Pepsico_Design

Happy Valentines Day! … Smartfood teamed up with @GLAAD and Ash+ Chess (@ashandchess), to create, inclusive Valentine’s Day influencer kits and bold limited edition packs that radiate with love for the LGBTQ+ community. This social campaign celebrates “All love is Smart Love” and reminds us that there are so many ways to love and make meaningful connections.

Our Redesign strategy for Nut Harvest was to focus on fuel, flavor and fun. So we went all out with a bright new palette, fresh typefaces, tasty product styling and a distinct new sun logo. This bold new look gives Nut Harvest some extra oomph, letting the hungry masses know this grab-n-go snack packs a punch.

"Break-up to Shape Up."

This Super Bowl spot and Facebook app capitalized on what Kim Kardashian was known for, breaking up with boyfriends. The spot aired during the 2011 Super Bowl with a link directing the audience to the Facebok app where people were encouraged to break up with what was holding them back – be it fried food or gossip, smoking, etc, etc. etc.

Additionally we followed up with a spot of her mom Kris Jenner and Kim trying to outdo each other fitness wise in their Shape-ups.

As part of the Sundance Film Festival, Stacey’s Pita Chips hosted Stacey’s Roots to Rise Market. My team and I led the concept, design, and execution/build of this wildly successful event. We designed the Market to showcase products from past and present Stacey’s Rise project winners. In addition, the visitors were able to view the Rise Film at daily screenings and sample a variety of curated snacks featuring Stacey’s pita chips products. Stacey Pita Chips also hosted several panels featuring Stacey's Rise Project winners, the creators of the Rise film, women in film and entertainment (hosted by Variety), And Stacey’s Pita Chips founder Stacey Madison.

This activation was one of the most visited and talked about activations in the 2023 Sundance Festival, and garnered over 2.5 billion impressions.

The Pass the Ball Challenge was the largest WEB3 activation to date (December 2022). 200+ million bags of chips were printed with a QR code that lead fans into the experience to register for a chance to win tickets to the FIFA World Cup 2022 Qatar. Uniting fans around their love of soccer, by a simple mechanism of passing a golden ‘Futbol’ Fans were then presented with the opportunity to take a selfie, which would be turned into a golden 3D hexagon coin and minted as an NFT. The hexagon would also be added to the giant UGC (User Generated Content) soccer ball, which would also be minted as an NFT at the end of the program. All of this and more took place in an NFT wallet customized with the desired FLNA branding.

The program was groundbreaking in the digital world for a WEB 3 / UGC experience that was simple, fun, culturally relevant, and meaningful personalized. Photos submitted by fans were filled with smiles and incredible unprompted product placements. Leveraging the power of local networks, fans shared with friends and returned daily to play games. The program had huge adoption, and global reach with a local feel and was successful across the board in a truly remarkable first-of-its-kind experience. Most importantly, the experience doesn’t end with the World Cup Final, FLNA now has a direct relationship and line of communication with each one of the fans that participated. This makes FLNA not only the brand but also the platform having onboarded more fans in 60 days than they have Twitter followers over 13 years.

Soft / Hard ROI:

Fans had no idea there was more to the game than an entry into the sweeps. But, once they scanned the QR code they engaged at an incredible rate, came back regularly, played huge amounts of games, shared with friends, and joined the giant UGC soccer ball. From start to finish the program was an overwhelming success engaging and delighting fans with almost zero support tickets being submitted along the way.

30% conversion rate

1.3m contest entries

59% returning visitors (averaging 4 visits per fan)

$1.55 CAC (compared to $22.00 industry average)

36% shared the experience with friends

Obagi Medical is a 30-year leader in the physician-dispensed skin care industry. Sephora recognized a gap in their portfolio and approached the company to introduce this brand direct to consumers for the first time. The Brand Terminal was brought on to help ensure a successful launch, which meant creating a lifestyle brand relevant to consumers at Sephora while maintaining the strong medical brand heritage. Building on the insight that Millennial beauty consumers want the most of life and want impactful beauty products, we created a campaign around the idea of "High-Impact." We created a visual world that is clean, clinical and science-based while adding in consumer assets that show product efficacy with beautiful macro skin photography. In addition, we created sexy science content! We have fun and modern "how-to" videos along with ingredient videos where we elevate the Obagi head of research and development to a spokesperson who explains the unique formulas and benefits in a credible, but approachable manner.

