Donnelley Financial Solutions

Product Hero Video

Creative Director/Copywriter (Concepting, Script writing, Production, Casting, Set Design, Wardrobe, Editing)

PROBLEM: Convey the complexities and advantages of Donnelley’s virtual data room (think DropBox meets Fort Knox) as well as establish trust and credibility with every potential client whether it’s a private lawyer or a huge corporation.

SOLUTION: A narrative sales video that’s B2B through a B2C filter. We took the dry (but important) features and potential uses of a secure data protection space for financial and legal documents and worked it into a mini-movie following the story of a CFO in the middle of a merger, intentionally exaggerating the world into a place somewhere between The Matrix, American Psycho and James Bond.

Claritin

Social Media Editorial/Gamified Ad

Creative Director/Copywriter (Concepting, Strategy, Hacking, Art Direction, Writing)

PROBLEM: Stuff 200 allergens into a social campaign showing Claritin as the #1 solution.

SOLUTION: Create a gamified ad called “Spot the Allergens!” where in a full-screen Facebook unit experience, viewers can explore different areas—the yard, the living room, the bedroom—to find triggers to their allergy symptoms. Utilizing the unit’s “tilt to pan” feature, audiences are immersed in another world they can spend time in to learn and have fun.   

RESULTS:The hard work paid off—the unit delivered impressions upwards of 15.6M and was our most efficient ad unit of the season.

And though the low CPM of $2.23 indicates success of the ad, the truly staggering result was an average view time of 9.98 seconds. To put that into perspective, that's longer than the average attention span of a person.

To view the full ad experience in-situ, click here (mobile-only): http://fb.me/27ptoUx1oyjbP8Y

Tag Heuer

Branded Editorial Content Series

Writer/Editor

PROBLEM: Launch a new vertical within Newsweek focused on culture and attractive to premium brands.

SOLUTION: Partner with luxury watch brand TAG Heuer on a branded content campaign. The editorial series, dubbed “The Countdown” had stories leading up to trendy and interesting cultural events, from Miami Art Basel to New York Fashion Week. I pitched, researched and wrote most of the stories for the four month campaign, interviewing the likes of Henrik Lundqvist, Alec Monopoly, and many other experts in various fields.

SAP

Drag Queen Web Series Pilot

Creative Director/Writer

PROBLEM: How does tech giant SAP let consumers know they're behind-the-scenes of some of their favorite brands?

SOLUTION: We took them way out on a limb to predict the future of fashion (as their enterprise software does.. in a different way, of course) with Drag Queens. I knew the Queens, helped with wardrobe and set design, directed and wrote a skeletal script for them, chose the topics of each video and spent hours with a talented editor picking music and choosing cuts and filters to best tell the story.

RESULTS: Unfortunately it was too off-the-wall to go live, despite the client loving the work.

And now, with drag artists everywhere from Super Bowl ads to winning Emmys, I really DID predict the future of fashion ten years ago.