" height_o="814" data-src="https://freight.cargo.site/t/original/i/b7e73ee5cbcf44bc9c6c82a55beedf54e2380c1aa44f0d3e6097e4e28f0d1f66/Screenshot-2025-05-01-at-3.51.22PM.png" data-mid="231835910" border="0" src="https://freight.cargo.site/w/608/i/b7e73ee5cbcf44bc9c6c82a55beedf54e2380c1aa44f0d3e6097e4e28f0d1f66/Screenshot-2025-05-01-at-3.51.22PM.png" /> <img width="608" height="814" width_o="608" height_o="814" data-src="https://freight.cargo.site/t/original/i/22aac4a2185da12ffcc67ea62de41e62c5202df0eedaaf0797794549db47853d/Screenshot-2025-05-01-at-3.53.01PM.png" data-mid="231835929" border="0" src="https://freight.cargo.site/w/608/i/22aac4a2185da12ffcc67ea62de41e62c5202df0eedaaf0797794549db47853d/Screenshot-2025-05-01-at-3.53.01PM.png" /> <img width="608" height="814" width_o="608" height_o="814" data-src="https://freight.cargo.site/t/original/i/5684fbb2990b94d0788494b3833f619adbf76f51b76cb173a148826903cf7c8a/Screenshot-2025-05-01-at-3.52.34PM.png" data-mid="231835923" border="0" src="https://freight.cargo.site/w/608/i/5684fbb2990b94d0788494b3833f619adbf76f51b76cb173a148826903cf7c8a/Screenshot-2025-05-01-at-3.52.34PM.png" /> <img width="608" height="814" width_o="608" height_o="814" data-src="https://freight.cargo.site/t/original/i/6f549f2a302f8ccadc4a68f5090e763fd44d3780b757ebd64f5b2d68cea7dd25/Screenshot-2025-05-01-at-3.50.57PM.png" data-mid="231835908" border="0" src="https://freight.cargo.site/w/608/i/6f549f2a302f8ccadc4a68f5090e763fd44d3780b757ebd64f5b2d68cea7dd25/Screenshot-2025-05-01-at-3.50.57PM.png" /> <img width="608" height="814" width_o="608" height_o="814" data-src="https://freight.cargo.site/t/original/i/beb40b995ff22bd9acc0cf2152de9d77c6382bfc40bb0ecefdce45eee9e8c095/Screenshot-2025-05-01-at-3.55.33PM.png" data-mid="231835951" border="0" src="https://freight.cargo.site/w/608/i/beb40b995ff22bd9acc0cf2152de9d77c6382bfc40bb0ecefdce45eee9e8c095/Screenshot-2025-05-01-at-3.55.33PM.png" /> <img width="608" height="814" width_o="608" height_o="814" data-src="https://freight.cargo.site/t/original/i/f3be49967f012ed153dd16f4805418ed93fd1b22d4ef420f5becf4fc6c94e8fd/Screenshot-2025-05-01-at-3.50.35PM.png" data-mid="231835906" border="0" src="https://freight.cargo.site/w/608/i/f3be49967f012ed153dd16f4805418ed93fd1b22d4ef420f5becf4fc6c94e8fd/Screenshot-2025-05-01-at-3.50.35PM.png" /> <img width="608" height="814" width_o="608" height_o="814" data-src="https://freight.cargo.site/t/original/i/a976cf30371ad481ae5fc9d5a94ef8d93de0b3765fb311ce8afb42756ebcf2d5/Screenshot-2025-05-01-at-3.51.09PM.png" data-mid="231835909" border="0" src="https://freight.cargo.site/w/608/i/a976cf30371ad481ae5fc9d5a94ef8d93de0b3765fb311ce8afb42756ebcf2d5/Screenshot-2025-05-01-at-3.51.09PM.png" /> <img width="608" height="814" width_o="608" height_o="814" data-src="https://freight.cargo.site/t/original/i/44dbdf4c2ce79d4ff09f6e052e81b3e6bb21fb28f5530282c5375850bd633e16/Screenshot-2025-05-01-at-4.06.00PM.png" data-mid="231836066" border="0" src="https://freight.cargo.site/w/608/i/44dbdf4c2ce79d4ff09f6e052e81b3e6bb21fb28f5530282c5375850bd633e16/Screenshot-2025-05-01-at-4.06.00PM.png" /> <img width="608" height="814" width_o="608" height_o="814" data-src="https://freight.cargo.site/t/original/i/cf0043af18b8b7f29e0ff03616e6ede96e4754c987859b2c6e0ca7b7c443dfc2/Screenshot-2025-05-01-at-4.06.32PM.png" data-mid="231836128" border="0" src="https://freight.cargo.site/w/608/i/cf0043af18b8b7f29e0ff03616e6ede96e4754c987859b2c6e0ca7b7c443dfc2/Screenshot-2025-05-01-at-4.06.32PM.png" /> https://serenarubin.com/Wellness-Pet-Creative-Direction Thu, 01 May 2025 20:15:28 +0000 Serena Rubin https://serenarubin.com/Wellness-Pet-Creative-Direction Wellness Pet Creative direction, Social media (2024) The challenge: Bring a hertiage pet food brand’s social presence into the 21st century.&nbsp;Wellness Pet’s content wasn’t quite landing with Gen Z, a generation that expects brands to feel authentic and culturally in touch.&nbsp; As Associate Creative Director at OK COOL, my team was tasked with enhancing the heritage brand’s message of personal wellness and align it with the aesthetics of modern wellness culture. So we revamped their TikTok presence with a tone and style that felt native to the platform, launching content reflecting trending formats. Everything from non-alcoholic “cat-tinis”, cat ASMR (shot + edited by me!), to relatable text-driven content that provoked community discourse. Additionally, we implemented a targeted boosting strategy to drive both engagement and visibility. The result? A&nbsp;brand voice that finally matched the tone of today’s internet. Wellness Pet felt more current, more relatable, and better aligned with the vibes of today’s generation of pet parents. Click to discover some of my favorite TikToks we produced for Wellness Pet ︎︎︎ <img width="574" height="766" width_o="574" height_o="766" data-src="https://freight.cargo.site/t/original/i/d88cfa9fad72a2391003f3b2da324a3f82cce99fdbeff625236bee0ba08c468c/Screenshot-2025-05-01-at-4.25.19PM.png" data-mid="231836583" border="0" src="https://freight.cargo.site/w/574/i/d88cfa9fad72a2391003f3b2da324a3f82cce99fdbeff625236bee0ba08c468c/Screenshot-2025-05-01-at-4.25.19PM.png" /> <img width="574" height="766" width_o="574" height_o="766" data-src="https://freight.cargo.site/t/original/i/5b84634e975e5b2dca95a55a86296b12a6b0938aaf843010aaf89e9bb2398942/Screenshot-2025-05-01-at-4.28.23PM.png" data-mid="231836602" border="0" src="https://freight.cargo.site/w/574/i/5b84634e975e5b2dca95a55a86296b12a6b0938aaf843010aaf89e9bb2398942/Screenshot-2025-05-01-at-4.28.23PM.png" /> <img width="574" height="766" width_o="574" height_o="766" data-src="https://freight.cargo.site/t/original/i/41d704c9fac49ca1f9d6babed93e7ea7c18e0c661a73b83ee2432ec77a373e57/Screenshot-2025-05-01-at-4.30.27PM.png" data-mid="231836608" border="0" src="https://freight.cargo.site/w/574/i/41d704c9fac49ca1f9d6babed93e7ea7c18e0c661a73b83ee2432ec77a373e57/Screenshot-2025-05-01-at-4.30.27PM.png" /> <img width="574" height="766" width_o="574" height_o="766" data-src="https://freight.cargo.site/t/original/i/cfd9028ca7e2a6c60e1bd8f5966402b4b4467169e705d2068371027777c29fdc/Screenshot-2025-05-01-at-4.30.51PM.png" data-mid="231836611" border="0" src="https://freight.cargo.site/w/574/i/cfd9028ca7e2a6c60e1bd8f5966402b4b4467169e705d2068371027777c29fdc/Screenshot-2025-05-01-at-4.30.51PM.png" /> <img