Visual Identity / Brand Integrated Campaign / Film / Experiential
Agency: Monks
Role: ACD
It’s not often you get to celebrate a 100th birthday. So when Shure hit the century mark, our team unwrapped a new visual identity, produced a series of videos that invited three audience segments into the celebration, and then brought the festivities over to NAMM – the world’s largest gathering of music product brands. Instead of telling a 100 year-long story about Shure, we made it a story about the performers, studio musicians, creators, sound engineers and anyone who has ever picked up a Shure mic.
Product Campaign Launches / Film / Photography / Digital / Social
Agency: Monks
Role: ACD
For decades, Shure microphones have put their superior products at the center of all their campaign efforts. But knowing our audience, we insisted that the performers be front and center. We used multiple product launches as our platform to shine a spotlight on up-and-coming artists. Without further ado, please meet Jungle Bobby and Featurette.
Campaign Launch / Film / Digital / Social / CRM
Agency: Monks
Role: ACD
The Philips Hue Sync Box syncs your LED lights to what’s playing on your screen. It’s an immersive experience for anyone, especially gamers. So we created this idea for a global product campaign: Game changing sync. When your LED lights and favorite video games are in sync, it feels like everything else is in sync, too. The results: 58 million impressions and a 415% return on ad spend.
Campaign Launch / Film / Digital / Social / CRM / Package Design
Agency: Monks
Role: ACD
The ingenuity behind Philip Hue lightstrips is multi-faceted, from its app-controlled customizations and integration with other Hue lights to its color accuracy and vibrant output. Smart? Yes. Intuitive? That too. So we created this campaign – Simply Brilliant – to highlight all the ways these lightstrips truly outshine the competition. We surpassed all previous campaign performances for Philips Hue across the funnel – including 151 million impressions, 2.45 million clicks to the website and a 937% return on ad spend.
Internal Comms / Collateral
Agency: Monks
Role: ACD
Handbooks that address issues like diversity and inclusion can be super helpful tools for organizations. But there’s one problem: no one reads them. That’s why we wrote and illustrated a comic book instead for the Google France office. “The Kitchen Chronicles” was our answer to tackling the stereotypes of the Arab+ community with just the right amount of levity.
B2B / Partnership marketing / Campaign / Video / Digital
Agency: Monks
Role: ACD
French marketers have a persistent challenge: they’re constantly overwhelmed with information, some useful, some not so much. Our “Bringing data to life” campaign showed how HubSpot’s seamless Google Ads integration helps these marketers get the most out of the right data. Spanning three continents, our team’s amazing collaboration paid off. We helped Google and HubSpot surpass their campaign goals: 1.5 times more impressions and over 3 times more clicks.
Digital / UX-UI / Content Strategy
Agency: GALE Partners
Role: Creative Lead
As a global IT distribution leader that's ranked #133 on the Fortune 500 list, Arrow is perhaps the biggest company you never heard of. Our agency was asked to redesign its Enterprise Computing Solutions site from the ground up so that it could speak directly to the resellers, vendors and service providers that make up the IT ecosystem. I led the team that developed the UX, design and content for this 40-page website – and was inspired by the unique creative challenges of B2B.
Product campaign / Collateral
Agency: GALE Partners
Role: ACD
Every Pella window is tested against extreme elements, like blistering sun, pelting rain and snow, severe winds and hurricanes – all so you can rest assured your windows will protect you from Mother Nature’s extremes. We showed potential customers just how rigorous these weather tests are by putting a postcard through the same tests. The resulting wear and tear made them unsuitable for mailing. But they could still make a lasting impression at branch locations across North America.
Customer Journey / CRM
Agency: GALE Partners
Role: ACD
My partner and I led a 10-person team of designers, writers, motion artists, production artists and developers to create BMW USA’s first-ever CRM journey for prospects and owners. By putting the drivers at the center of the experience, we helped grow the brand from the #3 best-selling luxury automaker to #1 within two years.
Product Launch / Direct Mail / Partnerships
Agency: GALE Partners
Role: ACD
Known as a performance-first brand, BMW had to convince prospective buyers that the All-New 7 Series flagship sedan also embodies luxury. Our solution: deliver them a piece of the 7 Series’ heightened sensory experience. Make that seven pieces – from the Ambient Air Suite to Vernasca leather trim to the Bowers & Wilkins stereo experience. Layer by layer, we ignited all the senses. The 7th Sense didn’t just change perceptions about luxury. It helped drive sales: 1,895 purchases in the first two months.
Campaign Launch / Branded Content / Social / Video
Agency: Fathom Communications
Role: Creative Lead
Traditional tourism ads don’t cut it anymore. So my team developed a campaign that goes beneath the surface to reveal Canada’s unique values. “True North” is all about putting aside the stereotypes in favor of stories that capture Canada’s true essence. To pull it off, we needed two things: open-minded clients and a talented content partner like Great Big Story. Luckily, we had both. The campaign generated well over 1 million views in just the first two weeks. And by the following year, 14.3 million U.S. tourists visited Canada, the highest figure in 12 years.
Campaign Launch / Digital Content / Video / Collateral
Agency: Fathom Communications
Role: Creative Lead
All Business is more than an advertising idea. It’s a 24 hour test drive where business owners get to put the van to work. My agency partnered with Escape Velocity Content to produce a mini-documentary series that followed four business owners for an entire work day. The campaign garnered rave reviews with the leadership team at Fiat Chrysler and triggered a nationwide dealership program. My role included crafting the identity, interviewing the business owners and writing the copy.
