Over the years, I’ve worked with numerous big-name clients to develop content for both social media and larger campaigns. As Art Director, my job has been to create content that is on brand and relays the right messaging, but is still beautifully captivating imagery that our target audience will engage with. In order to do that, my role requires me to wear many hats.
ROLES AND RESPONSIBILITIES
Led voice workshops with clients to develop visual/ voice guidelines
Created content calendars with copywriting partner for both campaign and micro-content
Developed moodboards and storyboards for photo/video content
Led casting calls with models and sourced props/ locations for photo/video shoots
Art directed on-set teams both in-studio as well as on location
Managed a team of designers and animators to create content using assets produced
Presented finalized assets to the client
- Michelob Ultra -
Michelob ULTRA drinkers enjoy a social, active lifestyle. Some of their best times are spent over a cold, refreshing beer in the company of friends after a good workout. In order to capture that lifestyle, my team and I created content that depicted the activities our fans enjoyed while encouraging them to pursue their passions with helpful tips and inspirational quotes. Working with analytics, we learned that product heavy shots as well as aspirational imagery did the best with our audience and shot accordingly.
A big part of working with this brand involved covering events to post in real-time as well as traveling to locations around the country to capture inspirational content that we knew our consumers engaged with most.
- Stella Artois -
Our goal for the brand was to create content for an audience who believed in true experiences over tangible items and who felt inspired to pursue beauty and artistry in all areas of life. A quaint picnic for two or an elaborate dinner for ten could easily be enhanced with a few candles and a carefully chosen cheese plate. Add a few cold glasses of Stella Artois, a beer with a history that dates back hundreds of years, and you have yourself a work of art. These sentiments were reinforced throughout our social channels as well as in our holiday campaign “Give Beautifully”.
Stella Artois partnered with Water.org for their campaign “Buy a Lady a Drink”. The idea was to bring awareness to the 750 million people around the world who live without clean water. Specially designed chalices were created and for each one purchased, a woman in the developing world would be provided with five years of clean drinking water.
- Fernet Branca -
Our goal was to educate new and existing consumers to discover and appreciate the unique complexity of Fernet-Branca. Part of that was highlighting its Italian excellence, the brand's rich history, and the product's versatility. Our targets were creative, stylish, curious, and sociable 25-45 year old males living in hip, urban neighborhoods. Many of our loyal fans were bartenders and mixologists so we made sure to create content that would resonate with that audience.
- Other Notable Projects -
Ritz Crackers - Holiday 360 Degree Video
Nominated for a Shorty Award. Click here to read more about the project.
Shocktop - “72 and Shocktop” Campaign
During a brutally cold winter, Shocktop vowed to “bring the sunshine” during a cross country roadtrip to reintroduce one of their most popular flavors, Lemon Shandy. A caravan with a fleet of Shockmobiles hosted pop-up events in a number of different cities, starting with East LA and ending in Boston. To kick off the national tour, the brand hosted an exclusive event at Limoneira Citrus Ranch in California where the weather is always 72 and sunny. Here influencers and special guests sat down at a long table amongst the lemon fields and enjoyed a beautifully curated lunch spread inspired by Shock Top's Belgian White and Lemon Shandy. The campaign garnered national attention through the use of our platforms as well as through a successful influencer strategy.
My team helped keep up the momentum from the kickoff event by promoting content throughout the entirety of the roadtrip, building up excitement for the final blow-out event.
