Instagram VS Twitter
Batman VS Superman
Summer VS Winter
Chopsticks VS Fork
Left Hand VS Right Hand
Frank Gehry VS Mies van der Rohe
Keynote VS PowerPoint
Andy Warhol VS Banksy
Jeans VS Suit
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In 2018, Dannon created a new brand of Greek yogurt – Two Good – that has only 2 grams of sugar in it. Pretty revolutionary in the yogurt world with most having 12+ grams of sugar. Making it a pretty easy way to do something good for yourself. So we took that thought and aligned it with the rising #selfcare trend to launch Two Good as the brand that’s here to “remind you to be mindful” with our campaign, Do Good by You. To introduce the new brand and packaging, we kept the focus on the product and brought it to life with 100% CGI animation.
For Tropicana to hit their sales goal in 2018, they made their single-serve offerings a key business priority with goals to win the category outright. We launched the “Made to Go” campaign, showcasing the convenience of Tropicana Pure Premium single-serve bottles as they fit perfectly in a variety of scenarios that were familiar to our on-the-go audience. In addition, we worked with our media partner to place our work in locations that targeted consumers as they went about their day.
Tired of people failing to clean up after their dogs, I created the Dog Poop Project as a funny-yet-sarcastic way to point out a problem with hopes that people would both smile and then take action.
Half the sugar, all the Jane. That right there is the recipe to turning the "outtakes" into the main video piece of the 2017 Trop50 campaign.
A print campaign to show consumers how fast they can download movies on their phones with AT&T 4G LTE service.
Tropicana may be most famous for their orange juice, but they have a delicious line of Premium Drinks. These drinks also happen to be a key ingredient in some delicious cocktails. We shot recipe videos showing that whatever the occasion, Tropicana has the perfect cocktail.
Compressed 45 YouTube videos in one video.
ZipTube was created as a personal project when I questioned the amount of time we spent online and wondered what it might look like if our online experience could be expedited and made more efficient. I explored this by compressing 45 YouTube videos and displaying them all at once in a concurrent format.
In 2016, Sierra Mist was rebranded and relaunched as Mist Twst. To recapture the attention of our 1.2M followers and introduce them to the new name, we had to push both our channel strategy and voice to stand out amongst a sea of social feeds that had grown cluttered with bland content that failed to grab attention. So we leaned into the insight that millennial men are most comfortable when someone else is with them, making them more likely to try new things. It’s from this insight that our Lemon and Lime were born.
Powermat, the first wireless charger for multiple mobile electronics, was launched in 2009. At the time, people were mostly unfamiliar with the concept of wireless charging so we created a campaign to provide awareness of our brand while also educating consumers on the benefits of our offering.
The Economist Film Project is an initiative by The Economist, in partnership with PBS NewsHour, to showcase the work of independent documentary filmmakers from around world, and we created these video and print ads to introduce the project to filmmakers.
In 2016, PepsiCo entered the craft-soda market with their introduction of Stubborn Soda. Targeting a youthful urban DIY demographic, the goal of the brand is to connect with an audience that never settles for anything less than perfection. To facilitate the launch, we filmed a manifesto video and launched stubbornsoda.com.
To promote The Art of Shaving, we created low-cost/high-traffic installations throughout NYC subway platforms. The goal was to not only raise awareness of the brand but to also stand out in market saturated by traditional media placements.
Parents can be incredibly vigilant when it comes to choosing food for their children. To highlight the goodness of Tropicana Kids, we used transparency – literally – to highlight our offerings. Knowing that the work would be predominantly displayed on mobile devices, we used familiar gestures to show what’s in (and what isn’t) our products.
To increase awareness of General Electric’s work on renewable energy technology in the Middle East, we created a campaign that connects two isolated banners, a city and the Sun, by a plug.
Work highlighting social posts for various Tropicana brands.
Compressed view of all social feed pages.
Scrolling through social feeds is not only exhausting but it’s also a never-ending process. I looked at a different approach to consuming this content and created Zip Feed – a demonstration of what it would look like if your feed was a zip file and consumed all at once.
When my acquaintance was just starting a new career as a singer-songwriter, I was asked to create the identity work. I created a business card with a backside that simply contained a blank staff. The area could then be utilized by her as a quick place to jot down an improvised melody for the person receiving the card.
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