width="574" height="766" width_o="574" height_o="766" data-src="https://freight.cargo.site/t/original/i/74faa9ecf18c788969378c2f4eaba9f65adccb07b720dc72b36f01e9cd0a480e/Screenshot-2025-05-01-at-4.40.08PM.png" data-mid="231836708" border="0" src="https://freight.cargo.site/w/574/i/74faa9ecf18c788969378c2f4eaba9f65adccb07b720dc72b36f01e9cd0a480e/Screenshot-2025-05-01-at-4.40.08PM.png" /> <img width="574" height="766" width_o="574" height_o="766" data-src="https://freight.cargo.site/t/original/i/c5b38f1e24c75dff03178285c2407b291246184b2ae38e49345234a19fdeb246/Screenshot-2025-05-01-at-4.37.54PM.png" data-mid="231836691" border="0" src="https://freight.cargo.site/w/574/i/c5b38f1e24c75dff03178285c2407b291246184b2ae38e49345234a19fdeb246/Screenshot-2025-05-01-at-4.37.54PM.png" /> <img width="574" height="766" width_o="574" height_o="766" data-src="https://freight.cargo.site/t/original/i/96f8455378cc6b49db0446f761dcad7baa5163664bc772c6e1c2afc92cf1de06/Screenshot-2025-05-01-at-4.32.10PM.png" data-mid="231836618" border="0" src="https://freight.cargo.site/w/574/i/96f8455378cc6b49db0446f761dcad7baa5163664bc772c6e1c2afc92cf1de06/Screenshot-2025-05-01-at-4.32.10PM.png" /> <img width="574" height="766" width_o="574" height_o="766" data-src="https://freight.cargo.site/t/original/i/b11b17f84277dd9f5d4ca8a48a3a178997d3bca240b234cdff4b1c105b7dad66/Screenshot-2025-05-01-at-4.29.01PM.png" data-mid="231836606" border="0" src="https://freight.cargo.site/w/574/i/b11b17f84277dd9f5d4ca8a48a3a178997d3bca240b234cdff4b1c105b7dad66/Screenshot-2025-05-01-at-4.29.01PM.png" /> <img width="574" height="766" width_o="574" height_o="766" data-src="https://freight.cargo.site/t/original/i/e7256d7d3cb87ed6b0127595e9b90ed96436fa0d1a3b5c371c7e4b8a64575cdf/Screenshot-2025-05-01-at-4.29.30PM.png" data-mid="231836607" border="0" src="https://freight.cargo.site/w/574/i/e7256d7d3cb87ed6b0127595e9b90ed96436fa0d1a3b5c371c7e4b8a64575cdf/Screenshot-2025-05-01-at-4.29.30PM.png" /> <img width="574" height="766" width_o="574" height_o="766" data-src="https://freight.cargo.site/t/original/i/3f82b59679a1fd07e5739c937f523e8acdc8b24a625f34398a642ad900c965ba/Screenshot-2025-05-01-at-4.31.08PM.png" data-mid="231836613" border="0" src="https://freight.cargo.site/w/574/i/3f82b59679a1fd07e5739c937f523e8acdc8b24a625f34398a642ad900c965ba/Screenshot-2025-05-01-at-4.31.08PM.png" /> <img width="574" height="766" width_o="574" height_o="766" data-src="https://freight.cargo.site/t/original/i/6d415d1cf46d4811f5f6e304fa0342ffd79b624a870342f007b25d3e8c989bd2/Screenshot-2025-05-01-at-4.33.34PM.png" data-mid="231836630" border="0" src="https://freight.cargo.site/w/574/i/6d415d1cf46d4811f5f6e304fa0342ffd79b624a870342f007b25d3e8c989bd2/Screenshot-2025-05-01-at-4.33.34PM.png" /> <img width="574" height="766" width_o="574" height_o="766" data-src="https://freight.cargo.site/t/original/i/d4f386f44027733f2869515a4f635d88b8087623093ebe12e25aeece393029ed/Screenshot-2025-05-01-at-4.31.31PM.png" data-mid="231836615" border="0" src="https://freight.cargo.site/w/574/i/d4f386f44027733f2869515a4f635d88b8087623093ebe12e25aeece393029ed/Screenshot-2025-05-01-at-4.31.31PM.png" /> <img width="574" height="766" width_o="574" height_o="766" data-src="https://freight.cargo.site/t/original/i/f5c21e97ada0958fa3536e549e691a16d22c16c7f637492503d81e08f94cb4e4/Screenshot-2025-05-01-at-4.40.37PM.png" data-mid="231836747" border="0" src="https://freight.cargo.site/w/574/i/f5c21e97ada0958fa3536e549e691a16d22c16c7f637492503d81e08f94cb4e4/Screenshot-2025-05-01-at-4.40.37PM.png" /> <img width="574" height="766" width_o="574" height_o="766" data-src="https://freight.cargo.site/t/original/i/970614df1dffe6f667bd3dc4d281eff8f001138345e26fcfd165737857345402/Screenshot-2025-05-01-at-4.33.07PM.png" data-mid="231836623" border="0" src="https://freight.cargo.site/w/574/i/970614df1dffe6f667bd3dc4d281eff8f001138345e26fcfd165737857345402/Screenshot-2025-05-01-at-4.33.07PM.png" /> <img width="574" height="766" width_o="574" height_o="766" data-src="https://freight.cargo.site/t/original/i/469abfb495144eaab4e34721b39746107f0cdb2b623da1206dd693814d9b5494/Screenshot-2025-05-01-at-4.33.54PM.png" data-mid="231836633" border="0" src="https://freight.cargo.site/w/574/i/469abfb495144eaab4e34721b39746107f0cdb2b623da1206dd693814d9b5494/Screenshot-2025-05-01-at-4.33.54PM.png" /> https://serenarubin.com/Claim-Creative-Direction Thu, 01 May 2025 22:10:23 +0000 Serena Rubin https://serenarubin.com/Claim-Creative-Direction Claim Creative direction, Social media (2025) The challenge:&nbsp; In today’s age of digital skepticism, nothing “free” feels truly trustworthy. “Getting paid to eat and shop” sounds too good to be true for Gen Z. Claim struggled to gain the online traction and clarity their brand deserved. As Associate Creative Director at OK COOL, my team was tasked with shifting the narrative from high-brow finance to low-brow FUN. I oversaw all concepts, copy, and design, even pitching in to create content myself. We injected internet fluency to their feed, leaning into cookie metaphors, facetious trends, Gen Z lingo, and reactive moments from the Super Bowl to the Grammys. By making Claim feel culturally relevant and relatable, we built trust with our audience and boosted engagement. It’s not every day you meet a client so willing to trust you with digital silliness, but I’m grateful that Claim was willing to let us play.In the end, client feedback said it best: “You explained Claim better than anyone ever has.” Click to discover some of my favorite Reels we produced for Claim ︎︎︎ <img width="608" height="814" width_o="608" height_o="814" data-src="https://freight.cargo.site/t/original/i/3028394016abfb3a7a24a270f1449d86cd254ae10f262a92f088e45cb178553d/Screenshot-2025-05-01-at-6.21.01PM.png" data-mid="231838111" border="0" src="https://freight.cargo.site/w/608/i/3028394016abfb3a7a24a270f1449d86cd254ae10f262a92f088e45cb178553d/Screenshot-2025-05-01-at-6.21.01PM.png" /> <img