— PROJECT NAME
"The Mic is Yours"
DEI Docuseries
— ROLE
Led key workstreams, from concept through production, including writing social content and supervising shoots.
Campaign delivered 64M+ impressions, 24.8M engagements, 22M+ video views, and engagement rates of up to 92%.
Most importantly, it amplified entrepreneurs and underrepresented voices across Black History Month, Women’s History Month, Pride, Hispanic Heritage Month, and Native American Heritage Month.
Experiential
— PROJECT NAME
"The World's Largest Chip Rack"
— ROLE
Creative Lead, Copy
Original Concept
Ironically, Valspar, a paint company, had a gray corporate building on one of Chicago’s most congested commutes: the Kennedy Expressway on the way to O’Hare airport.
So why not put some color into everyone's commute?
Why not envision Chicago's new iconic landmark: "The World's Largest Chip Rack."
The idea was to create a giant chip rack that would be elegible for a Guinness World Record. Through augmented reality, the building would grab people's attention, while presenting Valspar's pantones.
Below is how it would lead different commuters to the building.
The concept reached the prototyping stage before being cancelled after Sherwin-Williams acquired Valspar.
AbbVie / Restasis Dry Eye Awareness Campaign
Janssen / Prezcobix HIV Treatment Guide
A Stunt Fights a Lifelong Stigma
Talking to Teens About Sex Helps Them Quit Smoking
Social Experiment Makes Teens Realize Smoking Stinks
A Unique Stunt Calls For Cleaner Air
Internal Comms:
Understanding Black Audiences
- Directed consumer insight films that helped senior clients shape their brand strategy.
Quotes from Senior clients:
"These videos are awesome!!!"
"We are so excited to share with the rest of the organization"
"What an eye-opener!"
- Shaped digital campaign assets that elevated small business lending solutions for Black and Hispanic entrepreneurs.
24 Hours Campaign
People don't want an ad to interrupt their lives. They want to be entertained. They want to be transported to experiences they crave. Here's one aboard a 1968 Camaro to introduce a simple McDonald's message.
:30 TV “Let the Night Drive You”
:30 Radio “Nocturnal Animals”
McDonald's Drinks Campaign
:45 Radio "Runway"
"Identity Theft Insurance" Direct Mail
Since customers receive a lot of mail they don’t read, we created letters they simply could not ignore.
Personal Information Blacked-out
Message:
"When your information is exposed,
your business is at risk of identity theft."
Letter Half-shredded
Message:
"Would you protect your
information only half-way?"
Digital and Print Campaigns
Emails averaged 179K sends/month, with Spanish emails driving 41% growth in member redemptions and a 35% unique open rate.
Kenworth Campaign:
🏅1st place Print Collaterals
🏅1st place Flyer Campaign
TRP Aftermarket Truck Parts Campaign:
🏅2nd Best Loyalty Campaign & Customer Retention
🏅2nd Place – Future Forward Campaign
