escape the expected
HARLEY-DAVIDSON FLY&RIDE PROGRAM
Challenge: Create a campaign for the under-exposed Harley-Davidson Fly & Ride program in a way that clearly differentiates itself from a regular Harley-Davison ad.
Target Market: 35-55 male, wealthy executives who often tire of mundane day-to-day office work.
Strategy: As leaders in their companies, CEOs should be treated like the royalty they are.
punch typos in the face
SHARPIE LIQUID PENCIL
Challenge: Discover a creative way to market a half-pen, half-pencil writing utensil to a relevant audience.
Target Market: 24-35 youthful, irreverent males who are just entering the professional office environment.
Strategy: Over-dramatizing how terrible the outcomes of a work-related typo can be, and positioning Sharpie Liquid pencil as the hero to the office worker's peril.
creativity requires endurance
STOK BLACK COFFEE SHOTS
Challenge: My assignment was to take the STOK brand and market it towards an otherwise untapped market and create an alternative media campaign based on that new target.
Target Market: Males // Ages 45-60 // Well-educated professionals // 100k HHI
Strategy: My target is turned off by the current "extreme" branding that most energy products are sporting, so appeal to their desire for a source of caffeine without making them look like bros.
bottle got back
Challenge: Design an Integrated Marketing Communication program for POM Wonderful pomegranate juice.
Target Market: Image-conscious "trophy wives", ages 24-35
Strategy: Trophy wives want to be fun, flirty and fabulous while making it look effortless.
brains are jerks
Challenge: Devise a campaign for Unisom brand sleep aids in a casual voice
Target Market: Men and women who occasionally struggle with mild insomnia or sleeplessness.
Strategy: Often times when trying to fall asleep, it feels like our brains are working against us.
Challenge: Create an Integrated Marketing Communication
program for NOOKA brand accessories, with any strategy and target.
Target Market: 18-24 urban cosmopolitan hipsters
Strategy: Hipsters are a difficult target market to reach; the only way to appeal to them is with authenticity, and so we chose to advertise via high-tech channels that only the target is intimately familiar with, such as non-destructive graffitti.
ENTERED IN THE 2010 ONE SHOW COLLEGE COMPETITION
Art Direction: Alexandra Clotfelter
Copywriting: Kayla Berry
Guerilla/Creative Technician: Max Nagro
VERIZON WIRELESS FAMILY LOCATOR APP
Challenge: Re-brand the Verizon Wireless family locator app.
Target Market: 30-45 Mothers with children in elementary to middle school age.
Strategy: Comparing archetypes of moms with types of animals.
branding & logo work
pantene hhhw website
A promotional website created while interning at GREY NYC to promote Pantene's Healthy Hair for Healthy Water program, where they donate water to countries suffering from lack of clean water. You can view the complete website here.
An assignment to design an editorial layout & cover for a magazine, based on the hiphop artist, MIA.