I worked closely with NBCU and Bravo to create the second annual BravoCon—a 3-day, immersive experience for over 30,000 drama loving fans. As Associate Creative Director, I worked alongside a small but mighty team of creatives to concept and execute every step of the experience—including three stages, 6+ sponsor activations, themed bars, all branding/signage/design, and Bravoland: an immersive journey through the network’s most iconic moments.
Results:
30,000 tickets sold
1.36B social impressins
74M cross-platform engagements
DRINK RESPONSIBLY…BY DRINKING BEER
Thanksgiving Eve—also known as Blackout Wednesday or Drinksgiving—is one of the biggest bar nights of the year. And when old friends get together, the pressure to drink is real.
So we decided to help millennials take a stealthy break from alcohol—without having to worry about peer pressure from their friends—by encouraging them to drink…beer.
More specifically, O’Doul’s.
We re-skinned the cans to look like a modern craft beer, so no one would notice a thing—or give their friends a hard time for drinking one. Then, we gave it away for free on Thanksgiving Eve.
The activation was so successful, our clients decided to create 3 more limited edition cans, available in major cities and MLB stadiums.
MEDIA COVERAGE
When Budweiser’s responsible drinking campaign, GIVE A DAMN, no longer fit the brand, they asked us to create a new one.
Our answer was simple: DRINK WISER.
The idea wow-ed the clients so much, they approved it within days so it could run in the Super Bowl the following month. It now runs on all televised NBA and MLB games, in stadiums, at music festivals, on t-shirts and coasters and napkins and in Lyft cars.
Here are some ways it’s coming to life on TV, social and on-premise. And, the idea write-up that ultimately sold what would become one of my favorite projects to-date.
Migraines hurt—in more ways than one. Sure, there’s the physical pain: the pounding headache, the nausea, the auras. But behind that, there’s the emotional pain. Of being pulled away from the people and moments that matter—into what feels like a totally different world.
In this campaign, we brought that world to life to show sufferers that we see their pain—and we know best how to stop it.
And we created even more buzz by launching Excedrin Take Two, a nationwide contest that gives migraine sufferers the opportunity to win a second chance to enjoy a moment missed or impacted by a migraine.
Role: Concept and execution across TV, social and digital
Nicorette knows that advice from people who have successfully quit is the most powerful way to connect with smokers who are trying to quit. Combined with the insight that driving is one of the top cravings triggers, we launched an integrated program with ex-smoker and NASCAR legend, Dale Earnhardt Jr., who invited smokers everywhere to take the Nicorette lozenge on a Taste Test Drive.
Our campaign didn’t just grab attention (272 placements for a potential audience of 1.3B), it encouraged smokers everywhere to come along for the ride.
MEDIA COVERAGE
Good Morning America
RAISING THE BAR FOR BEER
Michelob ULTRA is brewed with such high-quality ingredients, even it’s leftovers are too good to waste.
*RIP. Clients ended up killing it.
But I still love it.
Every minute, 19 Americans become victims of identity theft. To help people protect themselves, Bank of America wanted to raise awareness on social. So we decided to show our audience just how fast fraud can happen, and how scary it looks when your identity is in the hands of someone else.
With over 6 million loops, our Protect Your ID videos became the highest performing content across all of BofA’s social channels.
Personal finance isn’t taught in school, and most parents are still learning as they go. So in order to help millennials understand things as complex as taxes and budgeting, BofA created Better Money Habits—a site with free financial guidance.
There was just one problem: Millennials wouldn’t engage with them on social. Shocking, right?
So we found a new way to stop millennials dead in their tracks (and feeds), with street art. During a music festival, a holiday shopping weekend, and college midterms, we displayed pieces of Better Money Habits advice in a beautiful and unexpected way.
Hundreds flocked to see the work, and thousands started following us on social. Because when it comes to something as important as money, everyone can use a little Concrete Advice.
Bud Light is proudly brewed in Texas, by hard workin’ Texans, for Texans.
Working at the brewery is like having a second family. There’s married couples, siblings, cousins, fathers and sons. Many people started on the night shifts and have worked their way up, building lifelong friendships along the way.
So, who are these Texans behind the beer?
Degree knows that the right deodorant can give you the confidence to try something new.
So we put their new Motionsense Deodorant to the test by challenging two professional dancers, with two totally different styles, to step outside their comfort zones and do something that’s never been done before. As they combined ballroom with hip-hop, and contemporary with ballet, Degree kept them feeling fresh—and confident—with every move.
