Worked with a team of architects, 3D/2D/digital designers, shopper and engagement specialists, and strategists to create a flagship Tesla space in New York that would serve as the most visible, physical representation of the Tesla brand and a model for global retail stores.
We set out to provide outdoor enthusiasts with a virtual experience of 4Runner’s off-road capability and empower them to participate in the action while supporting sales and maintaining enthusiasm for the vehicle.
Using targeted, personalized email and direct mail communications, we drove traffic to a landing page that gave SUV shoppers a chance to virtually test-drive the 4Runner from the comfort of their desktop, tablet or mobile device in a hyper-real off-road adventure. We even included an experience for those self-identified couch potatoes.
Increase sales: 18%
2015 LA Addy Award:
Digital Advertising - Campaign, Bronze
2016 LA Addy Award:
Film/Video/Sound Branded Content, More Than :60 Seconds, Silver
Online/Interactive Campaign, Silver
Direct Mail, Bronze
Innovative Use of Interactive/Technology, Bronze
2015 LA Auto Show concept and design inclusive of event space layout and build, graphics and digital media content, activations and user engagements.
On the average day, 2,000 people buy a Toyota. To welcome these new and repeat owners to the Toyota family, we shrunk Toyota's spokeswoman down to byte-size to help people get the most out of their new vehicles. As Jan gets used to going digital, the video series dynamically personalizes to each owner on the fly and serves up video content based on the choices they make interacting with the site.
During the first 30 days of your new Toyota Ownership, you will be directed three times to the Owner Welcome website. Each time you visit, a new personalized video of Jan will emerge guiding you through what you need to do on the website. We created a total of 16 different scenes for all the different user actionable outcomes that can occur. Depending on what actions you have clicked on the website, our data will serve up a personalized video with Jan to you. She may thank you, remind you, or ask you for help over the next 30 days as she guides you through your new Toyota ownership on your personalized website experience.
2016 LA Addy Winner:
Film/Video/Sound Branded Content, More Than :60 Seconds, Bronze
Motion Graphics, Animation or Special Effects, Bronze
Online/Interactive Campaign, Bronze
Online/Interactive Branded Content & Entertainment, Bronze
Branding and design for a modern Asian eatery specializing in regional bowls that boasts "it's not your mama's rice bowl!"
I created and lead the official internship program RAPP Sessions, established in 2014, that searches for students from all over the US to come for a two month summer program at the agency. I built a committee to interview candidates and serve as mentors each year. We publicized this by selling a one page description of our offerings to universities to engage them in a partnership that allows use of our collective knowledge for relevant presentations and projects. We also posted the RAPP Session internship program on job boards through our relationships for students to apply.
The program accepts six students each year from varying backgrounds (Art Directors, Writers, and Strategists) who are then divided into two groups and compete against each other. We hand them a timely brief and mentor them through the process of what it's really like working at an agency and teach them how to collaborate. Their work becomes a reality by the end of the program through a fixed budget we provide along with support from our agency resources.
This page provides an example of one team's solution to a brief about the California drought. A full version of the presentation can be dowloaded here.
2016 LA Addy Award:
Integrated Advertising Campaign - Local - Consumer, Silver
Public Service Integrated Campaign, Silver
Guerilla Marketing, Bronze
Art Direction, Bronze
Public Service Ambient Media, Bronze
Art Direction and design for the 2008 Lexus Hybrid brochure and sample spreads from the 2009 model brochures.
Homepage concepts for the global redesign of Max Steel 2013.
Extend Toyota’s brand engagement at Stagecoach, the world’s largest country music festival, without interrupting the concert experience.
For two days, we put on the tailgate of the weekend. We set up Toyota Tailgate in the RV Resort next to the festival grounds and created an integrated campaign that drove festivalgoers to our after-hours activation. We made Toyota a part of the country music culture while seamlessly keeping its trucks center stage.
1,093 qualified shoppers who interacted with Toyota’s vehicles over two days
136 opt ins per hour
26% more handraisers year-over-year
For Scion's farewell in the auto show space, we wanted to bow out in celebration by creating a retrospective, museum-like environment where visitors could reminisce over vintage art cars, explore throwback content and custom games, win prizes by answering live trivia and enjoy media that highlighted the last 13 years to pay tribute to the brand's contribution to Toyota.
Styling for :30 spot for the Doritos Crash the Superbowl Contest
Creative Direction for AND-B 2013 Fall lookbook.
Broadcast spot for PowerBar Canada to promote the Triple Threat bar.
Direct mail piece that celebrates Parent's Day aimed at unexpectedly cool parent's who own Siennas. The campaign was intended as an evolution to Toyota's iconic "Swagger Wagon" idea that targeted consumers on a more one-to-one level. The DM is a teaser that rolls out to reveal the word "PARENTS," while telling the story of how each letter relates to a feature in the minivan and a relatable characteristic. The piece drives to a landing page to learn more about real parents and social influencers who compare their craft and profession in relation to the usability of the vehicle.
Micro site design for Disney’s Make Your Mark Style Studio fashion collection.
Art direction and design for photo shoots, print, and digital.
Art direction for banner ads and demo videos designed as a part of two test campaigns in an effort to reinvent Torani's image, educate consumers, build awareness, and make their products more consumer-friendly.
Toyota generates more than 2 million leads each year from handraisers, yet it wasn’t engaging these prospects. Our challenge: Segment this diverse pool of people who opted in through widely ranging contact points, and create a program capable of addressing each person’s needs, interests and expectations.
Through the intelligent use of data and technology, we created a personalized email program featuring dynamic content that addresses the appropriate stage of the customer’s journey, from awareness and exploration to purchase.
The program is paying for itself.
18,000 active shoppers qualified
55% lift in sales
$54 net return on investment
This program is a winner of the 2014 international DMA Echo awards.
2012 Roxio Creator Suite packaging redesign/refresh.
Various spreads designed during my time as a Design Consultant for proposals and development pitches for architectural firm, Johnson Fain, in DTLA.
Toyota came to us with the challenge of engaging current RAV4 owners who weren’t in our email database to upgrade to a new RAV4 and opt in to our life-cycle marketing program. Our objective was to stand out among cluttered mailboxes and create an emotional connection with the product through our digital experience.
Since our mailing date was shortly after Valentine’s Day, we created a love letter from the RAV4 that rekindled relationships with the vehicle. By crafting a voice for the car, we made a personal experience that stood out from the average direct mail communication. Each letter led to a steamy microsite that pointed out the vehicle’s features, making our target fall in love all over again.
3,920 letter recipients went online to our digital extension and interacted with the site. We were able to reduce cost per lead by half and also communicate with a valuable owner audience that is 18 times more likely to purchase a vehicle. Additionally, some recipients actually replied to the mailing address of the DM, creating dialogue between product and consumer.
Printed materials for the branding of DTLA'S First & Hope Supper Club.
During my time at OIC I redesigned the agency's website.