Here's just a sampling of the work I am most proud of...
MOVING PICTURE COMPANY BRAND REFRESH
It doesn’t happen frequently in your career to be able to refresh such an iconic and valued brand. Moving Picture Company has been a leader in the industry for almost 50 years, and I was thrilled to be in a position to not only update our visual brand identity, but also ensuring we have clear belief and position as we embark towards the future in this continually evolving advertising industry.
The industry reaction has been incredible
Ad Age Campaign Shots Post Magazine
And initial results just a couple weeks out show huge shift in perception, spikes in social engagement, increase in website traffic, requests for artists participation in press and panels not to mention sales.
HAPPY FATHER'S DAY, MOM
Traditionally, Angel Soft’s messaging had been like most consumer goods, focus on price and quality. We flipped the script and instead focused on the people that use our product.
We launched a new brand platform “Be Soft. Be Strong” which showcases relationships that differ from the traditional nuclear family. Our first video focused on Single Moms who are the embodiment of "softness and strength." This video was a massive departure and risk for the brand. Having only focused on product benefits historically in advertising,.
The video also had some controversy attached to it. There was concern about upsetting fathers on a day devoted to them, but the brand was willing to take that risk knowing the story was powerful. But people got upset, and we welcomed it!
This video started an online video series that ran for 2+ years showcasing different family dynamics and the softness and strength that is required. Stories included grandparents raising their grandchild, a father living in the US to provide for his family abroad, and the tension when a new stepparent comes in. See more videos
SINGLE PARENTS DAY
Angel Soft’s "Be Soft. Be Strong." campaign has been recognizing and celebrating all types of parents and families. This year, to align with one of our TV spots (Just Dad), we wanted to bring awareness to a not-so-well-known holiday: Single Parents Day. There are 12 million single family homes in America, with 34% of kids being raised by single parents, yet no one celebrates National Single Parents Day. They have one of the hardest and most important jobs, and they don't always get the recognition they deserve.
So, in honor of Single Parent’s Day we, Angel Soft talked to three different single parents, listened to their stories, and gave them a big surprise. This was different for Angel Soft, as we challenged ourselves to go beyond just telling stories. We wanted to play an active role in helping our people and give these parents life-changing gifts.
This video and social conversation brought awareness to these everyday heroes that work extra hard to give the best to their kids.
IBM WATSON JEOPARDY CHALLENGE
I led the award winning "IBM Jeopardy Challenge" integrated campaign. IBM has a history of "grand challenges" where they test new technology on a large, public scale. When we at Ogilvy heard of the development of the Watson technology, Ogilvy and IBM decided to develop a 15 part documentary series following the scientists and research as they perfected Watson to get ready for it's ultimate challenge, competing on Jeopardy.
Working with Radical Media, I led a team of three that lived alongside IBMers and documented the process and progress to explain the technology potential of this new super computer. This content also aired on Jeopardy to explain the technology to the viewing audience.
In addition to the documentary series, we developed TV spots, designed the Watson visual and voice, designed the Jeopardy stage and much more over the year.
The campaign ultimate won and Gold and Silver Lion, two One Show Pencils, a Clio and three Effies, leading to IBM being awarded the most effective brand and Ogilvy the most effective agency by the Effies in 2013. The episode itself was also nominated for an Emmy.
IBM SMARTER PLANET
As one of the most renowned campaigns in recent memory, the IBM Smarter Planet brand platform helped establish a voice and vision in a world that’s becoming increasingly more intelligent and interconnected. In addition to working alongside many talented people on the launch and brand campaign; I ran the efforts targeting midsize businesses specifically.
IBM had a problem. The majority of midsized businesses believed that IBM was just too big or expensive to help them. So we created a Smarter Planet campaign that went beyond big business and government to reach out to smaller companies. I lead the midmarket Smarter Planet effort that demonstrated how IBM is helping midsized businesses level the playing field against larger competition.
#Seeher
The Association of National Advertisers and its Alliance for Family Entertainment are out to eliminate bias against women from advertising and media, launching #SeeHer in an effort backed by the White House and tracked by ongoing consumer surveys. The goal is to increase the accurate portrayal of all girls and women in media by 2020.
I led the charge at Deutsch internally to develop a process to ensure all the work we create across our brands is working towards this goal leveraging Angel Soft as the example who’s work was shared at the kick off meeting at the Whitehouse.
WENDY WALK EXECUTIVE BOARD
In 2008, Wendy Landes, a successful lawyer, wife and mother of three, was diagnosed with a rare form of cancer known as Liposarcoma.
As Wendy continued the fight, her three children decided they needed to do something. Knowing that there was no go-to treatment for Liposarcoma, they decided to create Wendy Walk in 2010 to raise awareness and hopefully find a treatment and cure for Liposarcoma as well as all forms of sarcomas.
Wendy lost her battle with the disease in March of 2013, but she was able to witness the beginning of an annual tradition – Wendy Walk.
Wendy Walks main events take place in cities across the country each spring. They are family-oriented walks to show support for those who are suffering from this disease. Wendy Walk also organizes ongoing social and athletic events. All the money raised from the Wendy Walk goes helps to fund international research for sarcoma.
As an exeuctive board member I am involved in ongoing event planning, fundraising (particularly overseeing silent auction and raffles at key events), helping to oversee social media, website design and overall awareness of the organization.