I'm a Creative Director/Brand Consultant.
I believe that brands are meant to be experienced, and data and technology can make those experiences even better. Maybe even do some good along the way. I also believe black is a legit summer color.
Below are some selected works, but there's a little tabby tab up top-right if you want to see more
CREATIVE DIRECTION
smooth irish whiskey enjoyed on your terms
Jameson Catchmates
turning sticky fingers into sparkly ones.
Jameson Original Whiskey, triple distilled and matured in Ireland, now fitted with the latest in Anti-Theft Glittershot Technology. For protection purposes of course.
“PRODUCT” LAUNCH
Creative Direction
Concept/Content Creation
April Foolery
Panda express
Honey Sesame Chicken Breast
brought to you by you.
We’re returning the fan love with the return of a fan favorite. And we’re leveling up by challenging fans to level up their own fan love.
Campaign
Creative Direction
Content Strategy
Community Management
OLV/Social/Digital
trying is believing
evaus :: suave
evaus is french for "suspiciously good hair care."
It's also "suave" backwards.
Suave had a perception problem. Market share was shifting to DTC brands that looked good but had no history of actually making your hair look good. So, to get millennials and the beauty-obsessed to look beyond the label, we took Suave undercover in a social experiment that pranked some of our biggest skeptics into trying Suave.
Social Experiment
Creative Direction
Design Strategy
Influencer Activation
"Product Launch"
Website/Digital Presence
TV/OLV
Lather.rinse.repeat.
Suave Social Refresh
lather.rinse.repeat.
Despite being in 50% of American households, Suave is the most hated-on haircare brand on the Internet. So we helped them take a good look at their social presence (kind of like when your camera surprises you with selfie-mode), from quantitative social metrics to social listening. Then we made some visual assessments to make some visual hypotheses to test out some new "needle-moving" approaches to refresh the social and digital ecosystems.
Social brand refresh
Brand Strategy
Art Direction
Video Production
Product Marketing
Design Research
Facebook/Instagram Testing
1 STREET. 10 STORIES. 10 FRAGRANCES. #10CROSBYFILMS
Derek Lam 10 Crosby
10 Crosby St, soho NY
Inspired by moments seen on New York's beloved Crosby Street, fashion designer Derek Lam decided to take on the beauty scene with a collection of 10 fragrances and a film collaboration with Supermarche. To create awareness for both the film and fragrance collection, we proposed an immersive launch to let fragrance lovers experience the 10 Crosby collection multi-sensorially through AR and VR. All of which culminated with designing the digital strategy and creative ecosystem.
Cheat on your chocolate
Magnum NYC
#magnumnyc
We designed a physical place to cater specifically to the social space. As the lesser known of two products with the Magnum name in the US, we decided to give this popular European chocolate-covered ice cream bar an insta-worthy presence in the US by giving the people of New York a pleasure store to cheat on their chocolate in the most decadent no-chill chilled way, while giving you foodporn voyeurs some content to gawk at.
Diditfortheinsta Campaign
- Pop-up Shop
- Creative Strategy
- Teaser Campaign Creative Direction
- Content Creation/Curation
- Influencer Activation
You're not you when you're hungry.
Snickervention
You don't think things through when you're hungry
Snickers vowed to stop hunger-induced occurrences by putting vending machines where they're needed most. Like Vegas wedding chapels. #EataSNICKERS
Experiential activation
- Creative concept development
chocolate. Cannabis. Elevated.
Défoncé
the bar on cannabis has been raised.
Think of the finest chocolate in the world. Now add premium cannabis to it. Défoncé is a fine chocolate maker built on high-quality ingredients and a higher quality high.
brand development
Creative Direction
Visual Strategy
Brand Book/Tone of Voice
Trade/Marketing Collateral
Website IA/Design/Development
Merch
Panda express x apahm presents
Asian-American Originals
Hyphens define us. Hyphens unite us.Hyphens make us original.
May is Asian Pacific American Heritage Month. To celebrate, Panda Express wanted to look beyond stereotypical Asian-American success stories and put people they consider Asian-American Originals on a pedestal. The hyphen–a device often seen as a divider—became a bridge unifying the many facets of Asian-American Originals. Because each person is more than meets the eye, and extended hyphen statements show that these trailblazers can’t be reduced to a simple stereotype.
content creation
Creative Direction
OLV
Social Strategy
Digital Consultants
HELPING PATIENTS STAY ON COURSE DURING TREATMENT
The Lighthouse Program
Cancer doesn't stop at the walls of a treatment center
While AstraZeneca has been busy developing groundbreaking therapies within the immuno-oncology space, we've been developing their unbranded patient-centric program to help educate and care for patients beyond those hospital walls.
360 Support program
Creative/Design Direction
Tracking & Monitoring System
HCP/Patient/Caregiver Educational Materials
Digital Product/CRM/OLV
#MyStepsWill
Kenneth Cole
The real models are the role models
Welcome to Kenneth Cole Fall/Winter recruitment season. It's time for the next step. Whether it's a leap, a twirl or a simply walking the road less traveled, we created a campaign to challenge the new Courageous Class of digitally-savvy young professionals to fill their shoes with purpose.
CampaigN
Facebook/Instagram/Snapchat
Creative Direction
Digital Strategy
UX/UI
OOH
