The project: I founded this nonprofit with a fellow San Francisco native to address the inequalities of opportunity experienced in our community.
Danio - Danone
Services: -Creative Strategy -Copywriting -Design
The project: Millennials are the biggest new addition to the yogurt market and are always looking for ways to stay healthy throughout the day. To invoke the idea that Danio High Protein Yogurt can give you the strength of your youth without calling people old, why not remind them of those who they thought were strong when they were young, the strongest characters from their favorite comic books.
Services: -Naming -Tagline
The project: Name this unique historical look into Mexico's culture through its festivals and their food.
Blue Apron - We Time
The project: Blue Apron is a company that delivers ready to cook, pre-washed and pre-proportioned farm-fresh ingredients for seasonal recipes to your home.
The pertinent question for this brand, as for any, is how does Blue Apron fit into the lives of its potential consumers and how does it add value.
Blue Apron allows fast-living city dwellers to have farm fresh ingredients without the waste, both in terms of time and excess ingredients, of traditional shopping. It also removes a barrier to entry for home cooks unsure of what to make and how to make it by providing the recipes with step by step instructions in its Meal-Kits.
Sharing a meal is a fundamental element of sharing humanity, and preparing a meal is a fundamental part of sharing a meal that is lost when dining out. Blue Apron makes homecooked meals accessible by does the dirty work for you and allowing you to share some #wetime with your loved ones.
The project: This campaign builds on the key insight that performing a large shop with Tesco.com in lieu of in store saves 30 minutes on average. This got me to thinking, what do crazy/silly/unsettling/weird/funny things to people do to save that same 30 minutes that they could have been saving by grocery shopping online. Then boom: #YourExtra30
This campaign also builds into an eventual contest that gathers testimonial content around great things people have done with an extra 30 mins in their week that can then be shared on its own and engaged with through the hashtag #YourExtra30
The project: Convey the seriousness of drinking and driving, both quickly and effectively.
For this campaign, Budweiser will launch Limited Edition Cans and Bottles with the "Bud"s missing from the front label to show how important responsible drinking is to the company.
Adidas - Creators Never Follow
The project: What do true fans want more than to see the work thats behind the glitz of professional sports? This campaign leverages that desire by showing the related steps and the ways that these Adidas athletes have forged their own paths to success by working hard and push boundaries throughout high school, college and now the pros. In writing their own history, they prove that Creators Never Follow. The only question left is how will you write history?
Adidas - Creators Never Follow - Harden HS 10 sec
Adidas - Creators Never Follow - Harden Rockets 10 sec
Adidas - Creators Never Follow - Lillard Playoffs 10sec
Adidas - Creators Never Follow - Lillard Workout 10 sec