HI CRITICAL MASS!
Welcome to
the about me show.
About Me
With over 5 years of experience as an ACD, I'm a design enthusiast deeply immersed in the world of digital advertising and social customer interactions. My career has taken me on a dynamic journey from traditional ad agencies to innovative design studios, where I've catered to startups of all sizes. Originally hailing from Chicago and Detroit, I now call Venice, LA, home. I've played a role in helping brands like Relativity Space launch rockets, rebranded Las Vegas, and worked on TikTok before the US knew it was a thing.
My interest in the Freelance Associate Creative Director role at Critical Mass has led me to streamline some of my recent projects here, and I have many more samples that aren't yet live. Feel free to reach out for more specific works.
Projects Top of Mind
Bud Zero Hour
Driving interaction to sober up around the holidays
Adobe Social
A creative partner to Adobe clients and a creative mentor to many
Natural Light Mullets
Interacting with a silly audience via mullets
Bud Zero Hour
The Brief: Create an earned moment as the holidays approach to boost N/A sales for Bud Zero.
The Insight: Every year, on Thanksgiving Eve, people venture out for what's known as Drinksgiving, Blackout Wednesday, or Black Wednesday. What if a non-alcoholic beer could rescue these individuals from the misery of a holiday hangover?
The Solution: Rebrand closing time at participating bars as ZERO HOUR. Actively engage customers with our campaign by providing a complimentary ride home in exchange for choosing Bud Zero at midnight, encouraging healthier drinking choices. Additionally, we introduced some neat coolers that unlocked precisely at the stroke of midnight. 🕛🍻
Adobe
For the past three years, I've had the honor of directing, designing, and spearheading content creation for Adobe's vibrant social/online channels, including @Adobe, @AdobeExpress, @AdobeVideo, and more. My role has extended beyond leading creative teams to encompass direct partnerships with clients, and facilitating the launch of innovative products like Adobe Firefly. I've woven a tapestry of inventive approaches, including crafting digital and social FAQs that engage and enlighten our audiences with flair.
In addition to my client collaborations, my journey has encompassed the exciting task of democratizing experiences, with a noteworthy highlight being Adobe MAX. I've harnessed the power of social media to open the gates of Adobe's prestigious events to a broader audience, weaving compelling narratives and nurturing a sense of community in the digital landscape. Throughout this enriching experience, I've had the privilege of collaborating with some of today's most exceptional social creators, all while infusing moments of levity, including the creation of a few iconic memes along the way.
Nutural Light Mullets
The Brief: Develop a free beer contest as a promotional strategy for Natural Light's latest vintage can.
The Insight: Rooted in the affection college consumers hold for brand nostalgia and their desire for cheerful brand interactions in a media and social landscape often saturated with negativity.
The Result: It's astonishing how many individuals were willing to either sport a mullet or submit a photo for the chance to have a mullet photoshopped onto their heads. The outcome was a remarkable upsurge in sales for the new packaging, coupled with extensive earned media coverage and playful interactions from our online customer base.
