Role: Creative Director

Agency: EVB
CCO: John Reid
Copywriter: John Hickey
Art Director: Zach Morisson
Executive Producer: Debbie Chin
Associate Producer: Ken Hirata-Rivera
Project Manager: Erika Reinsel
Production Partner: 1606 Studio
Motion Graphics: Tom Yaniv

CREATIVE INSIGHT:

These past few months have shown us a side of our homes we didn’t know existed. We’ve realized it’s the routines and rituals that turn a house filled with goods into a home set up for living. It’s become a school for learning, an office for working, a gym for exercising, and a new way to restaurant. It’s the definition of chaos but also still a fortress, a sanctuary, and a place of rest. It’s where, for better or worse, we live with our loved ones and the things we love. Home is everything.

COMMUNICATION STRATEGY:

Our homes show us love through the best and worst of times. Bed Bath & Beyond is here for when you’re ready to renew your vows with those home routines and rituals.

PRODUCTION:

As a fully remote shoot, we enlisted a diverse set of directors and not self-proclaimed “home-bodies” to help us capture this new concept of home.

DIRECTORS: Aundre Larrow, Tyler Manson, Paul Octavious, Rennie Solis, Doug Walker, Lisa Weatherbee, Peter Yang

Home is everything. It’s where we worked – and worked out. It’s where we found ourselves, and each other. It’s where we found peace (mostly). It’s where we noticed everything we loved about our space. And maybe a few things that could...use a little love.

:30 Brand Spot

:06s

With the 70% jump in Instagram Live usage*, we created social Stories to meet our people where they’re at and the “new normal” of home is top-of-mind.

A selection of our social content

*https://www.businessinsider.com/instagram-live-70-percent-increase-social-distancing-psychologist-explains-2020-4

Role: CD/Art Director

Agency: EVB
CCO: John Reid
CD/Copywriter: Mike Howard
Director: Jennifer Davick
Editor: Jamie LeJeune

INSIGHT:

Food is about more than just the end result. The right brand of cookware makes the act of cooking as joyful an experience as the act of eating.

CREATIVE:

The act of cooking has a way of connecting us to ALL our senses, and Anolon Cookware is here to feed your passion for cooking, however simple or complex your ingredients may be.

P.S. Covid-19 hit mid-project so this ended up being a fully remote production!

For the tastiest experience, turn your sound on…way on.

“challenge accepted”

“Breakfast for Dinner”

“cutting back”

“comfort food”

Stay tuned for the full rebrand and relaunch.

Background:

When I interviewed with the newish CCO, I let him know that the website wasn’t looking so hot and the brand behind the name “Evolution Bureau” wasn’t coming through. So he hired me to evolve the client work as well as the agency’s own brand, and I dug into the company’s roots to evolve the agency.

Agency: Evolution Bureau
Role: Creative Director/ Brand Strategist
Collaborators: John Reid (CCO), Shane Ginsberg (Prez)

First order of business: define “evolution” for EVB. From getting acquired to be Omnicom’s hot digital shop to making a bold statement against large holding companies by buying back its independence, Evolution Bureau is not a brand that rest on its laurels. Instead, it keeps the laurels open to change and evolution.

As a product of the Internet and digital age, Evolution Bureau talks a lot about this balance of machine and magic. So it seemed only fitting for the concept of the Golden Ratio to set the tone for our rebrand.

the Color palette

the font

the business cards

The Handbook

stuff to write with

Stuff to rep with

Website

goals:

• bring in new business

• attract diverse talent through werk & werker spotlights

CLIENT: Panda Express
Agency: EVB
Role: Creative Director/Creative Strategist
CCO: John Reid
Creative Technologist: Chris Szadkowski
Copywriters: Mike Lim, Dan Aguinaga
VFX/Animation: 14four, visual creatures

SITUATION: Panda Express was coming out with their latest creation: Sichuan Hot Chicken. An original Sichuan peppercorn-spiced take on American Nashville Hot Chicken.

CHALLENGE: How might we let people know about Panda’s innovation American-Asian dish?

STRATEGY: Show the joining of east meet west through the tiny but mighty Sichuan peppercorn.

