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XQ: The Super School Project


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XQ: The Super School Project


Challenge
Laurene Powell Jobs handed us an audacious task: to inspire every teacher, student, and person in the country to image what the future of public high school can be in the 21st century. How do you create a movement that feels grassroots and community-driven, yet big enough to break through decades of bureaucracy tangled up in the politics surrounding public education reform? Our mandate was to create a brand from scratch for the $100 million dollar competition, to celebrate bold ideas and to speak to action.

Solution
Research revealed that while most people feel the American public education system is in crisis, they believe their own communities and schools are doing just fine. To address this perception gap, we created a call to action that encourages everyone to become involved because education is everyone's problem. We developed a truly integrated campaign with out-of-home, paid-media, digital, and experiential components that kickstarted this conversation into mainstream culture and inspired over 10,000 people to joint the movement.

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- National Print Campaign - Getting the message out -

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- Super School Bus Tour - Mobilizing the movement -

Contribution

  • Developed, analyzed, and packaged findings from national focus group research

  • Developed, analyzed, and packaged national education sentiment and XQ brand tracking surveys

  • Strategic planning for the call to action, website, and social media strategy

  • Provided research and insights for film + creative briefs

  • Developed and managed daily and weekly campaign analytics dashboards

  • Designed charts and rollouts for client presentations

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Apple


Apple


Challenge
In recent memory, Apple has become a brand more associated and loved for its tech products over its services and impact on culture. In actuality, Apple revolutionized the way that people find, buy, and listen to music when it introduced iTunes to the world. The goal: use the launch of the new Apple Music streaming-platform to reassert Apple as a brand that helps audiences have a more intimate relationship with their music.

Solution
Research showed people, especially young people, have grown up in an era where they never had to pay for music -the only exception was when when they felt like they were supporting up and coming artists. Using this insight, we exclusively featured intimate recordning sessions with emerging musicians. We showed how Apple not only gives people great devices to listen to music, but can also help them discover their next favorite artists.

Contribution

  • Developed, moderated, and analyzed an international music sentiment and audience behavior research study
  • Provided research insights and strategic planning for creative briefs
  • Designed charts and rollouts for client presentations
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Conservation International


Conservation International


Challenge
How do you make an old brand feel new? We were tasked to create a fresh voice and brand positioning for Conservation International, a 30+ year old organization that has worked with some of the world’s largest corporations (Starbucks, Walmart, etc.) yet still has relatively low recognition among the general public. CI was very focused on increasing brand awareness and capturing attention among the crowded space of environmental NGO’s.

Solution
Instead of asking people to save the planet for nature's sake, we flipped the environmentalist narrative on its head by giving nature its own voice. Leveraging the clout of celebrities like Julia Roberts, Harrison Ford, and Lupita Nyong'o we created an urgent call to action for man to respect nature to preserve humanity. Importantly, we reached new audiences and increased awareness of CI by double digits.

Challenge
How do you design a call to action that closes the gap for audiences and allows them to turn digital actions into real-world impact? To amplify our campaign launch and drive engagement we needed to create the conditions for the people to share our message on social media.


Contribution

  • Developed, analyzed, and packaged CI brand tracking surveys

  • Strategic planning for the call to action and social media strategy

  • Provided research and insights for film + creative briefs

  • Designed charts and rollouts for client presentations

Solution
Utilizing a corporate partnership with HP and in conjunction with the Nature is Speaking campaign, CI launched the Million Dollar Hashtag. For every use of #NatureIsSpeaking on social media HP donated a dollar to conservation on behalf - in just under 8 months we reached this goal.


Clio - Bronze
Public Service Film

Recognition
Cannes Lion  - Gold
Film Craft (Script)

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One Love Foundation


One Love Foundation


Challenge
In 2010, Yeardly Love, a senior and lacrosse player at the University of Virginia became a victim of domestic abuse by her ex-boyfriend, just three weeks prior to her graduation. While there were no obvious signs of physical abuse in her life (bruises, black eyes) there were other warnings that the situation could escalate. The challenge: educate young audiences to spot subtle signs of domestic abuse and to seek out help if they do.

Solution
By highlighting non-obvious triggers to relationship violence (especially those related to digital channels), we made domestic violence relatable to young people's own lives and culture. In showing how relationship violence is often camouflaged by "love" but can escalate to a dangerous situation, we hoped to raise awareness around this topic in a way that prompts young people to talk about their situation before it's too late.

Contribution

  • Strategic planning for the social media strategy
  • Provided research and insights for film + creative briefs
  • Designed charts and rollouts for client presentations
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TOMS


TOMS


Challenge
Reassert TOMS as a leader in the socially-good retail space. Remind audiences that TOMS started the conscious commerce movement over ten years ago with their One-for-One model, and to show TOMS loyalists and first time buyers alike all the good that TOMS has achieved in the world.

Solution
We helped TOMS re-align their values by crafting a new brand book and manifesto. As the brand matured and introduced new products such as coffee, eyewear, and bags, the brand book served as a guide for how to stay true their beliefs and reach new audiences.

Contribution

  • Developed, moderated, and analyzed international TOMS brand sentiment survey
  • Developed, analyzed, and packaged findings from national focus group research
  • Provided research and insights for TOMS brand book
  • Designed charts and rollouts for client presentations
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BuzzFeed News


BuzzFeed News


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Challenge
BuzzFeed is famous for its lists, quizzes, and trending articles that reach and connect millions of readers worldwide. But among all BuzzFeed’s classic internet content you’ll also find breaking news, women’s rights, politics, and investigative journalism. In fact BuzzFeed’s News division employees over 200+ reporters worldwide and has garnered numerous accolades including 2 Pulitzer Prize nominations. Our challenge was to create a clear voice and visual identity for BuzzFeed News to help distinguish and build credibility for BuzzFeed’s journalism.

Solution
We developed a new positioning, “Reporting to You” that speaks to BuzzFeed’s mission to keep the audience at the center of everything we do. From breaking news, women’s rights to LGBT issues, BuzzFeed News is relentless in covering new and historically underrepresented subjects, and making topics like politics and business interesting for younger audiences. With the intention of shifting news programming into a social conversation, BuzzFeed News makes people feel integral to their own commitment to cultural impact, and is the trusted digital news source for this generation.

Contribution

  • Developed and analyzed BuzzFeed News brand sentiment survey

  • Created and packaged BuzzFeed News go-to-market materials

  • Worked with internal stakeholders to implement new brand positioning

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Olay


Olay


Challenge
Olay has been a trusted brand for decades, but needed to recruit new users and become a relevant brand with millennial women. To shift perception and grow awareness for their new line of modern skincare products Olay needed to connect with their consumers on an emotional level, and reach her in new and relevant environments. We needed to show that Olay products can help bridge the gap between the products of your 20s and those that will sustain you through the next phases of your life.

Contribution

  • Developed the creative brief and full-year product strategy

  • Packaged and presented the partnership proposal resulting in BuzzFeed’s largest CPG deal in 2018

Solution
With 65% of content creators at BuzzFeed being female, BuzzFeed serves as an honest and credible space for modern women. Through three phases: New Faces Same Problems, Turning 30, and Quarter Life Crisis Averted -we showcased how real women can look and feel their best. We created a platform for the brand “Slay With Olay” that featured creative and inspiring women avoiding crises, taking on challenges, and changing their industries, all while seamlessly integrating Olay.

Recognition
Digiday -
Content Marketing Awards
Best Use of Native Advertising/Sponsored Content