● milkXP: A six-episode YouTube series that brings real teachers and some of the biggest creators together to turn a syllabus into high-concept entertainment. Think: what if you gave MrBeast a classroom?
The first season focused on financial literacy, with each episode tackling a different real-world money challenge through creator-led storytelling, unexpected scenarios, and social-first content. Kai Cenat helped announce the program, setting the tone for a series built to meet teens where they already spend their time.
I helped develop and write the scripts for Season 1, shaping stories, challenges, and comedic beats from concept through production. On the main shoot, I worked directly with the director and production team to bring the creative to life.
Role: Associate Creative Director / Head of Social
I didn't want milkXP to live only in its six episodes. As audiences increasingly discover and consume content in non-linear ways, I saw an opportunity to build a world around the series, creating multiple entry points that could pull people in wherever they encountered the campaign.
As Head of Social on set, I wanted to make sure milkXP lived beyond the hero episodes. I led a team responsible for developing, capturing, directing, and editing original paid and organic content throughout production. Instead of treating social as a series of cutdowns, we curated a mix of bespoke, platform-native stories designed to build out the world of milkXP and give audiences multiple ways into the series. Some pieces connected directly to the episodes, while others expanded the characters, energy, and world around them, creating content that could stand on its own while building the brand by extension.
From ideation through final edit, I directed the team and shaped the content ecosystem around the series, creating multiple on-ramps for audiences to discover milkXP, wherever they encountered it.
