Concepted, wrote, directed, and edited a full-funnel campaign for Presidential City, a luxury apartment complex in Philadelphia. At the heart of the campaign was a quirky, confident character I created: Resident President—a modern, satirical twist on a presidential figure who became the face (and voice) of the apartments. From TV and digital videos to social cutdowns and lobby signage, the character brought humor, charm, and brand recognition to every touchpoint. The campaign drove major buzz in the Philly market and helped reestablish Presidential City as a top-of-mind choice for renters.