Brief: Ford needed to introduce the first-ever EcoSport, a small SUV that helps you get more out of your big life, to millennials and empty nesters.
Solution: We tapped into a cultural trend which reflected the spirit of the brand, declaring EcoSport the official vehicle of life hacks. The Ecosport Life Hack Academy focused on tips and tricks to get more out of your day. The campaign featured a 10-part content series with Hearst Media hosted by Tia Mowry, culminating in an immersive lifestyle event in NYC that focused on the target's key passion points and shared the best way to hack each aspect of their lives.
Top experts in health and fitness, career building, home organization, travel and design - The Minimalists, Jessamyn Stanley, Smitten Kitchen, The Points Guy, Skylar Grey and others shared their personal life hacks via panels, demonstrations and performances. All helping guide guests towards their most maximized lives.
Results: Our LifeHack content series with Tia garnered 73+ million video views and 250K+ social engagements. Press and influencer engagement at the live event resulted in 385+ million PR impressions, 19+ million social impressions, and a very happy client.
Brief: Snapchat secured a first-ever exclusive sponsorship of the Twilight Concert Series, a 32-year-old festival held at Santa Monica Pier. They asked us to help reinvent the series and bring the brand to life IRL for a broader audience.
Solution: Partnering with local LA artists FriendsWithYou, we built the first public art installation at the concert series, resulting in a massive visual spectacle. Under FWY’s signature inflatable sculptures, we created thematic Snap-branded experiences and games for the entire community to enjoy. Ghostface Killah rides, a rainbow barf candy store, a human hamster wheel in the shape of a cassette tape and interactive Snap filter stations just to name a few. Year two Snarkitecture created interactive sculptures, and we added the infamous “100” swing, funhouse mirrors, plinko games and more.
Results: Crowds were double the size (upwards of 60k), and we forged a long-standing relationship between Snap, the pier and the LA community that emphasized public art and music.
Brief: Hulu sought to drive awareness for its new series, The Handmaid’s Tale, in an authentic and sensitive way during a time when the post-election climate was highly volatile around women’s rights.
Solution: We tapped iconic designers Paula Scher and Abbott Miller to create a provocative public art installation on the High Line. As the public took free copies of Margaret Atwood’s novel from the imposing display, the wall revealed the book’s hidden messages of resistance and empowerment. The vivid 40-foot structure included lighting which represented the Handmaid’s iconic bonnets.
We also teamed up with The Wing, an exclusive women’s-only social club, for their first-ever brand partnership complete with a pre-premiere screening, panels, and patch-making stations with themed messages from the resistance.
Results: 6k+ books given away, 200MM+ earned media impressions, and a massively successful tune-in of the show.
Brief: Haute Chocolate Brooklyn, a woman-owned vegan chocolate startup, needed help creating the voice and launch of her brand.
Solution: Positioned the brand as a taste of "Virtuous Hedonism," and helped shape the website, tagline, tone and voice, manifesto, art direction, activations, press and influencer outreach and social media strategy.
Results: HC is now one of the premiere luxury vegan chocolate brands in the country, sold in exclusive high end shops and covered extensively by national press.
Brief: SKYY needed to establish itself in the oversaturated vodka category.
Solution: “Make. Every Day.” A 360 campaign to celebrate the spirit behind SKYY’s audacious story and inspire everyone to live like every day is theirs for the making. From social to ATL, we rebranded the look and feel to build on the equity of this iconic vodka.
Brief: M&M’s wanted to establish themselves as the chocolate of choice for movie lovers.
Solution: M&M's Studios, a three-day SXSW experience which invited attendees to add their own color to the movies. Throughout the three day pop-up we hosted screenings, panels and encouraged consumers to indulge in bite size treats via a customizable interactive M&M’s sampling wall and partnerships with local chefs who reimagined classic movie concessions. Consumers also created their own movie themed dubsmash masterpieces, and had an opportunity to see their names in marquee lights.
