My partner and I were tasked with creating a campaign to promote Adele's latest album with exclusive tracks, only sold at Target. After rounds of innovative and larger than life ideas, we came to the conclusion that we should keep it simple, elegant, and let her voice speak for itself. The results were seven unique spots each showcasing a song from her album. The spots aired on a primetime roadblock on major networks on the night before the album launch.
Keeping Up With The Kardashians Season 16
Season 16 Promo Campaign
The Kardashians are everywhere. We see them looking glamorous on red carpets, high fashion runways, on their social channels, and on the cover of tabloids. But there is only one place you can see them together as a family: E!
The assignment for this spot and OOH was to show the world that "Beneath the Glitter, Family is Gold."
Netflix + Amy Schumer
OOH PR Stunt
Netflix tasked us with creating PR buzz around Amy Schumer’s latest comedy special. The work needed to not only be press worthy, but also funny in a “what would Amy do” kind of way. The special launching right after the 2019 OSCARS where Lady Gaga was predictably win for “A Star is Born,” so we set out to poke a little fun at Gaga while showing off Amy’s star-power and wit.
We put a billboard within eye shot of the “ALLY” (Star is Born) billboard with our girl AMY looking just as smug. People went nuts.
Target + Gwen Stefani
The First Ever Live Music Video Recorded During a Commercial Break
The brief for this project was tough: Stand out during the Grammys, without being apart of the actual Grammys.
So we decided to do something that had never been done before. We created a 4 minute music video, LIVE during a commercial break. And not only was the performance live on TV it was also live on social with influencers Periscoping and Snapchatting the entire time.
The response was huge. Not only did we completely overshadow all other advertisers, Gwen Stefani became a global social trend for the entire night. The spot was talked about on Ellen, Jimmy Kimmel, Ryan Secrest, Wendy Williams, and thousands of other press outlets. In total we grabbed 3 Billion total impressions (triple what Target projected) and the video, which is now the official music video for the song, has been viewed over 21 Million times since it aired.
Bridezillas Museum of Natural Hysteria
WEtv challenged us with creating something that would get a ton of social buzz and earned media for their show Bridezillas. What we created was a full immersive branded museum filled with craziness. We had an animatronic "bridezilla" dinosaur in a full gown, a "Bridezillas Through History" section that payed homage to the likes of Cleopatra and the Goddess Hera. We had a claw machine with Tiffany's gift cards, a rage-o-meter punching bag game, a scream booth, selfie-ops left and right. All in the heart of Time Square.
Overall, the campaign successfully spurred in a 178 percent increase across all the network’s social platforms, with 60 percent of content coming from Instagram, and 30 percent from Twitter. The press events generated coverage from both local and national entertainment and business outlets such as People Magazine, E! Online, Adweek’s Agency Spy, and Campaigns USA, and led to more than 800 media impressions, representing a $10 million ad dollar value.
More than 10,000 visitors also flocked to see it in person and spent an average of 15 minutes exploring the museum.
Jack in the Box
I worked on Jack in the Box for 3ish years and loved every minute of it. During that time I produced about a dozen TV spots, a few of which aired during the Superbowl.
Here is a collection of some of the stand outs.
This spot is the first campaign piece in a new branding push from Del Monte called “Growers of Good.” The idea is to remind customers that Del Monte produce is grown on family farms with you, your family, and the future in mind.
E! came to us with a need for some creative work for their scripted series "The Arrangement". We created unique trailers, social content, and a projections stunt in NYC.
I worked on an internal brand book for Pizza Hut. Fun fact: this one of the two pizza brands I’ve worked on… that thinks their brand personality is Jimmy Fallon.
Target Back to College
Here’s the challenge: Get incoming college freshman excited about putting together a dorm room that is both stylish and functional AND convince them that everything the need to do this, is at Target.
The first thing we did is find out who these teens are listening to, and what social channels they are already on. The answer was YouTube. Apparently, if you ask a 19 year old what celebrities they like, they will name off 4 or 5 Youtubers. That's right, not Jennifer Lawrence or Channing Tatum, YouTubers.
So here's what we did. We worked with three social influencers that already had a big following amongst our target audience. Their channels covered all the topics we wanted to cover: room decor, product recommendations, and DIYs. We then collaborated with them and created a series of videos that featured Target products. Each video was meant to feel as authentic as possible, so we had them style their own sets and pick out their own products.