Client: Will Smith

Role: VP Social Media / Lead Creative Strategist

Execution: In 2025, the most viral trend of the year was set to Doechii’s “Anxiety” utilizing an old clip of Will Smith and Tatyana Ali in The Fresh Prince of Bel-Air.

In partnership with TDE and Capitol Records, I produced a mini-campaign that would aim to serve as the ultimate fan service moment and propel the trend to new heights.

Results: Our teaser, hero, and bonus videos garnered over 1.1 billion views, thousands of global press hits, and the hero video surged to become Will Smith’s most viewed TikTok video of all time.