Brand: Disney
I joined Disney’s Parks, Experiences, and Products division to help elevate and “transform” its creative approach to consumer products, games and publishing. My role is highly cross functional and collaborative with marketing strategy partners, Disney Animation, retail design, external partners and licensees where I acted as Group Creative Strategy Director. Despite slim budgets and my sprint team and I opened up the aperture on reaching younger audiences and tapping in culture by offering more relatability, nostalgia and resonance.
To help support Disney x Givenchy partnership and launch of Disney Dalmatian 101 capsule - we created “editorial” extensions, social pieces and more traditional, advertising-focused work geared toward specific product launches.
Brand: Intel
In my time at Intel, as a strategy lead at Agency Inside I was tasked with a broad range of both internal, consultancy-like foundational strategic work through large scale, global, consumer-facing campaigns. As a brand steward and strategic thought partner to various business units and innovation teams, my internal agency’s team goal was to help evolve the brand’s positioning beyond a PC chipmaker.
As the strategy lead at Agency Inside, a former internal creative agency at Intel, I lead an integrated global campaign to kickstart Intel’s 8 year IOC partnership with the Winter 2018 Olympics. My role included leading research, creative briefing, stakeholder workshop, creative strategy development, social and content strategy, RFP management and case study building. As the official tech Olympic partner, we brought our 1,200 drones to elevate the opening ceremony experience and set the tone for what fans at home and on the ground could expect for the 2018 Winter Olympic games in PyeongChang. Our task was to establish a creative platform and integrated program unifying Intel’s tech focus areas, on-the-ground experiences, partnerships and social / digital storytelling. The Olympic games a legacy brand who’s relevance has eroded over the years. The Intel partnership allowed us to use the world’s stage to give the world a once-in-a-lifetime experience of the future of the Olympic games. Through VR, gaming competition, autonomous driving can help the world Experience The Moment. The results included 12 Billion impressions in under 12 hours and many awards including:
Cannes - GOLD LION Tech-led Brand Experience, Digital Installations & Events, Environment & Experience, Live Events
D&AD GRAPHITE PENCIL Media, Use of Events
D& AD WOOD PENCIL Branded Content & Entertainment, Sponsored
The One Show GOLD Moving Image Craft: Craft / Innovation in Moving Image Craft / Visual, Design: Innovation in Design / Experiential / Environmental
The One Show SILVER Branded Entertainment: Innovation in Branded Entertainment
The Andy's GOLD Craft
Clios GOLD Product Innovation, SILVER Partnerships & Collaborations
Brand: Intel
As a strategy lead at Agency Inside, I got the opportunity to partner with the Intel Sports Group in a sales initiative for a new VR product. Their goal was to impress advertisers and potential brand partners with Intel’s True VR technology and generate new leads. My team (creatives and technologists) and I were tasked with creating a compelling VR experience for Intel Sports Group sales team to use in client conversations and across conferences. My role included category discovery, stakeholder interviews, product immersion, briefing, concept development and pitching. Our immersion uncovered that VR is still in experimental phase with hype leading the charge. The barriers in VR advertising are high, inclusive of high cost, low reach and intensive production. Our opportunity with Intel True VR keeps a captive & highly engaged audience. The VR capability can be used to advertise in live sports broadcast space and provide an experience beyond the status quo of linear & 2D. VR not only takes us to places we’ve never gone, but gives us the experience of things we’ve never done. It allows us to connect with people by turning improbable experiences into branded virtual realities. Our new VR product can help connect with brands’ desire to be cutting-edge and earn them first mover credentials. We developed a Summit VR branded experience as a first look. The results: 2X increase in lead generation for the ISG sales team. For the first the ISG team had a tangible way to communicate their product, its value to a niche audience, and ultimately get B2B clients to dream about the possibilities. This experience was utilized across numerous conferences and 1:1 sales meetings.
Brand: Intel
Background: Intel x Blizzard x MLG engage in two-year partnership in debuting the Overwatch League. Overwatch is the first esports competition to restructure itself around traditional sport leagues. It aims to be the “NFL of esports”.
The Ask: Kick-off the Overwatch league x Intel partnership for the first season with Core i7 processor offers and continue using current master creative platform “The World is Watching”.
Insight: Similar to sports teams and sports fans, the Overwatch League fans were no different. The stakes are high for Overwatch League fans.
Strategy: Lean into Overwatch fandom and their desire to be the best asset for their team & the league.
The Creative Idea: “The World is Watching The Overwatch League”
To launch the league and highlight the performance potential of the Intel Core i7 processor, we created a campaign that captured the unique personality and fanfare of the league's players and fans in its inaugural season. We created series of anthemic films with the 12 Overwatch League teams designed for streaming platforms (Twitch & MLG)
Results: These spots ran on esports streaming (Twitch) platforms with Core i7 offers, in the Blizzard arena, and on ESPN for the first esports finals ever broadcast in prime time and Disney Channel. Spots helped drive Core i7 preference and purchase intent.
Brand: Tough Mudder
As Global Social and Content Lead, I led the translation of brand vision into a global social strategy and editorial programs to communicate product launches, brand partnerships, services and community driven mission. Created the first ever global ambassador program. Established a nimble social and content team of four. During my time with Tough Mudder, the brand was challenged by a big spender competitor and needed to turn things around quickly.
Problem: Tough Mudder was the OCR category leader and quickly losing market share to real competition
Strategy: With a strong mudder tribe, growing interest in team challenges and NYE on the horizon, we focused on building out a global brand platform to encourage people to do a Tough Mudder. I mapped out all the conversations in social, forums, customer interviews and on-site live at events. These themes were used to help build a digital first campaign across social, website, email and media.
Insight: Fearlessness and adventure are innate attitudes
Strategy: Show that Tough Mudder is the communal pursuit to fearlessness.
Creative Idea: We Are Tough Mudder - a digital / social first campaign paired with the hashtag #ItsAllBeenTraining
