CANVA - graphic design software
www.canva.com
Canva is a graphic design platform, used to create social media graphics, presentations, posters, documents and other visual content. The app includes templates for users to use. The platform is free to use and offers paid subscriptions like Canva Pro and Canva for Enterprise for additional functionality.
The With Canva You Can (WCYC) campaign tells three stories featuring users of the platform, created by the company’s in-house creative studio. The three spots showcase the achievements of Canva users who have designed something that has been life-changing to each of them.
Those stories are delivered by Headbands of Hope founder Jess Ekstrom, K9s for Warriors relations manager Mike Drafts and Tiana Day, the teenager who helped organize last year’s Black Lives Matter march across the Golden Gate bridge. The three explain how they achieve their goals using Canva.
The aim is to target students, knowledge workers and small business owners in the U.S. beginning Aug. 10 through October. Alongside national TV activity, there will also be ads on TikTok, Facebook, Instagram, Twitter and YouTube, and OOH and exclusive sponsorship of publishing platform Wattpad’s awards show The Wattys are also in the works.
Client
CANVA, Sydney, Australia
Role
Senior Integrated Producer
Project scope
Creative review and sign off
Project Management
Digital asset creation - dynamic display banners, TVC, promo spots, How-to videos, Social collateral, OOH billboards
Digital asset trafficking
Broadcast (radio/ podcast / TV)
Team leadership / Mentoring
Visit site
https://www.canva.com/q/with-canva-you-can/
Kayo Sports - subscription streaming service
www.kayosports.com.au
Dubbed the “Netflix of Sports”, Kayo Sports is a groundbreaking new multi-sport streaming service designed for sports-loving Australians.
Powered by FOX SPORTS Australia, ESPN and beIN SPORTS, Kayo features the biggest Australian sports including cricket, Aussie rules, rugby league, rugby union and motorsports, as well as the best from overseas like basketball, gridiron, football, golf and tennis – plus additional content exclusive to Kayo.
I lead a team of creatives producing a comprehensive national marketing campaign which featured over 2,500 creative executions, live reads across 22 metro and regional radio stations, online homepage takeovers and digital marketing. The campaign was led by Kayo’s new generation of sports stars, who include NBA hero Ben Simmons, tennis ace Ash Barty, surfing sensation Stephanie Gilmore, cricket all-rounder Glenn Maxwell, AFL gun Tom Mitchell, and NRL rising star Latrell Mitchell.
Client
Fox Sports, Sydney, Australia
Role
Creative Production Manager
Project scope
Creative Direction - review and sign off
Project Management
Digital asset creation - dynamic display banners, TVC, promo spots, How-to videos, Social collateral, OOH billboards
Digital asset trafficking
Broadcast (radio / TV)
Print
Team leadership / Mentoring
Visit site
http://www.kayosports.com.au
'A Giant Story' - campaign launch
As the makers of TurboTax and QuickBooks, Intuit puts big business solutions like machine learning, big data and AI in the hands of small businesses and the self-employed. The challenge was to show the benefits of Intuit’s tech-centric ecosystem in an emotional, human way. Centered around Intuit’s purpose-driven mission of “powering prosperity around the world,” they launched their first brand campaign with a longform film called “A Giant Story.”
“A Giant Story” gained over 24 million views in its first month and drove over 57k new signups for TurboTax and QuickBooks. Perhaps most importantly, Intuit’s brand awareness has more than tripled.
Agency
Phenomenon, Los Angeles
Role
Senior Project Manager - Digital Production
Project scope
Creative Direction
Project Management
Digital asset creation - banners, video, Social, OOH
Digital asset trafficking
Broadcast
Visit site
http://www.intuit.com
'Reinvent Giving' - campaign launch
“Reinvent Giving” has the soft focus of a feel-good holiday ad, and plenty of positive feels to go around. The woman’s objective is to bring a special holiday surprise to a little girl with a latchkey vibe; you get the sense she’s left to her own devices more often than she’d like.
By sending out a series of holiday-themed invitations and instructions, our laptop-touting heroine uses the little girl’s neighbors to organize a special, snow-decked marionette show just for her.
The work supports HP’s ongoing push into the premium PC market, where it’s increasingly stealing share from Apple and attracting new customers. HP’s PC business has delivered three consecutive quarters of double-digit revenue growth, and earlier this year, retook the spot of No.1 in PC market share.
“Reinvent Giving” ran globally on digital, and via broadcast in 12 markets.
