Bread & Fred
Led influencer coordination and creator partnerships for Bread & Fred, securing lifetime usage rights for creator reactions featured across trailers and marketing assets. Produced, edited, and voiced official trailers, including versions showcased during Nintendo Indie World (NOA & Japan).
Helped shape the game’s global visibility and tone through strategic creative direction, influencer alignment, and community-first storytelling, amplifying Bread & Fred’s charm worldwide.
Helped shape the game’s global visibility and tone through strategic creative direction, influencer alignment, and community-first storytelling, amplifying Bread & Fred’s charm worldwide.
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DeveloperSand Castles Studio
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Year2024
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RoleBrand Manager
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Website
Influencer Marketing:
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YouTube40M+ Organic Views
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TikTok288M+ Views
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Twitch74K+ Peak CCV
Nintendo Indie
World Direct
Bread & Fred waddle onto #NintendoSwitch today! Join the adorable duo as they embark on a charming yet challenging co-op journey up the snowy slopes. Prefer solo? Jeff, your pet rock, is ready to roll! 🐧: https://ninten.do/6017YZqeZ pic.twitter.com/wnB2i9qhdQ
— Reza Zadeh 🇺🇸 (@Reza_Zadeh) December 29, 2020
CHARITY COLLABORATION — ST. JUDE CHILDREN’S RESEARCH HOSPITAL
I also led Bread & Fred’s collaboration with St. Jude Children’s Research Hospital, bringing the Fever Fighter outfits into the game as an unlockable initiative tied to fundraising and awareness. Working directly with St. Jude’s brand team required navigating strict creative and messaging guidelines while still honoring the heart of the collaboration and the game’s tone.
Balancing those constraints with creative expression made this one of the most challenging partnerships I’ve managed and also one of the most rewarding. Helping integrate a cause I deeply believe in into a joyful, widely played game remains one of my proudest achievements, both professionally and personally.
Balancing those constraints with creative expression made this one of the most challenging partnerships I’ve managed and also one of the most rewarding. Helping integrate a cause I deeply believe in into a joyful, widely played game remains one of my proudest achievements, both professionally and personally.
CREATOR CRAZE
When Bread & Fred launched, the goal was simple: get people laughing, sharing, and talking. Through a creator-first influencer strategy, I helped drive 40M+ organic YouTube views and 288M+ TikTok views, with zero paid amplification on YouTube.
Coverage spanned YouTube, Twitch, TikTok, and Reels, with creators like Markiplier, Ludwig, SMOSH, LilyPichu, Disguised Toast, and Sodapoppin bringing the penguins to life for millions of viewers.
My role included leading influencer marketing end-to-end—building creator relationships, coordinating coverage, securing usage rights, and ensuring messaging stayed authentic. The result: turning a charming co-op game into a viral, community-driven success story.
Trailer Production
& Voice Work
Every trailer is a first impression and I make sure it hits. From scripting to editing to final VO, I’ve produced official trailers that capture the heart of the game and the attention of the audience.
Trailer production, voice work, brand voice, influencer strategy, even got Bread & Fred into a Nintendo Indie World.