The unknowns about the screening process itself can also be a deterrent. So we produced an unconventional interview series called Strangers with Colons that pierced the stigma and demystified the screening process through candid conversation. Each video pairs two strangers, different in background but united in their need for screening, discussing their experience in an entertaining and relatable way—launching the new tone for the Screen for Life campaign.
This moment was also an opportunity to launch our new brand identity for Screen for Life. The identity needed to encourage screening in a modern, relatable way for our mid-40s audience. The new look brings modernity to this legacy campaign. The revised brand mark is both a modern take on the brand and a visual metaphor for the importance of routine screening—a period acts as a reminder to take a moment to prioritize your health. As the brand unfolds, this circle becomes a visual emphasis on the “why” behind regular colorectal cancer screening.
For its college football campaign, UPS needed an idea that would speak to the brand's core small business audience while still connecting with college football fans. The campaign also had to deliver against another ongoing objective of UPS's marketing efforts — shifting perceptions of the brand from a company that delivers brown boxes to a partner who generates outcome-oriented solutions.
"We Support Football Towns"
Seven Saturdays a year in small football towns across America, everything local businesses do is magnified exponentially. With massively increased demand, these businesses must deliver the gameday experience customers expect. And UPS is there to help these small businesses tackle their gameday challenges, season after season.
We brought our idea to life with videos, static posts and influencer content that told the story of how college football towns and businesses transform — and how UPS is there to help make it happen. We also launched a nationwide social contest to find the iconic spots in every football town — the eateries, shops and local businesses people cherish — and honor them as official UPS Football Town Business Landmarks.
Video Series
We developed six social videos to demonstrate the enormous transformation that college football towns and their local businesses undergo for seven Saturdays, every year. Through the stories of three football towns and nine business partners, we showcased the invaluable role that UPS plays in helping these businesses handle this massive transformation.
Contest
A first-of-its-kind, two-part contest was implemented to rally fans to select their "go to" business on game day. The contest leveraged #UPSFootballTown to drive nominations during the month of September, with voting continuing on a branded landing page in October to find the country's Top 5 "UPS Football Town Business Landmarks." We used surprise and delight tactics throughout the contest to reward fans, encourage the businesses to vote and, finally, to recognize our top 5 winners.
Business Series
We developed a series of 12 business posts highlighting UPS's partnership in the college football transformation — from shipping gameday gear all the way to Jerusalem to delivering those coveted season tickets to season ticket holders across the country.
RESULTS
* The majority of the campaign KPIs performed above goal, with the top channel being Twitter.
* The six campaign videos delivered a $0.37 total cost per view with over 1.3M views in total. This collection of videos is the top-performing collection for UPS in 2015.
* Campaign conversations were 100% favorable, which is unprecedented for UPS.
* The #UPSFootballTown Contest received over 2,400 mentions during the 6 weeks of the contest.
* During Phase II of the #UPSFootballTown Contest, landing page traffic increased 146% in a single week. We ended the contest with 23,000+ visits and 10,000+ unique votes in just two weeks.
* Activating small business owners through a contest was a new tactic for UPS in social; it ultimately drove engagement over 100%, well exceeding the 5% to 11% benchmark we set.
Awards
Webby Awards Finalist
Shorty Awards Finalist
It takes guts to put your health first.
HRSA Wherever, Whenever PSA
A poison emergency can happen anywhere. But as long as you have a phone, you have access to real-time help from a trained professional. This concept brings the ease of assistance to life through a physical representation of Poison Help as an ever-present advisor. Because when a close call happens, keeping Poison Help close can avert a disaster.
Full redesign and development of the Florida SHOTS website: flshotsusers.com
Florida SHOTS is a free, statewide, centralized online immunization information system (IIS) that helps health care providers and schools keep track of immunization records to ensure that patients of all ages receive the vaccinations needed to protect them from dangerous vaccine-preventable diseases.
The Wells Fargo #MyUntold Campaign launched in as a social storytelling movement, to celebrate the untold stories of African Americans and what it means to be Black in America today. We had learned that there was something special and unique about “giving voice” to the AA Community, as they not only expressed a deep appreciation for the “Untold Stories” we were helping to bring to light, but they also naturally began to share their stories. Our effort continued through the following year with new content and a new landing page Hub to house all of the stories collected.
