Strategy, content, collaborations.
For brands, founders and talent.
Fifteen years in luxury marketing, five of them building one of the loudest voices in watches
A decade in luxury public relations and marketing, holding roles at Giorgio Armani, Dolce & Gabbana, Tom Ford, Sergio Rossi and TUMI — press strategy, editor and influencer relations, fashion week and product launches.
In 2021 I took that to Jacob & Co. as Global Head of Content, Social and Marketing, and built a social and brand presence that outperformed Cartier, Bvlgari and Tiffany: 848 million views, 6.64 million followers, a billion impressions just last year.
Alongside it I consulted independently for brands, creators and talent, spoke on industry panels with Dash Social and guest lectured at NYU.
Virality Fair brings all of that under one roof — the strategy, the production and the partnerships that make people look twice.
Three service categories I provide
Social Media Strategy
The thinking. Setting the vision, then the steps to reach it and the areas to sharpen along the way.
Content Production
The making. From a full production crew to a one-person shoot, scaled to what the idea needs.
Collaborations
The reach. The right partners, and a network that carries the story further.
Before Virality Fair
The brands, launches and results that built the method.
Outperforming houses many times the size
We chose to stay relevant.
Brands and talent worked with — and the placements that became viral moments
Rihanna’s Watch Choker
The first time a watch was ever worn as a choker: a $670K Jacob & Co. tourbillon, debuted front row at Louis Vuitton.
Tom Brady, Super Bowl
A $740K yellow sapphire tourbillon worn on the FOX broadcast.
Grammys 2025
Red carpet takeover across next-gen and global music talent.
The same method, proven again
TUMI × McLaren
Campaign and social rollout with F1 driver Lando Norris for the first TUMI | McLaren collection, March 2021 — the launch of a partnership still running five years on.
Dolce & Gabbana
National press strategy and events, run end to end — including the 2018 Alta Moda takeover of New York, the house's most ambitious staging to date.
Social Media Strategy
Building a voice that sounds like the brand — and travels further than an ad ever could.
Quality over quantity, and never looking like an ad
The vision comes from what the brand/talent actually is, not a category template.
Built for the save and the send — what the platforms actually reward.
Read weekly, join what fits the brand/talent, ignore the rest.
No boosted posts. No inflated numbers. Just content that travels.
A strategy of my own, proven across brands, talent and partnerships.
What a strategy engagement delivers
Account audit
A full read of the current content and the data behind it — what is working, what is not, and the specific reasons why.
Content strategy
Named content pillars and concrete ideas for each, built around the visibility the brand has not yet capitalized on.
Social flow
Planning cadence and calendars, plus a practical fix for whatever is slowing day-to-day execution down.
Image & voice
In-feed layout for stills and video, caption style, and how the account speaks in comments and DMs.
Platform mechanics
The levers that currently move each platform, and which trends are worth joining this month rather than last.
Ongoing advisory
A standing line to the team as the strategy goes live, with review points and course corrections as results come in.
From scroll past to look twice
Content
Production
From a full crew to one person with an iPhone — scaled to what the content actually needs.
Three ways to produce virality
Campaign production
A to Z production, concept to final delivery, with a full set of deliverables. Scale flexes with the budget.
Content packages
A shoot built around one content need — UGC, BTS, candid moments. Less editorial by design.
Edits & packages
Viral edits from new or existing footage, packaged for every platform.
Concept, shoot, edit, deliver
Campaigns produced and directed
G-Dragon x PEACEMINUSONE
A fine jewelry and watch launch across Instagram, TikTok and YouTube: $7M+ in sales, 10.3M organic video views and 920K engagements, amplified by 200+ creator posts.
Alexander Zverev
Tennis world No. 2 Alexander Zverev fronts the sports collection: one hero film and a full social rollout, produced end to end from concept to shoot.
Flight of CR7
Partnership product reveal with Cristiano Ronaldo to launch the CR7 collection — one of the brand's viral peaks.
FC Barcelona 125
The club's 125th anniversary, marked with a limited edition and the brand's top social campaign of the year.
Bugatti
The brand's longest-running and most successful partnership: six hero collections, each taken from concept to social rollout.
Collaborations
Partnerships that feel like moments, not marketing.
Tailored collaborations, built for virality
Audiences are fatigued by staged unboxings and the volume approach to gifting — it stopped reading as organic and they can tell. I work the other way: fewer partners, chosen carefully, and content that feels like theirs, not an ad. Genuine, entertaining and invisible as a deal.
What I handle
Finding the brand, creator or celebrity whose audience and ethos actually fit — and the reason the two of you together is a story worth telling.
No two deals are alike. Each is structured backwards from the final deliverable, prioritizing organic rollouts, genuine product/brand moments and candid behind the scenes over staged campaigns.
Concept, teasers and reveal, directed as one story. Grounded in what both partners stand for, so it lands as content people want, not an ad they skip.
Direct relationships with creators, celebrities and brands, plus artists for one-off artistic pieces.
A network of luxury, lifestyle, fashion and news media pages on Instagram and TikTok. Each covers the story in its own voice, so it reads as news, not an ad — and on launch day, they all post together.
The European Kid: his most-watched video, with a brand hidden inside
New York comedian Aris Yeager plays Louis, the internet’s favorite spoiled heir.
No product pitch, no broken character, just Louis being Louis with the brand along for the ride. A store visit teased on stories the night before turned the drop into a moment.
The video went viral. The partnership went further: I went on to manage Aris, driving more viral hits and four brand deals, including Moncler and BOSS.
“Luba understood the character better than anyone I have worked with. She wrote it, shot it, cut it — and it became the biggest thing on my page.”
The Times profiled The European Kid and its luxury collaborations, covering the Jacob & Co. partnership and quoting me on it as the brand’s head of content.
Lavina: half a million from one creator
One creator, found on Instagram, who became the face of the jewelry line for three years.
No agency, no casting. I scouted Lavina on Instagram for her fashion instinct, set the creative direction and let her bring the authenticity campaigns can’t fake.
She wore fine jewelry the way fashion people do: layered, personal and effortless. The content worked twice, organically on the jewelry page and again in paid.
What I offer
Packages are curated to the client — mixed, matched and scaled, from one piece of work to a standing partnership.