/ the home depot

Social Media &
Content

For four years at 22squared, I helped lead The Home Depot’s social and content business / building not just the work, but a creative team and culture I’m deeply proud of. We created an environment that was tight, resourceful, and hands-on, where everyone showed up for each other and took real ownership of the craft.

Our work was driven by highly specific audiences and deeply integrated with media strategy, which pushed us to be both creatively ambitious and strategically sharp. It was a scrappy, high-trust chapter of my career, and one that shaped how I lead teams to this day.

Below are some of my favorite pieces from that time.

Built-in-Pins

Pinterest is a platform mostly used for inspiration, but often people fail to transform their dreams into reality because when it comes to real DIY's, 'doing' can be very intimidating. Since The Home Depot's DNA is built on doing, we decided to break down the intimidation factor by creating a series of DIY videos that were literally built inside a Pin.

Welcome to Built-in Pins, the first ever renovation project series that transformed ugly 'befores' into beautiful 'afters' - right in front of you - and all inside carefully crafted Pinterest Pins.

We created a robust ecosystem of content to support our Built-in Pins, including:
- Pinterest's first ever shoppable 360º video.
- Dozens of step-by-step instruction Pins
- DIY tips  Pins
- Shoppable product focused Pins, etc.
And to launch the campaign we spread Pincodes accross each of The Home Depot’s 2,274 stores in the US.

RECOGNITION
Cannes 2018 / Bronze
The One Show 2018 / Merit
Adweek Project Isaac Awards 2018 Winner
Communication Arts / Nov/Dec 2018 Annual

Samsung
Flex

The new Samsung FlexWash + FlexDry was about to hit the market at all the major retail stores in the US. Based on the appliance's main innovative feature where you can wash your darks and whites, tough and delicates, and so on... 

at the same time - in one machine, our creative approach aimed to reflect unlikely pairings that wouldn't normally go together, together. 

Instagram
Stories

Helped The Home Depot become part of everyday conversations by building one of the earliest branded Instagram GIF libraries / designed for people to use, not just view. Instead of traditional ads, we created a suite of expressive, playful GIFs that let consumers organically share the brand while documenting their DIY wins, home projects, and garden moments.

More than “cute content,” this was an early example of platform-native branding: turning users into distributors and positioning Home Depot as a creative partner in their passion projects. The result was scalable, culture-forward brand presence, embedded directly into how people communicated online.

Build
Cheer

To drive awareness for The Home Depot’s Cyber Week deals, we reimagined their Build Cheer platform in a way only a brand for doers could. Instead of standard promo posts, we partnered with a local woodworker to build six-foot-tall wooden letters spelling BUILD CHEER, turning a handmade sculpture into a product display.

We teased the installation on social, then revealed wrapped and unwrapped product moments across multiple social posts. What started as a tactile, maker-first idea became a performance engine, directly driving $32M in product sales.

We extended the idea with custom-designed wrapping paper—orange for The Home Depot posts and green for Ryobi—creating a simple visual system that let each brand own the moment while staying connected to the larger Build Cheer story. Small detail, big impact: cohesive, scroll-stopping content that felt handcrafted and platform-native.

Hoover

To spotlight Hoover’s Wash + Dry feature, we created a series of social-first videos that turned a functional benefit into visual proof. 

By showing messes disappear in one seamless pass, we transformed a product demo into satisfying, scroll-stopping content / making performance feel effortless, immediate, and impossible to miss.

College
Game-Day

As the official sponsor of ESPN College GameDay, The Home Depot wanted to spotlight its tailgating gear in a way that felt fun, not forced.

So we imagined what the hosts might be doing if they weren’t on air every Saturday, creating a series of playful pre-rolls that put Home Depot products at the heart of game-day culture. 

We also launched the brand’s first-ever 360º video, starring Rece Davis, who ditches the desk to host a backyard grilling show with help from his on-air friends, turning sponsorship into entertainment and product into story.

PPG
Paint

To launch PPG Timeless (the consumer line from PPG Industries, sold exclusively at The Home Depot) we leaned into what PPG is already famous for: durability.

Instead of saying it, we proved it / by having the paint compete against its own color names. Carrot Cake shows washability, Catnip stress-tests scratch resistance, turning PPG's product names into product demos. 

The idea came to life across social-first content and immersive formats, including Instagram Stories, Facebook Canvas, and an interactive Snapchat game, transforming performance claims into playful, platform-native proof.

Appliance
Solutions

When a major appliance breaks, life hits pause. To build awareness and consideration for The Home Depot as an appliance destination, we dramatized that exact moment, creating three spots that turn everyday breakdowns into emotional turning points. 

By starting with disruption (not product), we made the category human again and positioned Home Depot as the brand that gets you back to living.