OZY Facts Insta Strategy
When I stepped in, OZY had a problem: no one wanted to follow their Instagram. The brand positioned itself as a news site that told you why you should care, but they couldn’t figure out how to translate that voice to a platform built for fast, shallow scrolling. It was seemingly impossible to gain traction—until I reimagined the strategy.
My idea was simple but disruptive: pair absurd, over-the-top celebrity imagery with sharp, unexpected facts pulled from OZY articles. The contrast wasn’t just funny—it satirized the Instagram scroll, challenged expectations, and made people stop. I conceived the strategy, partnered with James Watkins on direction, set the tone of voice, and oversaw a design team to execute. Each post was crafted to be visually jarring but intellectually satisfying—pulling you in with the ridiculous, then landing with real insight.
The impact was immediate. In just two months, OZY’s Instagram grew by 800%, surpassing 60,000 followers, and was later recognized in an Instagram-led case study. This project proved that with bold conceptual thinking and strong creative execution, even a brand struggling to “make sense” on social could find a distinctive voice—and real momentum.
Creative Direction → Eva Rodriguez
Marketing Direction → James Watkins
Design → Eva Rodriguez, Alex Furuya, Brian Hang
