About My Work
A collection of campaigns, media work, and brand activations for MassMutual, Samsung, adidas, Coravin, GrubHub, and more.
MassMutual
Role: Group Account Director
Client: MassMutual
Agency: Giant Spoon
MassMutual needed an always-on media strategy to serve as the foundation of their go-to-market playbook. Through a mix of TV, OOH, OLV, digital, audio and social anchored in cultural moments, we helped MassMutual stay top of mind, while pulling consumers through the funnel to drive consideration and action.
One of the primary drivers of this strategy was a multi-year partnership with the NHL.
MassMutual’s brand awareness has grown at record levels year-over-year, with brand and lower-funnel tactics working together to deliver on annual business goals across the brand’s portfolio of products.
adidas
Role: Account Director
Client: adidas
Agency: Carrot Creative
Project: New York Fashion Week and NBA All-Star
Adidas wanted to breakthrough the clutter to launch 16 new sneakers (including the inaugural Yeezys) during both NYFW and NBA All-Star Week in New York.
Through strategic analysis of the brand, product, target, and competition we uncovered the path to tell the best adidas creator, partner, and product stories. We identified a creative direction and local NYC social creators to partner with adidas, showcasing NYFW and All-Star Week narratives in a dynamic, authentic way.
Not only did the NYC social creators cover a historic moment by showcasing the launch of Yeezys and Boost Running shoes, but adidas was able to get higher SOV than Nike, Taco Bell, and Sprite’s combined, launching the brand onto a path of unprecedented success.
Samsung
Role: Integrated Manager (Strategist, Creative, Producer)
Client: Samsung
Agency: Complex Media
Project: Galaxy Note Product Launch
Samsung came to us to find an authentic way to launch Samsung’s new product - Galaxy Note. The best way to make potential buyers aware of the new product was to partner with credible influencers and use premium creative resources to create hype.
By leveraging our network we were able to identify two up-and-coming artists - Molly Crabapple and Dao-Yi Chow - now big time players in fashion and art respectively. The videos were a great way to showcase how Samsung’s Galaxy Note could play a role in a creative's day-to-day life on both brand owned and Complex's editorial channels.
Synchrony Bank
Role: Account Director
Client: Synchrony Bank
Agency: Giant Spoon
Synchrony Bank wanted to showcase their high-yield savings product through an entertainment-led execution. In partnership with Issa Rae's ColorCreative Productions and the rising star filmmaker Morgan Cooper, we developed ‘Pay Day,’ a short film and complementary online campaign. Not only did the film win a Tribeca-X Award but the campaign successfully increased account openings via the Synchrony Bank app.
Coravin
Role: Group Account Director
Client: Coravin
Agency: Giant Spoon
Coravin wanted to make a brand statement during their busiest shopping period of the year in 2021. Backed by category and consumer research, a new brand platform was identified (Everything is Open) and an international campaign was launched in the U.S., Europe and APAC. The campaign included TV, audio, video, social content, and creator executions, showcasing Coravin’s brand and growing portfolio of products.
GrubHub
Role: Account Director
Client: GrubHub | Social AOR
Agency: Carrot Creative
GrubHub was looking for a more consistent social brand tone and feel while staying true to the light-hearted nature of the company's start-up roots. We used social analytics to drive forward thinking, comedic social content that resonated well with fans and drove new users to GrubHub.com.
The blending of pop culture and food was a win-win where we literally played with food and had a ton of fun doing it. The best news? It was great for helping both the brand and business grow in targeted markets. The social creative executions broke new ground for how brands could be funny within social.
Timberland
Role: Senior Director, Accounts
Client: Timberland
Agency: Fullscreen (FKA McBeard)
Timberland wanted its advertising to reflect the total span of the brand’s customer base. We verified the brand’s gap in audience alignment through social, cultural, and analytical research and created premium, social-first creative to tell Timberland brand stories.
The creative content was successful in helping grow fan content engagement across four global territories and aided in global revenue growth by 6% for Timberland. This project led to larger work for the agency.
iRobot
Role: Account Director
Client: iRobot | Social AOR
Agency: Carrot Creative
We launched iRobot's social brand by leveraging strategy and analytics to develop the right content categories for the target buyer. We uncovered adjacent topics that were of interest to the target audience and that would enable deeper bonds with the brand. By extending to secondary audience interests, we were able to grow the company's social footprint and improve on other key metrics.
The work and tactics garnered fantastic results. Our creative content grew impressions by 332%. For our holiday campaign efforts, we grew referrals to irobot.com by 1,100% YOY.
MTV
Role: Co-Founder/Strategist
Client: MTV
Agency: Three Kings Consultancy
Project: Trends Consulting