CREATIVE: Introduce the new dish by creating an 11,888 mile wide website to help get our little Sichuan peppercorn over from the Chengdu province to the States.

Sichuan Hot Chicken was heading to a Panda Express near you. So we said: West, meet Pep-Pep, the Sichuan Wonderpepper, of the East.

We created an 11,888 mile wide website for fans to “Swipe Pep-Pep West” for a new flavor of hot chicken.

And what better place for our kawaii Sichuan peppercorn to be introduced to the West than at San Diego Comic-Con?

Next, our small but mighty spokespepper debuted his spicy story on social.

Cross-continental carousel post

Spicy swipeable Stories

CLIENT: Défoncé
Agency: EVB
Role: Visual Strategist/Creative Director
Brand strategy: Shane Ginsberg
Copywriter: Dan Aguinaga

Think of the finest chocolate in the world. Now add cannabis to it. Défoncé is a fine chocolate maker built on high-quality ingredients and a higher quality high. We are not a cannabis company. We are a purveyor of fine confections that happen to have cannabis as their special ingredient. The quality and delectable taste of our chocolate can hold its own with the best in the world, all while delivering a clean and safe high designed for everyone to enjoy.

Défoncé is a fine chocolate maker built on high-quality ingredients and a higher quality high.

Which means all brand touchpoints were created to exude this concept of elevation.

Brand Collateral

Postcards

Brochures

Trade materials: sell sheets

We also helped develop Défoncé’s Clean Infusion Process™.

And of course, we created a new site to reflect the new brand tone.

CLIENT: Jameson
Agency: EVB
Role: Associate Creative Director
CCO: John Reid
Ct/DP: Chris Szadkowski
Art: Will Hammack + me
Copy: John Hickey + Dan Aguinaga

OBJECTIVE: To connect with LADS in the moments that matter to them.

INSIGHT: People are sneaking sips of Jameson that don’t belong to them.

OPPORTUNITY: April Fools Day gives us the opportunity to show that we are the serious whiskey that doesn’t take itself too seriously. Develop April Fools content that connects and engages with our LADS in a way that surprises; delights and joins in on a behavior synonymous with LADS’ packs - pranking each other. And do so in a fully integrated manner hitting LADS at every touchpoint.

We noticed some chatter about people’s roommates stealing their Jameson, so we got inspired to work on a solution for fans.

So we got to thinking: how can we help these lads catch their mates?

catchmates in the making

Before its official release, we teased Jameson Catchmates to our social and digital friends.

Stories

In-Feed content

And then…we unveiled Jameson Catchmates.

Launch Content

Unfortunately the product innovation came and went with April Fools. But as a consolation prize, we created glitter-covered “I Got Caught” tees for fans to gift their sip-stealing roommates.

The Results?

Agency: Carrot-VICE
CD(CW): Megan Cross
Sr. CW: Lauren Fodero
Jr.AD/CW: Chandler Broadrick, Jen Hubbard
Engagement Manager: Sierra Paller
Inter-Agency Partners: GolinHarris/Mindshare

Role: Concept, Creative/Visual Lead

JTBD: "Make Magnum Famous."  xo Unilever BM
Having built up our US social presence and organic following during 2015, Unilever challenged us to get more people engaged in conversations about Magnum.

THE VISION: For the summer of 2016, we would invited dessert lovers to 134 Prince St for the most instagrammable way to Cheat on Your Chocolate

OUR PLAN OF ACTION: First, we created communications to tease the store opening using internal and external social learnings. Within the store, we developed multiple photo-op spots to inspire people to share their Magnum creations once the store opened and spread the word on #MagnumNYC. While the store was open to the public, we promoted two groupings of content with locally-targeted and nationally-distributed paid media throughout the summer to keep Magnum top-of-mind. This promoted content was a mix of original creative and the works of Magnum art created by our visitors, who ranged from local passersby, tourists and more influential people.

THE RESULT? Within the 5 months from tease to launch to close, we saw a 99.5% increase in our Instagram following, 99,215 total engagements, 2.7MM+ total impressions, a 4+star rating on Yelp, a 4.5 rating on TripAdvisor, and a 15% increase in year-over-year sales.

