In partnership with SundanceTV and under the talented direction of Mass Appeal’s Sacha Jenkins, my initial vision was brought to life beautifully in the documentary film Rail Road Ties. It helped tell the story of our connection to each other, and would not have been possible without the unparalleled historical documents Ancestry has collected or the expertise of their historians.
Holidays are about coming home…and celebrating those who ensure there is a home to return to.
with Sarah Thomas ACD
Production Company Gin & Burger Director Paul Canney
A Cannes Lion winning campaign, Barbie was first introduced in a swim suit but went on to have 300+ careers, proving to be more than a plastic plaything. I created the concept and worked directly with SI Swimsuit Editor and their Creative Director on all aspects of the integration including multiple films, billboards, banner ads, a full page print and the social strategy.
A 4 page spread in SI, a cover wrap, a billboard in Times Square, a series of cheeky videos, the opening night party for the SI issue, a full page in the NY Times- this effort caused a global sensation. Little did the wide world know that Barbie's moment of Unapologetic pride was setting the stage for a move the following year that would literally "break the mold"- with a range of body shapes from petite to curvy secretly in development for the Fashionista line.
My WS team often outperformed Unilever benchmarks to break through clutter and earn their way into 'Best in Feed'.
How do you use the Academy Awards fashion moment to gain beauty creds if you don't have the budget to run media? You get crafty. Influencer Katie Rodgers used precision tips Q-tips to capture the red carpet looks in real time and inspire women to add Q-tips to their make up routine. This activation won the night according to Style Bistro and got love on Instagram and Twitter by many relevant pubs like WWD
Unilever Deo brands wanted to tell the story of their new product innovation which resulted in no yellow stains on white clothes or white marks on black clothing. So we used Fashion Week to erect a 27 foot sculture in the Occulus of Hudson Yards subway station to stop people in their tracks with a message about clothing waste. Tons of clothes are discarded every year due to staining. We had donation bins on location, samples of our range of products and education on the impact of disposable fashion on the environment. Electric Coffin was a beautiful production partner and erected the stunning sculture overnight. Sanna Langholm (ACD/AD) Isak Landaboure (ACD/CW)
Ponds Towelettes pre-roll unit needed to deliver a ton of message- works on your toughest make up, leaves your skin soft, has cold cream technology, and stay true to an 'authentic self' brand strategy- all in a few seconds. Art Director Sarah Thomas and Copy Writer JD Rinne
The Degree creative team consistently showed a competitive drive worthy of the brand itself- winning the final four brand bracket on Ad Age.
We tied the product benefit (the more you move, the more it works) with motion tracking technology to quantify the high performance of both the product and the influencers.
When Twitter Marketing cites a tweet as one of the top ten for creativity in the world, that's pretty high praise. The Degree digital and creative team have been collaborating for years to innovate and outperform platform benchmarks. Among many firsts was this 360 experience which allowed the viewer to 'defend' against Steph Curry. Creative director Cesar Rubin had a super short window with Steph in a practice gym during a break from the TV shoot- and made the most of the time.
Simple ideas can be refreshingly fun, and we delivered this one to Diet Pepsi, along with a nod from Ad Age.
Excedrin started as a tiny PR assignment, helping navigate a recall. Diving into the business, in close partnership with the global client lead, we grew the account - eventually taking on the social, editorial, digital and ultimately being named creative AOR for the global brand.
A pounding headache- since that’s what you call it, that’s how we showed it. A new metaphorical campaign for Excedrin to show we do see your pain even if no one else can.
For Excedrin we moved away from the functional claims and instead brought to life the vivid descriptions real people use to describe their headaches. What better way to show we see their pain, than to talk about it in the same visceral way they do.
Sarah Thomas ACD
Hamilton Tamayo practically walked out of our first briefing with the vision of a 360 demo in his head. For the second year of this Cannes winning campaign, we shifted the emphasis from the ones you love (1.0) to the ones you work with (2.0) since the stakes are higher at work, and you are less likely to find sympathy there. Experimenting with narrative in 360, and making sure that the heart of the individual stories didn't get lost in of-the-moment tech was a balancing act but in the end we produced a content series and first-person experience to rival year one.
Working with a program initially developed by DDB, Weber Shandwick re-scripted, re-edited and staged a large integrated launch for a virtual reality simulator which allowed migraine sufferers to have relief from an untreated pain- being misunderstood by loved ones
Every year it becomes more clear that brands and companies play a vital role in creating a better, more sustainable, more equitable, healthier society - these briefs are the closest to my heart.
When Budweiser needed to update it's responsible drinking platform for 2018 the answer was simple...
Shakira is a global sensation for her music but also active in philanthropy and the founder of the Barefoot Foundation. We worked with her to share her perspective on why childhood education was so important and to create a series of films (in English and Spanish) lending her star power to motivate new moms to read to and engage with their children early to get 'the best possible start'. My role was to concept and script the entire series and oversee through completion of edit.
When Nespresso decided to invest in reviving the coffee industry in Puerto Rico, we were proud to help announce their commitment
The theme was to reflect the impact of women's voices on our time.
Ragu engaged us to update the look of their core recipes and product. Inspired by food bloggers and contemporary cook books we created guidelines that established culinary cred while maintaining a casual authenticity most Americans can relate to. We dared to let a little sauce drip on the plates and to use spoons and pans that looked loved. The resulting images would be used online, in social and as new point of sale and in-store displays for Ragu. We shot with Adrian Mueller, the most fab food photographer anyone could hope for (Adrian and I had worked together a few years ago on a shoot for Malibu Rum). 25 recipes / 3 days/ and enough flexibility to satisfy 3 agencies needs.
AD: Matt Bogard CW: Marley Lynch
Food Stylist: Takako Kuniyuki / Food Stylist Assistants: Corey Earling, Saori Hashimoto & Angela Garcia / Prop Stylist: Stephanie Hanes / Prop Stylist Assistant: Sophie Leng / Assistant: Sarah Miller / Digital Tech & Retoucher: Tomo Hatano / Video Capture BTS & Post Production: Ali Hashemi
To see the still images, please visit: fabrik-studios.com/recent-work/weber-shandwick-ragu/1
Here are just a few
Checking your credit never sounded so good- thanks to Pickle for producing this on spec for a pitch.
Two brands, two clients, and one brief that required a second product cameo along with more message priorities than a :30 spot could handle- and yet...it was a great experience. The clients were excited to break convention in girl's advertising, a song allowed us to cheat and sneak in wall-to-wall copy, and a great director Carolyn Chen captured the quality of a perfect day in childhood. Molly Kugelman Art Director Alexandra Bulaskaya Copy writer
We created a series of customized carols for the holidays to convince Parents that a range of Fisher Price toys were the perfect holiday gift. My creative partner on this series was Josh Gilbert.
Kids sing and are surrounded by song all. the. time. This is an insight that has driven a lot of the work I do on kids brands. There's something inherently relevant and recognizable to parents of young children when stories are set to music.
Performance is everything and relying on a one year old to carry your spot in the small working window between naps is a gamble. Thankfully a delightful principal and crafty angles on the back up babies got us through the day.