The Excuses campaign for Differin hits on one of the compensating behaviors of struggling with acne as an adult: not going out because you don’t want to be seen or judged by other people for your latest breakout. Because shouldn’t this “teen problem” be gone by now?
The campaign consisted of a :30s nationally-run spot, two :15s, a handful of :06s bumpers and a :45s spot on YouTube that drove people to Differin’s homepage to stop the excuses.
Every year on January 1st, Outback Steakhouse sponsors one of the biggest college bowl games in Tampa: the Outback Bowl.
Then, the day after, they make everyone a winner by giving away free Bloomin’ Onions or coconut shrimp depending on who’s victorious. So choose your team, choose your app, and get your game face on.
To promote the offer, we created a :30s TV spot and two :15s featuring Outback’s delicious mascots, Bloomin’ Onion Man and Coconut Shrimp Girl.
The financial industry is changing, and many customers with smaller retirement accounts will no longer receive the same level of personal service from their investment firm that they once did.
But PNC Bank values people over profits. So to assure their customers that they don't plan to change anything, we created this nationally-run TV spot.
The Jolly Green Giant hasn't really been around in recent years. So to awaken a sleeping giant (and his sleeping social presence), we packed up the car Griswold-style and headed out on The Giant Road Trip across America.
Together with The Giant’s little buddy Sprout, we went from town to town, city to city, stopping at some of the most iconic landmarks and attractions, some just The Giant’s size, and captured the entire journey from each of their unique perspectives: The Giant from his eye-in-the-sky point of view and Sprout looking up at him from his pint-sized perspective.
As an extension to our social campaign, we created geo-fenced Snapchat filters featuring The Giant and launched a Spotify playlist of all the jolliest road trippin’ jams. Listen here.
Throughout the year, Outback Steakhouse supports their Aussie Rules campaign with TV spots and social posts – all to remind people that Outback is the place to come for a great steak and even better time.
TV Spots featured their limited-time offers, while the social posts utilized footage that was shot for TV and let people know the Aussie Rules to live by, such as, “#16: There’s nothing wrong with ordering a salad. As long as that salad comes with a side of steak & ribs.”
Differin not only has a different ingredient than other acne products on the shelf, you actually use it differently too. To give users a step-by-step guide, we combined existing footage from our TVC shoot with stop-motion footage that we shot in a quick one day shoot to create this How-To Video that could be found online and on Amazon product pages.
After a successful launch year for Differin, we wanted to keep up the momentum in order to end the frustration of adult acne. We created 2 new TV spots, multiple :15s, tons of :06 bumpers and even a spot that highlighted our 2017 Best of Beauty award from Allure.
Beyond our TV work, we created 2 unique pre-roll ads for YouTube that hijacked the video the person was about to watch. One was placed on videos that instructed you how to cover up your acne with makeup and the other was placed on videos that reviewed other acne products.
Here’s how they worked:
If a person searched for “how to cover up acne with makeup,” our pre-roll ad would be served to them, reference the video they were about to watch, and then let them know that they don’t have to cover up their acne with makeup, they can just get rid of it with Differin Gel.
Home Insight is a new online homebuying experience from PNC Bank. It helps homebuyers understand their budget and search for homes they can afford – all to help make homeownership a reality for people everywhere.
Right before the launch, we worked with PNC to create a few videos that highlight some of the relatable reasons why you’d want to say hello to a home of a your very own.
Many people think that Cetaphil is just a face wash - and it’s no surprise since they haven’t done advertising in a while. So to showcase their Hand & Body Lotion and Hydration lines, we created print ads and videos for their social channels.
Bank of Montreal (BMO) did an entire rebrand in order to uncover their human side, taking a simpler and more direct approach to all their services and communication. As part of the first step, my agency at the time, AKQA, was asked to relaunch their Canadian and US websites.
For my part, I was responsible for writing new copy, along with overseeing the transfer of existing copy from the previous website to the new one.
To help promote their innovative ATTUNE Knee System, J&J wanted to relaunch their website to take on a more understanding and approachable tone.
While we had to work off of an existing template, we chose some aspirational stock photography and re-wrote every page, working within the brand and legal guidelines.
In 2016, Galderma got FDA approval to launch the first over-the-counter retinoid for clearing and preventing acne - making it the first new ingredient in the aisle in over 30 years.
To introduce Differin to the world, we came up with our campaign idea, "Do Things Differin," launched two TV spots, created print ads, banners and advertorials.
go90 is a social entertainment platform that was launched by Verizon in October 2015 as the go-to destination for watching your favorite live sports, concerts from the top artists, brand new originals, and tv shows you already love.
We worked to establish and build a brand that's aiming to become the next major player in streaming entertainment by teasing the launch with wilding postings across 9 cities, taking over subways, running a TV spot, working with brand partners to create fun content, driving tune in with engaging social posts and more.
The annual Future Lions competition sponsored by AKQA asks students around the globe to challenge conventional thinking. The aim is to discover those who will create and shape the future.
Top management at AKQA invited internal teams from around the world to pitch ideas for the campaign for entries. After my partner and I were awarded the project, we worked closely with a character designer to create the annual poster, used the assets to make social posts, and helped design and launch the entry website.
Wheat Thins is the cracker that everyone knows and loves. They are also the brand that everyone knows and loves online. For almost a year, I had the pleasure of helping to run their social channels: writing daily posts, interacting with fans and creating activations for big events like Valentine's Day and the World Cup.
To help launch Google's newest product, we wanted to show what "a day in the life" of Glass wearer would be like.
In the first Glass Session, you'll meet Laetitia Gayno, the wife of a Googler, as she shares her story of becoming a new mom, trying to capture every special moment, and sharing them with her family in France through photos, videos, and Hangouts.
Here are a few ideas from my time in school that I wish could have been made in the real world. But alas, they are still only ideas in my head and words/pictures/videos on this page.