ROLE: STRATEGY / CREATIVE / BRANDING / CAMPAIGN IDEA / DIGITAL / SOCIAL / MARKETING PLAN

In 1984, Shaper created the first hairspray that could be used upside-down to reshape hair in a second. Its unparalleled versatility made it a global award-winner, favorite amongst stylist and consumers. Over time, with an outdated image and many competitors on the shelf, Shaper lost it's market hold. Our challenge was to make this P&G brand relevant to millennials, reconnecting Shaper to its roots.

We created a campaign positioning Shaper as The Icon Of Transformation, a powerful tool with the powers to morph. 5 looks were created showcasing the spectrum of Shaper holds from light, medium to bold. Proving that Shaper is a brushable hair spray, we created these 5 looks on one girl in one day, and shot the experience.

In less than two weeks of introducing Sebastian on Facebook, The Icon Of Transformation videos went viral. While most Sebastian posts top at 12 likes, the videos received almost 3 million views, 6.6K likes and 756 shares, making it the most talked about Sebastian video to date! Watch the case study.

CRUSHXO. has been my passion and a two year journey from concept to launch:

From Ideation, brand strategy and all creative direction through production: including all custom formulations and packaging,

OUR MISSION:

CRUSH WHAT’S HOLDING WOMEN BACK: #CRUSHFEAR #CRUSHINSECURITY #CRUSHGENDERCIDE #CRUSHCANCER

MORE THAN A MAKEUP BRAND, MORE LIKE A MOVEMENT

PROVIDE TOP-QUALITY BEAUTY PRODUCTS WITH PURPOSE

INSPIRE OTHER BEAUTY BRANDS TO GIVE BACK

SHARE THE ENERGY & HEALING PROPERTIES OF CRUSHED GEMSTONES

SUPPORT VITAL NONPROFITS TACKLING WOMEN’S & GIRLS’ ISSUES

BE THE BEAUTY BE THE CHANGE

CRUSHXO>COM @crushxo

"Love your butt."

Skechers was launching its new shoe in a “me-too” market, a shoe that tones your lower body with every step. So before developing the creative we needed an insight. What we found was that in our target, the 20-something fashion conscious set, dressing is often a fun activity in itself, especially when the girl likes her body. “Love your butt” celebrates that insight with a fun, sexy series of spots.

When tasked with Launching a totally new kind of club The Drais Beach club-Night club on the Las Vegas strip, we knew we not only had to grab the attention of the Millennial set also had to educate them about what would be different there. They had plenty of night clubs and lounging by the pool options, but Nothing like the rooftop beach club - nightclub experience Drais had to offer. Where a bikini could take you into the pool and onto the dance floor. The beach club and nightclub had indeed been "Reinvented by Drais"

We chose this line to show the things the club goers had been used to had all been turned on its head. Cocktail and fashionable evening attire now was a perfect compliment to bikinis and swim trunks.

A club that was designed for people to actually meet and talk as opposed to the massive EDM venues where people were longing for connection. This campaign was hugely successful and was splashed across the strip on jumbotrons, in taxis, hotels & Casinos, digital and social channels and various outdoor in and around the LV airpot.

GET FUNKY. STAY FRESH.

This was the most talked about activation at this year’s SXSW( 2024).

