At Grade Level

As the creative lead for At Grade Level, I led the account’s creative and social efforts across organic and paid social, vertical video, digital advertising, and OOH billboard campaigns. I worked closely with the account team to develop creative that increased awareness around childhood literacy and its connection to long-term outcomes in Fort Worth, Texas.

I also directed, filmed, and organized the documentary Booked: Literacy vs. Incarceration, helping bring the organization’s mission and the broader literacy crisis to life through documentary storytelling.

Through the combined social and paid media strategy, we grew At Grade Level’s email and text audience from zero to more than 50,000 contacts, exceeding annual growth goals and establishing a significantly larger audience to support literacy initiatives throughout Fort Worth.

The work showcased here represents my role across creative direction, social strategy, paid advertising, video production, OOH, and documentary production, with a focus on turning a complex social issue into compelling campaigns that drive awareness and action.

Multiple educational posters and flyers about children's reading skills and assessments, including questions like 'Can your child read at grade level?' and instructions for parents on how to help their children with reading tests.
A young boy reaching through prison bars towards an open book on the ground, with large text 'BOOKED' overlayed, and a subtitle about literacy and incarceration.

Directed, filmed, and organized the documentary Booked: Literacy vs. Incarceration, exploring the connection between literacy, education, and incarceration in Fort Worth, Texas. I coordinated interviews with formerly incarcerated individuals to share their personal experiences with literacy and education, alongside perspectives from educators, community leaders, law enforcement, and juvenile justice professionals.

The documentary featured Mayor Mattie Parker, Tarrant County Commissioner Manny Ramirez, retired Fort Worth Police Chief Neil Noakes, Tarrant County Sheriff Bill Waybourn, Shandra Carter of the Texas Juvenile Justice Department, Juvenile Services Director Riley Shaw, STEP Director Ricky Clark, Literacy Round-Up founder Caroline James, Parent Shield Fort Worth founder Trenace Dorcey-Hollins, and former corrections and prison educator Robin Burton.

My role encompassed documentary production, interview coordination, filming, creative direction, and storytelling, bringing together a diverse range of voices to examine the role education and literacy can play in shaping outcomes for individuals and communities.

Infographic showing that 30 kids get on the bus, but most won't reach success, with silhouettes of children walking and a progress bar at the bottom.
Poster with countdown indicating about 20-22 years for high school graduation, featuring silhouettes of people walking at different ages, from childhood to adulthood, and a profile of a young boy looking out a window.
A graduation cap and red stole on a smiling graduate in front of a building with onlookers. Bold text states, 'Roughly 12 will enroll in college.' Rows of silhouette figures depict students walking, representing college enrollment.
A poster with the text '6 Will Actually Earn a Degree' featuring three graduates in caps and gowns, smiling and walking, with illustrations of people walking or running below.
Red and dark gray graphic with white text promoting reporting on high school and beyond at the website atgradevel.org, with a note to find the link in the description.