To inspire conversation and drive engagement, we approached this through an integrated campaign spanning paid, owned, earned and team member channels. To drive storytelling, we anchored around a campaign hashtag, #MyUntold, to serve as a way for the audience to share these stories — the defining moments — that represent what it means to be AA, and promote dialogue around the experiences and contributions of AAs.
Colorectal cancer is one of the most common cancers affecting men and women in the United States; and it doesn’t always have symptoms. The CDC needed to spread the word about the new screening age of 45, while reminding people of the range of available screening options.
Our approach featured three interwoven stories of people who prioritized screening to stay healthy for the moments that matter. Each story builds on the one before to tell a single unified message of the importance of colorectal cancer screening for your life. The video paired first-person storytelling with a novel projected flashback approach, blending past and present to position screening as a connecting action for these pivotal life moments. The videos averaged a completion rate of over 40%, twice the benchmark for government PSAs.
The campaign also included :15 and :30 radio spots in both English and Spanish.
Creative lead - American Cancer Society’s social account.
A poison emergency can happen anytime and anywhere. The US Health Resources & Services Administration (HRSA)’s Poison Help initiative educates the public about the hidden poison risks in their lives and provides 24/7 support in the event of an exposure. In 2022, two of the most significant household poison risks were Acetaminophen and marijuana edibles.
Our approach used a dynamic mixed media look that put humanity at the center of each poison emergency. The blend of photography and hand-drawn illustration created a relatable situation without specificity of environment, making the message universal to our broad audience. Our message was actionable and informative, focusing on the proactive steps that can be taken to reduce the risk instead of ineffective scare tactics. Generating over a thousand organic views, this series of evergreen videos also serves as an easy-to-find and engaging resource on poison safety for health professionals around the country.
This is a story about friendship…
This is a story about two strangers that unexpectedly cross paths, and whose lives are forever changed. This is a story about a boy and a dog that weren’t looking for each other, that didn’t know they needed one another, and who become best friends.
Targeted, immersive ads were placed on Facebook, utilizing their 360º experience/capabilities. The unique VR experience is told from the viewpoints of both the boy and his dog, Thunder.
This campaign uses a fun, playful tone to bring attention to both GNG and the many plans we offer. We create likable scenarios inside a ‘coffee shop environment’ where the product is actually natural gas. This allows us to have fun with the language, plans, and nature of natural gas. It gives us a platform to both entertain and inform. The campaign included Television, Out-of-Home, Direct Mail, Online Display and more.
Wells Fargo was launching a new app experience. It was our charge to build awareness of the updated experience, Pay with Wells Fargo, and encourage customers to opt-in through a creative social media marketing activation.
Our concept “For Whatever the Day Brings” follows two sisters, both leading busy lives, getting together for a day of much-needed R&R, and catching up.
Along the way, the sisters show how the updated PwWF app now provides convenient access to all their payment services, allowing them to seamlessly complete everyday transactions and move on with their day together.
Business Challenge:
Starbucks wants all of its stores to have a consistent and personalized customer experience.
Insight:
Starbucks gets a lot of orders wrong either because of a translation of coffee lingo or the difficulty of memorizing 80,000 permutations of orders.
Strategy:
Let’s help Starbucks pioneer technology that could solve these issues.
Idea:
Let’s ensure baristas always know their customers, their favorite orders, and how to quickly expedite those orders.
We used mixed reality glasses that enable us to identify customers using face detection. Once we know who they are, we can ask them if they want “the usual” and accept payment without ever physically swapping money. The glasses also show step-by-step instructions on how to make any drink within the barista’s kitchen.
There seemed to be a “Glitch” in this year’s theme.
https://www.futurexlive.com/
Creative lead for the conference series FutureX Live, where global and national level thinkers (Michio Kaku, Jason Silva, et al) gathered to present and discuss the future of extended realities, future technologies and the cultural changes enabled by these breakthroughs.
Golf grips aren't meant to stand out. But Black Widow grips are. We created two campaigns meant to appeal to golfers looking for performance and style. In the first, we let the grips do the talking. In the second campaign, we added some serious attitude. Our work picked up a few Gold Addy's- pretty cool.
Redesign of the Georgia Pacific’s Sparkle Towels Website. Responsive Design/Development. Built on Sitecore CMS platform.
The Atlanta Hawks were trying to fill seats after a lockout-shortened season. We created a season-long campaign that challenged both players and fans to "Come to Play at the Highlight Factory." First, to move the needle on corporate ticket sales, we added this campaign pitting traditional client entertainment against the unexpected; a Hawks game.