Pourri partnered with Rolling Stone to activate around the city of Austin, both offering the best in music showcases and stimulating podcasts, as well as the best bathroom take overs festival wide and the “Camp funk activation”. The concept we developed was around the idea of “its cool to be funky( tying into the music and our mission of diversity and inclusivity “all funk is welcome just keep it fresh!” And we wanted to communicate our new ask of encouraging people to “Tap” the product with their phone. We found a fun way to capitalize on urban culture by using the Term” “Wanna Funk? Tap this” which has several meanings (-:

The NFC enabled Poo Pourri Pocket Sprayer, allowed guests to “TAP” their phone to the product, and be instantly onboarded into an amazing Pourri branded experience.

Consumers were given exclusive access the premier party at SXSW “THE FUNK FACTORY” - at the famous Austin Speakeasy. where the line was around the block to get in… But not if you had a pocket sprayer and were registered on the APP.

The App: Consumers were onboarded into a gameafied Funk Factory animation, which kept engagement high and also gave them a variety of amazing perks while attending the festival including: VIP bathroom access, raffles / amazing prizes, ability to cut lines and more. We also did Pourri product giveaways and sweeps, plus future discounts on Pourri products. It was the best of SXSW in your pocket.. We invited people to “tap into” a next level SXSW experience only through “Tap n Go” sprayers.

The Pourri brand now has a client direct channel with their fans who will continue to receive added value, by continued engagement with the “Tap n Go” experience.

In the summer of 2014 my company Wunderbar partnered with Change Lingerie to launch Britney Spears' uniquely feminine line of intimate apparel. Our challenge was two-fold: take pop icon Britney and reveal a truly intimate side the world had yet to see and establish Britney as a credible designer in the world of intimate apparel. This was a fully integrated global launch campaign, including website development, all content creation, videos, social strategy, in-store point of sales, collateral, and launch events.

"What inspires you."

John Paul Dejoria wanted a campaign that would celebrate artists and athletes at the top of their field. Dejorios’ passionate philanthropy in supporting artists and athletes was our strategic centerpiece, along with creating a stylized look that was on brand. We started with the premise that no one gets to the top unless they are inspired and that led to the “what inspires you,” this campaign first aired during the Salt lake winter Olympics.

The Tea Tree short film was creative that accompanied the brand launch online, we celebrated the pure natural ingredients, beauty and spirit of it's Hawaiian roots.

When Nailtini decided to expand to more than nails “Tini Beauty was born. Liptini would be the next brand to market."

Their new Lip cocktails were industry darlings. With breakthrough stains and glosses, all applying the same mixing/layering principal. Like Nailtini this line of lip color gives a woman that extra edge and polish while inspiring creativity, Giving her the upper hand with the opposite sex. (-:

“Don’t judge to quickly.”

Ameriquest Mortgage was one of America’s largest subprime mortgage lenders. The problem for them was that people with bad credit typically didn’t think they would qualify for refinancing. Hence, “don’t judge too quickly.” So we developed a campaign around the message that Ameriquest wouldn’t judge you by past credit problems. This was one of the spots. It was in the top 5 most recalled Super Bowl spots of that year, a television special on advertising called it the second funniest commercial of the year, it also won a One Show Gold Pencil, Cannes Lion and won in advertising competition around the world including the London International.

"Be smashing everyday"

Our first creative exploration while working on rebrand was to speak to their irreverent challenger voice and get the name out there in a memorable way, using lipstick, mascara and cheek color, breaking with traditional beauty ads. (couldn't resist sharing these).

"It’s not nice to keep secrets."

Smashbox’s struggle to develop a consistent brand voice and look brought them to DDB. Before beginning creative development we did exhaustive research on their category and interviews with key stakeholders. The insight we uncovered was that Smashbox could position themselves as the one of the most experienced innovators in their industry by capitalizing on their rich Max Factor heritage and how they are dedicated to developing and testing cosmetics in both the laboratory and their own photo studio. The campaign wrapped around the line “it’s not nice to keep secrets” implying that they’ll share the beauty secrets other cosmetic companies won’t. The rebranding launched with a teaser campaign that told the world they were ready to give everyone true insider secrets that can’t be found anywhere else. A complete website redesign followed with groundbreaking content in addition to an extensive print campaign. In the end, it was a beautiful success.

