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, post-production
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 social video content for both India Davis, a natural hair beauty blogger and new mom in Texas, 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 these video shoots (assets ran on Pinterest, Snapchat, Facebook, Instagram, and were posted to the influencers' channels as well), 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.
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 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
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
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
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: 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