'Black & Positively Golden' McDonald's

As lead copywriter for the Black & Positively Golden campaign, I helped define and shape a targeted social platform dedicated to celebrating Black excellence in education, empowerment, and entrepreneurship. With creative ownership over the voice and tone, I developed dynamic print and high-volume social content that highlighted cultural achievements while inspiring meaningful community engagement.

The campaign successfully positioned the platform as a hub for recognition, connection, and inspiration, amplifying stories that might otherwise go unnoticed. By combining strategic storytelling with culturally resonant messaging, the work deepened audience connection, reinforced brand authenticity, and demonstrated the power of thoughtful, purpose-driven creative to elevate social impact

CREDITS:

Creative Director: Rebecca Williams

Senior Art Director: Vinh Tran

Senior Copywriter: Andrew Kondo Weigl