Experimenting with blonde looks is difficult and can be scary. But it brings out a youthful, fun and expressive part of a woman that’s so worth the effort because they love how it makes them feel – confident! They just need that same confidence in the product! We created a campaign that highlighted the beautiful custom result while visually demonstrating and hearing what the product can do- Lift and tone with a Kaleidocolor of tones to choose from. Lift to your level of blond and lift your spirits simultaneously (-:

JEUVEAU

The tenets of anti-aging awesomeness.

We want to look and feel our best for as long as we can and that means stopping wrinkles before they start

and stretching our youth into the future for not just years, but decades. This campaign espouses wisdom to

achieve just that. (These tenets are written where frown lines appear.-fondly referred to by women as “the number 11” The most injected spot for Botox now our new Jeuveau product.

numuses.com

“Everything in life should be this simple.”
 

Clearwire was the first in-market provider of wireless 4G, launching in 2007.  The Seattle-based company came to DDB to begin launching the products in various markets as the technology was deployed and came online.  The company offered form factors (both home modem and mobile USB stick) that was truly plug-and-play broadband internet.  The campaign was supported in multiple channels: TV, radio, out-of-home, online display/landing pages and guerilla stunts.  The campaign won several awards and helped put the Clearwire brand on the map. Our work helped the company become an acquisition target and became a part of Sprint in July 2013.

"Cocktails for nails."

We developed a campaign for Nailtini that both explained their name, point of difference and created a brand voice. Nailtini was the first brand that encouraged women to mix their own colors and designs. This campaign launched the brand and is the only brand that relates everything to cocktails, even going as far to include menus and mixing recipes. We also developed an iPad app allowing women to "step up to the bar' and begin cocktailing. They could try out their cocktails at the cosmetic counter virtually before purchase. The campaign was the year’s most original in the cosmetic/nail category and the campaign was featured in the prestigious international Graphis Advertising Annual and Archive Magazine.

"Absolut Spring."

Absolut Vodka is famous for its Iconic advertising campaign. The bottle creative was the most iconic ad campaign of the subsequent past three decades — all including the Absolut bottle in a variety of creative displays, So when Michel Roux, the president of the company sits in your conference room and says he wants something special for a high-end magazine run, well you swallow hard and get to work. This ad brought a smile to his face and new life to their bottle campaign. This ad was the first in a series of interactive ads, designed to celebrate spring, The illustrative use of spring flowers camouflaging a packet of wildflower seeds was tipped into the magazine. The copy asked people to “bring on the spring flowers.” This campaign was the first asset used in a campaign to highlight infused vodkas, in this case with a variety of blossoms.

"The gift. The wrapping."

This European line of lingerie tasked me with developing a campaign that would get people talking. Our approach was provocative and sexy, and also brought up the question as to the purpose of sexy lingerie. We looked for a concept that celebrated a women’s body and even though the lingerie was the product, it would play a supporting role in a beautiful campaign. This Campaign was featured in Graphis 

Eleni & Chris harnesses the power of pure and proven, raw Scandinavian ingredients to deliver high-quality, performance-driven products. Our challenge was to launch the brand globally and create a cult following among Americans who wanted to embody what it is to live an effortlessly chic, confident, strong Scandinavian lifestyle. In order to break through the clutter in a crowded marketplace, we set out to define and own Scandinavian beauty by creating and launching a lifestyle which we called “DESTINATION SCANDI BEAUTY”. Our creative took inspiration from the edgy, direct, and bold nature of Scandi beauty. We reflected this attitude by contrasting soft textures against angular lines and shadows with clean design and a bold voice using Scandi words and Scandi influencers.

