Ronald McDonald House Charities tasked us to raise a million dollars in two months for their worldwide foundation. No problem, right? So we created the Season of Giving website, which highlighted one family’s story and showed exactly how RMHC helps family with sick children stay together. The integrated digital campaign raised a million dollars by Christmas, which was almost double the previous years total donations.

Kleenex embodies the message care and that came through in all the work from social, broadcast, banners to the website. The work on this page shows the range of projects my team and I worked on.

SOCIAL EXPERIMENT:
Heading back to school is always an emotional time for kids, but the stakes are higher when you're transitioning to a new school—so Kleenex targeted the switch from elementary to middle, which may well be the worst transition of them all.

Toss a bunch of pubescent children into a new school at the very moment when the opinion of their peers starts to mean the most to them, and you'll get exactly what the survey results found—that 91 percent of students worry about getting to class on time, not knowing where they're going, and getting bad grades; 69 percent worry about not fitting in; and 67 percent worry about being judged by others.

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Welcoming a new child, enduring a breakup or nursing a skinned knee, every Kleenex Moment is unique. As we looked to create tools to care, we had to go beyond the physical gesture to encourage participation in the digital space. Custom emojis can be both an expression of an authentic feeling and response to vulnerability. By putting this emotional shorthand at their fingertips, we’re making sure that whenever a Kleenex Moment occurs, they will have timely care on hand and be prepared to uplift in the moment.

Through research, Safeway noticed that they were losing sales on produce to Whole Foods and farmers markets. They wanted to increase awareness of the quality of their local produce. As a resolve, we filmed a series of long form videos that introduced consumers to their local farmers to prove to their customers that Safeway's produce was as good if not better than their competition.

McDonald's wanted to change parents perceptions about the happy meal. They started by offereing healthier choices for parents with apple slices, yogurt, fat free chocolate milk. They also thought about the toys that go inside and decided to offer an educational alternative with a series of books for the kids to enjoy.

Created these for the Kleenex social channels to promote May the 4th and the launch of the new Star Wars tissue box designs. The ask was a bit difficult considering we weren't allowed to use any Star Wars asset that wasn't on the box. They didn't specify however that we couldn't make up our own sounds.

A series of posts throughout the month january that inspire people to reinvent the way they snack or hack. Photographed by Kelly Allison.

Blue Label is a Johnnie Walker’s premium blend. Every bottle is individually serial numbered and sold in a silk-lined box. This isn’t your ordinary bottle of scotch you open for every occasion. This campaign shares the unique stories of individual bottles and the desire to make those moments epic. Rare occasions deserve rare celebration.

This project helped raise awareness for the Doctor’s Without Borders causes around the world. All of the creative was strategically placed in locations that would draw a reaction from a passer-by. Whether it’s at a drinking fountain in a park, Pink’s Hotdog stand where the lines can get pretty long or the Santa Monica parking garage that has a very distinct smell to it.

This work was part of a brand refresh for Safeway. This campaign utilizes a strong use of white space and a clean, sleek new look. 

Can’t wait for breakfast? Then don’t. When we launched the Western Burrito, we started with the simple insight that people who tried it, wished it were served all day. We just added a little Western flair around the idea and created a website that let users skip over parts of the day that weren’t breakfast. Click the link to pass the time.

The Windy City Gay Rodeo needed posters and ads that would help promote the upcoming event. The series was hung around boy’s town in Chicago for a month leading up to the event as well as appearing in print ads in local publications.

Sears offers many different ways to shop during the holidays and these are just a few. The Yahoo takeover promoted Black Friday Now! Doorbuster deals. Every Saturday from Halloween to Christmas. An abstract idea that needed a campaign to get your attention. The other creative supported Sears Shop Your Way. The campaign was seen in banners as well as a Facebook platform that allowed users to share the content and opt in to special deals.

Partnering up with Selena Gomez, Sears wanted to get kids to the SearsArriveLounge.com destination where there were style rooms, games, contest, etc. To drive traffic, a contest was developed that kids from around the country could upload and enter a video taped audition to be in the Sears Air Guitar Band. A band of 5 kids was put together. The fifth being a separate competition and the winner was announced at the MTV Music awards, along with a separate contest to name the band and design a logo.

Self promotion for the agency