My Work
Samples of the work I’ve done as a strategic and creative leader. From strategy decks to social creative, this offers a snapshot of the ways in which I guide teams to deliver exceptional creative work — from strategy and concept through execution and measurement.
The strategy decks below reflect original thinking across brand strategy, campaign development, and creative direction. They’re password-protected — reach out at maecromwell@outlook.com to request access.
The feed below is from my Instagram, @maecromwell, where I share roundups and breakdowns of campaign creative, cultural moments, and the work shaping digital and social marketing. It’s a brag sheet of some of the work my team has done. Want to learn more about the creative featured? Contact me at the email address above. Behind each post lies an extensive backstory spanning cross-functional partnership, creative expectations, audience and platform insights, and the magic that comes from creators, creative partners, and my team coming together to discuss and elevate each piece. Happy to share more context!
Selected Creative
Awards work, creator collaborations, talent moments, trends, and gameified storytelling.
Minnie's Daily Routines: Instagram 1 | Instagram 2
A Goofy Movie 30th: Instagram 1 | Instagram 2 | YouTube
Trends + Play: Trend 1 | Trend 2 | Gameified series
Social Creative
It can be so hard for a legacy brand to participate in trends given platform and legal restrictions, especially while staying true to brand voice and leadership expectations. My team rose to the occasion and had some fun finding brand-aligned ways into a number of trends, including these. 😌
We built out @Disney’s first UGC and Creator workflow, experimenting with various formats in celebration of fan creativity as well as in an intentional attempt to determine what the audience wants to see from the brand handles.
Tapping into a creator’s superpower without watering down the very reason we partnered with them required a very specific strategy, and this experiment yielded some great learnings.
For the handles we managed, organic creator content posted natively needed to tell a story. The audience needed to see it and know immediately why it existed on our handles vs. the creator’s. And the story should show vs. tell. Voice over on a generic visual or a WIP creation didn’t pop. Reliving a memory by seeing it brought to life via animation, or seeing Franchise characters in action through the eyes of the creator led to a much more engaged audience.
Some of our beautiful custom animation created by my team with the support and partnership of Walt Disney Animation Studios, Brand Marketing, and Corporate Stewardship
So proud of the range of content my team made in 2025 that celebrates and makes contemporary this storied brand’s legacy IP. ✨
