Content Creation
Adobe’s How To videos are a beloved source of inspiration and connection among new artists. They unlock the mysteries of the software and show how easy it is to create trending content. To expand on their library, Adobe engaged us to create over 44 new topics. You can check out our videos on Creative Cloud’s IG, FB, Youtube, and creativecloud.adobe.com/discover/how-to/
Creative credits: Nicole Warn, Amanda Vigdor, Brianna Johnson, Katie Schikowski, as well as the gorgeous Prodigious team.
Broadcast TV and OLV, Credit Card Branding, Print, Display, Social
First Hawaiian Bank had a problem. They were Hawaii’s oldest bank, but they were losing to mainland credit card companies. So we gave them a new card with a fun vibe.
Project included: credit card design, 30 sec. broadcast spot, 15 and 6 sec. cutdowns, social and print.
Credits: Craig Baldo, Manny Aleman, Jason Liberatore, Adan Romero (ECD), Arielle Danziger (Director), Landia, CrewCuts editing and RaquetClub music.
Broadcast TV
FHB has some of the best digital mortgage tools in the business, so you can make your best offer no matter how crazy the market is. And it can be crazy.
OLV, In-Flight Video, Print, OOH, Email, Display
Sometimes straightforward is best. Alaska Airlines knows their card delivers the most value — but adding everything up can be tedious for guests. So we did the math for them. Our “Do the Math” campaign crushed sales goals even in 2021, when no one was flying.
Credits to Becky Gelder, Ben Peters, Rosalee Lewis, the. good people at. Versus and Ear Candy. Note: Tail art provided by Mekanism.
OLV, OOH, Social, Display
Amazon Stores exploded in 2021 — opening hundreds of locations across the US. Like everyone they had recruiting challenges, so we helped them get the word out. Our “You’re hired” campaign was all about how easy it is to start earning $ and enjoying your work at Amazon stores. All talent featured is real Amazon employees.
Credits to David Freyermark, Matt Mackenzie, Rosalee Lewis, Ben Peters, Matt Mackenzie and David Norian.
The Assignment:
Launch a global campaign for Acer's Predator elite gaming line, showing the raw, primal power of today's best performing hardware.
The Challenge:
Time. Money. No licensed game partners to work with. Global clients who started their day at 6pm.
The Campaign:
We couldn't use real game characters, so we made our own. "Summon Your Strength" features five hero archetypes: the warrior, assassin, sorceress, creature, and specialized fighter. Movie-trailer-like videos introduce the characters, bringing to life unique aspects of gaming performance, while hardware rotations and fly-throughs round out the product story. All done and launched globally in under four months.
My role:
I was creative director for this project. I worked with a team of talented people including the studio EightFX in Los Angeles.
Loyalty Marketing, Content Creation, Social
From 2018-2020 we helped Alaska Airlines Mileage Plan rank #1 for JD Powers airline rewards programs — and #1 in U.S. for COVID response. In addition to launching campaigns and helping guide the overall brand, we cranked out almost all email, direct mail and credit card marketing—millions of communications each month. We also revamped the annual Alaska Airlines Year in Review, adding a fully personalized experience driving to a 5-question quiz. The mix worked, with a 99.2% quiz completion rate and over 1.4m in revenue from this single touch. Then we did it again the following year, with a fresh design (featured here) and equally great results.
The Effies recognized our work on both the 2019 Year in Review as well as some nice content for social and email.
Broadcast and OLV, Social, Display
ROUGH CUT
You know who covers oral care the best? Delta Dental does.
Credits: Anna Hasczkiewicz CD, Nicole Waxenblatt ECD, Mark Anderson CW, Avi Walsky Production. Director: Mariel Neto.
Web Design & Content Creation
Brightspeed is a new internet provider with an exciting mission: to bring internet access to flyover states from North Carolina to Kansas. We helped them launch. The project included expanding the styleguide and creating key expressions of the brand, skinning 3 cloned sites, creating a low-cost photo library and templates for all communications.
Animated Banners, Paid Social, OLV pitch work
Amazon’s KDP gave authors the power to publish themselves, but over the past few years, some have grown suspicious of the platform. We helped woo them back.
