The primary objective for this assignment for T-Mobile was to create a mobile web AR experience in support of Pride for the month of June.
We worked with another agency who specialized in building web AR experiences. My role was to provide creative direction for the objects, motion and UI and lots and lots of testing over the course of our 4 week timeline.
We were able to track users, the number of icons placed and photos taken with the analytics dashboard once the experience went live.
The Amazon Wedding team was looking for one print ad to drive to the new Amazon Wedding Registry site. This concept provided them with a series of three, then extended into digital. This campaign reflects the vast selection offered within the Amazon Wedding Registry and where two people can truly come together and register for items that are unique to them as a couple, all on one registry.
Defining couple personas was key in determining products featured in each ad.
Print and digital drove the audience to the Amazon Wedding Registry page.
Photographer: Stephanie Gonot
The client was initially looking to capture event photos at the Microsoft Windows Student Showcase event in New York City to feature on the Microsoft Windows social channels. This event featured six young students from around the world who used Windows 10 to innovate and create products and projects to achieve their dreams.
I sourced an amazing photographer and in working with the photographer, we were able to push the creative further and captured each student and their innovative creation in a fun and playful way.
Photographer: HollenderX2
Martek Biosciences, the makers of Life's DHA, partnered with the National Center for Creative Aging to launch a traveling exhibit and PR campaign "Beautiful Minds: Finding Your Lifelong Potential." This campaign honored 10 baby boomers who keep their minds beautiful and raised awareness around actions people can take to maintain better brain health. To kick-off the campaign, a luncheon was held at the New Museum in New York city where health experts Dr. Oz, Dr. Roizen, Dr. Fotuhi and Elizabeth Somer were speakers. Initially the client had only planned to do this campaign once. However, because it was so successful, they chose to do this for two more consecutive years.
Photographer: Sara Rubinstein
Madame Alexander Doll Company has been making high-quality dolls that have been passed down from generation to generation for almost 100 years. I worked with Madame Alexander to produce four craft videos to help them deepen their engagement with their most important customers. I both produced and creative directed this work. The client was extremely pleased with the outcome that we were able to leverage these assets beyond YouTube into their social channels.
Videographer: 12 Elms
In honor of celebrating Valentine’s Day, we created social content for Microsoft 365 social channels including static posts and IG stories. These posts were fun, shareable and paired with playful copy that tied back to Microsoft 365 product.
Creative Director: Heather Nelson
Designer: Tim Parker
Writer: Johnna Gurgel
Holiday is a big moment for retailers and the largest for Microsoft Stores. Planning began far in advance. My participation in campaign moments like Holiday, was quite robust at Microsoft. I worked very closely with the Integrated Marketing Campaign team and other Senior Design Managers on creative concepts and solving for omni-channel deliverables including retail, print and digital for brick and mortar stores.
As creative was solidified and we moved into execution mode, I worked closely with my agencies and internal team on the many deliverables that were needed to roll-out to 80+ Microsoft retail stores, including international markets. This included a large portfolio of large scale graphics, promotional signage, specification signage, uniforms, retail bags and lease required advertising.
Senior Design Manager: Heather Nelson
Agency: Swirl mcgarrybowen
Holiday is a big moment for retailers and the largest for Microsoft Stores. Planning began far in advance. My participation in campaign moments like Holiday, was quite robust at Microsoft. I worked very closely with the Integrated Marketing Campaign team and other Senior Design Managers on creative concepts and solving for omni-channel deliverables including retail, print and digital for brick and mortar stores.
As creative was solidified and we moved into execution mode, I worked closely with my agencies and internal team on the many deliverables that were needed to roll-out to 80+ Microsoft retail stores, including international markets. This included a large portfolio of large scale graphics, promotional signage, specification signage, uniforms and lease required advertising.
In 2018, we also attempted window vinyls for the first time on the storefront glass and it was a success.
Senior Design Manager: Heather Nelson
Agency: Swirl mcgarrybowen
A social campaign created to educate the audience about Microsoft Outlook's Clutter feature. This creative ran on Microsoft Windows social channels. The paper airplane GIF, at the time, performed 27% over the 3-month average for reach and was in the top 10 tweets for Windows. Engagement was pretty good too.
What the audience is saying:
@TechTim97 says @Windows @Outlook Great GIF illustrating the point! :) #Windows10 #Outlook
Designer: Heather Nelson
Motion: Patrick Clark
Back to School is another large moment for Microsoft Stores. For campaign moments like Back to School, I worked very closely with the Integrated Marketing Campaign team and other Senior Design Managers on creative concepts and solving for for omni-channel deliverables including retail, print and digital for brick and mortar stores.
As creative was solidified and we moved into execution mode, I worked closely with my agencies and internal team on the deliverables that were needed to roll-out to the 80+ Microsoft retail stores, including international markets. This included a large portfolio of large scale graphics, promotional signage, specification signage and lease required advertising.
Senior Design Manager: Heather Nelson
Agency: Swirl mcgarrybowen
Best Furry Friends is a pet apparel retailer. I was responsible for the creative direction of photography and producing the assets for the launch of the website.
A social campaign created to live within the Amazon Wedding campaign. Complementing the print ads and digital assets, I wanted to bring motion into these and bring the playfulness to the next level.
