Creating brand ideas that travel across culture, commerce, and technology
Vacay It Forward built a community of travelers who have each other's back, giving them hundreds of ways to #vacayitforward, creating connection and encouraging others to join. It drove more personal, better reviews from like-minded people: be guided by others so you can travel like you.
Our iShares campaign aimed to highlight a critical differentiator in the investment world: the reliance on data and science over gut feelings. Social listening revealed that many investors, along with their financial advisors, often make decisions based on intuition rather than empirical evidence. To address this, we underscored how iShares leverages science and data to guide smarter investment decisions.
The #1 issue for Gen Z? Debt. This Marcus mobile app helps simplify your finances and stay out of trouble. Through social listening we ranked the highest expense categories and built social films around the top ten, from home repairs to (surprisingly) pet care, showing we understood the problem our app was built to solve.
Then created a spoof of the Walking Dead called “The Walking Debt”. Since so many people are now stuck in debt, we presented it as a disease that is not their fault. The only cure is Marcus. Of course.
We uncovered a surprising gap: while 97% of consumers search online for what local businesses offer, 40% aren't optimized for search and most lack a real online presence. That disconnect meant lost customers for Main Street. So we launched "Web and Main," an initiative with an analog, down-home look and feel, centered on "Google Cheering": locals rallying to support their favorite businesses and get them the tools to compete.
The businesses that garnered the most cheers received special tools from Google to establish an online presence quickly and affordably. Cheering also let them know there were customers waiting for them online. Additionally, the top-cheered businesses enjoyed free publicity and ad space on social network community sites, enhancing their visibility and customer reach. We set out at the same time to create awareness of the Google Cheer program and to provide the right tools to businesses.
For Build the Bench, a nonprofit empowering Black entrepreneurs in local governance, I crafted the brand voice and identity through social ideas, content, and campaigns we called "We Represent," amplifying the organization's mission and its impact.
The Concern Corp is a charity that helps natural disasters around the world with the precision of a military operation. We captured their tough intensity and also built the idea of an actual Amazon marketplace of good goods for humanity. It’s called “We-commerce’
You would buy "packages" that have different tools for helping in a given cause like Covid or Ebola around the world. Then earn badges that give you social currency and get you actual pre-packaged deals (ie. On Amazon or Shopify etc). It was designed as a simple way to raise the amount of support for the charity, engagement with in-depth content and consultation bookings in a short period of time.
Gap — One Stitch Closer
With RadicalMedia, launched "One Stitch Closer," a six-part film series by director Rachel Morrison. Each film is an intimate portrait of an exceptional woman, from an Indonesian garment worker to an LA poet to a 19-year-old using science to better detect breast cancer. Stitched into a year-long series, the films remind us that women are the fabric that holds the world together.
Back-to-school shopping is one of the year's biggest flashpoints between parents and kids: tense, expensive, and the last place a kid wants to be. So I built two ways to defuse it. KidMoji, a retail experience pairing kids with personalized avatars (in partnership with Snap) to find styles and shop together. And Game On, an SMS layer that got parents and kids talking with some lightness, in-store, instead of fighting. It raised transaction value 13% and revenue 10–30% through cross-sell and upsell.
