AWS
Brand campaign concept
With a new CMO restructuring our go to market plan, my team found ourselves with some downtime as we waited for our new remit. We used the time to develop a proof of concept based on a swath of research we sourced from teams across the org. The goal was to find a common idea that could work cross-functionally instead of each org having their own distinct campaigns as they had in the past.
World's Biggest Startup: Despite the fact that AWS is a huge company with 20+ years of experience, it also operates with the curiosity, grit, and scrappy vigor of a startup. The result of this seeming contradiction? The tech, security, and agility customers need to go further than they thought possible (along with a front-row seat to the future).
Creative Direction—Brand Voice, Copy, Creative strategy
AWS
Amazon Q campaign
In the early days of the gen AI phenomenon, we were tasked with a sprint to develop and deliver an Amazon Q campaign that would speak to builders who wanted to make real things, not just funny pictures of celebrities with three arms.
Creative Direction—Brand Voice, Copy, Creative strategy
STARBUCKS
Holiday campaign
We were looking for a way to put a modern spin on our holiday campaign without losing the human touch that's iconic to Starbucks. Our tagline, "Merry Coffee," gave the campaign a lighthearted and cheeky feel, and the cup designs and patterns brought a new level of sophistication to the season.
Creative Direction—Social, TV, In-store, Digital
TV
Social
STARBUCKS
Fall campaign
Launching in the height of the pandemic, our goal was to create a welcoming fall experience for all, no matter what that looked like. For those who were venturing out to our stores, our warm and optimistic colors alongside sweet sentiments invited them to have a fall experience right in their cup. For those who still weren't leaving the house, we brought the comforts of the season right to them through ASMR-like experiences in social.
Creative Direction—In-Store, Social, Audio, Digital
Results: On launch day Pumpkin Cream Cold Brew was 40% over forecast. In social we saw a 30% increase in social conversation overall, the highest social engagement for a product in Starbucks history and 75% more shares than the previous year.
In-Store Signage
Social + Hotline
Main Menu
Pumpkin Mantras
Flannel
