Nestlé Waters brings a stylish elegance to its first global campaign for Maison Perrier, a new sparkling beverage, with help from Hollywood director Damien Chazelle.

Our team developed the new tagline ‘Feel Elevated’ and launched the films for the US market.

Inspired by the legendary heritage of Perrier and bottled in the south of France, each refreshing sip infuses everyday moments with delightfully bursting bubbles and French sophistication.

Press
AdAge

Context
Parenting looks a lot different than it used to, and today’s world brings with it a whole range of challenges, often leaving parents feeling overwhelmed by the choices they have to make. Our campaign for Gerber, called “Decisions” highlights authentic, ‘slice of life’ parenting moments – crafted to convey an intimate understanding of what it’s like to be a parent. 

Strategic Insight
Research from Gerber’s 24/7 Call Center Service, ‘MyGerber Expert’ revealed that new parents grapple with an astounding 1,700 decisions in their baby’s first year alone. This highlighted a key opportunity for Gerber to position itself as a trusted partner in navigating these choices.

The Creative Idea
Position Gerber as the solution for key parenting decisions. A campaign showcasing Gerber’s understanding of modern parenting, offering solutions and support across key areas like feeding, sleeping, and general parenting advice.

Objective
The “Decisions” campaign aimed to empower parents and alleviate decision fatigue by highlighting Gerber’s products and the MyGerber Expert service.  We also sought to increase brand consideration and forge a stronger emotional connection with millennial parents, ultimately driving them to choose Gerber as their trusted partner in navigating the challenges and joys of parenthood.

Bringing it to Life
We created a series of three bespoke films, complemented by assets across TV, streaming services, social media, and digital channels, to reach parents throughout their journey. The campaign launched in February 2024 as part of a larger effort to revitalize the Gerber brand for a new generation of parents.

A New Brand Platform
The “Decisions” campaign marked the introduction of “We Speak Parents,” a new brand platform for Gerber, along with the tagline “Grow With Love.” This platform emphasizes empathy and understanding, positioning Gerber as a partner who truly gets the parenting experience.

Lighthearted and Authentic Storytelling
The creative approach focused on lighthearted storytelling that mirrored real-life parenting moments. By incorporating relatable details like a crying baby or a messy high chair, we created an authentic connection with millennial parents, strengthening brand credibility and trust.

Grow With Love Tagline
This tagline encapsulates the intertwined nature of parenting’s challenges and rewards. It reflects Gerber’s commitment to supporting parents through every stage of their child’s development.

Impact
The “Decisions” campaign successfully resonated with millennial parents, fostering an emotional connection and reinforcing Gerber’s position as a trusted resource. By focusing on authenticity and empathy, we helped revitalize the brand and build lasting relationships with a new generation of parents. This resulted in double-digit increases in engagement and viewership across channels, with significant sales lifts during the campaign flight.

PRESS
MediaPost

Press
Adweek Ad of the Day / The New York Times / CNN / The TODAY Show / Vox / Forbes / Fast Company / Bloomberg / AdWeek Ad of the Day / AdAge / Forbes x2 / The Drum / Best Ads On TV / Diversity Inc. / Human Truth Podcast / Adweek x2 / LA Times / Entreprenuer / PR Newswire / AdForum / Shoot Online / iSpot / McKinsey & Co / Newsy / Working Nation / Media Village / Business News / LinkedIn / Media Post / Flipboard / AdCouncil / Agency Daily / Work in Progress Podcast / Feedy / AOL News / The Dispatch / The Center Square / The Forem / Diversity Inc. x2 / AgencySpy

Recognition
Effies > Winner, x4 times
Warc > Gold, Strategic Effectiveness
Cannes > Shortlist, Design, Experiential
PR Week > Winner, Best B2B Campaign
One Show > Merit, Design
One Show ︎︎︎> 3x Shortlist
Anthem Awards > Silver, Non Profit
Anthem Awards > Silver, Branded DE&I
Telly Awards >︎︎︎Gold, Branded Content
SHOTS >︎︎︎Shortlist, Charity
ADCOLOR > AdWeek Ad of the Year, Runner UpThe Idea