width="608" height="814" width_o="608" height_o="814" data-src="https://freight.cargo.site/t/original/i/76c301363dfbb50580f3f6656f4e26cd317597c3f616deea0900810dcc3e9bb6/Screenshot-2025-05-01-at-6.21.26PM.png" data-mid="231838115" border="0" src="https://freight.cargo.site/w/608/i/76c301363dfbb50580f3f6656f4e26cd317597c3f616deea0900810dcc3e9bb6/Screenshot-2025-05-01-at-6.21.26PM.png" /> <img width="608" height="814" width_o="608" height_o="814" data-src="https://freight.cargo.site/t/original/i/d31e11b4966fa6c53903032dbf3ead36da3bda98eaa419c135e90dc614fd6bac/Screenshot-2025-05-01-at-6.24.31PM.png" data-mid="231838138" border="0" src="https://freight.cargo.site/w/608/i/d31e11b4966fa6c53903032dbf3ead36da3bda98eaa419c135e90dc614fd6bac/Screenshot-2025-05-01-at-6.24.31PM.png" /> <img width="608" height="814" width_o="608" height_o="814" data-src="https://freight.cargo.site/t/original/i/1c661aac455cdfe5d7f7c72262e6a4d305ce61ae308cbd90d9e8e2bfe729f2e7/Screenshot-2025-05-01-at-6.24.19PM.png" data-mid="231838137" border="0" src="https://freight.cargo.site/w/608/i/1c661aac455cdfe5d7f7c72262e6a4d305ce61ae308cbd90d9e8e2bfe729f2e7/Screenshot-2025-05-01-at-6.24.19PM.png" /> <img width="608" height="814" width_o="608" height_o="814" data-src="https://freight.cargo.site/t/original/i/8da3f716bb8a28d89d74066133d9c9e88688f3a371eb21e6c13fd37a2aa00bce/Screenshot-2025-05-01-at-6.21.40PM.png" data-mid="231838119" border="0" src="https://freight.cargo.site/w/608/i/8da3f716bb8a28d89d74066133d9c9e88688f3a371eb21e6c13fd37a2aa00bce/Screenshot-2025-05-01-at-6.21.40PM.png" /> <img width="608" height="814" width_o="608" height_o="814" data-src="https://freight.cargo.site/t/original/i/9d1c8e1d7a8ba09a0a689da097f44f8f6d4f34fa7ec5c55dceeed395b8894f61/Screenshot-2025-05-01-at-6.29.24PM.png" data-mid="231838180" border="0" src="https://freight.cargo.site/w/608/i/9d1c8e1d7a8ba09a0a689da097f44f8f6d4f34fa7ec5c55dceeed395b8894f61/Screenshot-2025-05-01-at-6.29.24PM.png" /> <img width="608" height="814" width_o="608" height_o="814" data-src="https://freight.cargo.site/t/original/i/d587a5c4f1cc32535290223474c53142425d057479a4aeb543ca2dcdc03d258e/Screenshot-2025-05-01-at-6.24.06PM.png" data-mid="231838136" border="0" src="https://freight.cargo.site/w/608/i/d587a5c4f1cc32535290223474c53142425d057479a4aeb543ca2dcdc03d258e/Screenshot-2025-05-01-at-6.24.06PM.png" /> <img width="608" height="814" width_o="608" height_o="814" data-src="https://freight.cargo.site/t/original/i/8a38802c7947c5e343cd1e3591581af2a82b402d1585cf85cc89752566f74811/Screenshot-2025-05-01-at-6.23.55PM.png" data-mid="231838135" border="0" src="https://freight.cargo.site/w/608/i/8a38802c7947c5e343cd1e3591581af2a82b402d1585cf85cc89752566f74811/Screenshot-2025-05-01-at-6.23.55PM.png" /> <img width="608" height="814" width_o="608" height_o="814" data-src="https://freight.cargo.site/t/original/i/36a16bd78ff4171a604d1741bf76c06b97f19daf7c88791488afb3358f1f25e0/Screenshot-2025-05-01-at-6.22.37PM.png" data-mid="231838127" border="0" src="https://freight.cargo.site/w/608/i/36a16bd78ff4171a604d1741bf76c06b97f19daf7c88791488afb3358f1f25e0/Screenshot-2025-05-01-at-6.22.37PM.png" /> <img width="608" height="814" width_o="608" height_o="814" data-src="https://freight.cargo.site/t/original/i/88d4cae36f5c2770b019db5b04412cdc2531457446f6e8448496ef800347cc38/Screenshot-2025-05-01-at-6.21.57PM.png" data-mid="231838122" border="0" src="https://freight.cargo.site/w/608/i/88d4cae36f5c2770b019db5b04412cdc2531457446f6e8448496ef800347cc38/Screenshot-2025-05-01-at-6.21.57PM.png" /> <img width="608" height="814" width_o="608" height_o="814" data-src="https://freight.cargo.site/t/original/i/abebaacb720fc16ff80b7fc358a4434e9fb921d8d30fa5d3486f572cf559b235/Screenshot-2025-05-01-at-6.30.25PM.png" data-mid="231838182" border="0" src="https://freight.cargo.site/w/608/i/abebaacb720fc16ff80b7fc358a4434e9fb921d8d30fa5d3486f572cf559b235/Screenshot-2025-05-01-at-6.30.25PM.png" /> <img width="608" height="814" width_o="608" height_o="814" data-src="https://freight.cargo.site/t/original/i/db256745191ab1448690df4bf29b327de29ad62453f22f003c00bb946df77836/Screenshot-2025-05-01-at-6.22.21PM.png" data-mid="231838123" border="0" src="https://freight.cargo.site/w/608/i/db256745191ab1448690df4bf29b327de29ad62453f22f003c00bb946df77836/Screenshot-2025-05-01-at-6.22.21PM.png" /> https://serenarubin.com/Cre8ors-Creative-Direction Wed, 06 Aug 2025 18:53:04 +0000 Serena Rubin https://serenarubin.com/Cre8ors-Creative-Direction Cre8ors Creative Direction, Brand design (2022) At DEFI, I stepped into the emerging world of Web3 (no my thing but I’ll try anything once) and led a team of exceptionally talented designers and big-picture thinkers to build an immersive metaverse experience from the ground up.&nbsp;Welcome to the Black and White City—a place where monotony rules, and free-form creative thinking is outlawed. To disrupt that order, we introduced the Cre8ors: a secret society of eight creative archetypes who represent the full spectrum of imagination and innovation. The world we built contrasts a hyper-realistic black-and-white cityscape with bold bursts of cartoon color, illustrating (literally) the tension between conformity and self-expression. This visual divide mirrored the narrative: a society engineered to keep its citizens obedient, submissive and profitable for the ruling elite, and the quiet rebellion of individuals daring to unlock their true creative purpose. The result was an immersive, symbolic environment that invited audiences to reflect on the cost of creativity in a world that thrives on uniformity. I worked end-to-end directing brainstorms, developing the brand identity, overseeing social content and website design—all while contributing hands-on as a designer and creative writer. The project was an incredible balance of big-picture thinking and detail-driven design, all culminating into a vibrant technicolor cityscape that brought our vision to life. <img width="1709" height="327" width_o="1709" height_o="327" data-src="https://freight.cargo.site/t/original/i/a53c2ad7626a99c8efec4db58a711d3791341538297a90e128a8030478438f17/Cre8ors-Logo_WHT.png" data-mid="236769627" border="0" src="https://freight.cargo.site/w/1000/i/a53c2ad7626a99c8efec4db58a711d3791341538297a90e128a8030478438f17/Cre8ors-Logo_WHT.png" />︎︎︎ Logo development &amp; design <img