Agency
BBDO, San Francisco
Role
Executive Producer - Digital Production
Project scope
Project Management
Digital asset creation - banners, video, HPTOs, OOH
Digital asset trafficking
Visit site
http://www.hp.com
'Reinvented i30' - campaign launch
The Next Generation i30 is the DNA of future Hyundai cars. Designed and developed in Europe and tested in Australia, it reveals a new coherent and timeless design featuring the newly developed cascading front grille.
Hyundai launched the 2017 i30 by reinventing the previous model that had already won 6 car of the year awards. The concept involved dropping the previous years model out of the sky over the Australian dessert landscape. After the impact with the earth and resulting dust cloud, the new reinvented i30 emerges. The campaign ulilized TVC and a series of high impact rich media digital placements including Homepage takeovers, OOH placements in Westfield shopping centres and social media lead ads.
Agency
Innocean, Sydney
Role
Senior Digital Producer
Project scope
Project Management
Art Direction
Programmatic advertising
Digital asset creation - banners, video, HPTOs, OOH
Digital asset trafficking
Visit site
http://www.hyundai.com.au
'INFINITI QX80 QX50 Q50' - campaign materials
INFINITI designs cars that empower drivers. They needed to express this through a series of campaign executions for 3 of their most popular models being brought to market in early 2018.
INFINITI have planned the release of campaign materials and assets to support their marketing efforts in the launch of the 2018 models of the QX80, QX50 and Q50. The concepts all highlight the luxury and state of the art technology and driver safety features for each of these vehicles.
The campaigns starring Golden State Warriors basketball player Stephen Curry utilized TVC, video and a series of high impact rich media digital placements including homepage takeovers, OOH placements, experiential activations and social media lead ads.
Agency
CP+B, Los Angeles
Role
Senior Project Manager
Project scope
Project Management
Visit site
http://www.infinitiusa.com
'Battle of the Flavors' - Microsite
How do you get a younger audience to take notice of new flavours? You appeal to their competitive side. Doritos 'Battle of the Flavours' was promoted on TV and lived online through Facebook. We enlisted the help of two fighters -- a Mexican wrestler and a Thai kick boxer and allowed our audience to decided the winner.
A Mexican wrestler and a Thai kick boxer fight it out to represent a battle of flavours between Doritos’ two new launches, Hot Mexican Salsa and Thai Sweet Chilli. A consumer promotion, running for eight weeks, will enable people to vote for their favourite flavour at battleoftheflavours.com. Participants stand to win from a pool of $65,000 in prize money.
Agency
Clemenger BBDO, Sydney
Role
Senior Digital Producer
Project scope
Art Direction
E-commerce
Social Media
Website Design
UX
Content Production
Content Strategy
Digital Strategy
Integrated Campaign
Website Design
Mobile Design
Technical Development
Visit site
Battle of the Flavors
'Insider' - Tumblr
The projects scope was to help W Hotels develop a compelling editorial content strategy as well as design and build their "Insider" Tumblr channel.
Agency
Alldayeveryday, New York
Role
Executive Producer
Project scope
Art Direction
Tumblr Design
Content Strategy
Social Media
Technical Development
Visit site
http://whotels.tumblr.com
'Milkmade' - Website & Tumblr
MILK stands at the crossroads of the fashion, music, photography, and film worlds. A media company based out of New York and Los Angeles - MILK spans contemporary culture and is a hub for nurturing creativity and supporting partnerships with some of the industry’s most visionary talent and innovative brands.
Alldayeveryday worked alongside MILK to create a new digital flagship that would speak to the brand's global audience.
The ambition of the project was to create an immersive content and commerce experience, showcasing the Milk brand world in one destination. The design uses layering to showcase an eclectic mix of stills, GIF animations and event imagery, bringing energy to the site experience and celebrating the brand’s creative innovation.
Agency
Alldayeveryday, New York
Role
Executive Producer (Digital)
Project Scope
Art Direction
Social Media
Website Design
Content Production
Content Strategy
Digital Strategy
Website Design
Technical Development
Visit site
http://www.milkstudios.com
https://mi.lk
http://milkstudios.tumblr.com
'Culture Club' - Tumblr
With over 265,000 fans, Culture Club is the flagship platform for Club Monaco's social community. Focused on encouraging fans to "get inspired by what inspires us"; culturally relevant content is curated around the brand pillars of Photography, Fashion, Art, Travel and Music.
While the majority of content is chosen by staff across the brand and its partners, each month features a new contributor to take the reigns as a guest content editor. Past featured contributors have included street fashion photographer Tommy Ton, Michael Williams of A Continuous Lean, and luxury book publisher and lifestyle brand, Assouline.
