EyeBuyDirect was a low-cost eyewear e-retailer looking to compete with the Warby Parkers of the internet. What they lacked in brand recognition, they made up for with an impressive selection of eyewear starting at just $6.
Accessories played a huge part in defining our millennial target's style, but there was still one accessory they weren’t experimenting with: Glasses.
Perceiving eyewear as an expensive medical device, most were wearing the same pair every single day.
We advised the brand to beg a simple question: Why only one pair?
We created an integrated campaign that treated glasses like any other accessory in the fast fashion cycle, inspired by style trends and seasonal lifestyle moments.
By leveraging EyeBuyDirect’s low price point and thousands of styles, we proved the value of a wardrobe of glasses to change with the occasion, mood, or season.
A social campaign created for the launch of IBM Research’s Project Debater.
As the art director on this project, I collaborated with a copywriter and an animator. The final edits were posted to Instagram, Twitter and LinkedIn. One of the videos was also used to open a live Debater demonstration at IBM’s Think conference in February 2019.
This social campaign offers an inside look into an IBM Cloud data center. We were given rare access to a data center in Texas where we shot both photography and video footage. We partnered with the production agency, Nomad, to edit the anthem video and create various edits to use across the IBM channels. I worked with a copywriter to craft two different Instagram stories (shown below) which were created using native tools on the Instagram platform. I also created a series of looping GIFs to be used across social.
This Instagram story uses client stories to turn the concept of IBM Cloud into a more tangible experience. We chose four client stories to show our viewers how IBM Cloud technology is used in everyday life. Each panel of the story swiped up to a case study where viewers could learn more.
SlimFast, after almost a decade in the shadows of the diet aisle, was ready to make a comeback. A lot has changed in the world of food and nutrition since the brand's launch in 1977. But some insights are timeless: SlimFast's grab-able, pack-able, ready-to-drink approach to weight loss remained entirely relevant for a population as on-the-go as ever.
We set out to make SlimFast the brand that got it.
Life moves fast. We get it.
Ain't no one has time to cook 3 nutritious meals a day. We get it.
Your best friend's wedding snuck up on you and now that bridesmaid dress's zipper is a little too tight. We get it.
We created micro-content and longer form video that captured all sides of dieting. The time saving hacks. The ways to mix it up. The motivation. The emotional roller coasters. The moments of victory. We get it. All of it.
Ito En is the world's leading green tea beverage company. Despite their 50 year heritage in Japan, they entered the US market a relatively unknown player. We helped two of their biggest brands, Teas' Tea and Matcha LOVE launch a new product: Cold Brewed Tea.
Matcha tea provides a jitter-free energy that's notably different from other caffeinated beverages. The calm focus it provides is what inspired the brand's tagline: "Stay Grounded." To launch their new Cold Brew tea, which provides even more sustained energy than hot-brew tea, we leaned into consumption moments that demand more to "Stay Grounded."
Tea is often seen as a drink we consume in quiet moments—with the Sunday paper, over a dish of cookies, perhaps. Our campaign, called "Tea Time," sought to pivot traditional "treat yourself" consumption moments into "test yourself" moments—ones that require the sort of calm, energized focus that only matcha energy can provide.
The team created a series of pre-roll videos as well as social assets for this campaign. As the Art Director on this project, I collaborated with a copywriter on the concept and oversaw the creative production of assets.
The objective of this campaign was to encourage Snapchat users to swipe to shop eBay via compelling Fashion GIFs. For these Snap ads, we created a series of short videos, each focusing on a different accessory that helps create your unique style.
As the Art Director on this project I was involved in the entire process, from the initial brainstorm to the final client presentation.
In October of 2017 eBay asked us to create a holiday campaign to help acquire new or returned buyers and drive consideration of eBay as a gifting destination during the holiday season. The campaign challenged users to think beyond the same wreath and ironic ugly sweater that can be bought on Amazon and to holiday in a way that is unique to you – not like anyone else. We were asked to create 2 Snap ads and 3 audience filters that would run consecutively and fit into the overall strategy and look and feel of their holiday campaign.
Our approach, "Exactly the right style," aimed to highlight eBay as not only a holiday hub, but the place to get your friends and family what they want, in exactly the right color/style/model/edition. Sure you can give them a new toy, or velvet boots, or cookware, but you want to find the perfect gift by finding the exactly right color and model that’s unique to their taste.