This work represents a strategic concept developed within a co-brand marketing environment, shared here to illustrate my approach to building scalable, data-driven creative systems.
A Scalable System for Personalized, AI-Driven Storytelling
Connecting everyday spend moments to aspirational travel
The Problem
Hilton’s storytelling was built around the stay, but the value of the Hilton Honors American Express Card is earned in everyday life, through moments that vary widely across lifestyles.
The card works by turning everyday spend into travel rewards, so capturing those everyday moments is essential to telling the story. Paired with on-property imagery, it connects daily behavior to aspirational travel.
However, production was focused on property-level shoots, and traditional editorial workflows were not built to capture off-property moments at scale, limiting the diversity and relevance of the overall narrative.
The Insight
People connect more deeply to experiences they can see themselves in. Without everyday context, the connection between spend and stay remains abstract.
The Idea
Develop a scalable system powered by data and generative AI to produce diverse, real-world everyday moments, completing the narrative and enabling context-aware, personalized storytelling at scale.
The Strategy
A lifestyle-based creative model designed to complete the story:
Customer data & behavioral insights
Segment-specific creative direction
Context-aware, personalized storytelling
The goal: Ensure that every audience can see themselves in the story.
The AI Workflow
AI enables personalized storytelling at scale by making it possible to:
Generate context-specific visual scenarios at speed
Scale creative across multiple audience segments
Rapidly test and iterate without traditional production constraints
The Output
Lifestyle-driven, context-rich imagery
Segment-specific storytelling
Modular, scalable across channels
Designed for:
CRM and lifecycle marketing, email acquisition, paid media & digital experiences
The Value
Relevance → Creative reflects real behavior
Scalability → Personalized storytelling across segments
Speed → Reduced dependency on traditional production
Creative Leverage → More variation, more testing, more precision
Role
Defined the strategic framework and system architecture
Independently originated the concept and storytelling approach
Led visual direction and creative logic across the system
Developed a segmentation-driven creative model for personalized storytelling
Presented to global creative leadership as a forward-looking direction for AI-enabled creative