Abbie is a brand and social strategist who starts with one question: where does a brand's best idea meet what people already care about?

From e.l.f.'s first major moment on TikTok to an iPhone launch built around how fans already show up in the feed, she finds where a brand's best ideas connect with the things people can't stop talking about, then builds the strategy and creative to match.

Currently at TBWA/Media Arts Lab, working on iPhone and AirPods.