The ask: Launch the sustainable British brand me+em in NYC.
The concept: ME+EM is the 'New Addition' to New York, showcasing smart style. We celebrate our arrival by focusing on our locations, functional fashion, and women’s lifestyle, prominently featuring our unique plus sign (+). This symbol runs through everything we do, creating a rich, layered story.
The Task: Develop and maintain organic social media content for the Audible Original, ‘1984’.
The Idea: Highlight how the themes of '1984' link to today's world in 2024, emphasizing the relevance of Big Brother. We produced social media posts and behind-the-scenes content showcasing the production of the audiobook and dramatization.
My Role: Creative Director.
The Ask:
Create social content that delivers on their mission of “Making Everyday Better”.
What we did:
We worked to identify elements within Amazon’s ecosystem that would help encourage customers to interact with the brand while educating them. From showcasing how two unrelated products can tell a story, to challenging influencers to try peculiar hobbies we created content that had over 1.4 million impressions.
My Role:
Creative Lead
Peculiar Pairings
Celebrate how creatively our customers use Amazon products.
HOBBY IN A BOX
Showcase how with Amazon you can learn any new skill or activity.
The Ask: Develop a social-first campaign that engages our audience.
The Concept: "Microgenres, Maximum Imagination" centers on the consumer. Like our listeners, we love microgenres. By blending different storytelling styles, we redefine entertainment. Audible will connect with listeners through these microgenres by educating them, encouraging exploration, and building communities.
My Role: Creative Director
MAYBELLINE EXPRESS
The Ask:
Create a social first launch campaign to educate users on Maybelline Express.
What We Did:
At AF we shot and produced our :30 second hero spot along with our social assets during the beginning of the pandemic. To capture the energy and essence of the program, our talent were real Maybelline customers - which made the whole experience even more enjoyable. All content was shot through Zoom, Quick Time Player, and the magic of an iPhone.
My Role:
Lead Creative/Copy
HERO VIDEO:
SOCIAL VIDEOS:
WEBSITE LANDING PAGE:
The Ask:
As Smirnoff’s global digital AOR we were tasked with creating a
brand new design and copy structure.
The Thinking:
We worked with a cinematic approach in design and copy to elevate the site and bring people along of the story that is Smirnoff.
My Role:
As lead copywriter on Smirnoff.com I worked through every page, product, cocktail to bring an inviting and conversational tone that matched with the Cinematic design and strategy.
The Request: Launch an organic social campaign for six seasons of Marvel’s Wastelanders on Audible over 18 months in Italy, Spain, India, Germany, and France.
The Concept: The World Officially Sucks
We used organic social media to create awareness of Marvel’s Wastelanders, a dystopian universe set 30 years in the future. By using minimal resources and focusing on audio, we engaged both current Marvel fans and those unfamiliar with Marvel across various social platforms.
My Role: Creative Director
Season 1-6 content showcase
Blink Fitness
The Ask:
Create an acquisition campaign focusing on the gym and the Blink app benefits.
The Idea:
Being a Blink member now means you can take the gym with you anytime, anywhere.
The Execution:
We wanted to replicate the mood and experience members feel when they workout inside and outside the gym with the Blink app. We did this by creating a music video that takes place in a fun, vibrant, monochromatic setting bringing the essence, personality and mood of blink to life.
My Role:
Lead Creative/Copy
Role: Creative Lead/Copywriter
For Nike Football we launched the Destroy Doubt campaign which focused on getting high school athletes who have faced doubt and adversity to push through and crush their dreams.
Pro player Antonio Brown was the face of the campaign because he faced doubt early in his career and crushed it to become one of the most successful football players.
Through a series of social initiatives and a bus tour that visited cities across the country we created content with the hope of inspiring young athletes to chase their crazy dreams.
My Role:
Lead Copywriter
Nike
Football
SOCIAL CONTENT
We followed the tour on IG and twitter and posted content throughout.
We wrote a series of Medium articles along the way.
NIKE ID + FRISCO
Using the Destroy Doubt idea we also created a series of other social initiatives. NikeID created 10 unique cleat designs for 10 schools in Frisco. We launched a twitter campaign for the schools and created posts for them to share on their social media. The winning team got their cleats made and got to meet Ezekiel Elliot. The campaign not only generated interaction from the high schools but also received retweets from other pro players.
