*Shortlisted at CANNES LIONS*

Strategy:
TikTok announced its first-ever live music festival, "In the Mix". Our mission was to show people (mainly TikTok haters) that TikTok is not just an online distraction, but an undeniable force, specifically in the music industry, with real life impact at scale.

Idea:
So we brought the online mobile experience into the real world. TikTok's In The Mix, was the most spectacular product demo ever. We took TikTok's most popular feature, The Duet, and brought it LIVE to the stage. The LIVE Duet allowed Charlie Puth, who was playing on the stage, to sing together with BTS singer Jungkook, who was on the other side of the world. The sold out stadium lost their minds when this collab happened. But online loved it just as much.

Impact:
- 2 Billion Impressions
- Most watched LIVE ever on TikTok
- 700,000 app downloads during the show
- OH. It was also shortlisted for CANNES LIONS

Campaign Overview: Every breakthrough musician has that moment that changed their life. This artist, Malcom Todd, and thousands like him, can pinpoint their rapid success back to a single viral moment on TikTok. 

This is a series I launched called ‘Behind the Breakthrough’ where we have real artists, tell their very real stories. And they all share one thing. They all attribute their success to TikTok. This series simply shares these musician’s incredible journeys to fame.

As of today, Malcom has 83.6M daily streams on Spotify.

Premium Times Square DOOH: We concepted a custom shoot just for this premium corner placement in Times Square where we illustrate Malcom’s song making process, and TikTok’s role in it all. We literally follow Malcom as he walks from one corner of the billboard to the other, to show how he creates his music, all the while walking through the UGC that got him to where he is today. TikTok is both a witness and contributor to his musical journey and success. 

Credit: Agency/Production: Happy Place

Campaign Overview: Every breakthrough musician has that moment that changed their life. This artist, Gigi Perez, and thousands like her, can pinpoint their rapid success back to a single viral moment on TikTok. 

This is a series I launched called ‘Behind the Breakthrough’ where we have real artists, tell their very real stories. And they all share one thing. They all attribute their success to TikTok. This series simply shares these musician’s incredible journeys to fame.

As of today, Gigi has 31,702,048 monthly listeners on Spotify.

Credit: Agency/Production: Happy Place

TikTok In-App mini series

We found that some people don't post on TikTok because they are worried that what they have to post is not at the level that TikTok expects. What this mini series is designed to do is show users that any moment, big or small, can be a totally TikTok worthy moment. The campaign was rolled out across the US, UK, Aus and CA.

Agency: Akcelo

The Overview: Only Vegas Moments Campaign Strategy - Vegas can be anything to anyone, way beyond your existing expectations. It is the only city in the world where we give you the permission to be and do anything. It’s not about what you are supposed to do or see or what you’re supposed to look like. It is the place to experience experiences and to create your own series of moments. Only Las Vegas helps you collect and indulge in just the moments you want. Let us help you curate your Las Vegas moments, without any judgement. Because Las Vegas is where people come to have their moments. We are just the stage.

Large-scale 360 campaign implementation across all channels including social, TV, web, experiential, and beyond. Our goal was to expand what Vegas could be for a new generation of potential travelers. We shared a series of beautiful, funny, meaningful, transformational moments that happened in Las Vegas that could only have happened in Las Vegas. We give you the permission to do as you please. You just need to show up for yourself.

This was the first time in 16 years, a new content strategy and aesthetic was implemented for the “What happens in Vegas, stays in Vegas” account. My leadership of the modernization of the historic brand resulted in organic view rates averaging 60K views compared to the 3K before implementation.

Content represented here includes: 

·         Social & TV video content across multiple channels

·         Instagram content strategy implementing branded color gradient to full feed creating an elevated and branded cohesive feel

·         Content shoot creating an original Instagram video series with organic view rates averaging 60k (compared to 3k prior to the implementation of new aesthetic) resulting in an increase of followers organically by 133,340 in less than 6 months

·         Updated web design

·         Influencer programs

The Overview: Showcasing a wide range of digital and experiential campaign work including in-store touchscreen installations, a digital magazine, rich media units, Facebook fundraisers, page takeovers, and web design work.

The Overview: This pitch winning campaign is celebrating Tassimo’s bevy of choices by showing them as a system that provides a great deal of flexibility when it comes to drinks. By purchasing a Tassimo brewer, one might say he or she is choosing not to choose. By championing this positioning, we’ll convey the benefit of leaving your options open.

The Overview: A custom online community dedicated exclusively for developers designed to foster the sharing and discussion of new information, placing Verizon at the forefront of the conversation as thought provokers among the tech community.

The Overview: Launched Old Navy’s first ever app, designed to encourage users to engage with the brand while actually in the retail stores, a time when the user is most likely to engage and least likely to get distracted by other brands. The app is designed to be a fun way to get discounts on Old Navy purchases.

The Overview: Created a brand-new home on NBA.com dedicated to our die-hard basketball fans. I designed a bold site experience, from UX to content development, showcasing raw content with major NBA stars. The layout is designed to speak specifically to our male, photo-responsive audience and the content is created to deliver one of a kind videos and articles that keep our users coming back for more on a regular basis.

The Overview: Launched a new travel software backed by Expedia founder and other travel industry giants. Simply enter how much money you want to spend on your next trip and we will find all the places in the world that you can afford to go to. The site design leads with strong, large format visuals created to stimulate an emotional reaction to each far-off place you can actually afford to go to. Be warned, wanderlust is a strong feeling that may be hard to turn off.   

The Overview:  Built a geo-targeted, interactive meal builder site that guides the user to be conscious of making the right caloric choices when ordering a meal at Burger King. The meal can then be preordered from the site to be made at your nearest BK, just the way you want it.

The Overview: Nextpedition, an initiative for American Express Travel for customers who love to travel but would like a little mystery in their vacation. We determine the kind of traveler you are with a quiz, and then we take care of everything else from there. You only get a packing list, instructional booklet and your travel console that will alert you to your next flight, activity or meal. The news coverage for this campaign was unstoppable and it spread on social media like wildfire.

The Overview: An elaborate billboard series was placed in prime real estate across San Francisco and NYC. From comp creation to light bulb placement and wattage considerations with the vendor, I ensured that these billboards glowed brightly from coast to coast.  

The Overview: Delta was opening a large hub in Tacoma International Airport in Seattle with more gates than ever before. Delta wanted to introduce themselves to the city in a respectful way. Since Seattle is packed with small businesses that give the city its unique character, Delta and Amex partnered to create physical gateways to those vibrant small businesses, where you’ll enjoy the city at a discounted rate on Delta.

Meet the suped up relaunch of Smart Path, the platform used by all Toyota employees worldwide.

The Overview: Co-founded, lead, and managed a full-service creative agency specializing in solving problems for brands we love with creative, technical and human solutions. Services: Advertising, branding, websites, photoshoots, videography, social media, strategy, package design, 360 videography, guerilla marketing, etc.

The Overview: A love of traveling, composition and people led to a lifetime of (amateur) moments captured.