Justin Baldoni & KiwiCo -Brand Collaboration

Strategic Context

KiwiCo partnered with Justin Baldoni to promote its DIY product line in a way that felt authentic to his audience and values.

The challenge:
Deliver a high-performing branded asset that met all campaign requirements while maintaining Justin’s trust, tone, and community credibility.

My Role

• Developed the core creative concept aligning KiwiCo’s product with Justin’s family-first brand narrative

• Ensured campaign met all brand and agency deliverables (in-feed post + linked stories)

• Presented multiple concept directions to internal stakeholders, agency partners, and brand representatives

• Incorporated feedback across brand, talent, and agency stakeholders

• Directed production planning, talent scheduling, and creative execution

• Led post-production editing and content optimization

• Oversaw cross-platform publishing strategy (Instagram + TikTok amplification)

This required balancing brand objectives with talent authenticity — without compromising either.

Creative Strategy

Rather than positioning the product as an overt advertisement, I developed a “Surprise Camping Adventure” concept featuring Justin and his children building a DIY campfire using the KiwiCo crate.

The approach:

• Emphasize organic, family-centered storytelling

• Integrate the product naturally into a lifestyle moment

• Avoid traditional “hard sell” brand framing

• Maintain Justin’s voice and audience expectations

The goal was authenticity first — conversion second.

Results

• 400K+ views

• 400+ shares

• Strong engagement across Instagram and TikTok

• Positive brand feedback

• Opened the door for future collaboration opportunities

Beyond metrics, the collaboration strengthened trust between talent and brand partners — positioning Justin as a thoughtful, values-aligned collaborator rather than a transactional influencer.