How do you help Sub-Saharan Africa realize its full economic potential?
Produce an Afrofuturist video series that streams real stories from real African experts.
Africa Perspectives features policymakers, academics, and analysts engaging in dynamic conversations about the region's economic wins and challenges. To convey the vibrant and diverse nature of these candid discussions — and the region — we've designed an original brand and accompanying assets inspired by African art, geography, and culture for use in both studio graphics and online promotional materials.
Warm earth tones were chosen to match the tone of the show and contrast with the cool "IMF Blue" brand color. Each episode opens with a 3D animation that transforms authentic economic data from the region into a digitally printed landscape inspired by the same Afrofuturistic environments and embellishments created for fictional cities such as Wakanda and Zamunda. The striated imagery not only reflects Africa's topography, but also expresses its diverse and layered history and the realization of a high-tech future.
Promoted and streamed in both English and French, the Africa Perspectives series provides a platform for new ideas supporting economic activity. In the first season, videos were streamed tens of thousands of times, and total views increased by 51.2%. The series and promotional campaign received further recognition by winning a Gold Muse Award.
. . .
ROLES
Creative Direction
Campaign & Creative Strategy
Social Media Strategy
Promo Copywriting
Most people believe that all water filters are created equal, but that's not the case. Prior to our involvement, ZeroWater focused entirely on using a wine filtration demonstration to visualize the product's superiority to Brita. While successful, the concept had run its course.
Our challenge was to create a new demonstration that clearly communicated the product's superiority but did so in a way that also built brand affinity. Our strategy centered on a narrative that was both relatable and thought-provoking.
To evaluate effectiveness, we produced three demos in-house and used AdLab testing to assess customer responses to message delivery and brand perception. We analyzed the results and produced content that performed best across all metrics, as well as for motivating the highest purchase intent. In the marketplace, ZeroWater has surpassed PUR as the number two brand and is available at nearly every major retailer, including Walmart, Target, Bed, Bath & Beyond and The Home Depot.
. . .
ROLES
Creative Direction
Creative Strategy
Copywriting
Art Direction
Presentation
The 2017 ADWKDC event was due for a brand reset. My goal, as brand chair, was to visualize the complexity of the industry and express it in a striking yet simplified design.
The previous brand and audience motivations were assessed and translated into themes intended to capture the essence of the event and AAF DC members. We partnered with a professional illustrator to bring the new vision to life. “Innovate” was selected, sketched and simplified to “INOV8”. The bright gradients and abstract shapes feel energetic and allude to the ever-evolving nature of technology and advertising.
To promote the event prior to ticket sales, separate elements of the treatment were teased on social media and email. The final design was used across all communication channels, while supplementary assets were created for social media, email, presentations, posters and stage graphics. ADWKDC 2017 was a sellout success.
. . .
ROLES
Creative Direction
Creative Strategy
Presentations
The International Monetary Fund (IMF) is an organization of 190 countries that promotes global economic stability around the world. During the COVID-19 pandemic, the IMF found that people were uninformed, if not misinformed, about the interconnectedness of macroeconomics, climate change, gender bias, and income inequality.
To reach this broader audience and gain the spotlight as a convener of thought leadership on these issues, we needed more than the usual press conference followed by regurgitated sound bites on social media—we needed to step away from the norm and create an unexpected event. And we had to do it on a shoestring budget.
The Exchange: Conversations for a Better Future is a groundbreaking live-stream video series featuring candid conversations between the IMF Managing Director and unexpected guests — thought leaders, celebrated authors, climate champions, business pioneers, and politicians — on issues of gender, economics, equality, and climate.
The visual treatment of The Exchange is carefully curated to establish a distinct brand identity that aligns with the purpose and tone of the series. The gritty textures and desaturated images convey unscripted and informal characteristics, and the painterly color palette achieves depth with brushed layers in blue hues and thematic iconography.
The Exchange achieved a notable global reach, attracting a diverse audience comprising policymakers, academics, industry leaders, and engaged citizens. In just three episodes, live views increased 4.5 times (up 353%) with significant viewership in over 10 countries. The series and promotional campaign gained further recognition by winning a Gold Muse award and the Bronze Anthem award.
. . .
ROLES
Creative Direction
Set Designs
Promo Strategy
Promo Copywriting
With roots in political campaign strategy, Penn Schoen & Berland (PSB) has evolved into a full-service research and insights agency. Despite its diverse client portfolio and the eventual departure of all three of its founders, the brand continues to be associated with Washington politics.
