Platform Creation and Development
2013 Cannes Cyber Lion, Branded Utility, Silver
2013 Cannes Cyber Lion, User Experience, Bronze
2013 IAB MIXX Awards, Silver
2013 London International Advertising Awards, Digital Foods Bronze
2013 Jay Chiat Awards, Digital Foods, Bronze
2014 DATA Awards, Communications, Shortlist
2014 One Show Interactive, Websites, Food & Drinks, Merit
2014 One Show Interactive, Data Visualization & Info Graphics, Merit
2014 Andy Awards, Food (Packaged), Shortlist
2014 Webby Awards, Interactive, Food & Beverage, Honoree
2014 New York Festivals, Craft, Interface & Navigation, Finalist
2014 New York Festivals, Interactive Apps, Interactive Tools, Finalist
2014 New York Festivals, Websites & Microsite, Foods, Finalist
As a 125-year old company dedicated to high-quality spices, McCormick had a perception problem. Modern foodies saw McCormick as their mom’s brand—not as a technologically-savvy authority on flavor. So we created FlavorPrint, an application that takes into account a user’s likes and dislikes, cooking preferences, and even the number of people they’re cooking for. The result is an illustrated flavor-fingerprint that matches them with recipes and other spices they're likely to love.
What's Your Rub? Campaign
Acuvue’s two-week Oasys contact lenses help wearers avoid dry, irritated eyes that monthly lenses cause. To encourage monthly wearers to switch, we created What’s Your Rub?—a campaign that highlighted the universal behavior of rubbing your irritated eyes through a series of videos demonstrating different styles. The result was a 68% increase in intent to purchase.
Brand Development and In-Store
A major European hotel chain came to us looking to brand a new coffee shop they were creating, opening first in their own hotels, then expanding into standalone stores in the UK. The hotel brand wanted to differentiate their coffee shops from others by creating a cozy, home-away-from-home where they actively invited people to spend time, unrushed and unpressured.
I was charged with creating the brand definition and voice and writing all in-store signage for their stores, the first of which is scheduled to open in 2017.
1-DAY Contest Campaign
In promotion of their 1-DAY contact lenses, Acuvue asked teens to submit their 1-DAY dreams in the form of a short video. Seven winners were selected, then matched with celebrity mentors who helped the teens reach their goals in a series of YouTube videos. The contest was the core of the year's teen engagement and generated content that was delivered through traditional and social channels throughout the year. In the end, the contest received more than 3,700 video submissions, and through the first five months, amassed 830k page views and 9.7M video views.
Platform Creation and Development
2014 Adweek Isaac Awards, Brand Performance Invention, Silver
Digiday, AARP's New Social Network
Founded in 1958, the AARP, formerly the American Association of Retired Persons, was quickly becoming old-fashioned, as the traditional retirement age of 50 was instead becoming the age of transition.
So we created Life Reimagined—a new platform and service that gave the AARP a new focus: helping aging Americans navigate major life transitions in their well-being, work, and relationships. From in-person events to online activities, we created lots of ways for users to find support and inspiration for whichever stage of life they were in.
In the first year, Life Reimagined attracted 325,000 registrants, 86% of which were not already AARP members. And in the second year, Life Reimagined launched their 1- to 7-day online programs, which accumulated more than 120,000 active programs in just five months.
2015 Webby Awards, Car Sites & Car Culture, Nominee
The Drum, Volvo Cars launches its Next Generation Digital Experience
Volvo Cars was looking for a new global website with a premium feel to engage their customers and allow users to order vehicles online. And with the release of their new XC90 rapidly approaching, we had just six months from brief to launch to complete it. But even with the quick timeline, our team successfully delivered a sleek, fully-responsive website, allowing customers to interact with the brand seamlessly across all platforms. And the XC90 launch? Volvo sold out online in just one day.
Pitch/Spec Work: Taste the Views
With its strong, aggressive peaty notes, Laphroaig has a flavour you'll either love, or love to hate--and in an untraditional turn, Laphroaig, as a brand, embraces this disparity with its long-running #OpinionsWelcome social campaign. But while #OpinionsWelcome was a great way to engage customers to talk about the brand, our team was challenged to discover a way for the brand to talk about itself, with 'opinions' at its heart.
So we created an extra brand messaging layer called "Taste the Views," allowing us to play with assertive language, reminiscent of Laphroaig's remote Scottish island heritage, and that blended well with the existing #OpinionsWelcome campaign.
Social Response Lab
2013 DigiDay Publishing Awards, Best Use of Social Media, Finalist
2013 Shorty Awards, Content & Strategy, Hashtag and Social Media, Shortlist
Ad Age, Inside the Social Response Lab of A&E's 'Duck Dynasty'
AdWeek, An Inside Look at A&E's Social TV Strategy for 'Duck Dynasty'
Fast Co.Create, "Duck Dynasty" Game Involves More Tweeting than Quacking
Creativity Online, A&E Duck Call
After Season 1 of Duck Dynasty gained a small group of hardcore fans, we were tasked with engaging them and growing their following through Twitter Social Response Labs during their Season 2 and Season 3 premieres. The Season 2 Response Lab resulted in 44.7k new followers in one night, along with three national trending topics and articles from Fast Company, Creativity Online, and Business Insider. The response was so overwhelming that we were asked to do another lab for the Season 3 premiere, attracting reporters from AdWeek and the entertainment TV show, OMG! Insider who attended and covered the response lab.
For its launch, Acuvue needed tools to introduce and explain its new beauty-enhancing contact lens, Define. Unlike a colored contact that changes the entire eye color, Define’s three designs simply added different levels of definition and highlights to the wearer’s eyes—a subtle effect the user needed to see to believe. So we created two experiences that allowed users to see the real effect on themselves and on models, who were shot wearing the actual lenses.
Social Response Lab
2014 Shorty Awards, Twitter Campaign, Finalist
2014 Clio Awards, Key Art, Silver
Mashable, 'Falling Skies' Season Premiere Comes With Interactive Twitter War
The 2nd Screen, Falling Skies S3 Premiere Social TV and Sync App Review
For the Season 3 premiere of Falling Skies, we created a Twitter Social Response Lab pitting the show’s protagonist Resistance supporters against the antagonist Alien supporters in a battle to take over the Falling Skies Twitter account. With two illustrators on hand, we asked fans to tell us which side they were on and rewarded them with personalized, illustrated Twitter profile pics. After the show was over we announced the winning side with a YouTube video featuring our influencers. Spoiler alert: The Aliens were conquered.