Challenge

Create a social campaign to bring about awareness to the Air Max Pre Day launch at Foot Locker.

Style Speaks

Style says what words can’t. It catches eyes and creates connections. It opens doors and inspires others. It’s an energy that only you can emit. Whether or not you know it, your style speaks. 

This campaign highlighted the stories of three artists and asked them to share how their unique personalities, talent and their love for the Air Max enables them to let their style speak.

The deliverables included assets for Instagram, Facebook, YouTube.

////////////

Role

Director & Creative Direction

Challenge

Create and execute 2023’s iteration of AT&T’s Emerging Voices. This time featuring the global superstar Mexican American trio Yahritza Y Su Esencia.

Emerging Voices

Yahritza Y Su Esencia have had a meteoric rise in just a couple years. Their award-winning music and talent quickly resonated with fans in multiple countries and have made a tremendous mark in the Regional Mexican music genre.

Our concept took fans into an exclusive tour of the talents home as they decompressed from a series of shows in Mexico and the US at the comfort of their home in Yakima, WA, where they were born and raised.

We got to sit down with them, hear more about their story, their origins, the impact of their family values in their music and also address some key topics that fans longed to hear, such as why did they choose to write and sing in Spanish and why Mexican Regional music.

This heartfelt experience enabled Yahritza Y Su Esencia to further connect with their fans beyond the music. It also fully showed AT&T’s brand commitment to connection and how “Connection Changes Everything”.

The deliverables included assets for Instagram, Facebook, YouTube and a fan engagement activation on TikTok.

////////////

Role

Director & Creative Director

Verizon’s Partner Summit

Verizon's Partner Summit at New York City's iconic Irving Plaza was a gathering of visionaries, innovators, and strategic partners, all convened to explore the latest in Verizon's technologies, products, and case studies.

I was proud to help bring this event to life, handling the Creative Direction, every design detail from branding and event experience design to creating compelling content and presentation materials. We crafted an engaging atmosphere that encouraged networking and showcased Verizon's commitment to innovation, including Ai-generated posters of notable guests, such as Verizon's CEO Hans Vestberg, Roger Goodell, Gary Bettman, Michael Rapino and others. We also created stunning branded materials and digital promotional ads.

Every element was designed to leave a lasting impression, underscoring the importance of each partner in Verizon's journey forward. 

////////////

Role

Creative Direction, Experiential Design, Ai Portraits

GoDaddy Social

Most recently, I ran GoDaddy’s in-house social and digital creative department — organic & paid social. This included managing teams on a global level, from across the US to Cape Town, South Africa.

Together, we created content and campaigns for Instagram, Facebook, YouTube and TikTok for both brand & GoDaddy’s content creation app called GoDaddy Studio. Our team, planned and executed the launch of GoDaddy’s TikTok channel and grew it to 88k+ engaged followers in just 6 months.

GoDaddy Brand

GoDaddy Studio

////////////

 Role

Creative Director (Social & Digital)

see below some of the organic Content created by our in-house creative teams

This content was fully conceptualized, executed and deployed by our in-house social teams — from seasonal content, such as Women’s History Month, Pride and Black History Month to original ideas that elevated our entrepreneur’s stories and brands.

Max Her Way

A vibrant social campaign created to raise awareness to the women's Air Max 2021 launch. The concept was about discovering and accelerating the unseen ideas that have the power to change sneaker culture. We took Nike down to Puerto Rico and featured a fashion designer and a social creator who are changing the game in their own way. The campaign was created for North America, but shot and ran fully in Spanish.

Channels: Instagram, Facebook, YouTube.

////////////

Role

Director & Creative Direction

Challenge

Estroven® has a full line of menopause relief products that allow women to choose the best product for their specific needs. But how do you communicate that when a large number of women keep their menopause experience a secret and consider it a taboo?

“Said No Woman Ever"

This is an integrated campaign that addresses the menopause stigmas head on and presents the Estroven® products in a way that's relatable, human and light hearted. Woman may not like to talk about menopause, but should all know that there's relief for its symptoms.

Our team lead the idea/concept, creative direction and art direction of this project, which included TV and social assets.

////////////

Role

Creative Direction

But, what kind of scientific improvement Gillette’s brightest R&D minds would have to make in order to figure out the grooming needs of a whole new league of humans? 

