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SELECTED WORK


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SELECTED WORK


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7UP EDM TRANSFORMATION


REGAINING RELEVANCE WITH MILLENNIALS

7UP EDM TRANSFORMATION


REGAINING RELEVANCE WITH MILLENNIALS

Make 7UP Relevant With Millennials Through EDM Music, Lifestyle & Culture

When 7UP decided it needed to become relevant again, the brand looked at U.S. Hispanic Millennials as their target audience. Insert EDM, a movement on the rise in the U.S., and a new 7UP brand identity was conceived. Our challenge was to give it a pulse.

A FULL DIGITAL BRAND MAKEOVER

Knowing that Hispanic Millennials spend a large portion of their free time online, our approach to engagement had to be rooted in digital, so we created a completely new brand persona and digital playbook, launched a 7UP EDM Tumblr and Instagram account, and recreated 7UP.com to reflect the brand’s new EDM identity.

EVENT ACTIVATIONS, DJ PARTNERSHIPS

With 8 EDM event activations we showed EDM fans that 7UP was in the mix, right there with them in the front row, and delivered the event excitement to EDM fans at home. Talent partnerships with Tiesto and Martin Garrix also helped us build credibility for the brand through a mixture of original content and social activations.

RELEVANCE ACHIEVED

These activations and authentic evergreen content tapped into the EDM fans' passions, helped 7UP become relevant in the EDM space, and tripled 7UP social engagement in under a year.

Want to know more? Shoot me an email.

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THETRUTH.COM SITE REDEFINE


A YOUTH-FOCUSED ANTI-TOBACCO INITIATIVE

THETRUTH.COM SITE REDEFINE


A YOUTH-FOCUSED ANTI-TOBACCO INITIATIVE

Create A Cultural Shift In The Perceptions Around Tobacco Consumption Among Youth

After listening to stakeholders, from the head of social to the CEO, it was clear that their goal is to end tobacco consumption by creating a cultural shift in the perception around tobacco among youth. Our challenge was to create a website that integrated this objective into its very being.

A NEW SITE BASED ON YOUTH MINDSETS

So how does a website create a cultural shift? By inspiring more advocacy and action with a site design based on youth mindsets instead of content types, a more interactive site experience, a revamped editorial process, and a new content strategy.

Keys to this new approach were infusing more social proof, making content more snackable, an updated site architecture that can shift with campaign content phases, and instituting a graduated editorial approach in order to hook users with small actions first, then larger asks.

FOOD FOR THOUGHT

This project was half of a larger, two part endeavor, and unfortunately our client partner did not ultimately get the budget approved to revamp this site in full as proposed. However, we still got satisfaction out of helping our client understand the user modes and mindsets within their audience, and much of the thinking in this project did in fact help inform the redesign of truthinitiative.org (the other half of the project that our team was tasked with).

Want to know more? Shoot me an email.

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SNAPPLE RE-ENFACTMENTS


REAL FACTS, BROUGHT TO LIFE

SNAPPLE RE-ENFACTMENTS


REAL FACTS, BROUGHT TO LIFE

Cut Through The Clutter By Leveraging Snapple's Brand Equity In A Unique Way

When our creative director said it, we knew it was magic: “The cap is the creative brief,” and the idea to have collaborators bring Snapple Real Facts to life was born. Our strategy challenge was to figure out how this creative idea would expose the Snapple brand to new households and differentiate the brand from other teas in social.

ALL OF THE QUESTIONS

These are the questions we needed to answer so the creative team and collaborators could work their own magic.

Who? Find collaborators whose personalities aligned with the Snapple brand, Snapply if you will, and whose audiences offered a chance to expand Snapple's reach. Animators, filmmakers, musicians, comedians, toy makers, and even the Statue Of Liberty’s foot.

What? Focus mostly on snackable social content (images, GIFs, Vines) to satisfy quick consumption and sharing, but also pepper in longer pieces of content (documentaries, videos) to promote deeper engagement with the Snapple brand.

