GAME / SOCIAL / RETAIL
COMBOs FINISHERS is an 8-bit game for a WWE partnership that I concepted and created. Entering a sweepstakes is easy. So we made it hard. And fun as hell. Instead of employing a usual plug-and-play mechanic, we reinvented the sweepstakes. In fact, we gamified it. Combos Finishers features a killer retro 8-bit look and feel a la Mike Tyson’s Punchout, some fast-paced gameplay, and infinite levels. In truly integrated fashion, in-store POS and social drove fans and shoppers to our gamified sweeps.
In addition to a lift in convenience store sales across the short promotion period, over 153K users visited www.combosfinishers.com–an increase of over 770% on the previous year’s site visits–averaging almost 5K visitors a day, of which almost 20% came back to the site between 2-10 more times. Altogether there were more than 65,000 sweepstakes entries.
This is probably the most hands-on and hectic project I’ve ever executed. From helping hire the game developers and finding sweepstake vendors to hand-drawing the characters and creating the moves for each fighter, developing the key visual that would span across print, retail and social -- I guided this thing from beginning to end. Make sure you play the game!
Lead concept & Gaming ideation
Retail Fixture Design
SXSW is chaos. Beautiful chaos. With all its white noise -- and literal noise -- how do you get people to walk away with what your brand is really all about? You have to do something ONE-OF-A-KIND. Scratch that, we’re Twix. We do TWO-OF-A-KIND.
So we built the first ever House of Duos at SXSW. Where SXers could see the duos, live the duos and even BE the duos. Brought to life by one of the most iconic duos out there: TWIX. And to get across the twiceness of Twix, we turned the house into a dual experience. Indie duo favorites like Ghostland Observatory, Japandroids, and Tennis brought the noise. Hall & Oates? No-shows.
And we filmed the largest crowd sourced music video in SXSW history. With Cinebody attendees were able to capture themselves and be part of Ghostlands music video.
LEAD EXPERIENCE CONCEPT / IDEATION / DESIGN
LAUNCH CAMPAIGN / SPOTS / OLV / PRINT / SOCIAL
Garnier Fructis wanted to drive brand love and become the brand for younger millennials. They knew they had the natural ingredients and proof.
To relaunch Garnier Fructis, hair products for younger millennials that appreciate natural products, we created ’Super Fruits. Super Hair’, a campaign that
celebrates everyday life without the worry of hair nasties and only the “good stuff” for strong, healthy, shiny hair.
SOCIAL / CAMPAIGN
I’ve been involved in a number of “Voting” Social Campaigns which encompasses interactive marketing and online messaging. Almost always very timely and requires audience engagement from start to finish, these programs tend to last months on end.
Notably, Mountain Dew’s DewCision 2016 social campaign, creating an engaging campaign that included but not limited to original content and voter promotion for all social platforms, developed UGC competition and consumer involvement. All accumulating to an out of home activation, and a FB live announcement for the winner.
OOH / SOCIAL / CAMPAIGN
Bryant Park & Grand Central Subway Terminal Takeovers
Pantene launched the Art of Healthy Hair Exhibit in both Bryant Park and Grand Central Terminals, two of the most heavily trafficked subway stations in New York City. But this wasn’t just a subway takeover; it was a complete overhaul of the brand. Unlike most beauty and hair care brands, we convinced Pantene to step away from showing celebrities, models and (gasp) even their PRODUCT and instead use fashion illustrations and minimalist colors as the new look and feel for the campaign.
To bring the exhibit to life, we incorporated an interactive element where people could Instagram a photo of the artwork using the hashtag #WANTTHATHAIR and receive a direct message from Pantene with a fun hair tip. So far, the campaign has received an overwhelming response, so much so, that the client is considering taking the idea around the world!
EXPERIENTIAL / DESIGN / SOCIAL
For SXSW 2018, Integer wanted to bring M&M's colorful world to life by creating M&M's Sound & Color. Showcasing M&M's love for music as well as their iconic colorful characters we took over the Lustre Pearl on Rainey St. and created a physical world for each iconic character.
Walking through physical rooms of Red, Yellow, Green, Blue & Orange visitors were able to play, relax and immerse themselves in each character's world. The spirit and ideals of the brand was found across the house and the two-day experience invited our visitors to experience first hand what music felt in the eyes of each character.
Musical acts included headliners, Sylvan Esso & Cut Copy as well as Billie Eilish, Mallrat, & R.Lum.R to name a few. We also made it easy for attendees to come over to our house by providing eTuk rides to and from our house and some lucky fans were able to experience a really intimate show in our eTuks with some of our musical guests.
Lead Experience Concept / Ideation / Design
SOCIAL / CAMPAIGN
Without actually being an official sponsor of the Oscars 2014 Red Carpet, we managed to successfully create a digital campaign that dominated the second-screen conversation all around the hashtag #WantThatHair.
On the actual Night Of, multiple war rooms were set up to react to the hottest trends in real time via live tweets. Along with my team, I also took inspiration from the top hairstyles of the night and we recreated them using models and Pantene hairstylists to release a series of How-To’s overnight.
Running all over Grey; from our war room, to the studio, to my desk, to the client, and to the bathroom.
TV / PROMOTIONAL / ACTIVATION
We took all the weird fun of Combos to the biggest pop culture event of the season: Z100's JINGLE BALL. For the event, we created a experiential concert activation, unique celebrity swag, and a :30 commercial to premiere at the live concert. The commercial had unique parameters: green screen, small budget, heavy product placement, and Z100 radio talent.
Well, we threw it all in. As in we actually threw lots of bags of Combos.
Well-versed in social tactics and content development. As ACD at Publicis, I oversaw social development for Garnier.
A scrappy team with a tiny budget, I was committed to turning out thumb-stopping posts that wound up having a big impact on the brand’s engagement. During my time, I helped grow Garnier’s Instagram followers by 7.3% (the competitive average is +4%) and increased Pinterest repins by 400%.
I also worked closely with cross-functional partners to plan monthly calendars, facilitate creative kickoffs, mapping budget and developing timelines.
Pantene was losing touch with consumers, facing massive competitive noise in the hair care category, and was seeing a decline in sales. The solution to these challenges was to grab our consumer's attention by offering her a "haircast."
Partnering Pantene with The Weather Channel, we gave her a location-specific forecast paired with product solutions for her hair, where/when she was checking the weather.
The results were a 28% sales lift, 600,000+ social impressions, and beautiful hair whatever the weather for her.
2014 EFFIE AWARDS Shopper Marketing
2014 DIGIDAY Retail Awards
GLOBAL DIGITAL REDESIGN / WEBSITE
Education is important to Oral-B. So, through a complete redesign, we turned Oral-B’s Global and North America ecommerce website into a hub for consumers to not only purchase, but learn about Oral-B's products -- including specific "micro" pages that detail the latest technology.
To demonstrate Oral-B’s world of innovations, we composed a digital visual identity that is cohesive throughout the whole website. We achieved this by incorporating multiple high impact product and lifestyle visuals, while remaining true to Oral-B’s brand aesthetic with an overall clean linear structure.
But for real, I made a catalog for Cadillac.