Agency
Alldayeveryday, New York
Role
Executive Producer
Project scope
Creative Direction
Design
Creative Development
Channel Management
Web App Development
Content & Channel Strategy
Visit site
http://cultureclub.clubmonaco.com
Website & Social Media
Working for Zoe Media Group, the digital media division of Rachel Zoe Inc., as their Interactive Project Manager I oversaw and managed the tech and web development for their in-house and overseas development teams from their HQ based on Melrose Ave, West Hollywood.
Zoe Media Group (ZMG) reaches over 2 million subscribers through daily email newsletters and The Zoe Report site, which has more than 12 million followers through social media platforms (Facebook, Instagram, Twitter, Pinterest, Snapchat and more).
Agency
Zoe Media Group, Los Angeles
Role
Interactive Project Manager
Project scope
Social Media
Website Design
Content Production
Technical Development
Visit site
https://thezoereport.com
'NTC Tour' - Native App
Nike requested an app to service the NTC Tour Los Angeles event, which gave insider access to 1,200 women during a two-day event in Santa Monica.
Agency
Alldayeveryday
Role
Executive Producer
Project scope
Native mobile app
Design
Social media integration
Game development
UX
Visit site
http://www.nike.com/us/en_us/c/womens-training/apps/nike-training-club
'No Debate' - facebook Competition Page
Gillette has superiority claim data that proves men prefer Gillette Fusion ProGlide over the competition. The NFL No Debate (Final Say with Clay) platform was an application that allowed us to leverage this claim in a relevant way for consumers. We know that Gillette guys are passionate sports fans who love to debate the best in sports. They debate the teams, players, the calls and everything else about football and the NFL. Combining this insight with the superior claims, we arrived at the concept: The best will always be debated. The best shave will not.
Agency
Atmosphere Proximity, New York
Role
Senior Digital Producer
Services
Art Direction
E-commerce
Social Media
Website Design
UX
Content Production
Content Strategy
Digital Strategy
Integrated Campaign
Website Design
Mobile Design
Technical Development
Visit Site
Gillette 'No Debate' Case Study
'24hour Guy' - Microsite & Phone App
Garnier Fructis needed a campaign to drive awareness of their new line of men's products.
The 24-hour guy never misses a thing, even when he’s asleep. The campaign consisted of a microsite, iMedia, social, how-to videos, and its very own mobile app. 24HR LIFE is a customizable alarm clock that grabs the most important posts from Facebook, Twitter, Foursquare, and Instagram — plus breaking news, sports and music — and packages it all into one simple debrief, so you’ll never miss a thing.
24HR LIFE is a customizable alarm clock that grabs the most important posts from Facebook, Twitter, Foursquare and Instagram, plus breaking stories in news, sports and music, and packages it all into one simple debrief – so you’ll never miss a thing.
Agency
Publicis, New York
Role
Senior Digital Producer
Project scope
Art Direction
E-commerce
Social Media
UX
Content Production
Content Strategy
Digital Strategy
Integrated Campaign
Website Design
Mobile Design
Technical Development
Visit site
Garnier 24hr Life support
'Prepaid' cards - Animatic Video
VISA Prepaid cards were looking to A-B test a potential TVC for a new product allowing customers to add money to a VISA card and then spend it like a debit or credit card…however it had set predefined limits so you could never get carried away and spend more than you should.
We created 2 animatics to help sell the idea to a test audience. The animatic required illustrators, voice over and animators to edit the original storyboard created by the art director and copywriter.
Agency
Atmosphere Proximity, New York
Role
Senior Digital Producer
Project scope
Video Production
Digital Strategy
Art Direction
Copywritting
Social Media
Learn more about VISA 'Prepaid' Cards
VISA Prepaid Website
VISA Prepaid TVC
Visit site
VISA Prepaid Animatic
'So Clicquot, So Responsible.' - Tumblr
Veuve Clicquot wanted a facelift of their existing Tumblr to engage more with the millennial audience, building the brand's culture and style credibility through visually stunning content.
The new and improved Tumblr features updated art direction, and was developed to accommodate for responsive design on mobile and tablet devices.
Agency
Alldayeveryday, New York
Role
Senior Digital Producer
Project scope
Art Direction
Social Media
Content Strategy
Technical Development
Visit site
http://veuveclicquot.tumblr.com
Mobile Voting App
Challenged to extend mobile engagement with AT&T’s American Idol sponsorship, Joule created an experience that didn’t stop after a simple mobile voting text.
