The Ask
Starbucks knew that when you add Nitrogen to Cold Brew it totally transforms the flavor and texture of your drink, but they were having trouble convincing their customers. We had to find a way to win over these skeptics and prove to them that Nitro was no gimmick.
The Idea
Whoa, Nitro. We knew that when it came to Nitro tasting is believing—so we designed a campaign that centered around the mind-blowing nature of the first sip. We used optical illusions and heady language to create a sense of “Whoa” across social, digital and broadcast. Then, we partnered with Bill Nye to help our audience understand the actual mind-bending science inside every glass of Nitro.
The Situation
King, the creators of Candy Crush, wanted to launch their new mobile game in a way that would appeal to gamers, make a splash, and differentiate themselves from previous titles.
What We Did
Spice things up by putting an epic spin on a conventional unboxing. First, we took the game’s fire vs. ice theme and turned it into a custom hot sauce—readymade for Youtube challenges. Then, we froze the phone in ice and sent it all out together, challenging gamers to battle the ice, break out the phone, and take on the heat.
Results
The campaign garnered over 8.6 million social impressions and over 228,000 engagements. It activated across 19 influencers, ranging from niche gamers to A-list celebrities like Eddie Huang, generating a trending Youtube video and propelling the game to the #1 RPG in the app store.
Accolades
Shorty Award Gold
Webby Award Finalist
For an entire weekend, we turned a regular NYC laundromat into a completely immersive mobile gaming experience. From the washers to the walls, the entire space was transformed through game-inspired decor. Guests were able to explore a variety of instagrammable installations, gameplay stations, and even given the chance to win custom game-themed prizes.
The catch? This laundromat didn’t take cash—visitors had to Play to pay.
2018 Silver Ex Award
The Ask
Help Instacart launch their new credit card in a way that didn’t just highlight the new benefits, but also reinforced the existing ones. With an emphasis on targeting existing users.
The Idea
If you were already using Instacart, this card was a no-brainer. So we leaned into the “too-good-to-be-true” nature of the offer in playful way that celebrated the savviness of Instacart users and the undeniable brilliance of the new card offer. Genius, just got genius-er.
Outputs
Three :15s and one :30 OLV
Digital OOH including Times Square
OOH Billboards
Radio/Audio
Paid Social
Website
Banners
The Ask
Starbucks doesn’t just celebrate the seasons, it starts them. Just ask anyone who’s ever toasted start of fall with a PSL or sprinted out in December to get the first of the holiday cups. But when it came to summer they didn’t have a seasonal sensation. In 2019, they decided to bring back their beloved S’mores Frappuccino. But they needed more than a relaunch, they needed to create a movement. They needed to turn a fan favorite into a fan phenomenon.
The Idea
Turn a summer drink, into a summer lifestyle. From tank tops to totes, we gave super fans everything they needed to live their best S’mores Life. Even a custom s’mores inspired Sip Kit to ensure their lipstick stayed put from the first sip to the last, ensuring they’d have the perfect first sip of the summer selfie.
The Ask
This was a very specific ask for quick turnaround of two :15 spots that highlighted the Starbucks App, but from a brand perspective.
The Work
Two understated spots that centers the connection and kindness the brand stands for, while still highlighting the ease and convenience of the app.
The Ask
Help Hasbro launch Monopoly Gamer in a way that reaches a broader gaming audience while also conveying entirely new gameplay mechanics.
The Idea
Launch a board game like a video game. We partnered with gaming influencers for the first-ever major board game launch live on Twitch.
The Ask
Help launch Ken Burns' Vietnam War documentary in a way that reaches a younger audience, and sparks intergenerational conversation.
The Idea
Bring the past into the present. Instead of simply telling people history is important, we showed them through a series of interactive content partnerships. In one execution, we tapped into enduring political issues to provoke critical debate. In the other, we relied on beloved cultural properties to foster a different type of discussion.
The Ask
Use social to position the first-ever BMW M2, one of the mostly hotly anticipated models among enthusiasts, as proof that BMW still builds the Ultimate Driving Machine—cars that live up to the lofty expectations of driving enthusiasts.
The Idea
Get straight to the track. We eschewed the showroom floor, giving diehard fans a live reveal on Periscope and a chance to drive it before anyone else. That is, if they could prove themselves worthy by following an elaborate Instagram scavenger hunt.
Shorty Award Finalist - Live Events | Live Streaming Video, Emerging Platform
Assignment
Take Ken Burn’s full body of work—30 films and roughly 170 hours of footage—and turn it into a shareable, easy-to-navigate, interactive digital destination that makes history relevant to the present and appealing to both buffs and laypeople.
Objective
Transform how people think about history by changing the way they experience it. Create a platform that allows users to explore history in novel ways, uncover underlying patterns that span decades, and discover unexpected connections between past and present.
Execution
In the spirit of Ken’s films themselves, we didn’t want to create a platform that presented a singular narrative or experience, rather we wanted something that presented the facts and allowed users to build their own experience and engage with history on their own terms.
To do this, we began by breaking Ken’s films down to the “molecular” level, creating dozens of short snackable clips. When then organized them not just chronologically, but also by themes—giving people a new way to explore history that helped surface connections between different time periods.
Finally, we brought the past into the present by inviting contemporary figures to lend their voices as commentary on the clips. From Barack Obama reflecting on the bravery of Jackie Robinson to Glenn Beck discussing the dawn of the radio age, we brought together a diverse range of figures to help everyday people better understand present-day America through the lens of its past.
Webby Award Finalist
The Ask
As Starbucks began reopening stores during the COVID-19 shutdown, they wanted to let customers know that their App was the easiest and safest way for people to get their favorite drinks.
The Idea
Welcome Back. We had to strike a careful balance: Helpful and serious, without being salesy or gloomy. Upbeat and optimistic, without sounding overeager or tone deaf. We found our center in the simple notion of “Welcome Back” which helped anchor us in a warm confident familiarity. We then brought it to life with an animation style that both communicated the fluid simplicity of the App while also evoking the light, airy nature of the warming weather.
Produced during quarantine over entirely too many slacks.
The Ask
Talk about an old game in a new way that still feels authentic to the gameplay experience.
The Idea
Get real. We know not all game nights are happy-go-lucky Hallmark specials, so why pretend they are? We focused on how Monopoly brings out the competitive side in people of all ages, which is exactly why it’s so much fun.
The Ask
Help introduce the world to BMW's new all-electric sub-brand BMWi.
The Idea
Hello future. Bring the future into the present through a series of campaigns that demonstrate how the idealized "futuristic" conception of future isn't really so far off. In fact, it's already arrived.
ROLE: Associate Director - Content & Social
One Club Merit - BMWi Instafuture
The Ask
Launch the new BMW 4 series in a way that directly rewards diehard fans while also sparking conversation and fostering love in the broader community.
The Idea
Let our superfans be our influencers. We spent weeks scrubbing forums, blogs, and social feeds to identified two of BMW's most vocal and devoted fans. We then told them we we wanted to feature them in a documentary, but went on to surprise them with a weekend at the track in the 4 Series—and a starring role in their own BMW TV commercial.
ROLE: Sr. Content Manager & Social Copywriter
