SITUATION
Capitalizing on their popular cafe beverage, Starbucks wanted to launch Cold Brew Concentrate product to grocery stores. The launch campaign needed to convey the same smooth and delicious taste while making it clear that it was concentrate made at home. And one that could be easily customized and enjoyed.
SOLUTION
A cold brew that’s “Smooth. Delicious. And Perfectly Yours” rolled out in a fully integrated campaign led with video and social media demonstrating the deliciousness of the new coffee.
ROLE
Creative Director @ Integer
SITUATION
The all-new 2013 Lexus GS model had a more aggressive stance, as well as more power and curve handling ability than its competitors. The challenge: attract younger drivers to the Lexus family, those seeking performance, handling and an adrenaline rush not normally associated with Lexus.
SOLUTION
There’s no better way to reach young males than the Sports Illustrated swimsuit issue, aka the Super Bowl of print. But we gave Lexus much more than a print ad. First, an iPhone game let players race around a track shaped like S.I. supermodel Tori Praver. Then, to make the idea even more experiential, we actually built the racetrack in the real world, for a head-to-head race with the pros. Finally, we created an app called Supermodeled, which let you add Tori to any photo. Beyond being shared and talked about, these ideas helped launch the Lexus GS from 11th to 3rd in its category.
RESULTS
Over 200 million earned editorial impressions.
Over 100 million online impressions.
4.5 out of 5 stars (iTunes Customer Rating).
2012 Cannes Lion – Silver
ADWEEK Ad Of The Day
FWA Mobile Of The Day
ROLE
Senior Art Director @ Team One
SITUATION
Dr. Yinka Davies had the vision to revolutionize gut health. To bring her innovative probiotic system to the crowded wellness market, she needed a brand strategy and design to breakthrough.
SOLUTION
We worked with Dr. Davies to bring her ideas to life through brand design workshops to establish DTC subscription go-to-market positioning and experience design. We created a brand strategy, manifesto video, DTC brand playbook, media guide, MVP Shopify website, and social content ready to launch.
- Brand Strategy
- Brand ID Design
- Product Development & Design
- Creative Direction
- Film Direction
- ECommerce / Shopify
- Social Content
ROLE
Brand Architect and Creative Director @ Voltage
SITUATION
After leading the category for close to 20 years, Naked Juice was getting squeezed out by new organic and fresh-pressed juices, all touting to be good for you.
SOLUTION
What if Naked could use its perceived disadvantage of being a big company to make a big difference? We created a 360 campaign to help end food deserts in a partnership with Wholesome Wave. The idea: “Drink Good. Do Good.” An influencer campaign led by Adrian Grenier challenged people to take a fruit or veggie selfie. With Each selfie, Naked would send 10 pounds of fruit and veggies to under-served communities.
RESULTS
Over 1 billion impressions. #1 trending on Instagram. Nearly 43,000 selfies. 1.8 million engagements. 640 lbs. of fruit and veggies donated to food deserts.
ROLE
Creative Director @ Integer
SITUATION
Solidcore is a rapidly growing pilates studio that needed to position itself as the most aggressive and hardcore workout to keep its cred and culture as it grows.
SOLUTION
It’s a workout experience that’s not for everyone. It’s really, really hard. Michelle Obama frequents the DC location where it all began. Rather than telling people it was for the hard core only, or telling the athleisure crowd that they need not apply, we would just show an actual class. All of it. The sweat. The tears. The agony. For the true Solidcore types, this hard reality is exactly why they love it.
ROLE
Director / Creative Director @ Voltage
SITUATION
When Frontier Airlines issued an RFP for a big ideas team with the agility and responsiveness of a small agency, I led the charge to land the account at Voltage. Frontier’s reputation was grounded. In order to cut costs, they’d made some changes to their planes that people weren’t loving. Our mission was to help shift the perception of Frontier from “most uncomfortable airline” to “greenest airline” on a low-fare budget.
SOLUTION
We delivered multiple big idea campaigns to turn pain points into talking points, repositioning the image of the airline from a low-cost carrier to a low-emissions carrier. We wanted to help Frontier move toward the mindset of a D2C brand and own the relationship with their customer.
- Brand strategy
- Creative Campaigns
- Design & Copy
- Content production
ROLE
Brand Architect and Creative Director @ Voltage
SITUATION
Blue Moon, the craft beer brand synonymous with the orange garnish and oil-painted ads, was rebranding. Pivoting from celebrating the creativity of their beers to celebrating the creative process of artists and brewers alike.