Our Ogilvy New York worked with non-profits the Ad Council and Opportunity@Work, with the support of 50 additional companies and organizations, to launch Tear The Paper Ceiling, an initiative that urges businesses to remove the barriers blocking upward mobility for workers who do not have bachelor’s degrees. This vital cohort—workers who are Skilled Through Alternative Routes (STARs)—makes up over 50% of the workforce but too often faces arbitrary obstacles that preclude them from advancing their careers.

We can’t solve a problem we can’t 
name. We can’t fix what we don’t 
understand is broken
Giving the problem a name was the critical first step in establishing it in culture. The paper ceiling represents the invisible barrier that workers without a bachelor’s degree face. This fresh, modern take on the concept gave people a shortcut to understanding and adopting the idea faster. 



It’s time the world listened
We invited people to join us in tearing this paper ceiling to see the world of possibilities beyond it. Where "qualified' means qualities, not just degrees. A world working on building a more equitable and inclusive labor market based on skills, not degrees; performance, not pedigree; and inclusion, not exclusion.

A long overdue beacon for change
We conducted focus groups to ensure the campaign hit the mark. The results were outstanding. The idea of the paper ceiling felt eye-opening and urgent with strong potential to go viral.

An idea turned into a movement
The results showed that Tear The Paper Ceiling instantly captured the attention of both employers and job applicants. Inherently associated with social justice, the idea prompted people to rethink the way they qualify skills and inspired them to become part of the solution.

Results
2.3 Billion impressions
197 M+ Twitter shares
1,124 Media impressions
764 M Website visits
6 U.S. States changed their hiring policy
400 K+ more jobs created

Press
Adweek Ad of the Day / The New York Times / CNN / The TODAY Show / Vox / Forbes / Fast Company / Bloomberg / AdWeek Ad of the Day / AdAge / Forbes x2 / The Drum / Best Ads On TV / Diversity Inc. / Human Truth Podcast / Adweek x2 / LA Times / Entreprenuer / PR Newswire / AdForum / Shoot Online / iSpot / McKinsey & Co / Newsy / Working Nation / Media Village / Business News / LinkedIn / Media Post / Flipboard / AdCouncil / Agency Daily / Work in Progress Podcast / Feedy / AOL News / The Dispatch / The Center Square / The Forem / Diversity Inc. x2 / AgencySpy

Recognition
Effies > Winner, x4 times
Cannes > Shortlist, Design, Experiential
PR Week > Winner, Best B2B Campaign
One Show > Merit, Design
One Show︎︎︎> 3x Shortlist
Anthem Awards > Silver, Non Profit
Anthem Awards > Silver, Branded DE&I
Telly Awards >︎︎︎Gold, Branded Content
SHOTS >︎︎︎Shortlist, Charity
ADCOLOR > AdWeek Ad of the Year, Runner UpThe Idea

For a long time, a degree was mandatory for most professional careers. But a college education isn’t the only way to learn career-ready skills.

Alternative paths to hone these skills, like trade schools or on-the-job training, are valid means of education yet still overlooked by employers, contributing to a serious economic barrier for those without access to a college education.

With this in mind, our team together with nonprofit Opportunity@Work and the Ad Council created “Tear the Paper Ceiling,” an activation made up of more than 30,000 pieces of paper consisting of real resumes that represent the more than 70 million workers in the U.S. who are skilled through alternative routes (STARs).

The installation, which debuted at the 2022 CES conference, is part of a larger multiyear campaign aimed at changing the narrative around the value and potential of STAR workers by raising awareness around degree discrimination.

The “Tear the Paper Ceiling” installation was developed in collaboration with artist Samuelle Green. The resumes featured in the work include names and skills and are intentionally not fully visible, as companies often don’t see the skills of STARs, acting as a physical demonstration of the economic tension these workers face.

