In 2023 I pitched and creative directed Cleo’s most successful social media campaign to date. 

The multi-pronged concept: 

• Cleo announces that we’re hiring a Chief Spending Officer (CSO), whose job will be to live according to the whims of Cleo voters who vote in-app daily to dictate how the CSO will spend their budget. 

• Anyone can apply to be the CSO and get paid $10,000 to give up their spending autonomy for one week. 

• Cleo selects a CSO from TikTok applicants. 

• The campaign is framed as a social experiment. Given the power, will our Gen Z voters choose to blow the CSO’s budget, or will they empower her to save her money?

• Supported by wild flyers across NYC and a billboard in Brooklyn, NY.
  
  Results included over 2 million views on TikTok and a Shorty Award nomination.