To announce the arrival of New York's very own pleasure store, we started with a cheeky teaser campaign.

We carried that theme through provocative window wrappings and wild postings around SoHo.

But our JTBD didn't end there. We were tasked with making sure the conversation around #MagnumNYC continued when doors opened.

Our in-store #MagnumNYC efforts earned us 10K+ Instagram posts.

To generate some national FOMO, we had some of our extra influential fans share their love of Magnum on the internet.

Unilever got so excited about #MagnumNYC, they let us test out a Snapchat filter for our weekend friends to share with their Internet friends.

And to top things off, we thought of a way people could get some toppings of their own.

THE RESULTS: Within the 5 months from tease to launch to close, we saw a 99.5% increase in our Instagram following, 99,215 total engagements, 2.7MM+ total impressions, a 4+star rating on Yelp, a 4.5 rating on TripAdvisor, and a 15% increase in year-over-year sales. Success!

CLIENT: Seattle Food tech
Agency: Evolution Bureau
Role: creative lead
Copy/namer: Michael Lim
Design: Will Hammack+🤙🏼

On a mission to shift mass eating habits to a more sustainable future, the brilliant scientists of Seattle Food Tech have perfected the manufacturing process to craft mouthwatering, protein-packed nuggets covered in a perfectly crunchy cornmeal coating. Crispy on the outside, juicy on the inside, just like a nugget should be. 100% plant-based like the nuggets of the long-term future could be. Our job was to give Seattle Food Tech a name and look reflective of the friendly and just a little bit rebellious tone of their meatless stance.

We developed a toolkit to set up the startup for success in their upcoming VC and B2B conversations.

4-Sheeter Style Guide

B2b Materials

CLIENT: ASTRAZENECA
Agency: Patients & Purpose
Role: Creative/Art Lead
Creative director (copy): Ilyssa Berger
Design Director: Tay duran
Copywriter: wayne rodgers

VISION: Create a 24/7-360 network for oncology patients to get support in-between-doctor-visits because life doesn't pause in-between doctor visits.

GOAL 1: Starting with immunotherapy lung cancer patients, we're developing patient-friendly ways for patients to monitor and track any side effects that might be associated with their new treatment.

GOAL 2: On a parallel path, we've been developing HCP and caregiver-friendly educational materials for the people helping these patients.

While immunotherapies work to treat cancer within the four walls of a hospital, Lighthouse helps treat the at-home, backyard, strolls-in-the-park, in-between times.

STAYING ON TRACK

LOOKING OUT FOR YOU

CALLING ATTENTION

REPORTING BACK

The Program Hub

The web app provides an easy-to-use tracker with an approachable, patient-friendly look & feel.

Program Iconography

Symptom Iconography

GTM Plan: To expand our network of health care professionals, we developed materials to educate potential partners.

And to arm our current community with digestible, easy-to-carry information about Lighthouse, we suggested pocket-friendly takeaways (#inspo: tbtBrainQuest)

To truly be that support system at all points in treatment, we proposed an in-chair experience that would be both comforting and educational.

CLIENT: UNILEVER, SUAVE
Creative Director: Megan Cross
Work Bae: Lauren Fodero
Phase 2 Creatives: Erin Kelly, Jen Hubbard, Chandler Broadrick
Stop Motion Magicians: Visual Country
Video Editing Magician: Tobias Arturi

Role: Concept, Art Lead, Visual/Qualitative Testing Strategy

THE JOB TO BE DONE: Reintroduce Suave to the world through their newest Coconut Oil Infusion line.

THE CHALLENGE: Despite being in over 50% of American households, the perception of the brand was surpassing their reputation of the actual products. Suave's new Coconut Oil collection was coming to town but consumers won't even give Suave a second glance when they think ingredient-driven brand.

THE STRATEGY: Suave is the real deal. We've got the goods. Let's show off the goods. And on real people. No more CGI.

