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: Aussie Rules
Role: AD - pitch concepting, print beauty shoot pre-pro, on-site CD through post, visual identity, digital assets
My partner and I pitched the winning campaign to launch a new tagline and product, bringing the Aussie business to the digital side for the first time 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 two print ads, pre-roll content and OLA. I created the new campaign visual identity, both print ads from concept through execution, and ran the photoshoot from pre-pro through post, acting as on-site creative director for the shoot.
The pre-roll video featuring the star of "Shit Girls Say" Graydon Sheppard in a fun take on the strategy of missing out on life with "Shit Girls Say About Hair." The video garnered over 7 million hits on Youtube.
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.
Over the years, I've developed every kind of online and social asset for Chase and it's many various branches (cards, corporate giving etc.). From geotargeted Snapchat filters for Chase Sapphire to Facebook posts back when consumers engaged organically with brands, I've learned how to concept and execute on every kind of social need for a large brand quickly and with personality.
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
Deep Focus brought me in to concept & illustrate key frames for animated transitions as part of a brand culture video.
Working within a minimal style and restrained color palette, I created fun and creative illustrations to tell the DF brand story in a succinct but memorable way that played off of their slightly wacky way of thinking and doing.
Agency: Deep Focus
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've worked with over a dozen companies to create strong visual identity systems that are smart, fun and unique. Included here is a curated selection of logos representing a wide array of branding projects for businesses big and small.
Please email me for more information/examples of my brand identity work.
Campaign: Global Flavor :30 TV Spot
Role: AD - concept, TV script writing & presentation
Lay's debuted their latest flavor campaign by incorporating four unique international flavors - chips that are popular in other countries. but previously unavailable in the US. The assignment was to create a :30 TV spot that previewed all four flavors and their origin countries (India's Tikka Masala, Greece's Wavy Tzatziki, Brazil's Picanha and China's Szechuan Chicken), along with touching on the points and prizes being built into the campaign, in a fun and visually compelling way. My concept focused on using the chips, bags and flavors themselves to create a unique and stunning international journey, using a well-known, catchy tune with humorous lyrics to create an intriguing and memorable campaign spot. While this didn't get made, it continues to be one of my favorite scripts.
Agency: Deep Focus
Campaign: Chase Jacksonville Launch
Role: AD - concept & design/execution for digital & mobile OLA, experiential events & microsite components of 360 campaign
Chase wanted a completely localized, 360 degree campaign to promote their new branches in Jacksonville, Florida, where they had a non-existent presence and lots of competition. Beyond engaging the city of Jacksonville for a successful launch, Chase wanted a framework they could replicate in the future for expansions in other targeted cities.
I worked with the digital team from concept through design production to develop an immersive and informative site experience, a series of rich media, site takeovers, online and mobile banners, along with event and experiential concepting. and pre-pro for the photo and video content shoot.
Campaign: 2017 Creative Pitch
Role: AD - manifesto write-up, all visual comps, logos
I was brought in on Lay's to concept a full creative program for 2017, including a new tagline, anthem spot manifesto and a variety of program executions. I wrote the chosen manifesto and developed the look and feel for a fun, imaginative direction, and comped all relevant visuals (including 3 program logos) for the client presentation.
Agency: Deep Focus