width="29787" height="4500" width_o="29787" height_o="4500" data-src="https://freight.cargo.site/t/original/i/98b50e664901e38f09b7132da49794002f0788a669754e00c844ebc69399667b/STYLESCAPE_FINAL_2.png" data-mid="236769505" border="0" src="https://freight.cargo.site/w/1000/i/98b50e664901e38f09b7132da49794002f0788a669754e00c844ebc69399667b/STYLESCAPE_FINAL_2.png" /><img width="29787" height="4500" width_o="29787" height_o="4500" data-src="https://freight.cargo.site/t/original/i/1cab84beb2e70c03e8057ef4c5f323c9e84f74c70ed32f67914a699686d23817/Stylescape_Cr8ors_Non_Grungy.png" data-mid="236769507" border="0" src="https://freight.cargo.site/w/1000/i/1cab84beb2e70c03e8057ef4c5f323c9e84f74c70ed32f67914a699686d23817/Stylescape_Cr8ors_Non_Grungy.png" /> ︎︎︎ Directing stylescapes for digital design treatments across the project <img width="1930" height="1084" width_o="1930" height_o="1084" data-src="https://freight.cargo.site/t/original/i/7fb20fa3a19d765832d8ffd050421d8576af161ba5f2756c54561b4c46a95d9d/Screenshot-2025-08-06-at-3.04.15PM.png" data-mid="236769496" border="0" src="https://freight.cargo.site/w/1000/i/7fb20fa3a19d765832d8ffd050421d8576af161ba5f2756c54561b4c46a95d9d/Screenshot-2025-08-06-at-3.04.15PM.png" /> <img width="2096" height="1172" width_o="2096" height_o="1172" data-src="https://freight.cargo.site/t/original/i/4f0f82e1ce70115c18ff8c422b5017c574259f3656f091e511fa9971fc633007/Screenshot-2025-08-06-at-3.03.43PM.png" data-mid="236769493" border="0" src="https://freight.cargo.site/w/1000/i/4f0f82e1ce70115c18ff8c422b5017c574259f3656f091e511fa9971fc633007/Screenshot-2025-08-06-at-3.03.43PM.png" /> <img width="2106" height="1182" width_o="2106" height_o="1182" data-src="https://freight.cargo.site/t/original/i/68f3bba15bf2ea6b626b7a8fc35ef13dd3d17411d20b6044c21984d02a5ef4a6/Screenshot-2025-08-06-at-3.09.39PM.png" data-mid="236769556" border="0" src="https://freight.cargo.site/w/1000/i/68f3bba15bf2ea6b626b7a8fc35ef13dd3d17411d20b6044c21984d02a5ef4a6/Screenshot-2025-08-06-at-3.09.39PM.png" /> <img width="2108" height="1182" width_o="2108" height_o="1182" data-src="https://freight.cargo.site/t/original/i/5bd01dfe66ef09e7584020f1293e642a3f3f006f7b0fe7865583428233633cbb/Screenshot-2025-08-06-at-3.09.56PM.png" data-mid="236769558" border="0" src="https://freight.cargo.site/w/1000/i/5bd01dfe66ef09e7584020f1293e642a3f3f006f7b0fe7865583428233633cbb/Screenshot-2025-08-06-at-3.09.56PM.png" /> <img width="2104" height="1178" width_o="2104" height_o="1178" data-src="https://freight.cargo.site/t/original/i/dd032fab5032c5688d3a900a40109f38a0ea6c95852497b86b8ef4b39e059c54/Screenshot-2025-08-06-at-3.10.20PM.png" data-mid="236769559" border="0" src="https://freight.cargo.site/w/1000/i/dd032fab5032c5688d3a900a40109f38a0ea6c95852497b86b8ef4b39e059c54/Screenshot-2025-08-06-at-3.10.20PM.png" /> ︎︎︎ Designing digital frameworks for website UI <img width="8006" height="12825" width_o="8006" height_o="12825" data-src="https://freight.cargo.site/t/original/i/8e91bdf130923fa04992ee70cf7079373b758f00c825015af20bafb92ee050e1/Cre8ors-UI-FINAL12.png" data-mid="236769580" border="0" data-scale="88" src="https://freight.cargo.site/w/1000/i/8e91bdf130923fa04992ee70cf7079373b758f00c825015af20bafb92ee050e1/Cre8ors-UI-FINAL12.png" /> ︎︎︎ Developing UI design treatment <img width="2048" height="2048" width_o="2048" height_o="2048" data-src="https://freight.cargo.site/t/original/i/350e443a7ac23b9b100462eee40292d55f4d873faeb011e9cc02c26e6c9bdd79/Collective-Pass-Final-copy.png" data-mid="236769562" border="0" src="https://freight.cargo.site/w/1000/i/350e443a7ac23b9b100462eee40292d55f4d873faeb011e9cc02c26e6c9bdd79/Collective-Pass-Final-copy.png" /> <img width="2048" height="2048" width_o="2048" height_o="2048" data-src="https://freight.cargo.site/t/original/i/37ccdf1b531aaad71440e55cae76a8e06f72bcd269f95634876f55014d75dd9e/Founders-Pass-Final.png" data-mid="236769563" border="0" src="https://freight.cargo.site/w/1000/i/37ccdf1b531aaad71440e55cae76a8e06f72bcd269f95634876f55014d75dd9e/Founders-Pass-Final.png" /> <img width="5990" height="5990" width_o="5990" height_o="5990" data-src="https://freight.cargo.site/t/original/i/696d0e44fc563bfe90141a0a24a5d1b525e3a7845d247e9267b927ce9b84b120/Cre8ors-Boarding-Pass_FINAL.png" data-mid="236769564" border="0" src="https://freight.cargo.site/w/1000/i/696d0e44fc563bfe90141a0a24a5d1b525e3a7845d247e9267b927ce9b84b120/Cre8ors-Boarding-Pass_FINAL.png" /> ︎︎︎ Designing / illustrating project assets <img width="3516" height="2504" width_o="3516" height_o="2504" data-src="https://freight.cargo.site/t/original/i/7f3af49e3c01801c6308c16760b114a1b31629706b32f71b7d70723040c7a946/Untitled_Artwork-1-18.png" data-mid="236769569" border="0" src="https://freight.cargo.site/w/1000/i/7f3af49e3c01801c6308c16760b114a1b31629706b32f71b7d70723040c7a946/Untitled_Artwork-1-18.png" /> <img width="3516" height="2504" width_o="3516" height_o="2504" data-src="https://freight.cargo.site/t/original/i/5e33a8a6051cc7d7281d2369d00ae3d427a0cdb8e93eb3bb0b742de6e693ed9d/Untitled_Artwork-3-18.png" data-mid="236769574" border="0" src="https://freight.cargo.site/w/1000/i/5e33a8a6051cc7d7281d2369d00ae3d427a0cdb8e93eb3bb0b742de6e693ed9d/Untitled_Artwork-3-18.png" /> <img width="3516" height="2504" width_o="3516" height_o="2504" data-src="https://freight.cargo.site/t/original/i/f06657ef333acc6190be057c48dbcbb63cc0f88cc82a9f5300bf162d624f6110/Untitled_Artwork-2-18.png" data-mid="236769571" border="0" src="https://freight.cargo.site/w/1000/i/f06657ef333acc6190be057c48dbcbb63cc0f88cc82a9f5300bf162d624f6110/Untitled_Artwork-2-18.png" /> ︎︎︎ Designing / illustrating characters to use for website &amp; social channels. https://serenarubin.com/Julie-Product-Design Fri, 16 Feb 2024 22:22:51 +0000 Serena Rubin https://serenarubin.com/Julie-Product-Design Julie CondomsArt direction, Product design (2023) Since its launch in 2022, Julie has led the way in rebranding contraception for Gen Z. It’s brilliant— take an everyday product that often feels intimidating or inaccessible and give it a fresh, empowering identity rooted in social currency that speaks to bodily autonomy in a time when it’s under threat. So when Julie asked what a condom could look like for the modern contraceptive