Aidells smoked sausages are made from unique and eclectic flavor combinations. To let the world know, we classified an equally unique and eclectic breed of eater. None other than—the Aidellatarian.
(Fun Fact: I went totally Aidellatarian and I’ve never looked back.)
I helped win the pitch for the United Nations OCHA campaign promoting World Humanitarian Day—a special day commemorating the civilians and aid workers who unjustly come in harm's way during times of war.
THE PROBLEM: When militants ignore the rules of war, civilians are often harmed or killed in conflict.
IDEA: Highlight the obvious differences between civilian and military objects using #NotATarget. Through film, OOH, web, social, and a first-ever FB Live Camera Effect, we drove people to sign a global petition to hold world leaders accountable.
When you only have a shoestring budget and you and your partner have to direct a social content series, a lot can go wrong. …But sometimes everything goes right and you create the most shared content in a brand’s history! So popular even, they were used as pre-roll.
(Please excuse the worst humble brag ever.)
THE PROBLEM: Moto’s latest phones had amazing gesture-command technology (Moto Action) that NO ONE knew about.
INSIGHT: Moto’s gesture commands look a lot like karate in practice.
IDEA: Create a campy series of instructional karate videos highlighting each Moto Action gesture command.
Unlike typical stability shoes that can be bulky and uncomfortable, the new Vongo supports the foot with a single piece of foam in a streamlined, lightweight package.
IDEA: Through visual analogy, we communicated the simplified nature of the Vongo by streamlining the ad itself—redacting all the extraneous information. (The best part being that hardcore runners could still nerd out on the full ad if they really wanted to.)
A few of my favorites for Hasbro Gaming, SuperSoaker, and Scrabble.
When you think Motorola, what comes to mind? Is it the Razr? Us too. So when Moto came to us wanting to launch its greatest new product innovation in 10 years, we had to get creative with getting the brand back on people's radars.
INSIGHT: 10% of all Moto social mentions were related to #Razr.
IDEA: Turn the nostalgia up to 11 and remind our target how much they loved Motorola with the ultimate Razr throwback video.
EXECUTION: We used nostalgic social posts and a :45 anthem video to drive people to sign up for more information about Moto's newest product launch. In parallel, we launched Motorola's Snapchat channel with "Snaps from the Past," retargeting our followers with "Swipe-Up" teasers leading to the anthem.
RESULTS: This became the most shared video in the brand’s history (de-throning Moto Dojo).
THE ASK: Make Capital One synonymous with March Madness.
IDEA: We tasked Capital One cardholders to see if their cards' "final four" digits matched the final score for specific March Madness games. Lucky cardholders could enter for a chance to win $500 or $1000.
CHALLENGE: In a market filled with budget hotels and well-established themed resorts, LEGOLAND needed to launch its new hotel and spike interest among the kids it was truly built for.
IDEA: Just like the real world has its own newspapers, we created our own official newspaper that was delivered every morning. Content in the paper leveraged real attractions in the resort.
These are a few of my favorite projects from school—before things like briefs, and strategy, and clients, and budgets happened.