SOLUTION
To drive sales of Blue Moon at retailers, we found the most creative person in food: the talented chef famous for starting the food-truck trend, (The Son of L.A.) Roy Choi. The campaign included over 40 unique Roy Choi recipes, each made with Blue Moon, along with a retail promotion featuring 13 downloadable recipe videos.
ROLE
Creative Director @ Integer
SITUATION
Duracell is the #1 Trusted Brand for batteries. As it turns out, batteries are also the #1 forgotten item when shopping. Across all retail, we needed to help people remember the batteries.
SOLUTION
Bring to life the moments where you can’t trust an average battery to do a Duracell’s job. We did just that with a series of contextually-placed displays and media.
ROLE
Creative Director @ Integer
SITUATION
Lexus was set to introduce their first hybrid-only car, aka the Lexus Prius. It was light years ahead in technology, beyond any hybrid car ever invented at this point. In other words, it was the car that we'd all drive someday.
SOLUTION
Hello Someday. The car of tomorrow was here today. So the campaign of tomorrow needed to bring these high-tech innovations to life. We created a launch campaign and site for people to interact with and learn about this all-but-flying car, using trend-setting information graphics to bring the data to life. People were able to create a personalized demo of the HS by selecting features (13 CG demos) that interested them most, as well as their favorite color. The videos were created to play together in any order. But even more challenging, they needed to be out the door in six weeks.
RESULTS
CA web pick of the day (12.16.09)
ROLE
Senior Art Director & Video Director @ Team One
SITUATION
A small coconut-water brand was purchased by Pepsi in hopes of taking a swing at industry leaders VitaCoco and ZICO.
SOLUTION
Thanks to the product’s 2-to-1 preference in taste tests, along with its natural hydration benefits, the water proved to be more than nature’s Gatorade, but also kinda like nature’s Ritalin to help people focus. So we relaunch the brand with fresh new packaging, new flavors, a new website, new point of sale, new social influencers, and a splash of paid media, all inviting strivers to “O.N.E. Up” their hydration.
ROLE
Creative Director @ Integer
SITUATION
Blue Moon is a brand that has always been rooted in creativity. Now, with the opening of their new HQ brewery and restaurant in the RINO District of Denver, they had literally opened the doors to their creative space.
SOLUTION
Introducing the Blue Moon Brewery Kitchen. More than just a collection of recipes, it’s the creative fusion of beer and food in a unique and memorable form. Activated outside of the brewery online, in social media, and as a campaign pillar at grocery stores, the recipes drive incremental purchases of beer, and reassert Blue Moon’s artful creds.
ROLE
Creative Director @ Integer
SITUATION
Dollar General’s hard-working shopper is in full pursuit of happiness. Finding top brands (P&G) at DG and getting a good deal on them is kinda like gaming the system.
SOLUTION
Introducing the Bundle Bee. Turning the DG black and yellow colors into a lovable character to create buzz for P&G scale product offers, and provide a playful way to discover them. When shoppers are emotionally engaged, the excitement of gaming the system makes it more desirable to participate.
ROLE
Creative Director @ Integer
SITUATION
IZZE needed their first ever national campaign to create a connection with creative Millennials and recapture their creative spark.
SOLUTION
Get in the mix with Millennials. One night each week, these stylish, aspiring foodies are at gatherings with their friends, often referred to as “Friendsday Nights.” So we invited them to “bring something bright to the table,” tapping into mixology and Pinterest-inspired craftiness trends. Maximizing a small budget into a wicked smart content strategy, we partnered with Cooking Channel personalities Alie and Georgia to craft mixology recipes and Friendsday Night inspirations, putting IZZE at the center of the hipster table.
Content Series
Good food and creative drinks are a staple of any these gatherings. Alie and Georgia crafted original mixology recipes using IZZE that were made into recipe cards for Pinterest and social sharing, along with 12 hilarious Ali and Georgia videos (a long and short cut of each) of mixology and food recipes.
Social
We relaunched IZZE on Pinterest, Facebook and Instagram, with Ali and Georgia content and bright inspiration for rocking Friendsday every day.
Spotify
A Friendsday Night needs great music, so IZZE curated multiple playlists to set the mood. IZZE was one of the very first brands to take advantage of Spotify video integration, with display ads and a branded channel.
Responsive Website
The content and sweeps took people to the IZZE website, which was in serious need of a relaunch. In six short weeks, we put together a simple, responsive site to house all the great campaign content. Check it out: www.izze.com
ROLE
Creative Director @ Integer
SITUATION
Many convertible cars (especially luxury ones) get emasculated and marginalized, ala the Chrysler Sebring. The first convertible Lexus IS needed to escape those trappings. It had to be bold and adventuresome to attract younger drivers to the brand, without becoming associated with granny transport Hobby Lobby.
