IllumiNative came to us with the biggest project in their history: American Genocide, a six-episode examination of the traumatic legacy of Native boarding schools and the resilience of the Oglala Lakota community of South Dakota’s Pine Ridge Reservation.

We answered with a high-impact digital and OOH campaign that demanded attention and accountability. I developed key creative strategies and wrote copy that carried this difficult narrative across social media, press, streaming platforms, and a full website refresh. The result: American Genocide broke into trending status on major platforms and drew critical acclaim, including coverage in Variety.