Her first brief was to architect a campaign launch for a prototype called the Lattice: a carless mobility service that stitched neighborhoods together with pop-up transit nodes, on-demand micro-hubs and empathy-first scheduling. The catch: the pilot launch would be in three months, funded by stakeholders who expected press-friendly spectacle and metrics-first reporting. Rebecca’s clause of exclusivity gave her freedom—and pressure—because any misstep would be visible in magnified private briefings.