Enabling Change
Beyond buzz, the campaign drove impact. The Paper Ceiling is becoming part of culture and a powerful tool in driving change. 
Six states (and counting) – Maryland, Pennsylvania, Alaska, Utah, North Carolina, and New Jersey – have now passed executive orders removing degree requirements for thousands of jobs in each state.

These are critical steps to building a more equitable and inclusive labor market based on skills, not degrees.

Results
2.3 Billion impressions
197 M+ Twitter shares
1,124 Media impressions
764 M Website visits
6 U.S. States changed their hiring policy
100 K+ more jobs created

Rebranding recognition
D&AD Graphite Pencil / Typography / Integrated / 2022
D&AD Wood Pencil / Typography / Logos
D&AD Wood Pencil / Graphic Design / Integrated

With a newly reimagined David Geffen Hall, and to celebrate the new branding, the New York Philharmonic launch a city wide Out-Of-Home campaign.

The Brief
Meet people where they are, bringing NY Phil new home, new season and bold new visual identity to life in a way that 
excites and intrigues audiences to learn more about the orchestra and the 2022-23 program.

The Message
An invitation to all music lovers to (re)discover and experience 
the NY Phil in its new home.

The Idea
Connect with New Yorkers—across all squares in different communities—with engaging conversations that feel inviting
and relevant to them.

My role: Art Direction and Design

Idea
Tongue twisters 15 seconds product spots that feature infamous characters, obsessed with the market and trading.

Full Credits
R/GA
Michael Lowenstern: VP, Digital Advertising
Lee Margolis: Creative Director
Andrea Messer: Creative
Jason Burke: Creative
Brian Schierman – Sr. Film Producer
Michael Stoopack: Managing Director
Julie DeAngelis: Account Director
James Hogan: Account Supervisor
Emily Chen: Campaign Producer

ETRADE
Kyle Okimoto: Head of Marketing
Rich Muhlstock: COO Marketing, SVP Branding & Acquisition
Wylie Kain: VP, Head of Branding
Evan Katz: Senior Marketing Manager

PRODUCTION
Radical Media, New York
Steve Miller: Director
Frank Scherma & Gregg Carlesimo: Executive Producers
Frank Dituri: HOP
Matt O’Shea: Line Producer
Igor Martinovic: Director of Photography (Gersh Agency)

EDIT
Cutting Room, NY
Brian Sanford: Editor
Megan Katuran: Assist Editor
Melissa Lubin: Exec Producer

TELECINE CO3, NY
Colorist: Tim Masick

POST
Light of Day, NY
Colin Stackpole: Executive Producer
Pete DeAndrea: Flame Artist

AUDIO
Sonic Union, NY
Michael Marinelli: Audio Engineer
Justine Cortale: Sr. Producer

Press
Adweek

Context
Sprite, while enjoying strong sales, recognized a disconnect between its brand and the African American youth who form a core part of its consumer base. This disconnect stemmed from a lack of targeted content and authentic engagement with hip-hop culture, a space where Sprite has deep historical roots.

Insight
To regain relevance and trust with this crucial demographic, Sprite needed to shift its approach from simply selling soda to meaningfully contributing to the culture that its target audience valued. We recognized that authentic engagement meant listening to their voices and providing a platform for their creativity.

The Creative Strategy
Focused on empowering young, talented creators within the African American community. We aimed to develop a program that provides them with opportunities to elevate their voices and showcase their skills in the spaces where this audience was already actively consuming content and shaping hip-hop culture. We partnered with Spotify’s Rap Caviar, a leading platform for hip-hop music discovery, to create “The Break,” a content series designed to champion the passions of African American teens. This series served as a launchpad for emerging artists and creators, showcasing their stories and talents to a wider audience. “The Break” prioritized authentic storytelling, featuring genuine narratives of rising creators and avoiding overt product promotion. This approach aimed to inspire and empower the target audience, fostering a deeper connection with Sprite.

