I built the brand voice strategy that made milk belong in gaming. As Creative Lead, I didn’t just develop messaging—I crafted a narrative that reframed gaming as a high-performance sport. ‘Game is Sport’ became more than a tagline—it was a brand repositioning moment that challenged perceptions and placed milk in a space no one saw coming. By leading creative from strategy to execution, I ensured that every touchpoint—event activation, influencer engagement, and digital content—reinforced a voice that felt sharp, authentic, and built for Gen Z. The result? A high-energy brand moment that cut through gaming culture and turned milk into an unexpected performance fuel.

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