Some of the work that helped us win KY for Elephant.
Helped launch an entire Creator agency holding company and eco-system. 6+ divisions: IRL Creator campuses, Creator-specific talent agency )including a separate sports Creator talent agency), A.I. data analysis (including brand safety Creator vetting A.I. tool), brand IP launchpad, gaming division and full ad agency based on brand/Creator collaboration.
I set brand tone of voice, wrote manifestos, created videos, internal and external documents, websites, capabilities presentations & still co-create brand campaigns with Creators when they come up, to create culturally resonant, measurably-effective brand content.
WildAid needed a campaign to convince outdoor companies to give them the free placements they have while waiting for paid ads. So, I strategized and concepted a fun, compelling, sticky idea to make them the choice outdoor companies preferred, all while giving Gen Z a reason for reducing consumption.
Taking advantage of a Gen Z social media meme idea and capturing it for our purposes we gave permission to use the environment as your excuse to not go to that destination wedding you didn’t want to go to anyway, or not dress up, or not go all the way out to Bushwick when you really want to stay home on the couch.
The campaign was a huge success, with outdoor companies using as their favorite free placement holder, garnering tons of free media for WildAid. It was so successful it got extended it into digital, print, video, as well as instructional videos and influencer campaigns. Overall a huge win for the environment.
***The campaign was taken internally for most of the execution (to less than the quality level I’d have held it to…) but the strategy, positioning and fun of the idea is something I’m very proud of.
I was enlisted to help Breathe Cities create a compelling website to launch their new initiative to make air 30% cleaner and more breathable by 2030, especially in the Global South.
A collaboration between Clean Air Fund, C40 and Bloomberg Philanthropies, it was a challenge to create a concept and write language, modules, tone of voice and content that was consistent for all stakeholders and made an interesting, informative site. I also managed the strategic building and rollout of the site and content beyond the site... The rest is on the way!
Discover more: https://breathecities.org/
A quick graphic social, print & wild posting campaign for NYC & Co.
CD // Writer
A B2B print/Convention Poster campaign for a large enterprise server company.
Writer
Digital page takeovers & wild postings for SmartMoney.com
Writer
Print and wild postings for the Conspiracy Museum in Dallas.
CD // Writer
A print & poster campaign for the Austin Lyric Opera.
CD // Writer
Digital & wild posting campaign for North Fork Bank.
CD // Writer
Creative Director/Writer
This is a trailer for a longer series that ran on Logo Network and A&E.
A poster collab with artiist Anthony Burrill to remix "i (heart) ny", with the city's new, more inclusive, modern, tech-saavy image.
CD // Writer