When? Launch a new Re-enFACTment every Wednesday to drive anticipation each week and create new buzz just as the previous week’s buzz began to fade.

Where? Share unique content on each of Snapple’s social channels and include bonus content on Snapple.com so fans binge on and share all the Re-enFACTments content from one place.

SPOILER ALERT: IT WORKED

The results? Snapple became the #1 tea brand on Facebook and Twitter, engagement increased more than 69% and the campaign generated 73 million earned organic media impressions. Not bad. 

Want to know more? Shoot me an email.

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MUSIC EVENTS


PRODUCTION AND DIGITAL MARKETING

MUSIC EVENTS


PRODUCTION AND DIGITAL MARKETING

Produce and Promote High Profile Concerts, DJ Shows and Experiential Brand Events

When I took over the events department at Mezzanine in San Francisco the economy was still depressed and most of my colleagues had been let go. That said, we still ran about 15 events per month. While there I revitalized 3 defunct client relationships, increased annual revenue by 15% with a new quarterly event and refreshed the venue's online presence.

EVENT PARTNERS
Live Nation
Another Planet Entertainment
Dirtybird Records
Blasthaus
XLR8R magazine
Toyota Matrix
T-Mobile Sidekick

TALENT AGENCY RELATIONS
WME
CAA
Windish
AM Only
Paradigm

CALIBER OF TALENT
Diplo
Mos Def
The Knife
Justice
Lady Gaga
James Murphy
Common
Public Enemy
Booka Shade
Passion Pit

Want to know more? Shoot me an email.

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HTC ELEVATE


WORLDWIDE UBER-FAN COMMUNITY

HTC ELEVATE


WORLDWIDE UBER-FAN COMMUNITY

Foster A Highly Engaged Uber-Fan Community On Passenger's SAAS Platform

"Thank God. Now I have something solid to show my wife in order to explain why I spend so much time around here." That was a user named Ljuba rejoicing about his second place standing in HTC elevate for the month of July 2012, and it says everything.

PASSENGER’S MOST ENGAGED COMMUNITY

By analyzing existing user behavior and then creating and implementing a custom algorithm that ranked actions by highest value action to lowest, I was able to gamify user participation in HTC elevate, something no other Passenger community had accomplished at the time. This, as well as custom content creation and many personal interactions, helped make HTC elevate Passenger’s most engaged community in short order.

A WORLDWIDE ONLINE BRAND COMMUNITY

What is HTC elevate?  It’s a private, members-only community for HTC's top fans and supporters from around the world. Our team originally launched it on Passenger’s SAAS platform back in 2012. 

To the right is Ljuba's comment in response to our July leaderboard posting, captured in a screen shot just for good measure. Yes, he actually said that.

Want to know more? Shoot me an email.

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SUN DROP TASTE MASTER


#SURPRISINGLYGOOD SUMMER CAMPAIGN

SUN DROP TASTE MASTER


#SURPRISINGLYGOOD SUMMER CAMPAIGN

Drive Product Trial By Communicating Sun Drops Flavor Profile In A Fun Way

Thanks to a catchy TV campaign, kids across the country loved the Sun Drop Girl, but many didn’t know what Sun Drop actually tasted like. So our team's challenge was to come up with a fun way to spread the word about how surprisingly good Sun Drop tastes. And that’s how the Sun Drop Taste Master was born.


A CROSS-CHANNEL PERSONA TAKEOVER

This was a full character takeover of Sun Drop’s social channels and website over a 6 week period. We created a variety of experiential activations designed to help this new persona educate and encourage Sun Drop’s target to get a taste of the lemon, lime, orange flavor.

REAL TIME VINES, DRONE DROPS AND MORE

From drone sample drops, to 20 ft shopping carts running through the streets of a town, the various pieces of content allowed the campaign to keep up with the speed of publishing and the needs of a full social media program. We made digital video shorts, animated gifs, and even produced more than 30 custom, real time consumer responses via Vine, with the help of the Taste Master in studio of course.

Want to know more? Shoot me an email.

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Questions or comments?


Questions or comments?


Email me. We'll chat.