THE CREATIVE: To get the most out of testing, we debuted 2 mini-campaigns to figure out what resonated most with our potential people. Hypothesis 1 heroed the ingredients by displaying the product with real-life coconuts. Hypothesis 2 was all abut using real women with real hair who wanted to keep it real. We used the quantitative and qualitative learnings to optimize the next quarter's marketing.

After digging into Suave's past brand touchpoints, the current social landscape, and sentiment analyses, we decided to test out a refreshed look & feel integrated into two creative approaches.

Hypothesis 1:
REAL People. (What's up with the CGI, overly-modeled models?)

Hypothesis 2:
Cue the REAL Ingredients. Again, what is up with all the CGI?

And here is what our Suave believers had to say:  ⭐️⭐️⭐️⭐️💫

Ingredient-focused and product-review content were our top performers, so we optimized those learnings in a Facebook campaign highlighting real reviews from real #SuaveBelievers.

CLIENT: UNILEVER, SUAVE
Creative Directors: Megan Cross (CW), Molly Shaw (CW)
Associate Strategy Director: Caroline Tseng
Senior Copywriter: Lauren Fodero
Designer/AD: Erin Kelly
CW+AD: Jen Hubbard+Chandler Broadrick
UX/Dev: Ben Gage, Nimit Shah
Director: Sasie Sealy
Inter-Agency Partners: Unilever, Edelman, Mindshare

Role: Creative Lead (Art)

THE CHALLENGE: Suave had a perception problem: people dismiss the products thinking they're too cheap to work. BUT, those who actually try Suave Professionals love the results. How do we reconcile those polarized perspectives.

THE STRATEGY: Do something that will get the product into the hands (but more importantly, hair) of the skeptics and haters.

THE IDEA: So we took Suave undercover to get people to take down the idea that "you get what you pay for." We developed an ecosystem based on data about how our target was consuming beauty and haircare media.

THE RESULT: Rachel Zoe applauded our millennial-pink trolling skills.

Our Inspiration: Suave was both the most hated-on haircare brand in social AND a best-kept-secret for those who've actually tried the products.

Our Response: Troll the beauty industry to change our "cheap, grandma-brand" reputation.

[READ] Get millennials to look beyond the label by taking Suave undercover with a social experiment to turn some of our biggest skeptics into Suave Believers.

We disguised Suave as a chic newcomer named Evaus, complete with the trendiest of trendy millennial-pink packaging.

And what 2017 up-and-comer would be complete without a cute social feed and an e-comm presence to make it legit?

With our digital presence in place, we sent Evaus out to be tested by today’s new beauty authorities: product-obsessed influencers.

They tried the products. They loved the products. And then they found out Evaus was Suave, which we captured on film, of course.

long form

We made such an impression, a random beauty blogger went so far as to produce her own interpretation of the social experiment.

CLIENT: KENNETH COLE PRODUCTIONS
Agency: Carrot-VICE
Creative Baes: Lauren Fodero, Julie Roche, Erin Kelly, Matt Lucero
#MyStepsWill Photographer: Robbie Fimano

My role: Creative Art/UX Lead

THE CHALLENGE: Kenneth Cole initiated the "Courageous Class" campaign to converse with more seasoned working professionals through traditional advertising. We were tasked with bringing awareness of the Fall/Winter 2016 Collection to the new generation of professionals.
THE INSIGHT: What do Kenneth Cole and all these Courageous Class members have in common with millennials? They want to do things that matter. Kenneth Cole himself was once a young professional struggling to find his footing on his own entrepreneurial path – much like our millennials looking to find their purpose in the real world.
OUR RESPONSE: Do the current "Courageous Class" campaign...the millennial way. Bring it into the active, ever forward-moving digital/social sphere. And make it about the audience. Help them imagine themselves as a member of the team.
MY ROLE: Make the Courageous Class accessible by drawing connections between the aspirational celebrities, inspirational influencers and approachable actions of #MyStepsWill. Gathering best practices from our platform partners and previous campaigns, I applied those insights into our creative concepts.

With the millennial move to mobile-first immersions, we took to Facebook Canvas to create a digital zine-meets-lookbook e-comm experience to inspire people to do something with their steps.

