OREO
Role / Creative Director, Client + Agency Partner, Client + Agency Management, Creative + Art Direction, Post Production, Creative Effectiveness
“3D OREO”
The iconic OREO cookie is the primary brand asset, and understandably takes the leading role in almost every piece of content. Craft culture being at our core and knowing we had to maintain the integrity of the OREO cookie—we introduced new tech to our clients as a creative solution! Aligning to the longevity this innovation would provide, clients invested in the development of a 3D OREO cookie—allowing creative and production teams to expand the capabilities of content while maximizing budgets. Win, win! …win! Blending 3D technologies (Houdini and UnReal Engine), I led creative teams through a showcase of Fit-for-Format, DCO, and smart production, while navigating production collaborations across continents—US, Netherlands, and India.
“Holiday Twist” VIDEO
’Tis the season, and no one needs a special treat more than Santa and all his helpers to keep the holiday spirit alive. This year’s 360, holiday promotional campaign included standard TV and unique narratives for digital/social, short form recipe videos, and character photography and gifs for organic use. With an emphasis in live action film and VFX, I led creative teams through the development of this cross-platform content and collaborated with internal capabilities in Hilversum, Netherlands. I also navigated multiple workstream collaborations across NY, LA, and BA. Did you know you can unblur a blurred shot? Yep, you can. And we did!
playful end cards
As a Creative Director, knowing the Brand is essential—homing in on the details comes second nature and is, in itself, sometimes the only contribution needed.
“...’Opt E’ for the sprinkles & then let’s speed up the ‘a/y’ bump...”
“We could treat the OREO cookie as if it’s getting abducted by aliens!”
GARNIER FRUCTIS FESTIVALS
As a 10 year Bonnaroo sponsor, Garnier Fructis is no stranger to the music scene. For festival-goers there's so much to plan for: who's playing at what stage, what outfit to wear, and even how to style your hair! Enter the need for Garnier to create a summer, digital and social campaign filled with hair tutorials and inspirational content. For us, our photographer team, Brinson+Banks, and partner, Refinery 29, it was a playground full of style and self expression waiting to be captured.
Traveling from Coachella and Bonnaroo to Firefly and iHeartRadio, we captured unique festival style, in real-time, during on-the-spot photoshoots in between heat breaks and scheduled influencer shoots. For a better understanding of creating digital brand content during festival season checkout our PDN interview.
Role / ACD, Creative Lead, Photo Director, Creative + Art Direction, Pre-Production + Post-Production, Producer
As a collab with Refinery29, we created much needed hair inspo, how-to’s, and product suggestions for festival-goers across the nation.
Social + experiential
Along with mobile-friendly partner content, which serve as inspiration while visiting Garnier activations, on-the-go festival shoots driving real-time posts round out this robust digital/social user journey.
ACUVUE
How to convert consumers who only wear glasses over to Acuvue contact lenses? Show them that contacts aren’t as scary as they seem and they’re totally worth it! However, the challenge was that although this audience knew contacts would improve their lives, they couldn’t get over the hurdle of touching their eyes—let alone putting something foreign in them. The concept portrayed first-time-user stories and the campaign hinged on authenticity, therefore focused predominantly on UGC from 8 real people.
As the US client became more thrilled with the content and shared it among stakeholders, it soon became a global campaign. Scaling across markets now, we ensured the footage and narrative would be just as impactful to foreign audiences as it was to the primary US target. The limited use of first person VO and increased amount of interstitial cards allowed specific global markets to adjust accordingly with minimal costs.
Role / Creative Director, Creative + Art Direction, Post-Production
*Fun fact: We needed an ambiguous landscape scene for our end card, and we went with one of the hundreds of landscapes I’m known for filming on the side.
Social
Brand awareness was built among Snapchatters with non-skippable ads and Instagramers with sponsored stories. Along with our longform YouTube content, we drove site conversion through 1:1 and vertical cutdowns across Facebook and Instagram.
KEURIG
As a full scale, integrated campaign, Keurig's Brew the Love, I rolled my sleeves up and jumped in, concepting and developing film, social, experiential, print, and the brands’ first parallax website. This project required me to have a wholistic perspective and attention to detail, partnering with multiple vendors, learning new skills, and collaborating with agency account management, strategy, and production—all which came naturally and enjoyed!
The Film. 3 separate crews. 3 different NYC neighborhoods. 1 simultaneous shoot. Shot documentary style, we captured genuine reactions to Keurig’s surprise giveaway and live event. A week later we were welcomed into the kitchens of a special few Keurig lovers to discuss how their lives changed with their new brewer.
Keurig's website houses campaign videos, event content, and social capabilities. Partnering with Sprinklr+Postano, we created a customizable and unique hub for users to browse the event’s social content as well as encourage them to share their own experiences with the brand. An anomaly these days, Keurig encouraged word-of-mouth
buzz and we happily delivered a social hub to showcase it.
Role / ACD, Creative Lead, Creative + Art Direction, Concept Creation, Pre-Production + Post-Production, Design
NEXIUM
Although carrying the same base brand name, Nexium and Nexium 24HR, are actually competitors and pharmaceutically designed differently. As Nexium 24HR's over-the-counter launch date became more of a reality, our client needed to ensure consumers continued to ask their doctor for the stronger and more fast-acting prescription Nexium. Needing to stand out in an ever-growing and extremely competitive industry, we set the bar with a powerful message and a partnership with a world class Swedish director.
Role / ACD, Creative Lead, Creative + Art Direction, Concept Creation, Pre-Production + Post-Production, Design
ALL / AMERICAN EXPRESS / MONDELEZ + NBA / NABISCO SNACK PACKS / MY LITTLE PONY / THE GIFT OF PELOTON / CRISPERS SNACKS / E! PEOPLE’S CHOICE AWARDS / PELOTON BIKE / RITZ CRACKERS / TINA FEY + GARNIER NUTRISSE / HALLS MINIS / CHIPS AHOY! / JOHNSON'S BABY / L'OREAL TEEN SKINCARE / TORI KELLY + GARNIER FRUCTIS / MONDELEZ SNACKS / GARNIER THE WHOLE PICTURE / CLEAN + CLEAR / GARNIER SKINACTIVE / JOHNSON'S WHY COTTON / MISC.