brand Matters
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These are some of the brands I’ve worked with. See a few of my campaign samples below.
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Dawn Saves wildlife
They say a big idea can change the world. Dawn dish soap is not only tough on grease, but gentle on hands. Out of this insight came Dawn Saves Wildlife: The Big Picture. This award-winning Dawn Saves Wildlife campaign is one of the most effective integrated communication programs in P&G Home Care history, and helped to contribute to a 1.2 share point gain for the brand.
An omnichannel approach meant to get consumers to understand the bigger impact their small actions could take.
The campaign included a 9-part documentary series, bite-sized social content, and a destination hub where people could send thank-you's to volunteer rescue workers and learn tips on how they could help save wildlife.
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Sneaker fiends
Called "a love letter to the women who are pushing the sneaker culture forward," Sneaker Fiends was a five-part docuseries hosted by "kickfluencer" and style maven The Notorious K.I.A. (Kia Marie), who examines all things sneakers - and the women who rock them. In every segment, she hangs with female entrepreneurs, artists, divas, icons and trendsetters while discovering their connection to sneaker culture, how they're paving the way for other women in the space and more. The series was released on Youtube and promoted with both paid and organic media on Reels and TikTok.
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v8: what’s your number?
A chance to spearhead one of my favorite accounts led to this fully integrated national TV campaign for Campbell’s V8.
My solution boiled down to asking one simple question:
What’s your number?
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Let’s romingo
Romingo is a startup specializing in pet-friendly travel for dog-owners.
The project started with a comprehensive brand and design exploratory.
Everything from fonts, colors and brand identity to web design and social media was included.
In the three months preceding launch, we ran an extremely successful paid social campaign and cut the Cost Per Lead (CPL) in half, driving it down from $5.47 to $2.58.
The result? A more efficient and cost-effective approach that set the stage for success!
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PREGO: it’s in the sauce
Blind taste test? You bet. Sometimes when you’re the leading brand in the country, you just have to go head-to-head with the competition to remind folks why you’re number one.
These simple, yet honest spots re-established Prego as the unmistakable category leader.
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Ozy Media
OZY was an innovative news and entertainment company focused on elevating minority voices in mainstream media by profiling “the new and the next” in politics, business, foreign and national affairs, technology, arts and culture.
After a very public scandal, Ozy temporarily shut down and then promptly re-opened. It was at this point that the CEO hired me as part of a new leadership team to help triage and re-brand the purpose-driven media company.
In 2023, a few months into my tenure with the media company, the FBI arrested Carlos, the CEO, and froze all assets. This is where we were headed:
identity AND STORY
BEFORE
AFTER
As the person tasked to re-brand a media company grappling with a crisis, I approached the challenge with a vision that would not only revitalize its identity but also resonate with its audience on a deeper level. Recognizing the power of storytelling from unique angles and amplifying underrepresented voices, I devised a concept that embraced these values at its core:
Ozy. Live Curiously.
The new identity was crafted to embody the notion of "shifting perspective," symbolizing the company's commitment to exploring diverse narratives and offering fresh insights. Through a dynamic blend of visuals and messaging, we conveyed the essence of embracing multiple viewpoints, ultimately reinvigorating the company's image as a beacon of inclusive and innovative media coverage. The new media agency sizzle reel (above) and brand identity along with all messaging across every touch point aimed to accentuate the extremely positive impact Ozy had in its short time as a media company.
While this re-brand never had its chance to officially launch, the raw footage taken on my phone from the soft launch where the re-brand was unveiled at a major media trade show in NYC days before the FBI sting operation captures its essence.
I accepted the Chief Creative Officer role with Ozy Media in the middle of a public crisis because I believed in the vision of a media company that elevates underrepresented voices. I still believe in this vision and think that the shuttering of Ozy Media leaves a huge gap in the marketplace and media landscape that I hope someone can fill.
This holiday spot for Bacardi became an instant classic. It boosted holiday sales year after year and with Nat King Cole’s brother as the recording artist, it captured a modern meets nostalgic holiday vibe. It’s a brand affinity spot that ran for many years.
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Bacardi: the gift
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v8: veggie-haters
Based on the insight that many people struggle to get their daily vegetable servings, I devised a fun, memorable, and successful TV campaign for V8 VFusion.
This TV and print campaign focused on showcasing how VFusion offers a tasty solution for even the staunchest veggie-haters. With vibrant visuals and compelling messaging, this campaign conveyed how V8 VFusion makes getting your veggies enjoyable and effortless, inspiring viewers to embrace a healthier lifestyle with every sip.