We developed a learnings-driven toolkit/photo library based on a narrative funnel that went something like this:

First, some familiar faces

But it's not just about celebs
–
We also want you to be able to imagine what you could do in these shoes

and then one more motivational nudge to take your first steps toward doing something that matters to you

Here are some more goodies we shot:

CLIENT: DEREK LAM, BUTTERFLY BEAUTY
Agency: Carrot-VICE
Creative Director: Megan Cross
Main Beezy: Lauren Fodero
Digital Designer: Bridget Brennan
Developer: Max Rogers
Senior Editor: Tobias Arturi

Role: Concept, Art Direction

Original 10Crosby Films by Supermarche

THE OBJECTIVE: Drive awareness of the Derek Lam 10 Crosby Fragrance & Film Collection.

THE COLLECTION: Inspired by moments seen on New York's Crosby Street, fashion designer Derek Lam decided to take on the beauty scene. But rather than debuting just one scent, he dove in with a wardrobe of 10 fragrances and a film collaboration with Supermarche.

THE CHALLENGE: The beauty team came to us with 10 fragrances and 10 short films that were to tell stories of the fragrances. How do we drive purchase of the 10 fragrances by way of awareness of the 10 corresponding films?

THE CREATIVE STRATEGY: Let's MAKE A SCENE (or ten). We proposed a two-act storyline: 1- create awareness of the stories that inspired the fragrances, 2- drive to purchase of the fragrances. The first act would establish an emotional connection while the second act would functionally connect people to nearby Sephora stores.

10CrosbyFilms: ACT I

To introduce the fragrances and film collaboration, we proposed a VR experience at the launch event and a 360 cinemagraph on Facebook to seed the scenes inspired by Crosby Street.

1 STREET

Mini scenes, paired with guiding ambisonics, from each of the ten fragrance stories would be discoverable as viewers moved through the 360 visual space.

To spread awareness, the 360 experiences living on Facebook would link fragrance and film appreciators to the Derek Lam 10 Crosby site, where they could watch the films and find their fragrance.

10CrosbyFilms: ACT II

To drive to purchase at Sephora.com, we created a series of rich media banners to draw people in for the film and direct them through the purchase funnel.

We also proposed a series of Snapchat geofilters at Sephora stores to encourage users to generate content that encapsulates their own found scenes when selfies and beauty routines are most top-of-mind.

BOTTLED SNAPS

And here's some behind-the-scenes footage of Derek and his collaborators making their 10Crosby scenes.

Snickervention

CLIENT: SNICKERS
Agency: BBDO
ECDs: Peter Kain/Gianfranco Arena
CW (VEGAS CHAPEL): Jess Rello
AD (VEGAS CHAPEL): hi

Snickers vowed to stop hunger-induced occurrences by putting vending machines where they're needed most, like at a Vegas wedding chapel.

Case Study

SNICKERS
Snickettes

CLIENT: Snickers
Agency: BBDO Worldwide
ECD: Peter Kain & Gianfranco Arena
Creatives: Jessica Rello & moi

On April 1, 2013, Snickers launched their tiniest Snickers product ever: SNICKETTES. It was unfortunately discontinued six hours later.

Picked up some press on ADWEEK and AGENCY SPY

Magnum Ice Cream
US Social

Client: Unilever Magnum
Agency: Carrot-VICE
Role: Creative Lead

THE CHALLENGE: Despite being known as a premium chocolate-dipped ice cream bar across the pond, the Magnum Effect hadn't quite yet set on US ice cream lovers.

THE STRATEGY: Because we were competing in a space where most other chocolate covered ice creams were touting a similar "quality-chocolate" claim, we decided to shift our brand presence and positioned ourselves as an Instagram fashion blogger, jumping in on tangentially relevant conversations to acquire a broader audience.

THE CREATIVE: From #OOTDs to #spotted architecture to their most delicious of daydreams, we created content to get people craving chocolate and seeing Magnum in their everyday musings. 

THE RESULT OF OUR MAGNUM MAKEOVER: Magnum's fan base grew almost virtually organically from 475 followers to almost 12k since the beginning of our social creative work, and we're only just getting started. Stay tuned for more Magnum moments in the paid space.