Results: Our Studios made quite an impression, over 15MM+ impressions, in fact. Facebook: 11,230,473 Twitter: 3,415,941 Instagram: 552,221
Brief: In 2017 I co-founded She Stacks, a company which financially empowers women by creating an ecosystem of content, experiences and products that make wealth-building simple, social and sexy. Our first order of business was to partner with brand maven Maria Samodra to create a highly recognizable logo and brand system to shake up the financial industry and galvanize our community.
Solution: The logo is a sophisticated twist on the dollar symbol, simplifying and softening it while “stacking” the two “s’s” maps back to the brand name. Stylized photography and illustration provide ways to both inspire and speak to the community in a way which emotionally resonates. Our secondary type provides the brashness of the financial feminist movement and lets them know we WILL be heard.
Results: Brand launching 2018.
Brief: Ford needed to launch the new Escape to press and millennials, a generation who prefers participation over passivity.
Solution: We partnered with Escape the Room to create the first-ever drive through ETR experience, “Escape NY,” resulting in the most unique test drive ever. Attendees used the vehicle’s technology to unlock each NYC centric puzzle in order to move on, resulting in consumers not just having fun, but learning how the new Escape would help their unique New York Lives be more Unstoppable.
Each room unfolded a chapter in the story of a New Yorker’s life: from waking up, to getting their boss coffee, working at a dull office job, attending an art opening in Bushwick, and finally, arriving at a film festival where they watched their very own film captured throughout the test drive.
Results: An instantly sold out three-day experience with over 122 MM+ impressions, and a press frenzy with 35+ outlets including more than 200 members of the media and their guests from the likes of Mashable, E! News, People.com, Fortune, Nylon, CNN, and AdWeek.
Brief: Playboy asked us to create an event which, for the first time, showcased their freshly reimagined brand to digital media buyers.
Solution: We threw the old Playboy out the window and created a modern, young and highly shareable event which mirrored the new aesthetic of the brand. From the content presentation, music and cocktails, to the selfie-ready Infinity room, reversible stair messaging, and lenticular showcasing the "old" Playboy juxtaposed with the new, guests were immersed in the new Playboy brand.
Results: A packed house, tons of press, and the client said it was their best event ever.
Brief: Facebook IQ allows marketers and advertisers to target their audience more effectively and efficiently. Our task was to create a narrative and an execution to make a more engaging and impactful event than ever before.
Solution: “Finding the Extraordinary in the Ordinary,” highlighted all the amazing stories data can tell in both information and experience. The Instagram Café showcased business promotion, and a latte artist to “draw” people’s faces on their lattes. The Home focused on entertainment, moving, and new parents, with live actors simulating their everyday lives. The News Feed revealed how the exchange of Facebook information works on a day-to-day basis. The Mart focused on consumerism, and The Year of Extraordinary went through an entire year of events that marketers didn’t know about, and should be targeting to. The IQ park provided a meeting place where speakers would talk more about insights. To close out the event, we invited Aziz Ansari to share his comedic wit.
Results: Hundreds of excited attendees, and the Overall Design and Art Direction/Winners of the Event Marketer and Global Ace Awards.
Brief: As ECD at Civic one of my first orders of business was to attract new talent and prospective clients by rebranding the agency to give it a distinct tone of voice and elevate its design aesthetic.
Solution: We partnered with WILD to create a simple, playful site, along with brand guidelines and a transformational creative process guide to help our teams push forward creatively and measure good ideas.
Brief: American Express wanted to test out their new digital payment method, Serve, on targeted college students. The truth is it’s awkward to ask peeps to pay you back, especially when you’re young and everyone is broke.
Solution: "Pay Me Fool," a tongue-in-cheek platform which let students approach their friends about the delicate subject in a playful way. We teamed up with B-reel to create a Facebook app with a cast of wacky animated characters to help make the “Pay me Fool” message personalized and fun. We also created Facebook ads and threw on-campus activations complete with costumed characters and loads of swag to get them signed up on the spot.