We worked with leadership to develop a new strategic brand direction that better articulates the PSB of today without abandoning the equity of its political heritage.
Legitimate branding projects involve so much more than simply churning out logo options for approval. To validate the true value of this effort, my strategy was to educate the client about the branding process, listen to their needs and concerns and provide assurances by including feedback throughout development of the new visual identity and tagline.
Client buy-in was extremely high and early presentations were so well received that our team was asked to widen the scope and take an active role in unveiling the new PSB brand to each market across North America.
. . .
ROLES
Creative Direction
Brainstorm Facilitation
Presentation
Paralyzed Veterans of America (PVA) is dedicated to helping wounded veterans and their families rebuild their lives—from assisting with veterans benefits, providing job training and organizing adaptive sports programs, to funding medical research, offering caregiver support and much more.
We saw an opportunity to raise awareness and and open the door to new corporate partnerships with inspiring storytelling and engaging content that transformed wounded warriors into role models.
We focused the narrative around three veterans for the launch of the #unstoppable campaign and partnered with the Washington Redskins to boost exposure with digital and in-game messaging. Audiences were invited to share how they’ve overcome adversity via social media. By elevating personal stories and highlighting the striking accomplishments of each athlete, we helped raise funds while changing the perceptions and the dialogue about what’s possible.
. . .
ROLE
Digital Creative Direction
Weather-related disasters and emergencies are on the rise and only 12% of Americans are prepared to care for themselves and their families when catastrophe strikes.
Working with the American Red Cross and Boise we launched Pledge to Prepare, a campaign to spread the word about how easy it is to make a pledge, a promise and an emergency preparation kit.
Our strategy aligned campaign timing with National Preparedness Month and launched with this 90-second mockumentary via social media.
We led consistent branding across internal and external messaging channels, print ads and packaging from partner agencies. All traffic was directed to the American Red Cross Pledge to Prepare landing page. By the end of the month, the video received 46k+ views on YouTube and Facebook and 375+ shares and retweets. The client was pleased with the results and requested we work on followup promotions.
. . .
ROLE
Creative Direction
Set Design
Concept Ideation
Brainstorm Facilitation
Presentation
"I Am" Testimonial Campaign
In early 2012, Susan G. Komen for the Cure faced a public relations nightmare. Caught in a political crossfire regarding funding for Planned Parenthood, donations and registrations for their fundraising races plummeted.
We responded with a national television, print and online ad campaign featuring four personal stories of breast cancer survivors coming to terms with the heart-wrenching realities of their diagnoses.
These stories resonated deeply with viewers, and the campaign earned 18 million online ad impressions, 83 million national broadcast and cable television impressions, placements on the Today Show and CBS This Morning, print advertising placements in more than 25 magazines and a total of 1.1 million views.
The campaign's success went beyond numbers. It was also featured on the cover of Advertising Age magazine, a testament to its creative power and emotional impact.
…
ROLES
Art Direction
Graphic Design
As part of an ongoing corporate reputation campaign, the client asked for an ad acknowledging the 30-year anniversary of their volunteer program. I saw an opportunity to deliver something bigger and designed a declaration of appreciation which boosted program awareness and interest for internal and external audiences. The client was so inspired that they developed a road show to celebrate the milestone with every office. 30 employees were honored as Volunteers of the Year with $30,000 donated to charities selected by each honoree.
. . .
ROLE
Strategy
Copywriting
Graphic Design
The Japanese adult product company was looking to grow their US business. Our research showed that 83% of Americans are uncomfortable talking about the topic of self-love, even though most agree that it provides positive benefits.
To elevate the conversation around sexual health and wellness, we launched Do It In May, a lighthearted month-long celebration of human sexuality that encouraged our audience to participate and chat about it with friends and partners.
In a nod to the many humorous euphemisms for the act itself, lighthearted illustrations and memorable messaging became our centerpiece in a campaign that included digital activation, media outreach and influencer engagement with Dr. Donaghue, to boost credibility.
We saw a +400% increase in TENGA’s sales, 16 prominent media placements, more than 6,000 social shares reaching more than 11M, a paid/earned media reach of 32M, and a +51% increase in organic website traffic.
. . .
ROLES
Creative Direction
Art Direction
Concept Ideation
Creative Strategy