ROLE: STRATEGY / CREATIVE / BRANDING / CAMPAIGN IDEA / DIGITAL / SOCIAL / MARKETING PLAN

In June 2012 Fuhu, a nascent tech brand, approached us with a challenging task:

Launch their Nabi tablet in an already saturated market and generate buzz before the holidays. With the insight that children often steal their parents’ tablets to play mind numbing games, our strategy was to position Nabi as the ultimate tool for development - a tablet that enriches a child’s education, fosters creativity and growth. For first part of the campaign, we tapped into the magical space kids enter when they turn on their very own Nabi. With fantastical scenes and the tagline “To you it’s a tablet, to them it’s a world”, the commercial targeted parents and kids alike. In the second part of the campaign we fleshed out Nabi as a lifestyle brand. We gave the tablet a voice, a face, and a mission: Cultivate and Celebrate Kid Genius. Searching YouTube for up and coming talent with exsisting followings, we found kid rapper Lil P-Nut and The Art of Teknique, giving them a chance to showcase their “genius” in a fresh rap we wrote and composed about the Nabi. We also created a tablet walkthrough for the web. Both commercials created a highly effective campaign that raised brand awareness and moved product.  At the end of 2012, Nabi was ranked as the #1 best selling kids’ tablet in the holiday season, #4 in the overall tablet category, and sold $1.5 million units, surpassing Fuhu’s original goal of selling $1million units.

numuses.com

In 2017 Wunderbar partnered with Starz Network and Treats Magazine to change America's perception about nudity. Our goal was to bring reverence to the female form and restore it as high art. The goal was to create a more modern day Pirelli calendar, which featured current models/influencers as opposed to supermodels. We achieved this by creating a first of its kind social media driven casting, Complete with snap chat take overs by the girls to rally their followings. the selection process included three rounds of voting by the global numuses community and resulted in the casting of our final 12 Nu Muses. We had a 10 day shoot in the Dominican Republic, and finished with an unveiling of the beautiful calendar at Art Basel Miami. The entire campaign and brand garnered over 155 million impressions within the first three months of launch! The Documentary “Nude” was the result of 6 months of filming (the making of Nu Muses) launched exclusively on Starz network.

Watch the case study below.

Haute CBD was designed as an invitation to elevated wellness. We created this line for the fashion forward female who is discerning about what she puts on and in her body. She incorporates the latest health and wellness breakthroughs into her lifestyle. These most premium organic THC free tinctures and pens needed to be stylistically arresting and premium in feel. The Haute CBD consumers are women who know what looks and feels good, they buy only the best when it comes to their personal health. The Haute brand and packaging reflects those values and celebrates the premium quality of the formulations.

"Hotel California"

This campaign and all the brand communications I created for KMS were designed to embody the California lifestyle and how Californians celebrate individuality and diversity( the KMS corporate mantra). So we created a coffee table style book for salons that would get stylists/clients excited about the California lifestyle and demonstrate beautiful hairstyles that worked in the real world, not just in a photo studio. We created a fictitious hotel where people could change their hairstyles throughout the course of their stay there. Allowing us to highlight various products and looks. The book was sent to their salons around the world and became a featured part of their website.

"Real hair for real people."

As creative director/director for KMS 2013 digital content campaign, I wanted to capture the true intimacy and collaboration between the client and KMS stylists. KMS brand /products meant to be used by real people, and not just on models in photo studios. So, with apologies for the cliché, we decided the best path was to keep it real. Though advertising had to remain grounded in the beauty world that inspires their core market. This was the beginning of “real hair for real people,” and we made good on that promise by building a true beauty camping that used real people actually cast off the streets. Our point was clear and helped KMS reach their sales goals. Any hair product could make a Paris fashion model look good in a studio, but we successfully demonstrated that KMS makes real people beautiful and helps them achieve their individuality through thier hair.. The campaign lived in print and online around the world.

The hard truth: the washington examiner was a free paper that no one really read. the perception was that they were a little too far to the right.