Digital banners appeared online and outdoor across the Metro. And when the team made the playoffs, we fired up a new direction, referencing the team's record-setting consecutive playoff appearance string. The "Highlight Factory" became the "Playoff Factory."
Today, tractors are nicer than most luxury cars. I helped sell these beasts with original branded content, social, and print support.
Banks play it safe. But neutral gets you nowhere. Wells Fargo has strong beliefs. They should be supported by strong messages. Pride Festivals coming right before the Supreme Court Gay Marriage Ruling announcement made the perfect moment to take a stand. Social posts were created to celebrate and support love of all kinds, between all people. Wells Fargo proves it doesn’t just offer services. They have beliefs. That together, we really will go farther.
Creative lead on pro bono website for Wonderoot’s “Off The Wall: Atlanta’s Civil Rights & Social Justice Journey" program.
The initiative installed 30 murals around downtown Atlanta during the Super Bowl that speak to the city’s most pressing social justice issues, both past, and present.
https://www.atlantamagazine.com/news-culture-articles/wonderroots-off-the-wall-mural-project-calls-on-local-artists-to-put-civil-rights-front-and-center/?fbclid=IwAR2UNIT7DUdR1lg6J6h3X6sDPTtNeoN-O1WyfD8eV0q-bf7CQh5FhkSr8NI
Site Design, UX, Content Strategy
Animation created for Arby’s 2019 annual Franchise Conference in Atlanta.
Right in time for holidays, we created Arby’s first-ever Swag site- created on their preferred platform: Shopify. The project included several themed photoshoots, product designs, and custom content. (Meat sold separately).
We created a new live format in which customers can interact and shop within. Three products will be featured daily or weekly with a rotating cast of live hosts. Using AR, customers place the featured items throughout their environment to see how they would look in their space. Once all products are featured, customers begin voting on which product they would like to see discounted.
Creative lead for Moxie’s annual All Access event- demonstrating the agency’s core competencies. Projects included a custom website, augmented reality and virtual reality experiences, as well as branding.
Creative lead on video animation for Wells Fargo’s Private Bank division.
A Steakhouse in Your Car
In an effort to drive awareness of our client Arby's new petite filet sandwiches, we wanted to allow people to have the experience of a steakhouse from inside their own car. Arby's Drive-Thru Steakhouse Kits were crafted and assembled to help do just that. Each kit came complete with a custom-designed linen napkin, branded flameless candle, reserved table card, branded toothpick, and an after-dinner mint. To seal the deal, we also included a letter/invitation as well as a $10 gift card. The boxes were sent to press and targeted influencers to surprise and delight them.
Initiated, led and executed a pretty bad ass mural for our new space at Moxie. Hand lettering by my bud @wellscollins
Position Wells Fargo as THE bank that students and parents turn to for support as they work towards their goals.
We want to engage students with evergreen content and drive online to offline action.
Trade show banners, posters and social animation
AGCO is a multi-billion, multi-national corporation in the agriculture industry. It owns big tractor brands like Challenger and Massey Ferguson to name a few. I was part of the team tasked to raise awareness for AGCO's technology arm called ATS.
This campaign focused on technology, specifically the on-board GPS systems used on their machines.
Coke Zero 2010 Fall Football Campaign
Finding Fit -
We’ll casted one “average” woman who’s our ‘try it’ girl and host. She’s fun and relatable with a moderate level of fitness. She’s no pro athlete or model, and she’s closer to being a comedian than an Olympian.
Each episode introduce her and a real girl (chosen via social media) to a new fitness activity, routine, or skill, with coaching from a Nike Women master trainer or other expert with some surprise cameo appearance from a Nike-sponsored female athlete. She take them on with varying levels of success — but she’s trying new things and getting stronger, traveling new roads on her run/train/live journey.
Grateful to design the Atlanta tour poster for one of my favorite bands- The War on Drugs. I screen printed the poster using a metallic copper ink on Arches 140lb. navy stock.
The concept was based on their song "Eyes to the Wind". Pulling from the lyrics: "Like a train in reverse down a dark road. Carrying the whole load. Just rattling the whole way home."
Creative direction for the inaugural FutureX Live Conference going down October 27, 2016. Attendees will explore the promise and possibilities of AR, MR and VR, their expanding role in the next generation of marketing solutions.
Creative lead on Dasani’s social account.
Nissan Heisman Trophy Tour
