I’m really proud of the work my team and I did with Google – and since its all public now, I’d like to share some of it: At a time when the digital ad world is changing we worked closely with Google to reinvent one of its largest brands, DoubleClick. Additionally, we re-engineered the way the Google Display Network told their story to small businesses. In this post are examples of the work contributed for the Watch This Space promotions. Suggested Strategy: For Watch This Space – Create Google brand... Read The Rest →
Last night was the 2012 OMMA Awards Dinner where my team and I brought home Best Integrated Online Campaign (Alcohol) for our work on the US launch of Epica Wines. It’s a great win for us since we chose to take a risky approach for this wine brand’s introduction. Using a lifestyle platform, we considered fashion and retail brands as competition rather than other wines. Targeting millenials, we developed a no limits, no excuses message – asking people to live life in the moment. This lifestyle approach played out on the... Read The Rest →
My team’s Paragard work has won Gold at the W3 Awards in the pharmaceutical category. When we were working on it I was sure we were breaking new ground in pharma with this linear storytelling approacb. Our challenge was to motivate women to re-think their birth control options. We transformed TV assets into unique, artful animations to complement the story. We used unique linear storytelling, custom animations, advanced technology and friendly, relatable copy and design, and I feel, successfully transformed an average online pharma experience into a rich, engaging, valuable consumer experience that... Read The Rest →
Dear Fellow Creatives - Go to awesomeorawful.com – print this poster out, pin it to your wall, then sob uncontrollably at the complexity that is your career.
Sometimes you have to step out of a brand’s category in order to get an audience to understand you. Like every project, we work hard to find a core brand story. Just having a high-quality, great tasting wine isn’t enough to reach a wine-neutral audience like millennials. So we centered around a lifestyle message and mantra, “Life in the moment”. This allowed us to go beyond the wine category as our competition for attention, but rather, fashion and retail. To complement this we created a series of short films featuring... Read The Rest →