We collaborated closely with the Spotify team throughout the entire process, from defining the content’s purpose and selecting talent to shaping the overall storytelling approach. This ensured a cohesive and impactful series that resonated with both Sprite’s brand values and Rap Caviar’s audience.

Featured in “The Break” were innovative young talents like Tierra Whack, producer Nick Mira, and social media guru Jeremy Baiden. By providing them with a platform to share their journeys, the series inspired countless others and solidified Sprite’s commitment to supporting the next generation of creators.

Credits
Director Scott Lazer
Production Tre Native
Executive Producer Charlie Clark
Producers David Kwon Kim, Brandon Smith
DP: Matt Batchelor
Editor Adam Sauermilch
Creative Director Andrea Messer
Creative Strategist Tristan O'Donnell
Content Manager Luz Corona

Press
Respect Magazine
Rolling Stone Magazine
Hip Hop Wired

Results
Over 15.8 MM Impressions

3.9% sales lift vs same period last year

The ‘Sprite is cool’ metric increased by 12% among African American youth who were hip-hop fans, and the metric skyrocketed to 37%, further proving the resonance between the content and our core audience.

We learned that the more our audience saw our content, the higher the lift: Those who saw our content 10+ times had a ‘Sprite is cool’ lift of 19% vs. those who saw our content fewer times.

With very minimal branding throughout the content, recall saw a 49% lift among the exposed. This almost doubled the recall lift benchmark on Spotify, effectively placing us back on top of AA youth’s minds.

Our audience loved the content. Even after the campaign ended, the episodes stayed on the RapCaviar list for 3 more weeks, whereas previous videos RapCaviar produced would remain for only 1 week before being pushed off due to engagement algorithms.

Social posts promoting the content had an engagement rate that was 73% above the benchmark.

Budget
USD $1 Million to $10 Million

My role: Concept Development, Creative Strategy and Creative Direction
Agency: UM Worldwide

Challenge
Sprite sells plenty of soda. But too often that growth has come without truly benefiting the people who drink it and the culture the brand has aligned with. More than selling soda, the brand asked us to come up with an idea that would enable young creators to push the boundaries of hip-hop and make their mark in the world. 

Enters our brand platform: Thirst For Yours

Leverage the endless possibilities of hip-hop to inspire our creators and arbiters to do more and dream bigger. 

Insight
It’s not hard to understand why Sprite was losing relevance with African American youth. While Sprite has deep heritage in hip-hop culture, the main content in our communications was not made specifically for them. Our TVC used big-shot celebrities like Rae Sremmurd to speak to the product, instead of the passions of our audience. No matter how refreshingly tasty these celebs made Sprite look, it didn’t matter to AA Youth. If we wanted to regain their trust, we needed to listen to them and make meaningful contributions to hip hop culture.

Idea
Through a unique partnership with Uproxx/Warner Music Group, we crowdsourced eight emerging young creatives and gave them the opportunity to collaborate and produce an original music video for Sprite Way artist, Moxie Knox.

After an extensive, crowd-sourced search for the right people for the shoot, the entire production team was all chosen to bring their unique talents together to produce and shoot the video for the song “Love Me Right” in collaboration with Sprite® and UPROXX.

The music video was organically picked up by BET and premiered globally on BET Jams.

Execution in Details
The project started with a SpriteWay playlist that elevated 40 young talent, including emerging rapper Moxie Knox. We knew the aspirational role music videos played for young creators, but that it takes a team of diverse talent to bring the vision to life, not just one artist. Through a unique partnership with Uproxx/Warner Music, we created “Thirst For Yours Productions,” a first-ever crowdsourced music video crew that gave eight young creators the opportunity of a lifetime — to produce a music video for Moxie’s song “Love Me Right.”

Once we found the right creatives, we gave them the resources and mentorship to execute their vision and documented the entire experience.