SOLUTION
We skipped the clichés of the convertible car category: bright sunny days with attractive people's hair blowing in the wind, set to popular music. Instead, we went to the darker side. The car is featured on a night out, raising hell, while the campaign line encouraged people to “Live a little, a lot.”
Launch Website
The launch site was a simple interactive page featuring videos and images of the car. To see the car with its top down, people had to answer a few personality questions to find out if they were cool enough to drive the IS C.
The App
We partnered with Urban Daddy to help users find creative nights out worthy of the IS C.
Banners
The dynamic banners also leveraged the Urban Daddy partnership to serve up location tips for a night out on the town.
CG Demo Videos
The project also included three CG demos, as well as 360 spins of the car for Lexus.com and the launch site.
ROLE
Senior Art Director / Video Director @ Team One
SITUATION
Just a few weeks before the season kickoff, NBC Sports Network needed to update their college football graphics package to match NBC’s new look.
SOLUTION
To get us to game day, we drafted a team of freelance animators and designers for what would be the biggest underdog story since Rudy. We did it. A complete motion graphics package made from scratch in just three weeks. The concept was simple: put the audience on the goal line and capture the spirit of college football. The package included some 42 different elements, including an open, teases, tool kits, lower thirds, rejoin elements and sponsor elements.
ROLE
Creative Director @ Impossible
SITUATION
Belkin was known for their power strips and routers. Now they wanted to be known as an innovators in sustainable technology.
SOLUTION
The global launch of Belkin Conserve — a new line of energy-saving products from Belkin. The concept came from the insight that people want to go green without changing what they do. This led to the tagline “Plug into good.” The campaign included point of sale, print, web banners and a new brand book for international roll out, featuring photographs by Todd Selby.
ROLE
Senior Art Director @ Team One
SITUATION
Back in the mid-2000s, before the dawn of today’s Netflix, Hulu, Amazon and the like, there were few subscription quality shows available. Lexus was already known for their Pursuit of Perfection, but we needed new ways to talk about this pursuit.
SOLUTION
Lauded as “the HBO of the internet,” L/Studio — Lexus’ branded entertainment channel — gave birth to Lisa Kudrow’s Web Therapy, the first online series ever picked up by a premium cable network (ironically, Showtime).
Lexus knew they needed to expand their audience beyond the baby boomers who had built the brand. To do it they took a bold step–acting less like a car company, and more like a movie studio. The result was L/Studio, a branded entertainment web channel featuring content created by the artists and celebrities young consumers love and follow. L/Studio attracted such talent as Meryl Streep, Julia-Louis Dreyfus and Tom Hanks, while racking up awards and accolades from big names like the Webbys and Fast Company. By turning from a brand into a producer, Lexus launched a new kind of vehicle: one capable of changing minds.
To get the word out, we launched a campaign that included takeover ads on Yahoo and YouTube, a slew of web video ad units, as well as promotions on the Lexus website and social media channels. We also re-skinned the L/Studio site and all social media sites, in addition to directing and editing the video promos in-house.
Check it out: www.lstudio.com
SITUATION
Inspirato was a start-up luxury travel club that was growing rapidly—as was their competition. The pressing need was to differentiate Inspirato from others.
SOLUTION
After some brand development and visual exploration, it was clear: Inspirato was not a travel company, but a curator of extraordinary experiences — personal, meaningful and unique experiences. To capture these moments, we sent a crew to document Inspirato members living the dream.
ROLE
Creative Director @ Impossible
SITUATION
DISH was losing subscribers to DirecTV and their NFL Ticket. DISH needed to let people know that they had sports too.
SOLUTION
Not only did DISH have football, they also had hockey and basketball. And with the Multisport Package upgrade, there’s practically no off-season. The package brings just about every sport to your living room. Why not show that?
ROLE
Creative Director / Writer @ Impossible
SITUATION
Ciders were catching on. Yet at most bars, wine was still getting all the pours. We needed a program to create new drinking occasions for Crispin to boost sales and secure those coveted tap handles.
SOLUTION
Reimagine Millennials’ love for brunch and rosé all day. Crispin Cider was not only gluten-free, but also one of the most premium pear and apple ciders, ideal for pairing with savory brunch favorites. The hard ciders made for a fresh take on the classic mimosa. We created a turnkey kit for bars and restaurants to create their very own “Cider Brunch.”
