In 2023, With Moontower still under construction, we had to sell a vision, not a unit. I led the creative and social strategy from the ground up—literally—crafting a brand narrative that centered on lifestyle, community, and design.

To build early buzz, I organized and creatively directed a three-day lifestyle shoot throughout the Roosevelt Row Arts District. I handpicked and coordinated with local influencers to model for the campaign, handled styling and logistics, and collaborated with a local photographer to establish our film-inspired visual identity. Because we couldn’t shoot in the building yet, I brought the Moontower lifestyle to life through carefully curated, neighborhood-based content.

I managed all content strategy and social rollout, launching Moontower’s Instagram with a Reels-first approach (bold at the time) tailored to platform trends. The storytelling leaned into our design-forward voice, the cultural pulse of downtown Phoenix, and the aspirational lifestyle of our target renter.

To amplify the momentum, I designed branded Moontower merchandise and led a curated influencer drop. The unboxing content further extended our reach and brought the brand into real-life conversations. Many of these influencers ultimately became residents—continuing to generate content and brand affinity from the inside.