Results: After three months of testing at campuses across the nation, Amex reached thousands of students both digitally and IRL and got the feedback they needed to help build Serve into the massively successful brand it is today.
Brief: How do you break through the clutter of today’s over-saturated vodka market?
Solution: We re-branded the legendary spirit by solidifying Stoli not just as “a vodka” but “THE vodka.” We created integrated year-round programs that included strategic power-periods, partnerships, in-store efforts and sponsored events. With brand support, we executed a streamlined initiative that covered print, digital and social. Partnering with Rolling Stone, we then held a blow-out event at NYC’s legendary Pyramid Club, where we transformed Avenue A into Avenue THE with “THE Stoli.”
Brief: Inspired by the response of the Mother Emanuel family members in Charleston, A+E wanted to help raise money and awareness around race in America.
Solution: We partnered with iHeartMedia to create “Shining A Light, a Concert for Progress on Race in America.” This two-hour internationally broadcast live special held at The Shrine Auditorium in LA confronted issues of race - and promoted unity. Performers included some of the biggest names in music, including Zac Brown Band, Jamie Foxx, Tori Kelly, John Legend, Miguel, Pink, Jill Scott, Ed Sheeran, Sia, Bruce Springsteen, Sting and Pharrell Williams. The evening included a once-in-a-lifetime series of duets focused on creating reconciliation and positive change in local communities.
Results: Millions watched from around the world and donated to the Fund for Progress on Race in America, powered by United Way Worldwide. The funds were granted to organizations working toward racial justice and progress.
Brief: Ford asked us to help create a piece of content to introduce their brand new platform FordPass at the Detroit Auto show. FordPass is much more than an app to keep your on-the-go easier. Innovative FordHub spaces improve your mobility and live FordGuides help you navigate.
Solution: We used animation to tell this new and complex story with playful art direction and the voice of Lisa Loeb.
Brief: Hendrick’s wanted to create an immersive world for their signature gin to attract a crowd that gravitates towards the odd and exquisite.
Solution: “Voyages into The Unusual,” a fun-house activation of immersive events and installations with secret rooms, hidden experiences, and curious characters at every turn. Highly unusual venues in select cities were transformed into Shoppes of Curiosities, whilst live performers further entertained the crowds and delectable tipples flowed freely. Whimsical Botanical Gardens came alive before consumer’s very eyes, while educational (and a tad frightful) Apothecary Labs provided insights about the gin’s properties. And, at our Explorer's Lounge, the brave could order drinks through hidden trap doors and secret nooks.
Results: This three-year program was wildly successful, and in 2012 alone sampled 4,263 consumers in 5 cities resulting in 8,690 data captures and 30,741,480 media impressions, as well as winning a gold Stevie for “Brand Experience of the Year” and the BizBash Style awards for “Best Event Decor.”
Brief: INFO (Illicit Forces in Opposition) was a three-day summit bringing stakeholders from technology, engineering, government, and law enforcement to work together with those who lived through the darkness of illicit networks to find real solutions. It was our job to create not just an event, but an experience for guests to be inspired, moved and motivated to work towards change.
Solution: The branding and spatial design evoked a sense of connectivity and urgency, RFID technology gave attendees further insight, eight interactive experiences provided sensory learning and levity was given through evening events. And most importantly, 14 labs gave attendees the chance to create real actionable solutions, proving the summit wasn’t just about information, it was about action.
Brief: Ford needed to reveal their mini SUV EcoSport to the U.S. by establishing its unique name, personality, and size.
Solution: “Go Small Live Big” celebrated the utility of the EcoSport with the cultural movement of going small. We kicked off a three-day consumer event in the heart of Hollywood with a first-ever vehicle reveal on Snapchat by the King of Snap, DJ Khaled. We continued the fun each day with performances and experiences which highlighted how big small can be. Engagements included: a small stage with big musical acts, mini zoo bringing big joy, tiny houses with big surprises, small workouts with big results, small bites with big flavor, a GIF photo booth, and a tiny art nail salon.
