Throwback Dump
Once in a while, I look back at student and intern work without cringing.
Converse Spec Work
Brand loyalty runs in the family. Converse has an indie-alt following that passes down its love for the sneakers like genes. My art director Corinne Lee and I created ads that reach the proud members of a "different" type of family.
Stilloading.org
For the 2015 Young Ones Competition, I had to take a stance on technology.
Is it good or bad? I posited that technology is great; the digital divide is not. Poor and minority children cannot take full advantage of a laptop, an iPad, or even the Internet by merely having it in their hands. The tech community must unite with the underserved communities to teach kids the skills to grow and learn using these modern tools. Stilloading.org, a fictional nonprofit, connects qualified individuals, educators, and community leaders to tech-focused nonprofits in their area.
All pieces were concepted, designed and written by moi. To sleep better at night, I tell myself this concept was ahead of its time.
Ritz-Carlton: Orlando, Grande-Lakes
The happiest place on earth is full of screaming children. The Ritz-Carlton is full of the opposite. Let’s face it, Orlando doesn’t have a ton going on. In a city revolved around a tourist-economy, this campaign appeals to the vacation goers who want a relaxing, adult-focused break from the long lines of Disney World. With nods to classic fairytales and a whimsical, storybook aesthetic, these ads lure future guests in with a promise of a luxurious storybook ending.
My concepts, writing, and designs.
Sipp Sparkling Beverages
Sipp needed a local awareness campaign, so two Tierney intern teams went head to head in a pitch competition. As the teams CD, writer, and designer, I helped lead us to victory.
After heavy secondary research and a taste test in Rittenhouse Square, we had insights. The consumer need: unique and healthy soda alternative. The competitor blind spot: an ambiguous market. The brand differentiator: 3 distinct flavors per bottle. This all came together to form our strategy: Sipp gives consumers a taste of the unexpected. From there, our Big Idea was born: Sipp takes complex pieces and crafts them into an unexpectedly simple whole. We also decided to expand their target to 25-34-year-old women with disposable income, because they will pay more money for a unique brand that reflects their values.
To execute this, we created tessellations that fit the ingredients together perfectly, just like the flavors of Sipp. The complex pieces form a single, simple pattern, while providing consumers with the same sensory experience of tasting Sipp. We used sophisticated yet fun, optimistic copy. With a little luck and a lot of hard work, we won the theoretical business.
