Broadly is VICE Media's content channel focused on women and their experiences. I've worked with VICE on a continuing basis as a feature editorial illustrator, creating over 35 illustrations from concept through execution for a wide variety of wacky articles.
Note: Some material featured here is offensive or NSFW, and nothing reflects my personal opinions.
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.
I've had the pleasure to create editorial illustrations for a wide range of content platforms and magazines. Here's a sampling of some of my favorites.
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).
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
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
The LadyGang is a "celebrity driven" podcast that garners over 100k downloads per week. Led by E! news host Keltie Knight, fashion designer Jac Vanek and actress Becca Tobin, The LadyGang takes a hilarious and honest look at what life is really like in Hollywood.
Motto, a company that connects illustrators with celebrities and influencers, hooked me up with the LadyGang to create a completely unique digital Sticker pack in time for Apple iOS 10's launch of Stickers.
From Bitmoji to Kimoji, the success of digital stickers has spurred a massive race to create, and this was an awesome opportunity to mix my style with The LadyGang's inside jokes. From concept through production, we created 20 stickers, which are available to download here!
xoJane is a online magazine where "women go to be their unabashed selves." xoJane has been named one of Forbes' "Top 10 Lifestyle Websites for Women," and garners over 2 million unique visitors every month.
I pitched an illustration project to xoJane that capitalized on two cultural phenomena - the enormous rise in popularity of coloring books for adults (particularly as a stress-releaser and meditative exercise), and the three ring circus that has been the buildup to the 2016 presidential election. I thought it would be hilarious and highly relevant to create a series of coloring book pages featuring the remaining presidential candidates - Clinton, Trump, Sanders and Cruz (as of Spring 2016). By creating a downloadable PDF for Americans to print out and enjoy via xoJane's enormous reach, my hope was to give people everywhere a creative outlet to color out their political frustrations and create a social media opportunity for endlessly unique UGC of people's colored pages.
Click here to view the full project, and download your own!
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
This includes 85+ albums released since 1957, and the goal is to create each image (in chronological order) in a unique artistic style.
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.
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
Chase tapped us to create a series of fun, premium geotargeted Snapchat filters in order to promote and support their Chase Sapphire Reserve sponsorship of the Sundance Film Festival.
Working with a limited timeline, a specific series of events to represent, and a limited color palette, I created a set of illustrated filters from concept through execution, working in tandem with another designer.
Included at the bottom are some additional stylistic options from the planning phase, from a fractal based illustration (playing off of the faceted Chase Sapphire brand and card) to a more figurative illustration.
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.
Sugarstring was a Verizon sponsored, non-branded editorial content platform focused on all things tech.
I created the brand look and feel utilizing a limited Verizon red color palette and graphic illustrations for a variety of feature articles and evergreen content.
Campaign: Global Flavor :30 TV Spot
Role: AD - concept, TV script writing & presentation
Lay's newest flavor campaign incorporates four unique international flavors - chips that are available and popular in other countries. but not currently 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.
Agency: Deep Focus
Style Rituals is a luxurious, mystical atelier run by Colleen McCann, an acclaimed fashion stylist and Shamanic Energy Medicine Practitioner, that offers a variety of spiritual healing services. The "stylist turned shaman" is the resident healing authority for Goop, has been written by everyone from Vogue to Refinery29, and works with high end clients nationwide..
I worked with Colleen to develop a distinctly elegant and beautiful visual identity that stood out in a space overwhelmed with patchouli and rainbows. Colleen and I have collaborated over the years to continue to add to her arsenal of visual imagery, used across her many brand touch-points.
The goal was to utilize illustration to build a brand image of effervescence and spirituality while maintaining a high level of customized luxury, achieved by leaning into line work reminiscent of fashion sketch illustration, and watercolor pops of the Style Rituals seven color palette (representative of the seven chakras in the body) to add magic and intrigue.
Photos courtesy of The Numinous
Love, Daddy is a published children's book about a father's love for his daughter. I illustrated the book, working alongside author Mike Ang and Creative Director Brian Sisco.
Mike and Brian gave me full creative control to develop the characters, style and color palette. We decided to use pandas to tell the story, as their black and white fur provided a bold visual statement, and they could be representative of any and all father/daughter pairs. After experimenting with everything from collage to markers to gouache, I honed in on a unique signature style featuring delicate but strong pen lines, along with expressive ink washes and patterned backgrounds. By keeping the line illustrations relatively flat, the pandas really popped against the textured ink environments they lived in. Included are select images that illustrate the creative process.
You can learn more about the book and purchase it here.
Urban Wellness Clinic is a chiropractic and physical therapy office based in NYC. I've worked with UWC on an ongoing basis to create a series of wellness-related, instructional illustrations for their brand touchpoints.
Campaign: 2016 Q4 PITCH
Role: Lead AD - Full digital/social campaign concepting - including manifesto/script writing, visual comps and write-ups for pitch deck
Deep Focus brought both me and my partner back in on a Nespresso pitch for a Q4 social campaign that pushed sales of their newest machine, the Vertuoline Evoluo. We created a campaign that highlighted Nespresso's obsessive commitment to sustainable practices from bean to cup (including recyclable pods that its competitor Keurig does not offer) and unmatchable quality, while also educating the American public on the fact that the Vertuoline machine is capable of brewing the American definition of a full "cup of coffee," not just an espresso. By creating engaging content and placing it in innovative social spaces (from a series of Medium articles to a in-depth Facebook canvas experience), we were able to produce a thorough holiday package for Nespresso to reach potential buyers in a meaningful way.
Agency: Deep Focus
NeueHouse is a high-end, members only coworking space. Now operating in multiple cities worldwide, Neuehouse focuses on handpicking creatives and freelancers to create a collaborative and communal environment working in plush communal spaces.
NeueHouse NYC wanted to revamp their members-only restaurant "Canteen" with a new menu and fresh look that included illustrations. They reached out to me, and after providing me with the full menu, let me pick & illustrate a grouping of line drawings for each of the seven menu pages - Breakfast, Lunch, Dinner, Refreshments, Cocktails, Beer and Wine.
Campaign: Liquid Social Media - Facebook
Role: AD - concept & design for social posts
I created a wide variety of humorous and clever social media posts targeting millennials for the Chase Liquid Facebook page.
Campaign: Chase Community Giving Social Media - Facebook
Role: AD - concept & design social posts, illustration
I concepted and created a variety of social media posts for Chase's philanthropic program, Chase Community Giving, including original illustrations.
I've created storyboards in both freehand and vector styles for a variety of campaigns for both Verizon and Chase. Here are some select examples.
Agency: mcgarrybowen, VaynerMedia
A selection of calligraphy and hand lettering work created for a variety of clients.
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.
Drawing people from live models, magazines, photos and more is a huge part of my creative practice, and an ever evolving skill I enjoy working on.
Select images created in pencil, pen and ink, marker and brush pen are featured here.