During my time at Gupta Media, I worked on paid social campaigns for well-known artists like Bad Bunny and Ed Sheeran, as well as playlists like “The Summer I Turned Pretty: Official Playlist” and “Calming Music for Dogs”. The “Calming Music for Dogs” playlist had statistically performed well, but the client felt there was an opportunity to push the creative even more to attract a wider audience. As a result, I collaborated with the Media team and we proposed a collage-style approach that leaned into the point-of-view of a dog in peak happiness. After testing the new assets, the playlist spent 20x its planned budget and we were able to expand the designs to seven additional markets.

We then decided to refresh the creative for specific holiday campaigns, including Halloween. In order to bring my visions to life, I used AI (ChatGPT) to generate photos of dogs in Halloween costumes, staying calm despite lots of scary trick-or-treaters, and hiding under a blanket. Across all of these Calming Music for Dogs campaigns, they drove 196MM impressions and 3.2MM link clicks. The success of these among other Amazon Music assets led the client to increase their scope of work to include Amazon Music Podcast designs as well.