As global digital client lead for Harley-Davidson, drove ambitious new rider engagement & conversion goals on Adobe Experience Manager (AEM) based H-D.com, & the brands first rider companion mobile app.
Work included pre-sale & product launch activities for H-D’s first-ever electric vehicle, LiveWire.
Sampling of work displayed, includes:
• Simulated customer journey from motorcycle exploratory, to category selection, to bike details, estimating payment, & ultimately, finding a dealer
• Web components across devices, screen sizes, languages
• Rider Companion Mobile App
• LiveWire website content
• LiveWire mixed reality thrill ride for the N. American launch at CES <video>
Key contributors: Andrew Bouchie, Dayna Beiber, Russel Yuan (creative), Adam Phillips (strategy); Rahul Sharma, Ameesh Trikha (technology), Nicole Arnold (delivery)
Quickly following a successful competitive pitch, re-launched the William Hill brand in key U.S. markets via an integrated advertising campaign.
Sampling of work displayed, includes:
• Two TV / video spots developed under intense timing, budget, & resource constraints. Complementary launch pieces communicate the 85-year heritage & trust of the brand (in the UK), & the keen anticipation only sports can bring to the start of something big
• Digital & OOH extensions
• Brand identity highlights
Key contributors: Alex Booker, Philip Sicklinger (creative), Jacob Vogt (production), Andrea Schulz (strategy); production co: Rakish + director Marc Forster (“countdown”), Psyop (“heritage”)
As part of the IHG WPP Global Client Team, led some of the first brand work for InterContinental Hotels & Resorts in recent years.
We invited our audience in an immersive & multi-sensory journey through a collection of stories, using guests & the hotels as a (literal) doorway to explore themes with universal emotional appeal, such as Fascination, & Empathy.
This unique approach led to results:
• 1 Million+ Podcast Downloads – preview the “Fascination” episode on Spotify
• Top 10% Performance of all Ads in the US. (Milliard Brown Brand Lift Insights. Jan 2017)
Sampling of work displayed, includes:
• Case study
• Anthem film
• “Fascination” film, & animated illustration
• Digital content hub
• “Empathy” film, & animated illustration
• “Worldliness” film, & animated illustration
• Out of Home
Key contributors: Frederic Bonn, AJ Scherbring (creative), Monica Victor (production); production co: m ss ng p eces + director Tucker Walsh (“fascination”), Smith Design Office + Greg Betza (animations/illustrations), Frédéric Lagrange (photography-OOH)
Following a competitive RFP pitch process, we were awarded the multi-year, multi-track UNICEF digital transformation project in April 2016. The centerpiece of the project was a complete redesign & replatform of a new unicef.org, to serve as the primary knowledge & advocacy engine for children's rights, all on the Drupal 8 platform & Acquia Cloud hosting environment. Scope included MVP launch in December 2016, & a rolling release of 7 regional & 190 country sites.
Key contributors: Liesa Cummings, Scott W. Gray, Oscar Diaz (creative), Brendan Best, Troy Forster (technology), Ruby Zagorskis (delivery)
Tasked with a new global campaign for Schick Hydro (the first since the product’s 2010 launch), our objectives included raising unaided awareness, greater consideration, & understanding of our key differentiated RTB — that Hydro’s gel box is not just a lube strip.
The Schick Hydro robot was “born,” showcasing its cutting-edge design vs. the competition. After launching with a spot in Super Bowl 50, the Hydrobot character took on a life of its own, online, in-store, at Comic-Con, & even on the big screen with Transformers & Optimus Prime.
Sampling of work displayed, includes:
• :30 “Robot Razors” Super Bowl 50 spot
• “Making of” video
• Times Square OOH takeover
• National Print ad
• Additional global TVC
• Comic-Con activation
• Transformers partnership (comic/film/product)
• In-store integration
• Success led to a Masterbrand approach launched for women’s Schick Hydro Silk
Key contributors: Sarah Barclay, Billy Faraut (creative), Philip Schneider (production); production co: The Mill + director Ben Smith
The dream brief from our European clients: Create an emotional brand film that cuts through.
