We Are Who We Are

Lead Copywriter
Cultural Strategist

Encapsulating contemporary youth culture for Luca Guadagnino's 
HBO series We Are Who We Are.
To inspire buzz for the coming-of-age drama, we engaged with Gen Z through digital activations, partnerships, and influencer marketing, reaching audiences who would feel seen by the series.

As a cultural strategist, I went directly to the source by activating in corners of the internet where youth culture lives and leaves its lasting impact on the digital landscape. Feeding into our audience’s appetite for discovery, we partnered with several young artists and contemporaries representing a wide range of interests and identities. 






We created a covetable seeding kit that featured limited-run Eckhaus Latta merch and a USB of digital ephemera from our creators and series talent, including a special message from Luca himself. Designer iconoclast Caleb Flowers adapted his BIGDATA(TM) download concept into this bespoke object. 





NTS Radio collaboratively programmed a radio series inspired by the themes of self-expression, young love, and exploration. Episodes ranged from interviews with the music supervisor Robin Urdang to Chloë Sevigny reading fan-submitted love stories.



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Recent History
Present Hotels.com, ACD
2019 – 2025 Cult Classic Magazine, Editorial Director
2019 – 2024 Kamp Grizzly, Copy Writer / Cultural Strategy