I can’t figure out how to upload the banners to Squarespace, so here’s a sample. They’re full of kinetic type and animation goodness. The video is pitch work. They didn’t go for it, but it gave everyone some screen time.
Credits to Trevor Eiler, Gymi Slezinger, Pete Estermann.
Web Design, Product Launch
The Assignment:
Create a landing experience that introduces the new Xbox One X: the most powerful Xbox console ever, with the Scorpio Engine and true 4K.
The Challenge:
Show the power of true 4K on a website everyone can access, on any device.
The Solution:
An elegant, long-scroll, parabolic web experience that utilizes video to create the immersive feeling of true 4K. See the live site to experience all the bells and whistles, including sliders, drawers, rotators, and in-page nav:
My role:
I was Associate Creative Director for this project, and worked with the team at POSSIBLE.
Cause Marketing, Seasonal Campaign
The Assignment:
Launch REI's new spring catalog, featuring mostly trail running and fitness gear, in a way that is consistent with the Coop's brand values.
The Challenge:
Most people associate fitness with self-directed thinking, very unlike REI.
The Solution:
We decided to focus on the trails, instead. By teaming up with REI's PR team, we launched "Every Trail Connects," a socially-driven fundraiser to raise money for trails. We profiled real REI members and trail volunteers, enjoying real trails, and asked users to vote for the areas they felt needed the funds the most. We reached our engagement goal with a few short days, and REI continued this campaign a second year.
My role:
I was the in-house Creative Director for this project, and worked with the Seattle agency Made By Shore.
The Assignment:
Create a premium web experience for Microsoft's most innovative new product, the HoloLens. Our goal was to increase scroll length and view time, especially for the commercial and manufacturing sectors.
The Challenge:
This was a complex product with varied audiences, from CEOs to game developers.
The Solution:
At the end of the day, the site just needed to be informative and "deliver the cool." Starting with the Microsoft web framework (MWF), we customized modules and integrated video to simulate elegant parallax page movement. Along with well-categorized content, beautiful photography and a smart ecomm experience, we got the job done.
Check it out at: https://www.microsoft.com/en-us/hololens
My role:
I was the ACD for this project and worked with the team at POSSIBLE.
Retail Brand Launch
The Assignment:
Launch "Evrgrn," a unique sub-brand of outdoor recreation gear for REI, targeting millennial festival-goers and those who explore the urban wilds.
The Challenge:
This was a new demographic for REI. The existing brand language didn't cover it.
The Solution:
We embraced the festival culture and hired artist Kevin Hooyman to create patterns and illustrations that spoke to a magically good time in the woods. We kept the language simple and let the doodles speak for themselves. Lifestyle photography (by us and influencers) rounded out the campaign book.
My role:
I was the DVP/CD for this project and worked with the in-house team at REI, as well as the artist Kevin Hooyman.
Branding, Photography, E-Comm Marketing, Web Design
The Assignment:
Refresh Amazon's baby brand, Diapers.com, to appeal to urban mothers with a preference for practical but stylish baby gear.
The Challenge:
Above all, the new branding needed to be easy to implement, and coexist seamlessly with the ecomm-driven website and simple vendor-provided sku photography.
The Solution:
A fun image library of babies and props, as well as custom typography and poppy colors on a simple white background. Our voice and promotional stunts stayed playful and built on the dry humor that won over so many fans early on.
Image credits: Evan Kafka
We made content for Microsoft Office across FB and IG, but my favorite was the little “Class Crafts” series for OneNote. Targeted toward busy elementary school teachers, we gave them new activites they could download easily in OneNote.
New kid's apparel brand for Amazon subsidiary, Quidsi, geared toward Brooklyn moms.
The Challenge:
As a new business unit, we often didn't even have the right samples or sizes to shoot. Perfection was not an option.
The Brand:
We played up each kid's individuality with a free spirit approach that allowed us to work with what we had, no matter how crazy it was. We shot Look's catalogs with a messy chic style, using real kids in recognizable NY neighborhoods. Childlike doodles and artwork rounded out the asset library and kept the day-to-day marketing fresh. The look was low cost and easy to implement.
Credits: Angela Goleme, ACD. Photography: Christa Renee.
