Silkroad: Narrative Strategy & Campaign Video

As Silkroad transitioned from Yo-Yo Ma’s globally celebrated ensemble into a broader cultural institution under new leadership, I was brought in to lead narrative strategy for the shift, one that carried both legacy and risk.

Working directly with the executive director, I helped translate an evolving vision into a message that could hold it all: the intimacy of a founder-led collective, the weight of institutional legacy, and the ambition of a new chapter rooted in education, refugee resettlement, and cultural partnership. With a national tour on the horizon and major funders watching, we needed a story that unified internal teams and inspired external belief.

I served as both lead strategist and producer, shaping the campaign’s narrative architecture, directing interviews, and managing on-set creative through production. What began as a documentary evolved into a strategic video built for internal alignment and public positioning. I worked closely with artists and leadership to humanize the brand, surface new initiatives, and reflect the transition with honesty and care.

This project reflects my strength in guiding institutional storytelling through moments of change, blending strategic clarity with hands-on production to deliver work that resonates across audiences, stakeholders, and power structures.