As part of the 1st Place-winning team out of 208 universities at the 2024 National Student Advertising Competition, I led video production for Tide’s “It’s Better on Cold” campaign—driven by three core data-backed insights and designed to generate over 1.5B impressions and an 18% lift in conversion intent. I collaborated with five consultants to optimize a $50–75MM media budget using 90+ case studies and 500 surveys, contributing to a projected 7.2B impressions and 50% increase in conversion; recognized with Best Use of Market Research and Best Speaker Award by P&G.