Here is a look at several of the campaigns I have worked on over the years.
Mourning the losses from your March Madness bracket has become a ritual for college hoops fans during the first few rounds of the NCAA tournament. And we all know that when your bracket quickly becomes busted, it can be maddening, if you know what I mean. Now, what's a common location for making picks and mourning busted brackets? The office – that familiar place where you can bemoan with bosses and coworkers who are also feeling the pain that comes with a tourney picks gone wrong.
Cue collegiate and NBA legend David Robinson. They say that when Hall of Famers hang up their sneakers, they're never really out of the game. With David now filling out spread sheets instead of making buckets, who better to let everyone in the office know that just because their bracket fell apart during the very first week of the tournament, doesn't mean they’re out of it just yet. There’s still a way to get back in the game and win it all thanks to the Coca-Cola and Wendy's March Madness Bracket Refresh.
My Role on this project: Creative director, talent search and collaboration with Fugo studios on post.
The NBC Sports Sunday Night Football Bus was an immersive experience created on a 45’ bus branded with the iconic Sunday Night Football logo, images of marquee NFL football players and Carrie Underwood, bringing to life on a Bus what you see on TV each week. The mobile tour traveled 23k+ miles throughout the country, making stops at local landmarks and events in the host cities and execute at 20+ Sunday and Thursday Night Football gameday stops.
My role as the creative lead on this project included:
+ Bus design and interior activation concepts
+ Fan experience flow from entering the bus and sharing via social
+ Tour schedule and PR activations in cities with the bus
The goal of this broadcast spot and interactive experience was to carry a lighthearted tone when it comes to life’s curveballs. The copy and script was written by the talented Peter Wagoner.
The interactive experience was created to mimic the style of a survival guide. The abstract situations are extreme but it plays on the idea that anything can happen and when it does are you financially prepared?
This video was presented to Kevin Durant at Roc Nation during his decision time on what NBA team he wanted to go too. KD was heavily recruited by top notch celebrities, coaches and players. Unfortunately KD did not go to L.A. but the only presentation he mentioned he was "blown away" by was the Clippers. CSE worked hand in hand with head coach Doc Rivers and his coaching staff to gather all the right tools to approach KD. The presentation received accolades on ESPN and several other media channels.
The Ask: Build authenticity by leveraging real-stories across the campaign to our consumers, leverage our partnerships with our core athletes to extend our message and drive further relevancy for the brand in the month of October.
The Solve: We created 14 videos that told the stories of these women and their relationship with breast cancer. The content came in the form of video, experiential and product.
Results: All of Mizunousa.com Page views (125.73% Increase) from 2016 results.
Conversions - $201,886.39
Contributed Social Coversions (21.43% Increase) - $6,004.17 foundation-affiliated product.
Our first project with ChooseATL was activating at SXSW 2017. Here, we set up shop in a zombie-themed “ChooseATL house” complete with a gif booth, posters, a panel with Ludacris, stickers, a sizzle reel and more—all tying into the idea of “Feast on ATL.” The result? #ChooseATL began trending on Twitter and rose to number 5 for several hours.
After SXSW we hit the ground running on developing THEA, Atlanta's own OTT platform. The brand started with our logo design seen here and the app THEA Launched on November 16th. Check it out out www.thea.network
This was UPS's 2015 holiday video that was sent out to all of their customers, business partners and prospects around the world.
As sr. art director on the project I concepted the spot, directed and worked with editors for the final cut.
I also created a series of UPS’s 2015 holiday cards.
From the 1960’s to late 90’s, Winn-Dixie and their market dominant sub-brand, The Beef People, were synonymous. For a time, the store fronts literally said “Winn-Dixie. Home of The Beef People.” Our challenge was to relaunch the legendary meat department brand in a way making it relevant for new, younger consumers in 2013 without alienating those who remembered and loved the classic campaign and it’s rich, rustic “cattle ranch” motif. One client-requested wrinkle — No ranchers, No cattle roundups, No butchers, No red meat.
The Results: Winn-Dixie saw a 2.4% lift in meat sales, year after year, and a 6.4% increase in number of units sold over the same period. The campaign was heralded as the “Best Achievement in Store Brand Marketing” by Private Label Store Brands. While Supermarket News recognized the campaign’s “The Best Beef in the Land” instant win Facebook game app — which generated over 90,000 entries — as one of the Top 10 Retail Store Brand Promotions of 2013.
Since the summer of 2015, Coca-Cola and AMC Theatres have jointly run the #Cupgrade marketing program through which teens can download a $5 Coke and popcorn offer redeemable at any AMC location.
My partner and I were tasked with developing all of the social creative for Q4 2016 in order to drive awareness, amplify reach, and ultimately, increase redemptions. With major films such as Star Wars and Dr. Strange, Coke partnered with the films and AMC to co-promote.
To accomplish the clients’ objectives, we developed a series of fun and playful animated GIFs featuring Coke and popcorn as “characters,” making them the “stars,” so to speak, of the content. We specifically chose to use GIFs because it’s a format typically created for and by teens, making the content natural to their existing social-based conversations.
Our creative took the form of simple equations, headline-driven animation, movie scenes, and emoji translation lessons for mom to help her navigate the bewildering world of teenspeak. The campaign ran for a six-week period on Twitter, Facebook, and Instagram.