After casting their vote for their favourite idol, fans received a confirmation message made up of a two-screens that allowed them to easily access extra exclusive American Idol content. This deeply immersive mobile site allowed them to get closer to the contestants, go behind the scenes of each episode and take part in a weekly interactive quiz to compete against other American Idol fans nationwide. Moreover, come voting time next week, people simple had to tap on the image of their favourite contestant to vote rather than texting in.
The outcome: hundreds of thousands of one-time visitors became weekly visitors and voters. Thousands of votes were shared across Facebook and Twitter. And the number of votes increased massively thanks to the simpler tap-to-vote feature.
Agency
Joule, New York
Role
Senior Digital Producer
Project scope
Art Direction
e-Commerce
Mobile
Technical Development
UX
Visit site
http://www.americanidol.com
'DaDaDa' - Rich Media Banner Campaign & Video
Working closely with the Executive Producer and a team of internal creative and external vendors to design and build the digital elements for the ESPN’s SportCenter “Da-Da-Da, Da-Da-Da” campaign. The elements required were managing the build and deployment of the high impact digital banners, pre-roll videos of the TVC and the design and build of a customizable Admin Tool for producing XML banners and DOOH creative to a predetermined template format.
I managed the creation of the dynamically updated news ad units that enabled ESPN to quickly create and deploy Live Sports News. Assets were designed to work seamlessly on indoor/outdoor digital billboards, display banners, tablets, and mobile devices.
The Campaign
This ESPN SportsCenter campaign features athletes singing the famous "Da-Da-Da, Da-Da-Da" sound that plays at the beginning of the show, reinforcing the show's association with great sporting moments.
Athletes featured in the ad include Chris Chester, Robert Griffin III, Kory Lichtensteiger, Will Montgomery, Alfred Morris, Tyler Polumbus, Trent Williams, Stephen Curry, Landon Donovan, Sam Gagner, Jimmie Johnson, Patrick Kane, Clayton Kershaw, Andrew McCutcheon, Jason Pierre-Paul, Justin Tuck, Paul Rabil, Maria Sharapova, Bubba Watson and Russell Westbrook.
The campaign included digital creative that will update over time to include timely "DaDaDa" moments. ESPN was looking to boost the profile of SportsCenter, whose ratings have slipped slightly of late as other networks have developed similar formats.
Agency
Weiden + Kennedy. New York
with production by Media Monks, Amsterdam
Role
Senior Digital Producer
Project scope
Rich Media Banners
Banner CMS
Design
Social media integration
UX
Video production
Content Management
Digital Strategy
'Find your strength to shine' - Microsite
Garnier Fructis wanted a complete site rebrand that combined both content and utility. The result was Find Your Strength to Shine: an all-animated-gif microsite that went beyond just showcasing product benefits and reviews — it gave users new and exciting ways to take their personal style to the max.
Agency
Publicis, New York
Role
Senior Digital Producer
Project scope
e-Commerce
Art Direction
Content Management
Visit site
http://www.garnierusa.com/
'Lo & Behold' directed by Werner Herzog - Video
Society depends on the Internet for nearly everything but rarely do we step back and recognize its endless intricacies and unsettling omnipotence. From the brilliant mind of Werner Herzog comes his newest vehicle for exploration, a playful yet chilling examination of our rapidly interconnecting online lives.
Herzog documents a treasure trove of interviews of strange and beguiling individuals—ranging from Internet pioneers to victims of wireless radiation, whose anecdotes and reflections weave together a complex portrait of our brave new world. Herzog describes the Internet as “one of the biggest revolutions we as humans are experiencing,” and yet he tempers this enthusiasm with horror stories from victims of online harassment and Internet addiction.
For all of its detailed analysis, this documentary also wrestles with profound and intangible questions regarding the Internet’s future. Will it dream, as humans do, of its own existence? Can it discover the fundamentals of morality, or perhaps one day understand the meaning of love? Or will it soon cause us—if it hasn’t already—more harm than good?
The film is presented by systems security leader, NETSCOUT, who named Pereira & O’Dell New York to Agency of Record in early 2015. The agency has been working on a variety of initiatives including developing Netscout's brand platform, Guardians of the Connected World, of which the documentary is a key launching pad for.
Agency
Pereira & O'Dell, New York
Role
Senior Digital Producer
Project scope
Video Production
Art Direction
Social Media Strategy
Content Creation
'Unblur the Digital World' - Microsite
Launched the Verizon Asia Pacific (APAC) website from designs through to development and QA including Google Tags, Google Analytics, Kissmetrics, Gated Forms with Downloadable assets.
Agency
McCorkell & Associates
Role
Senior Digital Producer
Project scope
Art Direction
Website Design
Content Strategy
Behavioral analytics
Technical Development
Visit site
http://verizonapac.com