A docu-series, shot with a second production crew tracked the journey and creative process of the chosen talent. Leading up to the premiere, we introduced each creator, to Uproxx and Sprite audiences, through profile videos. Each video was featured across Uproxx and Sprite digital channels and allowed the creators to tell their stories and how the experience would change their careers. We also released BTS content that highlighted the motivation behind Moxie’s song and how each creator tackled transforming her words into a visual story, and inspire others. The culmination was the final music video, produced as a collective vision of our creators.

The music video launched on Uproxx YouTube network, Sprite’s Snapchat and IG Stories. It was so well received that it was picked up by BET to air globally eight times on BET Jams.

Editorial
Program Landing Page
Native Contest Promotion
”Love Me Right” Music Video Showcase
Behind-the-scenes
Moxie Interview
Music Video Event Premiere Party


Emerging Talent Profiles
Jeffrey Liang, Choreographer
Ed Buckles, Director
Jon Pham, Director of Photography
Tripoli Beard, Makeup Artist
Lee Velvet, Wardrobe Stylist
Simone Moscovitch, Production Designer
Jeremy Miller, Producer
Ivy Liao, Visual Effects

Media Channels
Branded Content
Online (Brand Site, Digital Video, Display, Location-based, Podcasts), Social Media
PR

Results
A few weeks after the video launch, Sprite started to see positive earned media reaction (which has a proven link to impacting relevance). Not only did we contribute to hip-hop culture by elevating and cultivating the next generation of young creators, the music video garnered 5MM views, our core audience engaged over 230K times across social channels. And most significantly we helped deliver the highest improvement to brand health—‘Sprite is a brand I love’ increased by +10.4 pts with AA youth! This increased relevance amongst Sprite’s core consumer also attributed to +78% increase in Digital Video ROI and +15% in Instagram ROI for efforts targeted to AA Youth.

We proved that our AA Youth support brands who support them.

Media Budget
USD $1 Million to $10 Million

UM Wordwide Full Credit List
Ernest Meadows, VP Partner, Portfolio Management
Rob Hersey, VP, Group Creative Director
Aaron Sobol, VP Group Partner, Integrated Investment
Andrea Messer, Creative Director
Luz Corona, Content Manager
Tamika Blockett, VP Content Director
Kath Dussel, Senior Manager, Integrated Investment
Danica Chong, VP Partner, Integrated Investment
Daniel DiGiuseppe, VP Group Partner, Portfolio Management
Lindsay Miller, Senior Associate, Integrated Investment
Erica Chen, VP Group Partner, Strategy
Berles Desire, Partner, Strategy

My role: Creative Director
Agency: UM Worldwide

The Brief
Create a multi-channel campaign that celebrates unapologetic people living their lives.

Brand Belief
Diet Coke believes that the “shoulds” can’t get in the way of living a full life.

Idea
Establish Diet Coke as the boost to unapologetically live your life. Bring the brand belief to life through the stories of people who embody it. And create a genuine connection with consumers through these shared values.

Diet Coke and Pride Media Partnership
Diet Coke partner with Pride Media to tell the personal stories of authentic influential personalities in lgbtqa+ community who embody the Diet Coke brand spirit.

Nyle DiMarco, Jacob Tobia and MJ Rodriguez are unapologetically living their lives – breaking barriers is part of their personal journey. They are far confident in who they are.  They are awesome and inspiring. Their energy and confidence is palpable and contagious. because nothing feels better than discovering who you are and owning it. They are total badasses. full stop.

ABOUT THE TALENT
Nyle DiMarco
He does not consider himself disabled by deafness and sees his media profile as an opportunity to bring visibility to deaf culture. Nyle has not let his deafness stop him in any way.  As an activist for deaf culture, he frequently works with the United Nations to bring awareness to deaf culture.

Jacob Tobia
Jacob broke down barriers and defied labels, becoming both an advocate for the community and a bit of a fashion icon along the way, known for the unapologetic freeness in what they wear. Jacob works with queer and trans youth, helping others embrace the full complexity of gender and own their truth, “even when that truth is messy as hell.”