user, the answer was clear. I concepted and designed three prototypes that reimagined condoms with a focus on discretion, convenience, empowerment, and relevance.Skills: Creative + Art Direction, copywriting, graphic design, + packaging design. &nbsp; &nbsp; &nbsp;&nbsp; <img width="1920" height="1080" width_o="1920" height_o="1080" data-src="https://freight.cargo.site/t/original/i/4cc084669750e3b454ae2be2f7dd800bf1baa6abed165ca733450595a3309f39/Julie-AD-01.jpg" data-mid="204819751" border="0" src="https://freight.cargo.site/w/1000/i/4cc084669750e3b454ae2be2f7dd800bf1baa6abed165ca733450595a3309f39/Julie-AD-01.jpg" /> <img width="1920" height="1080" width_o="1920" height_o="1080" data-src="https://freight.cargo.site/t/original/i/65f58536fc5640168d6218f44b620efca0ac820cb657bc4f052a160392a9c36d/Julie-AD-02.jpg" data-mid="204819755" border="0" src="https://freight.cargo.site/w/1000/i/65f58536fc5640168d6218f44b620efca0ac820cb657bc4f052a160392a9c36d/Julie-AD-02.jpg" /> <img width="1920" height="1080" width_o="1920" height_o="1080" data-src="https://freight.cargo.site/t/original/i/706d3478089ce5382e2b22c62cadfac2a698f8ba2d03ea96f4c3be3b889d6272/Julie-AD-03.jpg" data-mid="204819757" border="0" src="https://freight.cargo.site/w/1000/i/706d3478089ce5382e2b22c62cadfac2a698f8ba2d03ea96f4c3be3b889d6272/Julie-AD-03.jpg" /> <img width="1920" height="1080" width_o="1920" height_o="1080" data-src="https://freight.cargo.site/t/original/i/3ae591e82828af42c887b3c21d3672f51c707ac6e6e50a8a532cde1e6060bd91/Julie-AD-04.jpg" data-mid="204819759" border="0" src="https://freight.cargo.site/w/1000/i/3ae591e82828af42c887b3c21d3672f51c707ac6e6e50a8a532cde1e6060bd91/Julie-AD-04.jpg" /> <img width="1920" height="1080" width_o="1920" height_o="1080" data-src="https://freight.cargo.site/t/original/i/a8ae59a63001d7fe97c5e907954d6481b73d32627e2731e21656931189b9784b/Julie-AD-05.jpg" data-mid="204819761" border="0" src="https://freight.cargo.site/w/1000/i/a8ae59a63001d7fe97c5e907954d6481b73d32627e2731e21656931189b9784b/Julie-AD-05.jpg" /> <img width="1920" height="1080" width_o="1920" height_o="1080" data-src="https://freight.cargo.site/t/original/i/0e7695de7176e99be961094a2a15a9ed62aae736e0cdfed4b1056b0f821b12ed/Julie-AD-06.jpg" data-mid="204819762" border="0" src="https://freight.cargo.site/w/1000/i/0e7695de7176e99be961094a2a15a9ed62aae736e0cdfed4b1056b0f821b12ed/Julie-AD-06.jpg" /> <img width="1920" height="1080" width_o="1920" height_o="1080" data-src="https://freight.cargo.site/t/original/i/6405e1e3cd77ef30dcbe87aaae0b4cd2c39a5a9fb5bce3bcaceefaff00d9a695/Julie-AD-07.jpg" data-mid="204819763" border="0" src="https://freight.cargo.site/w/1000/i/6405e1e3cd77ef30dcbe87aaae0b4cd2c39a5a9fb5bce3bcaceefaff00d9a695/Julie-AD-07.jpg" /> <img width="1920" height="1080" width_o="1920" height_o="1080" data-src="https://freight.cargo.site/t/original/i/c57bda44a1e126f139446bb9ff216370f2e04174f6e44d8b9aaa54ebfcc1f5b8/Julie-AD-08.jpg" data-mid="204819764" border="0" src="https://freight.cargo.site/w/1000/i/c57bda44a1e126f139446bb9ff216370f2e04174f6e44d8b9aaa54ebfcc1f5b8/Julie-AD-08.jpg" /> <img width="1920" height="1080" width_o="1920" height_o="1080" data-src="https://freight.cargo.site/t/original/i/7f05a27708e545f78d6498be363a0bfa645fa448071fa95ae2f2e8f145d657b8/Julie-AD-09.jpg" data-mid="204819765" border="0" src="https://freight.cargo.site/w/1000/i/7f05a27708e545f78d6498be363a0bfa645fa448071fa95ae2f2e8f145d657b8/Julie-AD-09.jpg" /> <img width="1920" height="1080" width_o="1920" height_o="1080" data-src="https://freight.cargo.site/t/original/i/90202817f9b70a894bfec3284f139601e45c963a1e38118d123530722104a342/Julie-AD-10.jpg" data-mid="204823511" border="0" src="https://freight.cargo.site/w/1000/i/90202817f9b70a894bfec3284f139601e45c963a1e38118d123530722104a342/Julie-AD-10.jpg" /> https://serenarubin.com/Julie-Art-Direction Wed, 03 Apr 2024 22:02:40 +0000 Serena Rubin https://serenarubin.com/Julie-Art-Direction Julie PhotoshootArt direction, Product campaign (2023) For Julie’s product photoshoot, I reimagined emergency contraception through a bold, messy, endearing Gen Z lens (long before “brat summer”, mind you). The goal was to turn the ‘little blue box’ into a cultural currency that empowers contraceptive seekers. The following series blends nostalgic internet culture with highly stylized, sex-positive visuals, designed for press, web, and real-world activations. Skills: Creative + Art Direction, copywriting, graphic design. <img width="8000" height="4500" width_o="8000" height_o="4500" data-src="https://freight.cargo.site/t/original/i/0f6b62d0cfe785c358e0f10948cd7c75f2e2a7d590847007b6e16064f4672efd/Julie-Photoshoot-01.png" data-mid="208228195" border="0" src="https://freight.cargo.site/w/1000/i/0f6b62d0cfe785c358e0f10948cd7c75f2e2a7d590847007b6e16064f4672efd/Julie-Photoshoot-01.png" /> <img width="8000" height="4500" width_o="8000" height_o="4500" data-src="https://freight.cargo.site/t/original/i/3ccc387ef462dca77bda946f8764afcab282c0a1f85e37f745ffb3aabe24ede5/Julie-Photoshoot-02.png" data-mid="208228198" border="0" src="https://freight.cargo.site/w/1000/i/3ccc387ef462dca77bda946f8764afcab282c0a1f85e37f745ffb3aabe24ede5/Julie-Photoshoot-02.png" /> <img width="8000" height="4500" width_o="8000" height_o="4500" data-src="https://freight.cargo.site/t/original/i/c1f04a2351e41f12d7f36b2bb3463b35399a66aa60ea1ce5207374f5e93a20de/Julie-Photoshoot-03.png" data-mid="208228199" border="0" src="https://freight.cargo.site/w/1000/i/c1f04a2351e41f12d7f36b2bb3463b35399a66aa60ea1ce5207374f5e93a20de/Julie-Photoshoot-03.png" /> <img width="8000" height="4500" width_o="8000" height_o="4500" data-src="https://freight.cargo.site/t/original/i/6028f8c97c74ffcdbf27235fe9e7742d416d9809c6260db7521545f7a84214a4/Julie-Photoshoot-04.png" data-mid="208228203" border="0" src="https://freight.cargo.site/w/1000/i/6028f8c97c74ffcdbf27235fe9e7742d416d9809c6260db7521545f7a84214a4/Julie-Photoshoot-04.png" /> <img width="8000" height="4500" width_o="8000" height_o="4500" data-src="https://freight.cargo.site/t/original/i/caa6cb91e49501d70a83df6cf7d33dbb0bff4482db6e417ef89634d8b2ad6fb2/Julie-Photoshoot-05.png" data-mid="208228204" border="0" src="https://freight.cargo.site/w/1000/i/caa6cb91e49501d70a83df6cf7d33dbb0bff4482db6e417ef89634d8b2ad6fb2/Julie-Photoshoot-05.png" /> <img