The Q4 2016 iteration of the #Cupgrade program was the most successful to date. The creative we developed resulted in over 41.7 million impressions and more than 257,000 coupon redemptions. Overall, the campaign exceeded its redemption goal by 84%.
The Ask: Elevate the presence of AT&T brand in local communities as well as announce the relationship between AT&T and Mexico's national soccer team with games in Miami, Atlanta, San Diego, San Jose and Chicago. Provide a pathway to connecting loyal followers as well as potential consumers to AT&T.
The Solve: AT&T and CSE launched the campaign "mejoramidia" which translates to better my day. The concept was to connect to local hispanic communities in each of these cities and surprise and delight fans with gear and experiences. A turf-wrapped food truck was born from this concept to dart around each city delivering Mexico gear, tickets to the games, autograp signings from players and store appearances. One of the most successful city takeovers was in Atlanta where AT&T took over The SkyView and offered free rides, Mexico team gear from the truck and tickets.
Results: 2,074,714 social media impressions, 30 local heroes were recognized by AT&T, 72 hour take-over of the SkyView in Atlanta and developed 12 local hispanic community partnerships.
This was a startup company I helped concept and build from the ground up back in 2010. We were recognized in Forbes, the Washington Post, Traveler, The Huffington Post and a few other publications and blogs.
The online community pulls Facebook information or email profiles to create a personalized bio on how you like to travel and pairs like minded people with trips. The trips provided are off the beaten path and are centered around the experience of meeting new people and keying in on the idea of “it matters who you go with.” The main goal of The Trip Tribe is to attract a fan base and stir up a new way to travel if you’re by yourself or in a group of friends. Our angle from a brand standpoint was to invite niche brands to sponsor each trip. Each trip captures original content like video and pics of a niche target using a brand’s product, and that content is pushed back to the sponsor to use on their social channels and other forms of media.
Sprite wanted to strengthen their relationship with the youth in the urban culture.
A social content platform was created that connected urban artist and reporters from Atlanta, Chicago and New York City. The reporters gathered short stories from over 150 artist, designers and musicians and housed them on the Sprite P.O.U.R. platform. This original content created organic sharing and brand endorsement.
An experiential event was then set up in Atlanta that drew in several content creators in the creative space to showcase their talents through music, art and technology. Interactive shirt screen-printing, a Sprite cocktail bar, art galleries and digital displays were placed throughout the event that showcased P.O.U.R. stories from other cities.
Southern Company wanted a quick message out to the local Atlanta community that they are starting to get more involved but needed a hand in getting that message out. How do you rally several Atlanta communities that make up close to 6 million people? Easy, use Falcons starting quarterback Matt Ryan to lead the way on and off the field. The commercial spot ran on ESPN, and local Atlanta networks.
At 4-12, the 2013 Jacksonville Jaguars were not a good team. And hadn’t had a winning season since 2007. But Shad Khan, their new, dynamic owner is passionately dedicated to rebuilding the franchise. The Jags hired an exciting new front office and charismatic head coach. Started stockpiling young talent through two successful drafts. Even changed their uniforms. Still, the team understood playoff caliber football was a few years away. But for 2014, the Jaguars were making game-changing renovations to EverBank Field — adding the world’s largest video screens, cabana suites with pools, on-field seats, and NFL Red Zone screens with fantasy football updates. The franchise was also looking for a new agency of record at the start of all these changes. During that period my role was to lead as art director on the pitch. After several months and several rounds our agency won the business.
As the Jaguars brand new agency, both we and the team knew we couldn’t convincingly sell winning football and meet their goals: 1) Reverse the recent downward trend in season ticket sales. And 2) Attract the young “millennial”crowd. What we could sell, though, was the most incredible game day experience in the NFL. Which we positioned as “Fantasy Football. For Real.” A huge executional challenge for us, though, was that none of the stadium upgrades would be completed in time for production. We had to infer or create renditions of them based on architectural drawings for every execution. But our efforts paid off —season ticket renewals hit 86%, and year-over-year season tickets sales rose by 7,000 to a total of just under 45,000 sold, which ranked in the top six in the NFL.
Amid the chaos and crowds that is the Las Vegas SEMA Show, the largest gathering of auto aftermarket businesses and exhibitors in the country, UPS was finding it difficult to stand out. Competing against custom cars, celebrities and bikini-clad models, UPS needed not just to be noticed, but to define their presence there and capture the attention of a highly targeted group of potential clients. Conveying a memorable message of UPS supply chain expertise for the industry to this audience after the show, let alone during, had proven very difficult.
Speaking in specifics rather than generalities is key to capturing the attention of these prized contacts. But first, you have to get them to your booth. We developed a pre-show mailer teasing commercial tool chest giveaways and offering an event technology no other company at the show offered. Partnering with Poken® touch marketing, targeted contacts were provided Pokens they could use to instantly connect digitally, as well as download collateral with just a tap. Attendees got the information they wanted, no paper needed. Through a customized Poken website, UPS gained contact data, tracking downloaded information via detailed reports for post-show follow-up, precisely addressing the supply chain needs of this audience.