Problem: EV trucks don’t get a lot of love amongst diehard Chevy and country music fans. How do we change that?
Brief: Create a viral TikTok campaign with the intention of inserting the Chevy EV Silverado Truck into the conversation.
Idea: We tapped long-time Chevy collaborator, TikTok country star, Breland, to write the first ever EV truck song, ‘That’s My Kinda Truck.’ He then launched Duet with Breland, asking fans on TikTok to duet the song with their own original verse using #ChevyEVSongContest. The winner would get to perform at the 50th Anniversary of CMA Fest in Nashville.
When the votes were tallied, we declared a winner, Wisconsin duo, RIV X RICHIE. We then created a part two of the campaign, Road to the Stage, following our two winners, from Wisconsin to a career-making performance at CMA Fest.
Results: 10.8B hashtag views, 93M video views and 1.1M engagements.
Awards: Webby Award | Duet With Chevy | Auto + Auto Services | People’s Voice Winner
Shorty Awards | Duet With Chevy | Auto, Contest or Promotion | Finalist
Role: concept, associate creative director
Problem: People on social media see ExxonMobil as a scary, evil corporation. How do we help change this?
Brief: Create a video series explaining ExxonMobil’s work in a way that’s so simple and engaging, even an 8-year-old could understand.
Idea: The School of ExxonMobil: one part talk show, one part Mr. Wizard. A place where ExxonMobil employees explain what they do and then demonstrate their work in a hands-on activity with a kid.
Results: Metrics overwhelmingly outperformed benchmark on every platform. A 77% completion rate on Instagram and nearly 70K views on YouTube in the first few weeks.
Awards: Finalist in Best Short Form Video or Video Series | Content Marketing Awards
Role: concept, associate creative director
Problem: 62 million girls around the world are denied the right to an education.
Brief: Team up with Michelle Obama and the nonprofit, Girl Rising, to raise awareness and get people to emotionally relate to the issue.
Idea: The #62MillionGirls Yearbook, a digital yearbook made up of 62 million blank spaces. With the help of Michelle Obama and a few famous friends, we asked people to Tweet or Instagram their photo to help represent each girl.
Results: The hashtag reached #1 in the US and #3 globally. In 10 days, we generated 200K photos on Instagram and Twitter and almost 2 billion impressions.
Awards: D&AD Impact | ‘62 Million Girls’ | Education Category | Wooden Pencil
The One Show | ‘62 Million Girls’ | Non-profit Branded Social | Merit
Shorty | ‘62 Million Girls’ | Best in Non-Profit, Best Use of Hashtag
Role: concept, senior copywriter
Problem: How do we get avid campers to associate the Chevy Silverado as their ideal trailside truck?
Brief: Align the Chevy Silverado with the booming campside cooking space, where outdoorsy types are looking to be more adventurous, while also bringing the comforts of home along for the ride.
Idea: Truck to Table, a mini cooking tutorial taught by Jonathan Jones, master BBQ expert and TikTok influencer, where the secret ingredient was the wing sauce and the Chevy Silverado. We then expanded upon the concept to create a Chevrolet Trailside Cookbook on Pinterest with a few of Jonathan’s favorite recipes.
Role: concept, associate creative director
Problem: The low sugar wine category is crowded and FitVine was getting lost in the shuffle.
Brief: Create a new look and feel, tone of voice and actionable campaign that will excite a new audience and reinvigorate their current base.
Idea: Keep it Real, a 360 campaign that will span trade, social and TV. The wine industry is chock full of pretension and phoniness. So let’s eschew anything having to do with complicated tasting notes and high falutin’ language and imagery, and get back to the brand’s roots of straight talking, down-to-earth humor. For this campaign, we wanted people to feel OK with treating themselves to a glass even after the most mundane of accomplishments.
Role: concept, associate creative director
Problem: Chevrolet’s social channels have struggled with fresh ways to celebrate Hallmark holidays like Mother’s Day.
Brief: Create a social-first video with a universal human Mom truth that’s equal parts clever and sentimental, while showing off the generous cargo space in the Chevy Tahoe, of course.
Idea: What we called Internal Momalogues, a celebration of a mother’s voice in your head at all times…especially after seeing an empty trunk ready for childhood momentos.
Role: concept, associate creative director
Problem: Competition is fierce in the robotic vacuuming market — so how do we get iRobot, creator of the acclaimed Roomba, to stand out?
Brief: Create a content calendar so smart and clever, people can't help but watch.
Idea: Forget stock photography and posts about product features, let's write scripts and shoot everything in house.
Results: Some of the most commented and shared posts to date.
Problem: Nearly 1.1 billion people lack access to modern, reliable energy .
Brief: Energy is a necessity many take for granted. Let’s educate audiences about how energy poverty affects people around the world.
Idea: Rather than dwell on the negative, we chose to create a series of uplifting, animated videos about real people who saw their lives transform once they gained access to reliable energy. To avoid chest beating or false heroism, we proposed ExxonMobil stay one step removed from the storytelling. In doing so, we made energy and the accomplishments of our subjects the star of the show, not the brand.
Role: concept, associate creative director
I was selected to become a part of the One Creator Lab, a rigorous but delightfully fun class for budding content creators.
Hosted by the One Club for Creativity and TikTok, we answered client briefs from top agencies, then shot, edited and starred in our very own spec videos.
I then took some of the skills I learned to help out my whiskey writer friend, Kurt Maitland, launch his TikTok presence.
Problem: How do we get a new generation of parents to see Fisher-Price in a fresh way.
Brief: Kick off the Best Possible Start Registry Program, a $25K sweepstakes where one lucky fan will walk away with a nursery designed by Project Nursery and many other prizes.
Idea: Follow expectant parents, Tim and Calah, along their own personal journey of putting together their dream nursery. We also involved Fisher-Price’s social community by asking them to vote on which items the couple should purchase.
Results: 10.5 million impressions, 24K engagements in social, the brand's most commented posts to date and one happy baby.
Role: concept, senior copywriter
Problem: How do you get a line of anti-aging face oils to stand out in an oversaturated market?
Brief: Strip out the science-speak and introduce Matthew Mileo's debut line of premium elixirs in inspiring and consumer-ready language.
Idea: A brand new identity, including a refreshed e-commerce site, mileonewyork.com and social media presence. We worked extensively with micro influencers on Instagram to amp up word of mouth, which resulted in lots of organic creativity and even more sales.
Results: Press and an 80% uptick in sales and counting.
Role: concept, copy lead
Problem: Veet needed to resonate with a younger, hipper crowd and shed their old persona.
Brief: Create social media content calendars with a fresh look and brand new tone of voice that will stand out in a newsfeed.
Idea: Forget tips to feel hot, let's empower women and make them feel good about themselves from the inside out.
Results: A massive increase in engagement and thousands of new followers.
Role: concept, copywriter