width="8000" height="4500" width_o="8000" height_o="4500" data-src="https://freight.cargo.site/t/original/i/8118fd008bd7e5c2209ee83a2912dd826ecd68b3ec5005080f749c97f8cec07f/Julie-Photoshoot-06.png" data-mid="208228207" border="0" src="https://freight.cargo.site/w/1000/i/8118fd008bd7e5c2209ee83a2912dd826ecd68b3ec5005080f749c97f8cec07f/Julie-Photoshoot-06.png" /> <img width="8000" height="4500" width_o="8000" height_o="4500" data-src="https://freight.cargo.site/t/original/i/30efc8c84f42157a3e7bdd833398cda695b530622615a9af2e3ead82d9a1b8a7/Julie-Photoshoot-07.png" data-mid="208228209" border="0" src="https://freight.cargo.site/w/1000/i/30efc8c84f42157a3e7bdd833398cda695b530622615a9af2e3ead82d9a1b8a7/Julie-Photoshoot-07.png" /><img width="8000" height="4500" width_o="8000" height_o="4500" data-src="https://freight.cargo.site/t/original/i/6ca3108a35f11a5960609999e001f4f5f0a16406c73e689049f67ba811d6d767/Julie-Photoshoot-08.png" data-mid="208228212" border="0" src="https://freight.cargo.site/w/1000/i/6ca3108a35f11a5960609999e001f4f5f0a16406c73e689049f67ba811d6d767/Julie-Photoshoot-08.png" /> <img width="8000" height="4500" width_o="8000" height_o="4500" data-src="https://freight.cargo.site/t/original/i/f7e2e17d087c6813dc8e9bfca0baf023de58ea2b39551b33901a46ca6b8d017e/Julie-Photoshoot-09.png" data-mid="208228214" border="0" src="https://freight.cargo.site/w/1000/i/f7e2e17d087c6813dc8e9bfca0baf023de58ea2b39551b33901a46ca6b8d017e/Julie-Photoshoot-09.png" /> <img width="8000" height="4500" width_o="8000" height_o="4500" data-src="https://freight.cargo.site/t/original/i/a4bf62127ae45a584ad5e8cadecfa1154bf2c4b552f7cc9c89bd265c709f1734/Julie-Photoshoot-10.png" data-mid="208228215" border="0" src="https://freight.cargo.site/w/1000/i/a4bf62127ae45a584ad5e8cadecfa1154bf2c4b552f7cc9c89bd265c709f1734/Julie-Photoshoot-10.png" /> <img width="8000" height="4500" width_o="8000" height_o="4500" data-src="https://freight.cargo.site/t/original/i/5783fcdfc450f95ce81482a33530c2c2edaa92dfe41263424f7b9e915fc4dd99/Julie-Photoshoot-11.png" data-mid="208228217" border="0" src="https://freight.cargo.site/w/1000/i/5783fcdfc450f95ce81482a33530c2c2edaa92dfe41263424f7b9e915fc4dd99/Julie-Photoshoot-11.png" /> <img width="8000" height="4500" width_o="8000" height_o="4500" data-src="https://freight.cargo.site/t/original/i/0f2b9d809b8a12f8bba4df4fe7613edfdee264433ebee3690f04e67b3481cf6b/Julie-Photoshoot-12.png" data-mid="208228219" border="0" src="https://freight.cargo.site/w/1000/i/0f2b9d809b8a12f8bba4df4fe7613edfdee264433ebee3690f04e67b3481cf6b/Julie-Photoshoot-12.png" /> https://serenarubin.com/Guinep-Content-Creation Mon, 08 Sep 2025 19:33:32 +0000 Serena Rubin https://serenarubin.com/Guinep-Content-Creation Guinep Content creation, Social media (2025) The challenge: Guinep’s social presence nailed the basics. All that’s missing was the spark of entertaining, educational formats like memes, video, and founder content. I was tasked with bringing the brand’s IG to life via social-fluent static and videoassets - anchored by a strong identity and a distinct, humorous tone of voice. I contributed original concepts during brainstorms - like our&nbsp;Love it or Leave it&nbsp;series where Guinep’s founder Aaron weighs in on current wellness fads with equal parts wit and insight. From there, I took ownership of production, shooting iPhone content (in the thick of summer, help) and post-production, where I established an editing style that leaned into quippy, slightly sarcastic storytelling including ear- and eye-catching hooks. Then I dove deep into the arsenals of wellness culture to produce some memes that I imagine Guinep would send to the groupchat if it was a sentient being. The result? A batch of short-form and static social-first content that entertains through irreverent online humor while also educating and entertaining audiences with an approachable, fresh, current voice.&nbsp; <img width="982" height="200" width_o="982" height_o="200" data-src="https://freight.cargo.site/t/original/i/ee2648a9dfe420ffe16cb60ce73a176469641cf29e526c55fa16cc2c809f3bac/Screenshot-2025-09-08-at-4.33.46PM.png" data-mid="237957223" border="0" data-scale="64" src="https://freight.cargo.site/w/982/i/ee2648a9dfe420ffe16cb60ce73a176469641cf29e526c55fa16cc2c809f3bac/Screenshot-2025-09-08-at-4.33.46PM.png" /> Click to discover the video content I made for Guinep (and buy some here, it’s my favorite drink) ︎︎︎ <img width="620" height="830" width_o="620" height_o="830" data-src="https://freight.cargo.site/t/original/i/7418eb31b7659a45f67793f5203740c08a5b92f33d14125d51c6a24d764598f8/Screenshot-2025-09-08-at-4.32.39PM.png" data-mid="237957220" border="0" src="https://freight.cargo.site/w/620/i/7418eb31b7659a45f67793f5203740c08a5b92f33d14125d51c6a24d764598f8/Screenshot-2025-09-08-at-4.32.39PM.png" /> <img width="618" height="826" width_o="618" height_o="826" data-src="https://freight.cargo.site/t/original/i/a2a9811ff043d5bd84d6713a059793bcede11564ee46682b068c817154db61fb/Screenshot-2025-09-08-at-4.35.30PM.png" data-mid="237957498" border="0" src="https://freight.cargo.site/w/618/i/a2a9811ff043d5bd84d6713a059793bcede11564ee46682b068c817154db61fb/Screenshot-2025-09-08-at-4.35.30PM.png" /> <img width="618" height="822" width_o="618" height_o="822" data-src="https://freight.cargo.site/t/original/i/7db5cc96eef8e2843737c679dc0a98b4ec1de906a22901f35713d917570d2ed1/Screenshot-2025-09-08-at-4.38.44PM.png" data-mid="237957903" border="0" src="https://freight.cargo.site/w/618/i/7db5cc96eef8e2843737c679dc0a98b4ec1de906a22901f35713d917570d2ed1/Screenshot-2025-09-08-at-4.38.44PM.png" /> <img width="620" height="828" width_o="620" height_o="828" data-src="https://freight.cargo.site/t/original/i/46476c37143f94fa912e70b691e6faf1fafc2bf3d182455f9f9ee2a5ffb5664c/Screenshot-2025-09-08-at-4.37.12PM.png" data-mid="237957897" border="0" src="https://freight.cargo.site/w/620/i/46476c37143f94fa912e70b691e6faf1fafc2bf3d182455f9f9ee2a5ffb5664c/Screenshot-2025-09-08-at-4.37.12PM.png" /> <img