We also engaged dozens of targeted influencers, celebrities and partners to create earned & paid media amplification through unique influencer content, Snapchat GeoFilters, social posts, and press interviews.
Results: 5k attendees, 456+ million earned media impressions, 745k+ social media impressions, 64+ million video views, and 61+ million Snapchat story views. Aka a MAJOR KEY.
Brief: Build brand awareness and drive trial of Tullamore D.E.W.
Solution: "Glasses Up," a rally cry to incite consumers to bring out their “Irish True” via toasts. The mobile app helped craft the perfect toast for every occasion. Clever, poignant, and often hilarious, the app provides the appropriate (or inappropriate) words for many a drinking occasion. Users choose the situation, company and tone — the app handles the rest.
Brief: Founded in NYC and inspired by Winston Churchill, Bulldog Gin is one of the fastest growing gins in the world. They asked us to help position them for their brand strategy, ATL and experiential for 2015.
Solution: We created a campaign which gave consumers an actionable rally cry, “Surrender to Nothing.” A mantra based on the bold brash and steadfast nature of Churchill but applied to the modern gin drinker.
Results: Grew brand marketing footprint from 1 US market to 6.
Brief: Help BCM refine and implement a comprehensive marketing strategy, including a brand identity system and related collateral.
Solution: A colorful, candid, crafty and playful identity was designed to highlight the simple moments of discovery and play. The photographs in the mark portray the five pillars of the Bronx Children’s Museum through energy, realism and humanity. Nothing staged, everything authentic.
Five Pillars: Nature, Culture, Arts & Community; Education/Inspiration, Fun/Recreation
Brief: Google wanted to help put New York based women-owned small businesses on the map, quite literally via Google Places.
Solution: “Pink Pin” - a partnership with Susan G Komen during breast cancer awareness month which gave online consumers and businesses the chance to get involved by pinning themselves to the map, sharing their stories and donating. Participating businesses were sent Pink Pin displays to encourage in-store donations, which were matched dollar-for-dollar by Google.
Results: Over 600 local businesses signed up, raising over $50,000. Google named it Best Marketing Initiative of 2012.
Brief: Microsoft was struggling to recruit the top 2% of students, losing them to hipper startups Google and Apple.
Solution: We came up with a simple, humanizing line, “Hey, Genius. We want you.” This personal tone, combined with non-conventional tactics, created a disruptive and engaging campaign which got students to think a little differently about working there.
We started with over 70 personalized websites, print ads, sandwich boards and songs to get their attention. Then we created a Genius website, over 30 viral videos, Facebook apps, a jobcuzzi that traveled campus to campus offering the "world's most relaxing job interview," rickshaw rides, mind massages, and even laundry detergent. ‘Cause being so genius can make you work up a sweat.
Results: The Hey Genius campaign was so successful it ran for three years on over 45 campuses, was featured in Business Week, AdAge and Inc. Magazine, and most importantly, recruitment shot up over 25%.
Brief: To launch the new Sidekick 3 with D-Wade’s design
Solution: We let fans at the NBA All-Star games get closer than ever to their favorite star, literally inside his mind. So we did just that, constructing an enormous head smack dab in the middle of Jam Session. The 30’ tall and 40’ wide noggin was interactive, inside and out, with eyes blinking and mouth moving. The outside and inside were packed with interactive games and films showing the fans his memories, dreams and perspective. Fans were even given the chance to create their own memories with him using a green screen photo booth.
Results: The engagement was deemed the most successful at Jam Session with more than 150,000 fans engaging over the course of four days. The NBA even used it as their headquarters for the duration of the All-Star games, and it won a Seattle Show Chubby.
Brief: Teen Link is a call line which gives teens the chance to talk through issues with trained peers. Due to their lack of funds and time, their brand was dated, boring and unapproachable. We wanted to change that.
