Campaign: JP Morgan Chase & Co. Detroit's Model for Impact
Role: Lead Creative - concept, directed 17-hour 1 day shoot, lead for all pre & post-production and social asset creation.
We turned a 40 page Corporate Responsibility report on JPMC's $100 million+ investment in Detroit into a 2 minute video, featuring a Detroit artist hand lettering the most impressive statistics.
Across the board, Detroiters loved it, and the campaign beat every benchmark set on social, including 5.2 million views across Facebook, Twitter & Instagram (18 million+ impressions), and a 31% view rate for Facebook (2.4x higher than JPMC's 9% historical benchmark average).
Campaign: Chase Slate Power Ahead
Role: Lead Creative, concept, pre - post-production, content developemnt
Chase Slate came to us with a brief to help them stand out in a sea of other cards that offer similar credit tools. Our resulting campaign, Power Ahead, served as a rallying cry to focus on self-improvement not just in credit building, but also in life by spotlighting two highly motivated influencers working towards self improvement one step at a time.
We created hero video content for both India Davis, a natural hair beauty blogger and new mom, and Josh Sundquist, a motivational speaker and former paralympian, as they showed viewers how they keep their finances running smoothly with the help of Chase Slate. We generated a wide library of additional motivational content from the videos, and were proud to see a positive and loud response to our inclusive campaign and the everyday people we held up as examples for our brand.
In fact, our campaign was so well received that Chase asked us to produce a second phase of the campaign, this time focusing on profiling successful money expert Farnoosh Torabi (hero video included at top).
Campaign: Aussie Rules
Role: Art Director
My partner and I pitched the winning campaign to launch a new tagline and product for Aussie Haircare, with a focus on hair care products that let you forget about your hair anxiety and focus on living life instead. The final campaign featured pre-roll video content starring Graydon Sheppard (of "Shit Girls Say" fame) two print ads, and OLA.
Besides building the initial concept for all aspects of the campaign, I led the development of a new campaign visual identity (convincing the brand to move from black and white to color photography for the first time), and directed both print ads from concept through on-site shoot and post. Our video garnered over 7 million hits on Youtube, lots of press (AdWeek, The Today Show, DailyMail and more), and a second episode one year later.
My partner and I developed the following manifesto as the driving force of the campaign:
There's a myth out there that beautiful hair takes a lot of work. It's complicated. It's pricey. It takes forever.
Well guess what? It doesn't, it isn't and it won't.
Forget everything you thought you knew about hair care. Ditch the elaborate routines. Let's take back beautiful hair and make it play by our rules. Aussie rules. With Aussie, you can get aussome hair without the big production, and then do your thing. Laugh. Lounge. Lay out at the beach or take it for a spin. Whatever. Your hair is play by Aussie rules now, and it's gonna look, and feel, aussome.
Campaign: Annual Powerful Answers Spotlight
Role: AD - concept, documentary script, pre-pro and on site video shoot, post, immersive site experience, banner ads & social
Powerful Answers is an annual awareness campaign to spotlight VZ's innovative solutions for the world's biggest problems. Our campaign promoted Networkfleet - a B2B remote vehicle monitoring service - to millennials. The goal was to distill a complicated, non-consumer facing technology into something that could be easily digested by a broad audience, while at the same time inspiring people to reconsider Verizon as a technology innovator and global problem-solver. We highlighted Networkfleet's positive impact on the environment by creating an engaging and interactive website, along with an story-driven pre-roll documentary about the success of Ventura, California's use of the technology.
From initial concepts and treatments through shooting and video post production, I was on a team of 3 (alongside a director and CD) that saw the documentary through to completion. I also developed the structure and story for the site, and managed the online advertising/social media content generation (overseeing two designers).
Chase Uber is an ongoing social campaign and initiative to encourage Chase cardholders to join Uber and enjoy a special discount.
Meant to target specific timely initiatives (for spring, the focus was on weather, dining, nightlife, airports and travel), new creative was created on a bi-monthly basis to refresh the campaign.
I acted as the Lead Creative for a 3 location shoot day, from concept through production, overseeing a designer to create final assets to run on both Facebook and Instagram.
unimpressionism is an ongoing personal project, founded with a simple premise: i wanted more ways to roll my eyes at the happenings of my daily life and the world, and i'm a lifelong art history aficionado.
Unimpressionism has also been tapped as an official partner of ArtUK in their efforts to spread the education and enjoyment of the art collections of the United Kingdom to the masses via today’s most popular media channels.
Over the years, I've learned how to concept and execute on every kind of social need for a large brand quickly and with personality. I've created assets for for Chase across their many lines of business. Here are some of my favorites.
Agencies: Vaynermedia, mcgarrybowen
Campaign: Creative Pitch - Women in the Workplace
Role: Lead AD - 360 campaign concepting - including manifesto/script writing, visual comps and write-ups for digital, social and traditional tactics, and sizzle video production
Working with only another AD, and reporting directly to the ECD of Deep Focus's LA office, along with the DF President and Head of Strategy, I developed two strong and complete concepts for the TRESemmé pitch. Motivated by the success of the Dove Real Beauty campaign, along with the current explosion of "femvertising," TRESemmé came to Deep Focus with the challenge to develop a social movement that would empower and inspire women, along with increasing brand awareness.
See more details and executions for both concepts below.
Agency: Deep Focus
In honor of International Women's Day 2018, Vaynermedia put out an agency-wide brief looking for an idea that celebrated and empowered women (both at VM, and beyond) and felt distinctly "Vayner." More importantly, the project needed to come to life in a matter of days, and reach as many people as possible.
My partner and I pitched the winning idea - take over The DailyVee, VM's CEO and founder Gary Vaynerchuk's daily video series (which inadvertently tended to feature mostly men), and rename it The DailyShe. In 2 days, we put together a panel of 4 female rockstars at the agency, followed them around for the day, and interviewed over 40 additional VM women on screen.
It was a roaring success - Gary's female AND male fans came out in droves to comment on how inspiring the video was, and how they'd like to see regular content spotlighting the women at Vayner in the future.
It was an honor to work with Vayner to promote their female employees, and #credither in an industry (among many) that's historically been rife with gender inequality.
Campaign: AOR 2017 Creative Pitch (won)
Role: AD - 360 campaign concepting and development, including print, digital and OOH with original hand lettering
15 Degrees brought me in to help develop a visual look and feel for a 360 pitch to the Westchester County Tourism Board. Using the agency's idea of "Bestchester" and the construct of rhyming words with "west" to describe the many, many awesome things Westchester Country has to offer (think Zestchester for restaurants, Yeschester for wedding venues, Freshchester for farms and so many more), I created a unique and fun visual campaign using hand lettering to play off their current logo & branding. By customizing the typography and mixing in relevant iconic imagery, the campaign aimed to target a younger generation of potential tourists in NYC and neighboring states.
Agency: 15 Degrees
I specialize in creating strong visual identity systems that are smart, fun and unique. Included here is a selection of a few favorites, representing a wide array of branding projects for businesses big and small.
Please email me for more information/examples of my visual & brand identity work.
While I'm an art director first, I have a strong writing background and have operated as lead creative on a number of campaigns and pitches where needed, which often included script, manifesto and other types of writing. Here are a few of my favorites.