When Misty Copeland made history by becoming the first African-American principal with the American Ballet Theatre, we invited the internet to congratulate her with digital flowers. In exchange, Under Armour promised to turn every online Rose-moji into a real one that would be delivered to her door.
Thousands of fans and brands tweeted @mistyonpointe and within 24 hours, she was showered with a truckload of roses, tweets, and UA love.
Pitch, Concept, Creative Direction, Execution
In 2016, Under Armour launched UA HealthBox, the world's first Connected Fitness System. We introduced it at CES with a larger than life experience showcasing the hardware & software, VIP morning workouts, and athlete panels including US Olympic Gymnasts, Tony Romo & Michael Phelps.
We also created UA Fast Physical, a digital engagement experience that gave people a fun and simple assessment of their health in less than 60 seconds. Since then, UA Fast Physical has been used at marquee events including SXSW and the 2016 Olympics in Rio.
To further educate people around the brand's new holistic health & fitness philosophy, we created content from the brand as well as in-store education.
Concept, Strategy, Creative Direction, Content Creation, Design, Copywriting, CES Booth Educator
One of the most rewarding and scary problems I've ever been asked to tackle, was to create the LAST early learning campaign, and do it for a population that needs it most: low-income parents.
Introducing Vroom. A brand we built from scratch with the mission to transform everyday moments into brain building moments. Armed with the latest scientific knowledge at our core, we not only created a brand, a powerful message, a website, videos and a pilot program, we developed a co:brand platform to change the outcomes of a generation of young minds.
This work makes my heart happy. A few other people that seemed to like it too:
Pitch, Concept, Strategy, Creative Direction, Art Direction, Copywriting
In 2012 iPhone's iOS update forced everyone to default to Apple Maps, leaving lots of frustrated users. As Google engineers designed a new product, we dreamed up ways to showcase it to the world.
In 2012 iPhone's iOS update forced everyone to default to Apple Maps, leaving lots of frustrated users. To re-introduce the Google Maps app, we created a simple film that heroed the iconic blue loading bar as a symbol of the anticipation users had been feeling. We also gave people a preview of all of the amazing images and places they'd be able to explore within their new map app.
When the desktop version launched, we took viewers head-first into the new interface and sent them on an immersive adventure through one of the world's most vibrant cities. The entire film was created using the actual Google Maps UI.
Pitch, Concept, Art Direction, Copywriting
Sprite doesn't help people dunk better or play faster - Sprite quenches thirst. This campaign encouraged teens around the world to be true to themselves, just like the Sprite bottle.
With "Sprite to Sprite", we created 21 spots framing the new tone of the entire brand and launched them across Europe, Asia, Africa, and North America. We brought the "Voice of Sprite" to life and honored every bottle out in the world for staying true to what it is.
Pitch, Concept, Collaboration
Seinfeld always nailed a human truth, including how overwhelming and ridiculous a wallet can be. So for Google's new app, we wanted to help New Yorkers turn their phone into a wallet.
To help introduce Google Wallet and generate awareness among a younger, college-aged audience, we created the first-ever Tapping Spree at American Eagle in Times Square.
In addition, we created a twist on the iconic Seinfeld "wallet scene" and played it in taxi's all over NYC.
Concept, Art Direction, Copywriting, Design, Event execution
As a kid, I LOVED back to school shopping. We worked with Walmart on two campaigns to hopefully help moms and teens love it too.
In order to promote Walmart's $9 back to school collection, we made a series of short videos putting the products put to the "test." Featured in online banners, Moms could easily browse the entire collection and buy on the spot.
PROJECT DREAM DORM
After a year of targeting Moms, we were challenged to speak to a new consumer for Walmart: college-bound teens. To them, Walmart was the epitome of un-coolness, so we decided to prove them wrong by giving five lucky high school seniors a chance to team up with New York City designers. The task? Head to Walmart to create the coolest dorm rooms...ever.
Concept, Art Direction
We launched Google Offers in a time where the market was flooded with daily deal sites. To make Google's offering stand out, we turned the tag from the logo into an icon. From giant tag shaped billboards to commuter cards designed to look like works of art, we ran ads in cities where Google Offers had recently launched, including Houston, Chicago, Philadelphia, and Pittsburgh.
We also proposed the "Live Offer" event, which involved a larger-than-life Gmail inbox showcasing actual Google Offers every day for a week. All deals were purchasable on the spot.
Concept, Art Direction
What are you free to be? That was the question we asked runners at the start of 2011. This campaign inspired runners to publicly declare their resolutions and kick off the new year with the new Nike Free's.
Concept, Art Direction
Each year, only 5 teams around the world are selected to win the coveted Future Lion and collect your trophy in Cannes. After finding out we won, we had 3 days and needed $10,000 to get the four of us there. So naturally, we had a bake sale.
I still don't know how this worked. Or who let us wear jean shorts on stage.