Solution: We first created an umbrella tagline, “Talk it Out,” a simple sentiment encouraging teens to not let their feelings stew. Next up was a complete brand overhaul including a new website, poster series, t-shirts and booklet centered around hand-drawn characters representing a range of teenage emotions which can be difficult to cope with alone.
Results: A thrilled client and a campaign which has lasted over a decade.
Brief: Windows Live Maps had an awesome feature which allowed you to create collections of your favorite restaurants and shops to share with friends. Unfortunately, nobody knew about it.
Solution: The Pushpin Project took the pushpins right out of the map and brought them to the streets of Seattle. We created our own collections and placed 30 foot tall push pins (the Maps icon) on our favorite local indie businesses. We called more attention to the businesses with wild postings, handouts and signage on each pinned location. Everything mapped back to thepushpinproject.com, which utilized the Maps functionality.
Results: Not only did we get thousands of hits to the site within the first week, driven only from the installations, but the local businesses targeted saw their revenue drastically increase. The campaign was also recognized by the One Show.
Brief: As part of the launch of Windows Vista, Windows and T-Mobile joined forces to bring free wi-fi to anyone who purchased the new operating system. And they wanted to get the word out.
Solution: To announce this stellar partnership, we enlisted the help of none other than Jefferson Starship to rock this message to our galaxy and beyond. We featured free, impromptu concerts with Starship beaming in from a truck that transformed into a stage complete with cosmonaut street teams, wild postings, talking standees, a 40-ft inflatable cosmonaut, and an interactive website with games and videos like Cosmo Hot or Hot.
Results: The campaign lasted over 4 months and reached over 8 million people. Our “cosmo-naughty” dance received over 3 million hits and inspired countless fan spin offs.
Brief: The Balvenie wanted to celebrate the end of their The Rare Craft Roadshow, which profiled artisans throughout the country that shared their dedication to craftsmanship.
Solution: The Roadshow culminated in the Balvenie Rare Craft Collection. From all the talented artisans we'd met, our esteemed curator Todd Snyder hand-selected 18 finalists for a first-of-its-kind travelling exhibition. Consumers perused and purchased unique crafts, checked out the Morgan used in the journeys, saw the route highlighted on a bespoke wooden map, and enjoyed artisan Balvenie cocktails.
Results: We visited six cities, sampled over 11,000 guests, and restored a passion for craftsmanship in America once more.
Brief: WINK, a mobile app from Quirky which seamlessly connects all your home products from your phone, needed to introduce itself to the world.
Solution: “Retrofuture Realism,” a playful content piece showed that although most cool contraptions we thought would be part of our lives in the future were never realized, WINK was one promise kept.
Brief: In 2007 we were asked to help launch a professional soccer team in Seattle. At that point they had nothing but a logo, not even coaches or players.
Solution: We believed if we built the soccer culture first, then the tickets and merchandise would sell themselves. Our rally cry, “Give Us Your Full 90,” challenged fans to be as engaged as the players every minute of the match. And our first stunt involved blanketing the entire city in Sounders scarves, which acted as tickets to the first match. We created massive rituals like marches to the match, and gave fans unique access to players and their personalities with renewal campaigns like “Sounders Serenade.”
Results: The Sounders have led the MLS in attendance, season ticket renewals, and merchandise since coming into the league. They are in the top 10 of soccer viewership in the world. Not to mention tons of press, and marketing awards for the programs over the 10 year span of our relationship with them.
CUBES & KINGS
Sometimes friends ask me to think of ideas for their music videos, so I put people in giant rubix cube heads, or cast the perfect drag king.
Sometimes I get obsessed with things like creating hair sculptures and won’t rest til I’ve done it.
One time I owned and operated a members only art gallery and bar in Belltown Seattle, and it was awesome.
DAUGHTERS OF DEVOTION
Sometimes I perform in an international conjoined nightlife duo and sometimes Cher tweets about us.