What would Magnum do...if Magnum were an influencer?

BudLight Lime-A-Rita

client: Bud Light
Agency: BBDO
CW: Megan Casey (I had moved on to my next agency already but Megan made sure to see our creative masterpiece through production and onto the Internet)

#TBT to that time we came up with the WORST commercial ever about a garage sale turnt block party.

Shoutout to Barbara J.: Thanks for watching!

MLB Postseason

client: Major League Baseball
Agency: BBDO Worldwide
ECD: Toygar Bazarkaya
AD: me!
CW: Ben Heller, Megan Casey

Most people recognize Major League Baseball's regular season but don't realize how much epic stuff happens during the October Postseason. What happens in the Postseason is a lot like a movie: action-packed and unpredictable. To tease the epic drama of the games, we didn't want to make 30 second spots. We decided to direct 30 second movie trailers around the idea that "October Writes Itself".

What's an agency to do when the client doesn't say what the product will be, other than "epic"? Lean in to the tease and turn it into a trailer.

Dove Dark Chocolate

CLIENT: DOVE
Agency: BBDO
ECD: Toygar Bazarkaya
Creatives: Diana Chen & Jessica Rello
Typographer: Jessica Hische
Photographer: Jamie Chung

THE CHALLENGE: Dark chocolate has a bitter reputation. But Dove made it, and it's delicious. How can we get people to try it?
THE SOLUTION: Silky-smooth and sweet chocolate typography that let's chocolate lovers know that there's nothing to be afraid of.

With the never-bitter, silky sooth taste of DOVE Dark Chocolate, there's no reason to be afraid of the dark [chocolate].

The Challenge: Design a 24x36 piece of collateral that can exist as a poster but also provides information to festival goers.

The Design Solution: Leaning in to the single design print run, this poster can be cut down into an informational 8 French-folded piece brochure.

Splenda Sweet Swaps

client: Splenda
Agency: BBDO
Creative Director: John Heath
Illustrator: Trina Dalziel
Photographer: Miha Matei
Stylist: Britni Wood

Role: Art Direction, Concept

People know Splenda is a sugar alternative. But they don't associate with much more than coffee and artificially sweetened beverages. We created SweetSwaps as a new way for Splenda to stand for something bigger in their lives. Our mission went beyond the classic sugar swap for a no-calorie sweetener. We decided to share tips, tricks and recipes to make your overall health and life that much sweeter.

Rather than add more ads to newsfeeds, we cooked up useful content to actually help people live that sweet life.

Our sweet life enthusiasts encountered content like this:

Spaghetti Swap

St. Patty's Swap

Soda Swap

Carb Swap

Werk Swap

To help acquire more traditional fans, we created half-page spreads for Martha Stewart magazine.

FedEx ONE RATE
Social Launch

CLIENT: FEDEX
AGENCY: BBDO
CD: John Heath
CW: Jess Rello

THE CHALLENGE: In September 2013, FedEx came to us to help introduce their One Rate boxes to the world. This service provides flat rate shipping for basically anything you can fit into a One Rate box.  
THE STRATEGY: It was 2013, which meant the world = the world wide web. So we took to the internet. From there, we took a look at what FedEx One Rate could mean to a consumer: functional shipping meets emotional packing.
THE CREATIVE: Let's recreate that moment of packing up a gift (or opening a box you received if you're more of a taker) by showing the world what we can fit into a square Facebook box. We established the look, feel, and tone for FedEx's One Rate social campaign and then went culturally relevant with these introductory posts.

The Shoutout from Digiday

This seemed like the appropriate time to create a very "inside-the-box" campaign to inspire people to get packing and shipping.

To kick things off, we sent over some good luck gear to all our friends running the NY Marathon.

Pedigree Adoption

Client: Pedigree
Agency: BBDO
Team: Mike Tunney, Ben Heller, and me :)

We created Woofer, an adoption tool that connected our Facebook friends with Instagram photos of shelter dogs looking for a forever home.

We also developed a digital campaign to activate FB fans to help us feed shelter dogs across the country.

With our growing Feeding Project initiatives, we also did a site refresh to help Pedigree feed more good.