Season of Giving is Sony Music’s global philanthropic initiative connecting artists, employees, and nonprofit partners through volunteer and community-impact efforts. With 30+ artists, 15 charity organizations, and 16 labels and regions involved, the core challenge was showcasing global participation equitably while maintaining narrative cohesion across platforms.

As the digital and social creative lead, I defined the campaign’s storytelling architecture — establishing rollout cadence, recap structure, and amplification strategy across social and editorial channels. To avoid a self-congratulatory tone, I implemented a reshare model that elevated artist, partner, and regional voices, reinforcing impact through participant storytelling.

I streamlined production timelines to ensure recap assets were live immediately following campaign wrap and led a visual refresh of the brand identity to unify the two-month activation. The result was a coordinated, multi-region campaign spanning social and editorial platforms that balanced impact storytelling with authenticity.