width="624" height="826" width_o="624" height_o="826" data-src="https://freight.cargo.site/t/original/i/6d0be203bcf7739b6c32e5ba8aa81c92a0a303319a1d52e1201109c90e9ae549/Screenshot-2025-09-08-at-4.43.13PM.png" data-mid="237958025" border="0" src="https://freight.cargo.site/w/624/i/6d0be203bcf7739b6c32e5ba8aa81c92a0a303319a1d52e1201109c90e9ae549/Screenshot-2025-09-08-at-4.43.13PM.png" /> <img width="616" height="826" width_o="616" height_o="826" data-src="https://freight.cargo.site/t/original/i/a4e88fd6bb68d5cea62995756048f72d62915f8ca551ec0a2ea0b653069921bf/Screenshot-2025-09-08-at-4.38.16PM.png" data-mid="237957901" border="0" src="https://freight.cargo.site/w/616/i/a4e88fd6bb68d5cea62995756048f72d62915f8ca551ec0a2ea0b653069921bf/Screenshot-2025-09-08-at-4.38.16PM.png" /> <img width="616" height="824" width_o="616" height_o="824" data-src="https://freight.cargo.site/t/original/i/f2bcf66b0cc76b9248865547b08152727cfcbd921bd84e457f9d5e0f35f0f94b/Screenshot-2025-09-08-at-4.39.45PM.png" data-mid="237957913" border="0" src="https://freight.cargo.site/w/616/i/f2bcf66b0cc76b9248865547b08152727cfcbd921bd84e457f9d5e0f35f0f94b/Screenshot-2025-09-08-at-4.39.45PM.png" /> <img width="618" height="826" width_o="618" height_o="826" data-src="https://freight.cargo.site/t/original/i/363be911fa7d3241e37541de5ffb11c19b748a376a8ef7dfc7fc4862fdc05f2a/Screenshot-2025-09-08-at-4.50.54PM.png" data-mid="237958370" border="0" src="https://freight.cargo.site/w/618/i/363be911fa7d3241e37541de5ffb11c19b748a376a8ef7dfc7fc4862fdc05f2a/Screenshot-2025-09-08-at-4.50.54PM.png" /> <img width="622" height="830" width_o="622" height_o="830" data-src="https://freight.cargo.site/t/original/i/50242af3805dfea0c961281dde08f2799eeb7cf2dffd09c27c318de76a9a6ffc/Screenshot-2025-09-08-at-4.48.53PM.png" data-mid="237958196" border="0" src="https://freight.cargo.site/w/622/i/50242af3805dfea0c961281dde08f2799eeb7cf2dffd09c27c318de76a9a6ffc/Screenshot-2025-09-08-at-4.48.53PM.png" /> <img width="618" height="826" width_o="618" height_o="826" data-src="https://freight.cargo.site/t/original/i/2ec2ca6bbfedb84c1466e423fced072787a1c3da435ef0b3eafbe508ba68efae/Screenshot-2025-09-08-at-4.50.27PM.png" data-mid="237958369" border="0" src="https://freight.cargo.site/w/618/i/2ec2ca6bbfedb84c1466e423fced072787a1c3da435ef0b3eafbe508ba68efae/Screenshot-2025-09-08-at-4.50.27PM.png" /> <img width="618" height="830" width_o="618" height_o="830" data-src="https://freight.cargo.site/t/original/i/0b4a62aae9a83094a4ca3302a7a8425899e170e8bd70098f12087137586e9c1a/Screenshot-2025-09-08-at-4.47.50PM.png" data-mid="237958190" border="0" src="https://freight.cargo.site/w/618/i/0b4a62aae9a83094a4ca3302a7a8425899e170e8bd70098f12087137586e9c1a/Screenshot-2025-09-08-at-4.47.50PM.png" /> <img width="618" height="824" width_o="618" height_o="824" data-src="https://freight.cargo.site/t/original/i/0cabde6ed3e0fb0c7d71961fc33ab3e414ca83bac46cef22b0fd8fbffc837ff7/Screenshot-2025-09-08-at-4.51.26PM.png" data-mid="237958374" border="0" src="https://freight.cargo.site/w/618/i/0cabde6ed3e0fb0c7d71961fc33ab3e414ca83bac46cef22b0fd8fbffc837ff7/Screenshot-2025-09-08-at-4.51.26PM.png" /> https://serenarubin.com/KA-Empathogenics-Content-Creation Mon, 08 Sep 2025 21:05:53 +0000 Serena Rubin https://serenarubin.com/KA-Empathogenics-Content-Creation KA! Empathogenics Content creation, Social media (2025) The challenge: Enhance KA!’s existing social feed with feel-good video/static memes, appealing to audiences who share a love for empathogens and a wholistic, spiritual lifestyle.So I opened Capcut and turned off every brain cell but one... The result? Shareable, on-trend, and feel-good memes that strike a sense of relatability while also mentioning the benefits of a KA! lifestyle.&nbsp; Click to discover the content I made for KA! ︎︎︎ <img width="460" height="610" width_o="460" height_o="610" data-src="https://freight.cargo.site/t/original/i/d05e3c9f899e5cb557f6e5cf40b9ee58492d1d4e093caa5e14a5ecac593e8f70/Screenshot-2025-09-08-at-5.33.54PM.png" data-mid="237959723" border="0" src="https://freight.cargo.site/w/460/i/d05e3c9f899e5cb557f6e5cf40b9ee58492d1d4e093caa5e14a5ecac593e8f70/Screenshot-2025-09-08-at-5.33.54PM.png" /> <img width="460" height="610" width_o="460" height_o="610" data-src="https://freight.cargo.site/t/original/i/8f1bd642321db649bc3c969c8325f6b6e5289ec31035afd7c316ea7895eddef7/Screenshot-2025-09-08-at-5.34.31PM.png" data-mid="237959725" border="0" src="https://freight.cargo.site/w/460/i/8f1bd642321db649bc3c969c8325f6b6e5289ec31035afd7c316ea7895eddef7/Screenshot-2025-09-08-at-5.34.31PM.png" /> <img width="460" height="610" width_o="460" height_o="610" data-src="https://freight.cargo.site/t/original/i/51b1e0ab0287826217621f11df9f1a49cde3daf26f7d773a65f5c886edac81bd/Screenshot-2025-09-08-at-5.35.26PM.png" data-mid="237959758" border="0" src="https://freight.cargo.site/w/460/i/51b1e0ab0287826217621f11df9f1a49cde3daf26f7d773a65f5c886edac81bd/Screenshot-2025-09-08-at-5.35.26PM.png" /> <img width="620" height="830" width_o="620" height_o="830" data-src="https://freight.cargo.site/t/original/i/9e605f4e2b2a845ca85672497bc7e8b88dd935e1f28cf710c74d3ad18c8da162/Screenshot-2025-09-08-at-5.27.05PM.png" data-mid="237959520" border="0" src="https://freight.cargo.site/w/620/i/9e605f4e2b2a845ca85672497bc7e8b88dd935e1f28cf710c74d3ad18c8da162/Screenshot-2025-09-08-at-5.27.05PM.png" /> <img width="460" height="610" width_o="460" height_o="610" data-src="https://freight.cargo.site/t/original/i/aac665a829610da7fd81808eb541cfc01dfb6357f2e87805e55970b3701e437f/Screenshot-2025-09-08-at-5.35.02PM.png" data-mid="237959756" border="0" src="https://freight.cargo.site/w/460/i/aac665a829610da7fd81808eb541cfc01dfb6357f2e87805e55970b3701e437f/Screenshot-2025-09-08-at-5.35.02PM.png" /> <img width="618" height="824" width_o="618" height_o="824" data-src="https://freight.cargo.site/t/original/i/ee90647dc65af95b403c8bbd6089ee6a7d9d0febaa873cd7b6a5c6d1be100e35/Screenshot-2025-09-08-at-5.28.34PM.png" data-mid="237959529" border="0" src="https://freight.cargo.site/w/618/i/ee90647dc65af95b403c8bbd6089ee6a7d9d0febaa873cd7b6a5c6d1be100e35/Screenshot-2025-09-08-at-5.28.34PM.png" /> <img width="618" height="826" width_o="618" height_o="826" data-src="https://freight.cargo.site/t/original/i/934476fb70bc11be7eb6d22ff82c101bb8749e181586d783c67993cd04d89a41/Screenshot-2025-09-08-at-5.29.21PM.png" data-mid="237959533" border="0" src="https://freight.cargo.site/w/618/i/934476fb70bc11be7eb6d22ff82c101bb8749e181586d783c67993cd04d89a41/Screenshot-2025-09-08-at-5.29.21PM.png" /> <img