Freelance
01. p:ear
Non-profit awareness elements
p:ear builds positive relationships with homeless youth through education, art, recreation and job training. They offer personal and professional mentorship. It is not a shelter. It is a space that is open to kids on the street to access all kinds of assistance.
Sponsorship gifts
p:ear kids have trust issues.
It can help them to see that individuals and businesses support p:ear’s efforts.
The p:ear logo is iconic and recognizable to homeless kids.
By creating gifts for those who support the cause show these kids that people are rooting for them.
p:ear Care-olers: Virtual Busking
Let’s help p:ear profit from people’s generosity during the holiday season by creating outdoor installments featuring p:ear kids performing x-mas music.
Instead of actual carolers or musicians - the experience would be a projection of these kids on building walls and in empty retail spaces in the downtown area. Musical p:ear kids could perform, record and film these videos under the direction of local musicians.
The installation would be rigged with surround sound and would feature an empty guitar box in front of each set-up with a QR code and donation messaging, instead of asking for spare change / cash.
The message would read: p:ear... Creatively mentoring homeless youth.
02. It’Sugar
In-store / grand opening elements
Playful signage was placed in mall common areas to tease the opening of a retail candy store. The designs went on the be a part of in-store signage and on t-shirts as staff apparel.
03. Remy Martin
Remy Martin Pitch One of the several concept pitches centered around owning the cognac space. Agency won business.
“Cognac Face” :30 spot
This spot is a series of rapid fire vignettes, showing Remy drinker's various cognac faces.
Because everyone's is different and unmistakable. For some, a sip of Rémy is a sense of glee.
For others, it's a pleasurable pain: “Yowza!" "Mmm.." "Damn that's_!" "AH." "Whoo-yaw."
Music: Jazzy burlesque instrumental - think “strip tease” - underneath.
Creating collatoral with a greater perceived value makes it harder to part with. This concept had the ability to work in all business to business market spaces, from human resource conferences to in-person leave behinds.
04. KinderCare.
The Building Blocks of Work / Life Balance
Kids’ Board Book Design
We reimagined what would normally be a tri-fold brochure with hope that this piece would stand out amongst the clutter of other brochures and sales materials. This piece was a nod to children and a take on an item often associated with them.
An internal pitch. Expanding on a brief. Our Mellow Mushroom client wanted to create buzz around the Christmas holidays. In addition to creating that solution - we also provided them with an unexpected New Year's Day execution that would make them stand out among their competitors.
05. Mellow Mushroom
'Pizza for Breakfast'
A New Year's Day Celebration
On January 1st all Mellow Mushrooms will open at 9 AM and begin serving not only signature pies but hourly specials, Pizza for Breakfast Breakfast Pizzas.
We'll have free B12 shots and 10 minute chair massages to help to get the New Year off on the right foot, a special Hair of the Dog Deal - a free slice with the purchase of any alcoholic beverage. We'll screen the prerecorded ball drop at 10 mins till noon (in case you fell asleep the night before) and we can team up with partners like Noom for special membership deals and Red Bull for free samples. When you think St. Paddy's Day you think McDonald's and the Shamrock Shake - and now when you think New Year's Day, you'll think Mellow Mushroom for their Pizza for Breakfast Celebration.
06. TIAA Cref
Strategical brand-awareness efforts. Teachers Insurance and Annuity Association of America-College Retirement Equities Fund is a Fortune 100 financial services organization that provides financial services in the academic, research, medical, cultural and governmental fields - in other words, those working for the great good. These creative awareness building devices were integrated into a part of our target audiences workplace environments.
HR Professional Gift: Money Tree
As a thank you we sent money tree plants to those in the Human Resources field. They help to promote TIAA-CREF to employees. This “organic piece of outdoor advertising” lived on their desks reminding participants of the brand.
Rainy Day Street Marketing
We targeted faculty and staff at university campuses on rainy days by passing out free branded umbrellas with messaging about TIAAF CREF offerings and contact information.
Bookmarks / found and distributed
We handed-out and kept on-hand branded magnetic bookmarks. They were useful tools that turned up in campus libraries, new employee welcome packages, career fairs etc.
07. Real Life,Real Talk
Sex Ed (what the kids are really up to) for Parents, was cleverly coined “In Real Life 101 or IRL”. This initiative gave parents tools to help redefine their relationships with their kids and prepare them for making important decisions about their bodies.
This campaign’s goal was to help guide parents in establishing a new kind of connection with their teenagers. It provided parents with facts to share with their kids. It created a dialogue - other than always preaching abstinence.
Campaign elements included: Newspaper, outdoor, web banners, transit, posters, direct mail and small space.