With actual Wilkinson swords (!), we achieved this through a beautiful & intense duel, shedding clothes, inhibitions, & ultimately witnessing the brand’s tag line brought to life — Free Your Skin.
Sampling of work displayed, includes:
• Swordplay film
• “Making of” video
• Press
Key contributors: Sarah Barclay, Billy Faraut (creative), George Roca (production); production co: Alldayeveryday + director Lieven Van Baelen
Amid the trend of personal care & grooming products geared specifically to men, Banana Boat introduced a category first men’s sunscreen. For our launch campaign, our characters showed that you can tackle your everyday activities in the sun like a hero — when you’re protected.
Sampling of work displayed, includes:
• :30 tvc/online video “Pool”
• :30 online video “Car,” “Golf,” & “Lawnmower”
• Interactive Game
• Press
Key contributors: Sarah Barclay, Billy Faraut, Garth Horn (creative), Rebecca Wilmer (production); production co: Mary Ann Productions + director(s) D.A.D.D.Y; HAUS (digital)
For a new product launch with a limited marketing budget, we looked to create something that people would want to watch, & hopefully share. This film gives new perspective to what the Hydro Groomer (4-in-one razor) can really do….as a tool…to renovate your place…
Key contributors: Sarah Barclay, Billy Faraut, Larry Silberfein, Mary Warner (creative), Jacob Vogt, Paul Greco, Matt Nelson (production); production co: Partizan + director Jared Eberhardt
Can the flexible blades of the Schick Xtreme3 really adapt to any contour? Watch it put to the test in our global tv spot. (*Pause at :19 for a glimpse of my first appearance as an extra)
Key contributors: Sarah Barclay, Billy Faraut (creative), Marlene Winder (production); production co: Believe Media/Red Creek Productions + director Antony Hoffman
Through a partnership with Universal Pictures & Pitch Perfect 2, launched the first-ever women’s masterbrand campaign for Schick & Skintimate, introducing a leg care regimen called “Ready, Shave, Shine.”
We partnered with director Adam Shankman (Hairspray, Rock of Ages) to create a song & dance number that both embodied the brands & brought to life the spirit of the original hit film. It centers on a college A Cappella group, known as the Basic Pitches, as they perform a parody arrangement of the songs “Bang, Bang” & “I Love It.”
The video ran online, in-cinema, & in-store as part of point of sale kiosks. The overall look & feel was developed & extended as an integrated campaign across digital & social media, a dedicated custom Spotify channel, Schick/Skintimate product (including key placement in the film!), & even to the red carpet.
Results:
• After only two weeks, the video had over 5 million combined Facebook & YouTube views
• Schick/Skintimate saw a 9% increase in dollar sales in May ’15, & an increase of 16.7% for the 3 core brands supported in the program – the highest over a 4-week period in more than 3 years
Key contributors: Matt Zavala, Suyin Sleeman (creative), Jason Way, Paul Greco, Matt Nelson (production); production co: Independent Media + director Adam Shankman; Wojahn
Following a successful introduction of “Ready, Shave, Shine” for Schick & Skintimate, year 2 called for a new way to help women to rock their legs.
In 2016, without the benefit of a major partnership, & significantly reduced budgets, we needed a different cultural phenomenon to connect with a young target audience. Emojis were the answer, & we brought them to life in human form for the very first time in this offbeat, tongue-in-cheek music video.
This resulted in over 13.5 million YouTube views alone, & an almost cult-like following from our fans (note some verbatims below).
Key contributors: Dominic Al-Samarraie (creative), Angela Buck (production)
Following the legacy of “Mow the Lawn,” this new global campaign for Schick Hydro Silk TrimStyle shows why it’s the perfect tool to shape, trim, or shave your way.
Sampling of work displayed, includes:
• :30 tv/online video
• National print
A new TVC spot was needed as the centerpiece of a global campaign for Schick Intuition. We looked to play up the ease & convenience of the product (“just add water”) through a relatable scene, with a bit of a smile.