For the launch of the new washington examiner magazine, they wanted to change that perception. the new magazine addresses relevant, yet polarizing issues — featuring view points from both the left and the right. and the outdoor campaign does exactly that, but with a fresh, simple, yet bold, and graphic approach. a new magazine, a new voice of reason.

"Run your business at full speed"

Epson was looking for work that communicated two things .. mind blowing speed and reliability. The Brand website and series of videos we created did just that.

The goal of this spot was to launch a new category of sneaker for Skechers, the “demi” cut /low-top style shoe. Playing off the term “demi’ for the new cut/style of the shoe and having Demi Lavato be our spokesperson was a win win. Demi’s fans were really excited about her weight loss and amazing new shape, so we crafted a fun way to get the message out about both Skechers and Demi having new Silhouettes.

THE EPIK GIFT CARD IS A WHOLE NEW WAY TO REWARD KIDS FOR THE AWESOME THINGS THEY DO. FROM VOLUNTEERING TO ACTS OF COMPASSION KIDS NEED TO FEEL ENCOURAGED WHEN THEY USE EPIK EFFORT. I CREATED THIS CONCEPT FROM AN IDEA AND IT HAS BECOME A NEW GIFT CARD CATEGORY. FOR CHILDREN AGES 6-13. THIS WILL BE A PLATFORM TO CELEBRATE AND SHOWCASE AWESOME KIDS FROM ALL WALKS OF LIFE AND INTERESTS. WE DESIGNED THE LOGO AND ALL ON AND OFFLINE CAMPAIGN ASSETS.

MISSION: AT EPIK, WE ARE ON A MISSION TO EMPOWER KIDS TO REACH THEIR FULL POTENTIAL. BECAUSE.......WELL, WE LOVE KIDS! THEY ARE CREATIVE AND CURIOUS AS THE CLICHE GOES, THEY ARE OUR FUTURE. BUT PROGRAMMING STARTS YOUNG, SO WOULD IF WE COULD TEACH THEM TO DO GOOD THINGS (IN THIS CASE, EPIK THINGS), AND GET REWARDED FOR IT BY SHOPPING AT THEIR FAVORITE BRANDS!

REWARD WHATS EPIK!

colortango.com

A Washington D.C. area mega shopping center Tyson’s Corner, known for it’s unique and broad collection of stores was looking for a new way to position their robust shopping and dining offerings. Whether shopping for electronics, fashion or looking for an amazing dining experience, the choices are endless. Their selection is unparalleled in the area, TC always prides themselves on having some of the most high end and fashion forward stores. This campaign elevated their image and positioned them as modern and current surpassing the neighboring competition.

Clairol was one of the first to celebrate the DIY hair color trend with Flare me, a DIY at home hair color that allowed consumers to easily flaunt their inner artist.

We created beautiful POS, print /social videos and gifs capturing the spirit of each girl and the hair color process itself, while showcasing each girls color transformation.

This Flare me campaign was so successful, Clairol exceeded all their business goals in the first two weeks of launch.

HEAL IS A REVOLUTIONARY NEW APP THAT BRINGS A DOCTOR TO YOUR DOOR, TAKES MOST INSURANCE AND HAS A SET FEE FOR EACH VISIT.

THE CHALLENGE: TO DELIVER A NEEDLE MOVING CAMPAIGN THAT RENEWS THE PROMISE OF GOOD HEALTH AND TRANSFORMS THE FUTURE OF HEALTHCARE.

Worked with the brand and the photographer to create compelling ads/concepts, that are designed to help the consumer navigate what product they need for what desired effect, i.e… Showcase the different Canndescent strains and their attributes.

The goal was to elevate the category and depict the new Cannabis user - a well rounded individual who desires a variety of different moods.

CELEBRATE THE ART FLOWER LIFESTYLE.

For 5 years I was the Creative Director at DDB in charge of all in-branch collateral for Wells Fargo. The “Someday” campaign we created was so successful that it ran for ten years. That has to be some sort of record.