Apeel Sciences Works With Nature to Fight Food Waste
The southern-California startup Apeel Sciences looks to nature to help the global food system — and all who depend on it — improve quality, reduce waste and ensure an abundant future for our planet.
I was part of the team at enso that developed Apeel’s brand architecture, brand identity and visual system, and new website design and production. I was the lead strategist that guided our team through strategic positioning and messaging. We also provided guidance on the brand’s consumer-facing launch campaign strategy and content plan.
Local social sports company evolves into a lifestyle brand with big plans to expand.
After six years in operation, United Social Sports was at an inflection point. It was evolving from the “D.C. area's premier sports league and social club” to a purpose-driven lifestyle brand, known as United Fray. My brand consultancy, Benevolent Media, was tasked with developing a new brand vision and direction, marketing strategies and creative concepts to help the startup clearly re-define itself, starting with the D.C. marketplace. The objectives of the new brand and marketing strategy were to attract new customers, business partners and talent, as well as set standards for operational performance.
Separately, I also helped the CEO Robert Kinsler codify United Fray’s social impact vision. I developed a framework to align the company’s social and environmental activities with its business purpose and values. I also generated creative thought-starters for social impact activities that can scale with the company over time, including external partnerships, internal initiatives, and multimedia content
Huge shows students they have great chances at a better future by applying for financial aid.
In the fall of 2016, Huge launched the “Form Your Future” campaign with the National College Access Network (NCAN) to help students get money for college.
Nationally, only 45 percent of high school seniors complete the form before high school graduation. In 2014, one analysis found that about 1.4 million students missed out on $2.7 billion in financial aid by not filling out the free online form.
The Form Your Future campaign is specifically focused on assisting low-income, minority students who would be the first in their family to attend college. They are less likely to apply for financial aid, even though they could benefit from it most.
In addition to social media content, the campaign also has a website (http://formyourfuture.org), which includes downloadable toolkits to help teachers, parents, counselors and other supporters get educated about the FAFSA process, spread the word about the campaign, and host a FAFSA completion event.
I was the lead strategist for the campaign, outlining a two-pronged approach to reach our target audiences - students and those who support them - to inspire direct action to increase FAFSA completion rates nationwide.
The White House and Huge transform how young Americans engage with the government.
In the summer of 2015, the White House approached Huge to help get more young Americans connected with the federal programs designed to help them. We set out to create a centralized portal that makes it easier to register for programs like FAFSA, the Free Application for Financial Student Aid.
We realized students didn’t need another online destination. They needed someone to remind them what to do, how to do it and — most importantly — when. So we created Up Next, a notification system that communicates the way Gen Z does: via SMS.
I was the lead copywriter on the team, and I also assisted with brand strategy, user experience and content strategy.
DreamWakers APPEARS in Newsweek magazine.
DreamWakers, a nonprofit organization that harnesses the power of free video technologies like Skype and Google Hangout to bring exceptional career speakers into public school classrooms, was the grand prize winner of the 2014 Media Rise Pitch Night. As a reward, the organization received a full-page ad in the April 10, 2015 issue of Newsweek magazine. The print ad placement was sponsored by PVBLIC Foundation, a grantmaker that harnesses the power of media assets to drive social change, and it was designed by Huge.
As the overall project manager and creative director for the pro bono project, I led the team of designers and strategists to deliver the ad for DreamWaker's first national media campaign.
Audi transforms crowdsourced stories of perseverance into works of pop culture.
More than 15 creators, musicians, filmmakers, artists, and performers brought Audi #paidmydues posts to life on May 7, 2014 live in Santa Monica, Calif. over a six-hour span. The campaign promoted the uncompromised spirit of the all-new Audi A3 by recognizing people in real-time for their willingness to “pay their dues” to attain success.
I was part of the creative team at Huge that conceptualized and delivered the entire campaign--from the messaging strategy to the live-streamed event. We worked with designers to create the campaign website, curated the list of participating artists and influencers, directed the overall content and programming for the live show, and produced video interviews, documentary-style short films and social media content to engage the Audi community online.
AUDI TAKES SNAPCHAT BY STORM ON SUPER BOWL SUNDAY.
During Super Bowl XLVIII, Audi, Huge and The Onion executed the world's first successful Snapchat campaign at scale, connecting the luxury car maker with new audiences during the big game.
I was part of the creative team at Huge that developed and executed the campaign. We partnered with Onion Labs, the in-house creative services division of The Onion, to co-create messages and images for the snaps. Our real-time digital activation drove brand awareness among Millennials on both traditional and social media platforms, generating more online conversation than any competitors of Audi on the biggest advertising day of the year.