BRAND - PROJECT STUDIES

Trip Advisor - Vacay It Forward

This campaign built a community of Travelers who have each others back. Giving them 100s of ways to #vacayitforward to creating a sense of connection between them and encouraging others to join. This drove more personal and better reviews from like-minded people. This way you could “be guided by others so you can travel like you.”

ISHARES - Brain Beats Gut

Our campaign for iShares 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.

“Marcus” By Goldman Sachs

Number #1 biggest issue for Gen Z ? Sadly, debt. This new mobile product app helps you greatly simplify your finances to help keep you out of trouble. Through social listening we ranked all the highest expenses and made social films around the top ten. Ie. home repairs and surprisingly, pet care. Our way to show we understood and our app may have the solutions.

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.

Part of the Cure: A Fitbit (We called it a “Fin-bit” that tracks your financial health rather than just your physical health.

"Web and Main" Ignited by Google

BUILDING THE FORTUNE 500,000

We uncovered a crucial insight: shockingly, while 97% of consumers search online for products that local businesses offer, a staggering 40% are not optimized for SEO. 71% lack any significant online presence that can lead to real sales. In this day and age, this was a real surprise. This digital disconnect meant lost jobs and customers for Main Street.

We launched the "Web and Main" initiative. On online initiative with a very analog down-home, look and feel. Central to our campaign was "Google Cheering," a community-driven effort where locals rallied to support by “CHEERING” their favorite businesses to get them the tools they needed to optimize.

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.

The program supported small businesses through a series of educational workshops and webinars designed to demonstrate the value of establishing a strong online presence. Business owners received practical, step by step guidance on building websites, using digital marketing tools, and improving search visibility. Partnerships with local chambers of commerce helped extend outreach across multiple communities, encouraging broader participation. Participants were also provided customized digital toolkits tailored to different business types, including website templates, SEO guidance, social media strategies, and online advertising tips from live representatives. For businesses requiring additional assistance, one on one consultations delivered personalized advice and implementation support. The campaign also partnered with local influencers and industry experts to share success stories and build credibility. Ongoing support was maintained through a dedicated help center where businesses could access resources, receive answers to questions, and stay updated on new digital tools and strategies.

Build The Bench - We Represent

For Build the Bench, a nonprofit empowering Black entrepreneurs in local governance, I helped craft their brand voice and identity through targeted social ideas, content and campaigns that we called “We Represent”. By highlighting the organization's mission, we contributed to its impact, fostering community and empowerment.

CONCERN - “We-commerce”

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

Proud to have helped @Radical launch ‘One Stitch Closer’. One Stitch Closer is a six-part eponymous film series by director/cinematographer Rachel Morrison. “Each of the six films is a very personal and emotional portrait of an exceptional woman, that inspire viewers to do more to ensure that women have every opportunity to fulfill their dreams. Amongst others, the series features a garment worker and P.A.C.E. program participant from Indonesia, a poet and youth advocate from Los Angeles, and a 19-year-old woman who is using her passion for science and technology to better detect breast cancer. By "stitching" the individual films together into a year-long series, these personal journeys remind us that women are the very fabric that keeps the world together.” 

Kohls - Kidmoji

At Huge, I created "KidMoji"; a retail experience that brings kids together with personalized avatars that they can use to communicate with parents, find new styles, and shop together. We found that Back To School shopping is a MAJOR painpoint for both parents and kids. More parent-child fights break out on that day than any other. As we discovered, it’s partly because kids and parents are already tense about the summer ending combined with parents spending money and yearning for their kids not to change and get older. And for the kids, being in a store shopping for clothes is the last place they want to be on that day. I responded by creating “Game On”; an SMS interaction to bring them together and communicate with some fun and lightness. Now, instead of ending the day not talking, they talked more via text IN THE STORE. Through a partnership with Snap, it allows Moms to shop for Back to School clothes with their kids using those avatars in store to get great deals. It raised transaction value by 13% adding cross-selling and upselling opportunities and raising revenue by 10-30%.