MJ Rodriguez
MJ is an outspoken advocate for trans inclusiveness. She has a history not much different from her character on POSE: she overcame many obstacles, including coming out, transitioning in 2016 and no longer taking on male roles, to get to where she is.  

Director
Luke Gilford

Campaign Elements
STATIC IMAGERY: 15 images total
• Three (3) “Portrait” images per talent
• Two (2) “Behind-the-scenes” Images per talent

BRANDED VIDEO: 10 assets total
• One (1) 0:15-second video – showcasing campaign overview, all talent will be represented.
• Three (3) 1:00-minute Talent Profile videos – one for each talent.
• Three (3) 0:30-second Talent Profile cut-down videos – one for each talent.
• Three (3) 0:15-second Social Media cut-down videos – one for each talent.

BRANDED EDITORIAL
• Three (3) 250-word branded editorial features: talent [unlabeled] profiles.
• Landing Page housing all the content HERE

PLATFORMS
• The Advocate
• Out Magazine
• Pride.com

MY ROLE
Built and implemented Ogilvy’s Creative Experience practice across social, digital and CRM for World of Hyatt.

Led the creative team from the ground up, expanding the agency's relationships across several other CRM and Loyalty clients.

Elevated the craft and increased creative excellence across all Creative briefs.

OUR GOAL
Drive acquisition, increase member engagement and retention, optimize offer performance, and deliver strategy and creative services in support of the World of Hyatt’s business goals.

Our team led creative, experience and strategy for the following World of Hyatt programs:

My Role: Creative Direction, Concept Development and Creative Strategy
Agency: UM Worldwide

Challenge
Sprite sells plenty of soda. But too often that growth has come without truly benefiting the people who drink it and the culture the brand has aligned with. In 2019 we are doing more than selling soda by enabling young creators to push the boundaries of hip-hop and make their mark in the world. 

Enters our brand platform: Thirst For Yours
Leverage the endless possibilities of hip-hop to inspire our creators and arbiters to do more and dream bigger. 

Idea
Through a unique partnership with Hot New Hip Hop/Nomad Music Group we created a show where industry experts and emerging talent come together to exchange ideas.

This was a multi-part series that will not only teach but also help elevate the creators and arbiters of Hip Hop culture.

We’ve invited established people across the industry – from stylists, publicists, art directors, videographers, album art designers, Radio DJs, playlist curators, festival organizers, and label heads – for a conversation with our emerging talent.

Editorial Landing Page HERE.

Episodes Topics and Guests included
MASTERING YOUR AESTHETIC
Ray Moon, Sprite Way Artist
Cam Kirk, Photographer and Label Owner
Scott Lazer, Filmmaker and Creative Director

BUILDING YOUR BRAND
Prohaize, Sprite Way Artist
Nyla Simone, Youngest Radio DJ at Power 105.1
Einer Bankz, Social Infulencer – Platinum Selling
Didier Morais, PR for Meek Mill, Rock Nation, Puma

TOURING, LIVE SHOWS AND MERCHANDISING
Khary, Sprite Way Artist
Brittany Sky, Artist, Creator and Social Influencer
Kasim Peterson, Digital Marketing and Director for MMG and Creative Strategist
Upscale Vandal, Creative Director, Marketing and Lifestyle Consultant

SECURING THE BAG
Indiana Rome, Sprite Way Artist
Naji Grampus, Head of Urban at The Orchard
Neil Dominique, Manager for Bryson Tiller
DJ S-Whit, Producer at Apple Music Beats 1


Campaign Elements
Digital
• ROS throughout flight
• 4x Homepage Takeovers
• 4x First Impression Takeovers

Social
• 8x IG Posts
• 8x TW Posts
• 8x FB Posts
• 8x IG Story Posts
• 8x Videos on IGTV
• 4x Videos on YouTube
• 24x Posts across IG, TW, FB and IG Story Promoting TFY Creative