Key contributors: Sarah Barclay, Billy Faraut (creative); production co: Chromista + director Xavier Mairesse
Global print campaign for Schick Hydro Silk & Schick Intuition. Shot together, they both visually bring to life the Masterbrand essence: Effortless, refreshing, & liberating.
Key contributors: Sarah Barclay, Billy Faraut (creative); production co: : Eric Rasmussen Production + photographer Vincent Dixon
We were briefed on a new print campaign for men’s shave gel, Edge. We approached four diverse sets of interests of our target audience, with contextual placement by publication. The unique execution (see “making of” video below) was intended to make the reader take a closer look, & raise awareness & consideration of Edge.
Key contributors: Billy Faraut (creative); production co: Luminous Creative Imaging + photographer Jaap Vliegenthart
Worked with the team through creative development on a challenging Banana Boat brief, looking for a new TV campaign that showed family fun & the efficacy of the product staying on in 7 conditions… all in 15 seconds!
A story of digital transformation. We began working with Applebee’s under a small site maintenance contract, & diligently grew the business piece by piece into a 7-figure digital AOR relationship, extending to multiple brands.
Sampling of work displayed, includes:
• New, award-winning Applebees.com (pitched & won) on the Sitecore platform
• Applebee’s social media, including a portrait of yours truly as community manager with my digital clients
• Carside To Go mobile app
• Exploratory CRM program
Key contributors: Benjamin Weisman, Aaron Nguyen, Roland Hulme (creative), Heather Salkin, Brennan Lindeen (delivery), Pat Donahue, Wojciech Wieroński, Josiah Williams (technology)
Continuing our story of digital transformation, we leveraged our relationship with the Dine Brands CTO to get an introduction to the IHOP CMO. From there, we were able to apply our learning & successes on the Applebee’s brand to IHOP, which eventually led to MRM//McCann earning overall AOR status.
Our new IHOP website was also a major success. We developed it to be a place for conversation & the heart of the brand's ecosystem – connecting IHOP's vast social footprint. Following the launch of the site in 2012, #IHOP became the #1 ranked term in Twitter GLOBAL Trends 2012 in the entire food category, pushing Starbucks to #2.
Most notably, we set our client partners up for long-term success. Applebee’s & IHOP have continued to evolve & optimize their digital experience on Sitecore to this day.
Key contributors: Benjamin Weisman, Ben Playford, Ellen Buchsbaum (creative), Heather Cuervo (ux), Heather Salkin, Brennan Lindeen (delivery), Wojciech Wieroński, Josiah Williams (technology)
As H&R Block’s digital agency of record, sold through an additional project for a much through needed website redesign & re-architecture.
The project was a great example of a strong agency/client partnership, with a core team working together across business relations, program management, design, UX & development to produce a beautiful, large-scale RWD site - demystifying taxes & providing clear pathways to conversion for both online products & booking retail appointments.
Key contributors: Tony Ke, Nikhil Mitter (creative), Peter Gallo (ux), Kevin O’Connor (delivery), Spiro Mifsud, Rocky Romano (technology)
As digital AOR for several Pfizer Consumer Healthcare (PCH) brands, led the strategic development, sell-in & launch of Advil social media, under the campaign #ReliefInAction.
Later, in 2013, new product Fast Acting Advil became the official pain reliever of the NHL. With a focus on muscle relief/recovery, we highlighted NHL goalies who must be able & willing to put their bodies through punishment for the team, night after night.
Globally, 2.5 billion people lack access to safe, clean toilets. To put that in perspective, more people have mobile phones than proper toilets. To help promote the U.N. & UNICEF's first World Toilet Day, we created a series of wild postings that also served as social posts, & a landing page featuring an 8-bit game.
Press: Creativity Pick Of The Day, Business Insider, Little Black Book, AgencySpy, The Inspiration Room, The NY Egotist, Adverlicious, BestAds, Advertolog, & others.
