The Ask: P&G asked us to create awareness that positioned the new Meta Wellness products as an easy and simple way to stay healthy.
Idea: Broken Resolutions: We all make them and we all break them. So we created a song that commiserated with people in late January and introduced Meta as a better plan for 2015.
The Ask: P&G asked us to create a campaign from scratch that included a celebrity spokesperson, an 80-year-old fiber supplement and two new products. The real challenge was doing it all without ever saying poop.
Idea: The Meta Effect served as our overall campaign. It provided us a way to talk about all the benefits and give all the products the same tag line.
People support the ethical treatment of animals, but would rather sign a petition from their friends than from radical PETA activists.
The worlds first Instagram-fueled petition.
Each photo taken with the PeTA filter will be sent as a digital signature to help with a humane treatment of our water friends.
Role: Developed concept and illustrator
2013 Student Silver Addy New York
2012 One Show College Competition
Yellowing happens to everyone, that's why 3DWhite Whitestrips decided to reposition themselves as a necessary staple in everybody's beauty/grooming regimen.
Role: Designed the “Friends Don’t Let Friends Yellow” executions (Facebook app, promotions and all pledges) plus work as support to build out other print and digital needs throughout campaign.
Idea: Duckface For Dawn is a fun, social campaign that spreads awareness that Dawn Saves Wildlife.
Let's be real, animal duck faces are like a million times cuter than people's duckfaces.
Teeth get dirty. That's why there's Oral-B Glide Floss.
P&G wanted us to use real people and footage from their events across the country and create a web campaign. Basically, it was one of those advertising MacGyver situations where you need to use what you’ve got and make it work.
We worked with an improv actor and the sweet folks of several small towns around the country to conduct what we called the WOW Experiment. We introduced a new toothbrush into their lives, captured their reactions and created assets. In the end, the Deep Sweep became the top selling brush head in the category during this time.
Stride Gum brief: Stride gum fuels non-stop nonsense / Target: Teenagers
Idea: Stride gum will pioneer the first ever real-time yearbook to capture what really goes on in high school: your own, unique non-stop memories.
Role: Helped develop idea, build out props, and choreograph the video.
Various posts and concepts we created for the brand Metamucil and the launch of Meta Wellness
For about 6 months, I was the sole art director of the social pages Crest, Crest 3D White + Oral-B. I was in charge of building out 60+ posts a month, attending bi-weekly meetings, and look for relevant things to talk about in an engaging way.
However my favorite task was to come up with an overall visual language that would work across all of Oral Care social pages, yet be customizable to each individual brand.
Through the combination of colors/patterns, a more mindful selection of photography, and an iconic shape, we created a modern, bright and engaging way to talk about the potentially boring topic of oral health. And hey! in the first month it laucnhed, we increased our social engagement by over 400%.
Here are some selected posts to give you a taste of the visual identity.
My photographer friend, Tim Bailey, approached me to see if I wanted to help pitch a Mustachifier (mustache pacifiers) campaign to Anchorman2 for a co-branded Movember campaign.
Idea: It's never too early to start thinking about and supporting prostate health... Even if you can't grow facial hair yet.
Execution: Create a fun way people could support the ever-popular Movember campaign in a way that supports both baby daddy's and your baby's future prostrate health.
Photography: Tim Bailey
Art Direction / Copy: Nicole Koestel