(launching) Steph Curry’s better-for-you drink brand.

Co-founded by Michelle Obama and backed by Steph Curry, Plezi set out to redefine what “better-for-you” tastes like- bringing bold flavour and good vibes to a new generation. I led the social strategy and content system behind Plezi’s hydration and Fizz portfolios, helping the brand find its cultural voice between Zalphas and parents.

From on-court collabs with Steph Curry to creator-driven videos that lived where Playmakers actually scroll, our content was designed to move with culture- not chase it. We reframed wellness through storytelling that was equal parts sport, style, and joy, evolving Plezi from startup to movement.