build on signals
not vibes
I’m a social media EXEC with 19 years of experience building the world’s biggest talent and brands
who i’ve built with
MY SERVICES
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Film & TV Title Launch & Sustain
Product & Merch Launch
Music Album or Tour Launch
Book Launch
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Item description
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WHAT The PEOPLE ARE SAYING
My Work
Bad BOys 4 Release CAMPAIGN
Facing a slumping Summer 2024 box office, Westbrook partnered with Sony Pictures to launch a 360-degree social strategy for Bad Boys: Ride or Die. By utilizing global icons like Lionel Messi and Khaby Lame into as creators for the film, overhauling creative of paid media on-sale assets, and hyper targeting soft audiences with an unusually high volume of custom creative, we drove a campaign that put butts in seats. Bad Boys 4 opened #1 with $104.6M globally, driven by nearly 200 Will Smith posts and almost 1 billion video views across Will Smith’s channels.
✓ 194 posts on Will Smith platforms
✓ 936.8M video views on Will Smith platforms
✓ 58 posts by creators
Zoom
When the pandemic hit in February 2020, Zoom Communications was caught off guard. Almost overnight they became the 5th most downloaded app in the App Store and surged from 10 million daily users to 300 million in April. Their social presence was drab, corporate and dormant as they hadn’t posted on Instagram in two years — not an endearing look for a company whose name was quickly being converted into a verb. In May, they called in my team at Westbrook for help.
We quickly sprang into action, building an organic social strategy that leaned into the new use cases for video conferencing, loosening the brand’s rigidity, and helping navigate PR/comms concerns that spiked with the app’s rapid adoption.
FRESH PRINCE REUNION
As the 30th anniversary of The Fresh Prince of Bel-Air snuck up on unsuspecting millennials around the world, Westbrook partnered with HBO Max to develop a reunion special and create a noisy social media campaign to amplify it. In parallel, we also teamed with Airbnb to launch an IRL experience to rent the original Fresh Prince mansion for a night. The result was electric.
✓ 470M Video Views
✓ 15B Impressions
✓ 70M Engagements
✓ 3K Global Press Hits
‘Anxiety’ dance trend
The most viral trend of 2025 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. 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..
✓ 1.1B Views
✓ 96M Likes
✓ 2.8M Shares
Campaigns