////////////

The Best A Super Hero
Can Get

Gillette teams with Warner Bros' on a co-promotion for the forthcoming "Justice League" movie in the new "The Best a Super Hero Can Get" campaign that includes themed razor packs around six different superheroes.

The campaign includes a film that shows Gillette's R&D facility striving to develop products for Justice Leaguers. For example, treating Aquaman's saltwater irritation or The Flash's windburn. It also asks questions such as how would you develop a razor for Batman, who already has a tool for every situation? Answer: “paint it black.”

////////////

Role

Campaign Concept. Art Direction for TV, Social, Digital.

The brand and Warner Bros also teamed up for a Justice League-themed Virtual Reality experience in which users step into the shoes of heroes such as Batman.

But, what if Neymar or FC Barcelona never stepped up?  

////////////

It Just Clicks – FCB Partnership

A global entertainment partnership with FC Barcelona that explores the curious alternate reality of Neymar and FC Barcelona if they never stepped up. 

////////////

Role

Art Direction. TV, Social, Print, Digital.

Ford & Argo Ai have unveiled their autonomous vehicles (AV) operations in Miami.

They are building a self-driving services platform in partnership with cities and companies around the world.

I was asked to create and design the full visual identity for The Miami AV Experience, a program that gave special guests a chance to test-ride Ford’s prototype self-driving vehicles through Miami’s vibrant neighborhoods.

Inspired by the city’s vibrant colors, its Deco architecture, ocean waters and stunning skies, I was able to develop an identity system that utilizes colors as a base to channel Miami’s true essence, while giving Ford an energetic look & feel for its exhilarating future ahead. Enjoy!

There are around 1.3 Billion ways of customizing a Bentley.

////////////

Bentley Studio

A guided and interactive experience allowing guests to curate photography to drive the customization process of a new Bentley. All while reinforcing its position as a premiere luxury brand.

////////////

Role

Art Direction. Design.

How does TD Ameritrade offer value? Let me count the ways. Launched in September 2018, this spot aims to convince traders that despite charging more than their competitors, TD Ameritrade has all the important stuff you need.

Seriously! There are two types of sweat, thermal and emotional. Emotional (Stress) sweat is the kind that stinks, especially when you're under stress.  

////////////

Stress Drills

In this global campaign, we took real athletes and had them work out in the middle of their real phobias to show that Gillette Antiperspirant protects against thermal and more importantly, stress sweat.

Director: Vesa Manninen

Editor: Gary Knight

////////////

Role

Art Direction. TV, Social, Digital.

The Porsche Roadshow invited drivers from 10 different cities across the US to get behind the wheel of the world’s most exhilarating cars — the Porsche Panamera, Boxster S, Cayenne, and the original racing icon, the 911.

This once-in-a-lifetime driving experience gave enthusiasts a chance to drive a Porsche the way it was intended – on specially-designed driving courses, with coaching from certified Porsche driving instructors.

//////////// 

Role

Art Direction 

To break through the clutter of CES and educate tech small business owners on how American Express OPEN can help them grow their business. 

////////////

The Small Business Big Shot Game

A phygital multi-player game allowing CES's business owners to test their tech, business, and CES know-how for the chance to win exciting prizes.

This highly engaging game helped AMEX increase card acquisition margins and provide meaningful solutions to small business owners in the tech world. 

////////////

Role

Concept. Game, space, logo design.

Awards

Event Tech - Best Use of Gamification
Event Marketer - Best Use of Gamification
Silver Stevie - Best Exhibition Display
Ace Awards - Silver Booth Design Experience

Results

1800+ Game Plays
1600+ Leads Generated
3+ Million Social Media Impressions
100% Card Acquisition Goal

Shaving can cause a series of micro impacts on your skin, causing irritation.

////////////

Jackhammer

By using a jackhammer as an analogy, we enacted this highly irritating act and dumped shaving cream on it. Lots of it! The music and custom sound effects helped enhance the idea protection against irritation. 

This campaign was created for digital first. This eye catchy choice of visual optimize viewership and stopping power on pre-rolls, social scrolls, and any other digital placement.

It is currently deployed to all Gillette regions worldwide. 

////////////

Role

Campaign Concept. Art Direction – Content, Social, Digital.

 ////////////

Protection, clearly.

We created a digital campaign by turning our product into a terrarium-like object, we created a series of visually captivating miniature scenes, where men are likely to produce stress sweat. 

////////////

Role

Art Direction. Social, Print.