Recent Work + Highlights
GWB Corporate Campaign + Identity 2020
• Value discovery, positioning workshop and development
• Developed creative direction, vision and mission statement
• Created a corporate recruitment campaign
• Designed Style Guide and Corporate Culture Playbook
• IA, UX + Design overhaul of corporate website
• Presented Brand plan beyond 2021
Project Deliverables: Brand plan and creative strategy, Identity mapping, Campaign development, Culture Playbook, Video, Social posts, Website design
Role: Creative Director
As the US leader in prescription cannabinoid medicines,
Greenwich needed a way of attracting talent to this new healthcare category and further define and shape its culture.
We helped them define who they were, and developed
a new public facing campaign that introduced a bold
and electric visual update and attention grabbing headlines
to bring the Trailblazer archetype to life.
Greenwich Biosciences • Campaign
Greenwich Biosciences • Culture Playbook
Greenwich Biosciences • ID System + Style Guide
Greenwhich Biosciences • Corporate Ads
Website Experience Redesign
Designed a rich, video driven experience, to serve as the primary expression of the Trailblazer archetype and updated corporate identity. Taking the website from a limited, mostly investor relations based site experience — to one that inspires people to consider cannabinoid medicines and join a company at the forefront of innovation.
• Built upon the new corporate vision and positioning
• Introduced optimized navigation and sitemap
• Used non-still imagery to convey life and momentum
Theraflu Brand Development 2019
• Developed new Visual Brand Language
• Launched New Products through Campaign Activations
• Created Original Online Videos and Brand Content
• Created :60 / :30 second Television spots for global markets
Project Deliverables: Brand development, Creative strategy, TV, Online Video, Social posts and videos, Website design, Product shoots, category education.
Role: Creative Director & Art Director
Theraflu has been a category laggard, behind brands perceived to be more efficacious. But the power of Theraflu is being able to take a moment for yourself, while also getting the benefits of warmth and liquid medicine which absorbs faster. We defined that moment through sound, color and flavor.
It’s Theraflu Time • Feel the Flavor :15s
Theraflu • Science of Fast Relief :15s
Website Redesign
Updated website experience from a confusing and outdated user experience to a friendly, engaging website that feels alive and moves responsively to the user, helping them understand the brand’s unique attributes.
• Shot new product shots and created strong visual assets
• Developed responsive web animations
• Introduced optimized navigation and sitemap
• Added additional product pages for new SKUs
• Developed separate mobile and desktop experiences
We also launched a new product, Theraflu PowerPods. A new way for people to brew a hot cup of Theraflu using their coffee maker.
PowerPods Campaign + Activation
Created a comprehensive campaign spanning web, tv and social.
• Launched teaser campaign for the introduction of this new technology
• Produced :60 second US Commercial and several :15 and :06 second olv’s
• Created and shot Original Online Video Series
• Created responsive activation landing page
• Developed unique content with lifestyle influencers
• Promoted the campaign through PR, Rich Media Units & Banners
• Developed further Social Content, Videos & Posts on FB & Instagram
Teasers, US TV and Online Video
:15 Teaser Video
US TV :30 Commercial
Convenient Kitchen • Nighttime Relief
Convenient Kitchen • How To Use
Convenient Kitchen • Symptoms
And Finally, we introduced a new Cough Relief product, through humorous videos and social execution.
Teasers, US TV and Online Video
US TV :15
Cough Relief • Science Project :15
Cough Relief • Kiss Interrupted :06
Cough Relief • Movie Night :06
Abreva DTC Pre-roll 2019
• Worked with Google and Youtube to develop a DTC Pre-roll campaign
• Won Gold for Pre-roll at MM&M 2019
Project Deliverables: Creative strategy, Online Video
Role: Creative Director & Art Director
Working with Google, we developed a DTC campaign that served contextualized ads based on audience affinities and search—using a dynamic copy and images.
RESULTS
41% Overall Ad recall lift
60% Ad recall lift from users who saw 2+ impressions
75% Purchase intent lift from users
428% Brand Interest (search) lift across Google and Youtube
