Company
Sony Honda Mobility
What I delivered
Brand Launch Strategy
Social Media Strategy
Community Engagement
Digital Content Development
Automotive Storytelling
Introducing a new kind of mobility brand
Sony Honda Mobility was created as a joint venture between Sony and Honda with a vision to redefine the relationship between people, technology, and transportation.
Launching a new automotive brand in a crowded EV landscape came with a unique challenge: how do you build awareness, trust, and excitement for a vehicle that does not yet have a legacy?
Unlike traditional automakers with decades of heritage, AFEELA needed to create its own identity while introducing audiences to an entirely new vision of mobility.
The challenge wasn't just launching a vehicle, it was building a community around the future of mobility.
Our approach
AFEELA's story extended beyond horsepower and specifications. The brand represented the intersection of mobility, entertainment, artificial intelligence, and human connection.
I owned organic content strategy across AFEELA's North American channels, working inside a team that spanned the U.S. and Japan. In practice that meant running content calendars and production workflows in Asana across 10+ stakeholders, keeping approvals moving against launch timelines, and directing designers, agencies, and creators toward one voice.
I also worked with the CRM team to rebuild the AFEELA welcome journey, giving creative direction and design feedback through several rounds of revision.
The consistent question was the same one every time: what's the version of this feature a person would actually repeat to a friend?
A series of short-form social videos documenting the creation of the AFEELA Delivery Hub. Each piece highlighted a different stage of the build, including custom art installations inspired by EV technology, while building anticipation for the facility's opening.
Social Media Strategy
As the Social Engagement & Content Specialist, I managed the development and execution of AFEELA's social presence across platforms including Instagram, Facebook, LinkedIn, and X.
Responsibilities included:
• Developing content calendars aligned with global brand initiatives
• Creating social storytelling around product technology, events, partnerships, and brand milestones
• Collaborating with Japan-based teams, PR, creative partners, and internal stakeholders
• Translating technical product features into engaging consumer-facing content
• Monitoring audience feedback and identifying opportunities to strengthen community engagement
Building a community before launch
One of AFEELA's most unique opportunities was engaging with future owners before the vehicle reached production.
Through reservation holder community management, we created a direct connection between the brand and early adopters.
This allowed us to:
• Gather customer feedback
• Address questions and concerns
• Build excitement around development milestones
• Create a sense of participation in the brand's journey
Technology storytelling
AFEELA introduced audiences to technology typically associated with multiple industries:
• AI-powered experiences
• Advanced driver assistance systems
• Immersive entertainment
• Connected mobility
• Premium audio experiences
The challenge was transforming technical innovation into content that felt approachable and exciting.
Brand moments
AFEELA's journey included major cultural and technology-focused moments:
CES | ComicCon (Anime FanFest) | GRAMMYs | NAMM | AnimeNYC
Studio openings | Brand partnerships | Product announcements
Each activation provided opportunities to bring the brand vision to life through real-time storytelling, social engagement, and audience interaction.
Impact
Over 18 months, AFEELA's North American social audience grew 7x to 36,000 followers, built entirely before a vehicle reached customers.
The branded IP collaborations were the clearest proof that the strategy worked. Partnerships with Demon Slayer and The Brilliant Healer generated 397,000 combined organic views by putting AFEELA in front of anime audiences who weren't reading car news and had no reason to care about a new EV brand. That's the whole thesis of the account in one number: meet people inside the culture they already occupy, then introduce the car.
Alongside that, I ran on-site content production for brand partnerships including Crash Champions, and produced photo, video, and design assets from concept to delivery for CES, the GRAMMYs, NAMM, AnimeNYC, studio openings, and product announcements.