width="622" height="826" width_o="622" height_o="826" data-src="https://freight.cargo.site/t/original/i/9b91cfabdfa8d2436d66faef5d2ec8939fe595f7b3feaa30d3a57cb676b5a8dc/Screenshot-2025-09-08-at-5.27.32PM.png" data-mid="237959524" border="0" src="https://freight.cargo.site/w/622/i/9b91cfabdfa8d2436d66faef5d2ec8939fe595f7b3feaa30d3a57cb676b5a8dc/Screenshot-2025-09-08-at-5.27.32PM.png" /> <img width="618" height="824" width_o="618" height_o="824" data-src="https://freight.cargo.site/t/original/i/24ee9793311f0bf0df10b4a37ca7060f00a3144f057047cba6521ad689887c84/Screenshot-2025-09-08-at-5.28.51PM.png" data-mid="237959530" border="0" src="https://freight.cargo.site/w/618/i/24ee9793311f0bf0df10b4a37ca7060f00a3144f057047cba6521ad689887c84/Screenshot-2025-09-08-at-5.28.51PM.png" /> https://serenarubin.com/Pop-Up-Grocer-Content-Creation Thu, 28 Dec 2023 21:52:39 +0000 Serena Rubin https://serenarubin.com/Pop-Up-Grocer-Content-Creation Pop Up Grocer Content creation, Social media (2023) The challenge: Pop Up Grocer’s IG feed needed topical, winter ready content that felt fresh and on-trend while staying true to their distinctive design style. Known for out-of-the-box visuals and copy that sparks discovery, the content had to seamlessly blend into their feed while still standing out. Utilizing my background in copywriting and graphic design, I created a swipe-through Gift Giving Guide for the holidays, and a Spotify wrapped meme pack for that end-of-the-year trend that was essential for brands to show up in (at the time, it was 2023 after all). The result? Content that hit the sweet spot for an audience with plenty of budget but little decisivenes -making the brand feel both relatable and discoverable. On-trend memes tapped into their sense of humor, and due to the quick turnaround time, we showed up exactly when we needed to. Click to discover the content I created with Pop Up Grocer below&nbsp;︎︎︎ <img width="1800" height="1800" width_o="1800" height_o="1800" data-src="https://freight.cargo.site/t/original/i/71eabb0110bab824a3ed0224d9e384b07b8871d066779252afd75949b553353a/PUG-GIFT-GUIDE-01.jpg" data-mid="200289373" border="0" src="https://freight.cargo.site/w/1000/i/71eabb0110bab824a3ed0224d9e384b07b8871d066779252afd75949b553353a/PUG-GIFT-GUIDE-01.jpg" /> <img width="1800" height="1800" width_o="1800" height_o="1800" data-src="https://freight.cargo.site/t/original/i/8fc596a87cab190227cf6b8e199f957267366a65d92ac5bbdc2604807a4f4221/PUG-GIFT-GUIDE-02.jpg" data-mid="200289374" border="0" src="https://freight.cargo.site/w/1000/i/8fc596a87cab190227cf6b8e199f957267366a65d92ac5bbdc2604807a4f4221/PUG-GIFT-GUIDE-02.jpg" /> <img width="1800" height="1800" width_o="1800" height_o="1800" data-src="https://freight.cargo.site/t/original/i/36da8933372bd9d7408008cb633828fce4487d83172d3eb84269597c4332cf9e/PUG-GIFT-GUIDE-03.jpg" data-mid="200289375" border="0" src="https://freight.cargo.site/w/1000/i/36da8933372bd9d7408008cb633828fce4487d83172d3eb84269597c4332cf9e/PUG-GIFT-GUIDE-03.jpg" /> <img width="1800" height="1800" width_o="1800" height_o="1800" data-src="https://freight.cargo.site/t/original/i/1b8d07fee24c99065c486c66dc26619f24842345081b2a633cb818749e3180d1/PUG-GIFT-GUIDE-04.jpg" data-mid="200289376" border="0" data-scale="72" src="https://freight.cargo.site/w/1000/i/1b8d07fee24c99065c486c66dc26619f24842345081b2a633cb818749e3180d1/PUG-GIFT-GUIDE-04.jpg" /> <img width="1800" height="1800" width_o="1800" height_o="1800" data-src="https://freight.cargo.site/t/original/i/1b8d07fee24c99065c486c66dc26619f24842345081b2a633cb818749e3180d1/PUG-GIFT-GUIDE-04.jpg" data-mid="200289376" border="0" data-scale="72" src="https://freight.cargo.site/w/1000/i/1b8d07fee24c99065c486c66dc26619f24842345081b2a633cb818749e3180d1/PUG-GIFT-GUIDE-04.jpg" /> <img width="5416" height="5411" width_o="5416" height_o="5411" data-src="https://freight.cargo.site/t/original/i/9b7018728351b1500196f17acd04725fc12a636494c3a2509c8d198086a8de3c/PUG_Spotify_Wrapped-07.png" data-mid="200289708" border="0" src="https://freight.cargo.site/w/1000/i/9b7018728351b1500196f17acd04725fc12a636494c3a2509c8d198086a8de3c/PUG_Spotify_Wrapped-07.png" /> <img width="5597" height="5597" width_o="5597" height_o="5597" data-src="https://freight.cargo.site/t/original/i/334d8b8a9da651fe430662d4eda8172a391ac4fd34fc8a76c59cb4c59acd9ec8/PUG_Spotify_Wrapped-03.png" data-mid="200289704" border="0" src="https://freight.cargo.site/w/1000/i/334d8b8a9da651fe430662d4eda8172a391ac4fd34fc8a76c59cb4c59acd9ec8/PUG_Spotify_Wrapped-03.png" /> <img width="1076" height="1919" width_o="1076" height_o="1919" data-src="https://freight.cargo.site/t/original/i/3e069ac306e4c3c15f9b8a574c8a8f8b24a1c6db1213e90e48e8686ca622c698/PUG_Spotify_Wrapped-02.png" data-mid="200289703" border="0" src="https://freight.cargo.site/w/1000/i/3e069ac306e4c3c15f9b8a574c8a8f8b24a1c6db1213e90e48e8686ca622c698/PUG_Spotify_Wrapped-02.png" /> <img width="4500" height="8000" width_o="4500" height_o="8000" data-src="https://freight.cargo.site/t/original/i/ff3fe31ca4547cf25377f576345b67f86be936c24d46eabbd11ad9cf8bd999ef/PUG_Spotify_Wrapped-OPTION1.png" data-mid="200289709" border="0" src="https://freight.cargo.site/w/1000/i/ff3fe31ca4547cf25377f576345b67f86be936c24d46eabbd11ad9cf8bd999ef/PUG_Spotify_Wrapped-OPTION1.png" /> <img width="5349" height="9465" width_o="5349" height_o="9465" data-src="https://freight.cargo.site/t/original/i/0b672c3acb3518011dce99a9c9308d173436eba3b44e35baabdc4e2da4a36dcd/PUG_Spotify_Wrapped-04.png" data-mid="200289705" border="0" src="https://freight.cargo.site/w/1000/i/0b672c3acb3518011dce99a9c9308d173436eba3b44e35baabdc4e2da4a36dcd/PUG_Spotify_Wrapped-04.png" /> <img width="1481" height="1616" width_o="1481" height_o="1616" data-src="https://freight.cargo.site/t/original/i/69b571e3c42814deb22723b6a0788df84152d2fa69239d1a073a835417a51357/PUG_Spotify_Wrapped-05.png" data-mid="200289706" border="0" src="https://freight.cargo.site/w/1000/i/69b571e3c42814deb22723b6a0788df84152d2fa69239d1a073a835417a51357/PUG_Spotify_Wrapped-05.png" />