ROLE
Creative Director @ Integer
SITUATION
Rebrand the Planet Green TV network as “Destination America.”
SOLUTION
Identify and define the voice, tone and creative expression for the new network, based on the idea of what America means. The project included copywriting manifestos, choosing brand voice talent, and crafting multiple promotions for the new network’s identity, as well as promos for their lineup.
ROLE
Creative Director @ Impossible
SITUATION
Every August, Lexus has their Golden Opportunity Sales Event, the best time of the year to get a deal on a new Lexus. Time to buy was limited, so we needed to drive urgency during the summer months when it’s easy to procrastinate.
SOLUTION
Invite people to seize the moment by not wallowing in past regrets. To get to this, we created a place where all your past regrets live: The novel you didn’t write. The trip you didn’t take. And finally, the dream Lexus you didn’t buy. The campaign included dealership point of sale, national TV spots, radio, newspaper and digital media.
ROLE
Senior Art Director @ Team One
SITUATION
Del Real Foods offers authentic Mexican food, featuring pre-cooked carnitas, shredded beef, tamales and the like, sold nationwide. After their success in Southern California, the family-owned business was now ready for a campaign to support its new, national distribution. Not all prepared foods are the same, and Del Real needed to drive this point of differentiation home to younger shoppers.
SOLUTION
To launch the brand, we crafted a content-led, integrated campaign aimed at driving unaided awareness in L.A. and S.F., before rolling out nationally. The“It's about to get real” campaign features a trio of Mexican American stereotypes in humorous situations that ask consumers to look past the cliché to find the real, Mexican authenticity that Del Real Food delivers.
The point of sale, out of home and a broadcast spot—all featuring the stereotype trio, were—supported with long-form video for each character. Flanking awareness with product education, we rolled out recipe videos. Filmed on location in the Del Real Foods test kitchen, we made 12 how-to videos to inspire meals that are quick, tasty and authentic. The snackable content was pushed out through social, and seeded with paid media and native-like advertorial placements on food and "mommy" blog networks.
ROLE
Freelance Creative Director @ StickyDocs
SITUATION
Before Facebook and Twitter, Lexus was making hybrid vehicles. It was time Lexus got some credit for their superior technology.
SOLUTION
A national manifesto TV spot and new landing page for people to discover Lexus Hybrid vehicles and connect with their shared passion for sustainable living.
ROLE
Senior Art Director @ Team One
SITUATION
Einstein Bros Bagels was set to introduce a new pull-apart bagel. Moreover, they needed to reawaken the possibilities for breakfast and reintroduce themselves to a post-breakfast world.
SOLUTION
Reimagine the brand. Starting with the brand positioning, tone of voice and visual expressions. It was a new, brighter day and so were the colors. The campaign ideas built around the sage wisdom of the bagel.
We believe what goes around shmears around. That’s why we put our best into every breakfast—because we know that what you put in your belly is what you’ll get out of your day. So, fill up with the goodness of a fresh-baked, generously-shmeared bagel and watch the goodness come into your day.
ROLE
Creative Director @ Integer
SITUATION
Although the DISH DVR was considered the industry’s best, DirecTV had a new DVR that was promising a lot of new magic. The challenge was to avoid the animated spreadsheet execution and entertain the audience while dazzling them with the Hopper’s superior stats.
SOLUTION
It’s Hopper Vs Genie. We pitted the two mascots against each other to personify the features on the DVRs. A series of animated shorts designed for interstitial TV spots on DISH, the DISH website, point of sale retail displays and social.
We leveraged DISH’s kangaroo character “Hopper” to create a series of character animation videos, each tackling a major selling point. Since DirecTV’s new Genie DVR had no brand equity or character, we created our very own Genie likeness. Each episode borrowed a SPY vs. SPY vibe, pitting the Hopper against the rival Genie. The end product was an engaging infotainment series where the Hopper is the clear winner.
ROLE
Creative Director / Director @ Impossible
SITUATION
MillerCoors needed to get into the hard soda game to compete with Not My Father’s Root beer and the like. Unlike the other hard soda’s MillerCoors was already on-premise at majority of bars.
SOLUTION
Turns out, Henry’s Hard Soda was sweet AF, and thought of more like a treat. So we made it exactly that; a dessert. Root beer floats orange creamsicles. All the yummy stuff that the Gen X target remembered from childhood, but now with booze. Also, it was just “hard-ish” because these Xers (hey, I’m one, so I can say this) now have their own kids to chase and need their wits about them. We used super yummy photography in menu cards, table tops, video ads, digital ads, and social media inviting folks to “Dessert Hard-ish”.