Art Director: Heather Nelson
Photographer: Stephanie Gonot
Custom content created for the Microsoft Windows social channels featuring the Windows Premium Device Collection ranging from Dell, Lenovo and Samsung. The ask was to feature these devices in every day life.
Photographer: Hayley Young
Minecraft’s 10-year anniversary came to life in Microsoft Stores during the summer of 2019. In support of this major milestone, Microsoft Stores activated the front window to create energy and ultimately drive traffic inside stores to “play” and engage in the experience. We partnered with the Minecraft team to leverage assets and bring this experience to life.
We created 4’ 3D characters, Minecraft blocks and a floor decal to go along with the experience. Customers had a lot of fun with photo ops with the 3D characters and building with the Minecraft blocks.
Senior Design Manager: Heather Nelson
Agency: Swirl mcgarrybowen
A Back to School social series created for Microsoft Windows. The challenge was to create net new content and feature the new Windows devices in a fun and playful way.
I came up with the concept, defined the shot list, sourced a photographer and gathered props.
I created 3 personas, matched them with a device and outlined props accordingly. The Samsung Galaxy TabPro S paired nicely with the “social butterfly” as a portable companion. The HP Spectre x360 inspired the “organized guru” and the “sports fan” does more faster, just like the Lenovo Yoga 900.
Photographer: Jessica Whitaker
Martek Biosciences, the makers of Life's DHA, partnered with the National Center for Creative Aging to launch a traveling exhibit and PR campaign "Beautiful Minds: Finding Your Lifelong Potential." This campaign honored 11 baby boomers who keep their minds beautiful and raised awareness around actions people can take to maintain better brain health. This was the second year for this campaign.
Photographer: Shawn Hubbard
At Amazon, D1 Studios, I developed a nascent creative group to service the Social team for the Global Mass Advertising Team. There was a 25% increase in engagement on the lifestyle assets and creative I produced versus our standard product photography. Facebook continually scored my creative for paid social between 7 to 9 with its Relevance Score (1-10). I saved the Device Team on production cost by producing photography and video using internal resources as needed.
Custom content created for the Microsoft Windows Instagram channel. Original content produced, continued to be the top performing posts for the Windows organic channel.
I came up with the concepts, defined shot lists, sourced a photographer, gathered props and created final assets.
An internal newsletter created for the agency Carmichael Lynch called The Clover. My concept derived from journals from the 1960s prep school era, giving a nod to the birth of Carmichael Lynch in 1962.
The naming of the newsletter was kicked-off with an internal contest, where we landed on The Clover. With the agency's Irish heritage, the name The Clover only seemed fitting.
The Clover logo was inspired by prep school identities, but giving it more of a creative edge. Using the agency's brand colors, a present day logo crest was created.
The journal was hand-sewn, filled with client news, bragging rights, accomplishments, you name it. Perfect for our own secret society.
Roofgating, a term coined by Carmichael Lynch, is where a gathering before a baseball game takes place on the agency’s rooftop in downtown Minneapolis.
For this project, we wanted to have fun with the copy and play on the fact that it’s still very cold in Minnesota when baseball season begins, but many will brave the cold to participate in the fun.
With employee participation and zero budget, a series of agency print posters were created to promote the inaugural Roofgating event that coincides with the Minnesota Twins Home Opener.
Posters were hung throughout the agency leading up to the event, then stolen amongst employees who decorated their work stations with them.
Subaru's Love Every Part Subaru service sale is a logo I created to promote the event and appear on various marketing collateral. The illustration of the engine in this logo is indeed a Subaru Boxer engine.
The second logo is a logo I created for Subaru of Indiana Automotive plant celebrating 25 years that would be used on various marketing collateral. My inspiration came from the sole asset I received from the client, which was a flyer with a photo of the plant on it. I leveraged this photo to create a silhouette and logo that was authentic to the plant.
College students are on the go and they need the flexibility to work from anywhere. This Back to School social series for Microsoft Windows shows how Windows devices are portable, so you can truly work from anywhere.
Photographer: Jessica Whitaker
A variety of Amazon digital marketing: Kindle Special Offers, banners, mobile, skins and retail banners.
Kindle Special Offers are ads designed to run on Amazon devices. I was responsible for creating many ad campaigns for Amazon devices which ran on Amazon Fire and Kindle devices.
#HaveKindleWillTravel was a campaign where influencers traveled the world with Kindles and captured photos along the way. I was responsible for creating the digital assets that needed to complement the print campaign.
Windows Defender is an antivirus program. The challenge was to create a social series to educate the audience that by upgrading to Windows 10, it protects more computers against viruses, malware, spyware and other threats than any other solution. This content ran on Microsoft Windows social channels.
Motion: Patrick Clark
Various POP marketing collateral for Subaru. This content was created and shared with multiple markets in order for Sales team members to customize and localize.
MindSpark Creative is a small agency in Minneapolis. Two different identity explorations in the form of business cards.
At the time, there were four of us employed. For the first exploration, each photo portrays an individual employed at the agency. The goal was to have the photo represent the position they held at the agency. Creative director = person thinking, designer = person drawing.
The second concept plays around with abstract illustrations of using a “spark” and the brand colors.