Experiential
• Branded Sprite x HNHH Studio
• Branded Live Performance
• Live Social Coverage at Experiential Events

My role: Creative Director, Producer and Content Manager
Agency: UM Worldwide

I jumped on the chance to bring to life an exclusive brand integration with the 2020 Hayley Kiyoko music video SHE. The artist, musician and influencer embodies Fanta brand values of ‘extraordinary flavor’. This was an opportunity to amplify Fanta’s cultural credibility by sustaining buzz through co-conspiring with a young talent that our teen audience already love.

Insight
There is one platform for teen self-expression that is the most authentic and has stood the test of time...their room.

Opportunity
The theme for the music video aligned with our insight around the ‘ROOM’ territory. We found the right answer at the right moment when we were looking for new ways to integrate into culture and drive social conversation and relevancy for the brand.

My role: Creative Director
Agency: UM Worldwide

We embedded Fanta into Fan Art Culture through a collaboration with Fandom to spark co-creation with our audience. Together we gave teens the tools to be a part of their favorite artists originals.

Fanta fans were invited to literally become a part of the “bigger picture” through a call to action to co-build a mosaic Fan Art Original by designing individual tiles in which the final image is comprised.

The collaboration included partnering with 12 micro influencers (3x per each flavor profile) to create original artwork inspired by the Fanta flavor stories, and providing fans with the opportunity to help co-create an original piece of artwork.

Featured Artists
Luke Lewin
Elliot Gerard
Nikita Solo
Lisa Kogawa
Bryce Who
Moist
Jennet Liaw
Shaun Ryken
Bruno
Paul Daniels
Jubilee
Alim Smith

Results
The custom landing page drove nearly 500,000 page views in a short flight window of ~1 month for users that expressed interest and engaged with the program.

We saw nearly 3,000 original artwork submissions by fans.

E*TRADE Opportunity is Everywhere

The campaign idea: E*TRADE is all about giving you control. So when we were told we’d be working with a celebrity actor, we decided to give him control of our commercial.

Press
AdAge
AdWeek

My role: Brief Development and Art Direction
Creative Director: Rob Hersey
Agency: UM Wordwide

Live branded content segments featuring Share a Coke Campaign and McDonald’s & Coke Zero collaboration during College Game Day.

My role: Visual Design and Art Direction
Agency: R/GA

Why a Smart Switch digital toolkit?
We have an opportunity to help more people use Smart Switch and get the most out of their new Samsung phone. The goal of the toolkit was to provide details and background information on the Smart Switch proposition, including available creative assets and guidance on how to implement them.

The Challenge
Smart Switch suffered from limited awareness and inconsistent positioning.

Our Goal
- Develop an overarching message which speaks to all OS users.
- Create a consistent creative toolkit to unify communications across global markets.

Strategic Requirements
- Emotional and informative.
- Clearly focus on Smart Switch and what it does.
- Feel warm and welcoming to non-tech savvy audience.
- Targeted and scalable.
- Target audiences that are considering to switch.
- Make smart use of digital and social 1:1.

Overarching Message
Feels like your phone, but better.

What makes your phone, feel like your phone, is what’s on it. And the thought of losing it all when you switch to a new phone, can be quite daunting. We wanted to reassure people, that with Smart Switch this is no longer a worry. Remind them of how amazing their memories are and encourage them to take them with them, when they make the switch to their new Samsung phone. Because it’s all of these personal memories, moments and reminders that will make it feel like your phone, but better.

My role: Concept Development, Visual Design and Art Direction
Agency: R/GA

A different type of Smart Print Campaign built interest in Goldman’s robust self-directed platform.

My role: Art Direction and Visual Design
Agency: R/GA

We reimagined an integrated campaign for a down-to-earth local bank that acts human. So when we described the new credit card with 2% cash back for every time you dine or grocery shop, we do it with our mouths full.