City of Philadelphia
Making City Hall Worth Paying Attention To
Digital Strategy / Creative Leadership / Public Sector Storytelling
Completed in my official role as Digital Director for the City of Philadelphia.
The Challenge
Government has no shortage of important stories to tell. Getting people to pay attention to them is an entirely different challenge.
From housing and public services to major events and everyday life in Philadelphia, the work requires communicating information that can directly affect people’s lives.
But just because something is important doesn’t mean people are going to stop scrolling long enough to hear it.
So the challenge became something bigger than posting consistently or reaching a certain number of people.
How do we make government communications more accessible, more relatable, and more connected to the people we’re trying to reach?
The Approach
I believe attention is earned, not owed.
That belief has shaped much of my approach as Digital Director for the City of Philadelphia.
My thinking is simple: people connect with people before they connect with institutions.
Instead of approaching every piece of content like a press release, we’ve worked to create a digital presence that puts people, culture, and community at the center.
Sometimes that means simplifying a complicated policy. Sometimes it’s finding the human story behind a major initiative. And sometimes it’s recognizing that the best opportunity to connect with people is to meet them in a conversation they’re already having.
The work extends beyond individual posts or videos. It includes developing content strategies, leading a creative team, collaborating across departments, working with leadership, and building a digital operation that can respond to the moment while remaining consistent in its mission.
The Work
Our approach has come to life through a range of projects:
- Making major initiatives like the H.O.M.E. Plan easier to understand.
- Highlighting the people and businesses that give Philadelphia its identity.
- Connecting City Hall to cultural events and conversations.
- Bringing a more human perspective to the Mayor’s digital presence.
- Building storytelling formats that make government communications more engaging.
Different projects require different approaches, but the thinking remains the same. Find the story. Understand the audience. Make it matter.
H.O.M.E. Initiative
With John Legend, FUSE, and the Philadelphia Housing Authority. Making a major housing initiative feel human and easy to understand.
Block Party Bonanza
America’s 250th, block by block. Bringing City Hall to the neighborhoods and letting residents be the story.
9/11 Memorial
Moments that call for restraint. Honoring the day with dignity, ceremony, and care.
Mayor Parker x Milano Di Rouge
Letting the Mayor’s personality lead. Style, culture, and a conversation people actually want to watch.
Community Spotlight
The people who give Philadelphia its identity. Shaw’s Beauties and a Brewerytown story told from the storefront.
IBX Foundation 15th Anniversary
At the Franklin Institute. Showing up for the partners who show up for the city.
HBCU Battle of the Legends
Connecting City Hall to the cultural moments people already care about.
The Team
None of it happens alone. The people behind the work.
The Impact
From April 2025 to April 2026, the combined City of Philadelphia and Mayor of Philadelphia social channels generated:
Views
Interactions
New followers
These numbers represent the collective work of the City’s communications teams during the reporting period.
What I Took From It
Attention matters. But attention alone isn’t the goal.
A video can go viral without changing anyone’s understanding of the issue.
The bigger opportunity is turning that attention into something useful. Helping residents become more informed. Making information easier to access. Giving people a reason to feel connected to what’s happening in their city.
Because good storytelling doesn’t just tell people what’s happening.
It helps them understand why it matters.
My Role
Digital leadership, strategic planning, editorial direction, creative direction, cross-department collaboration, and team management.