National Launch Spot + OOH Campaign
While the world would have us believe independence is a strength, we choose to recognize that the greatest gift we’ve been given is each other. So we want to encourage people to Live Mutual. Because depending on one another doesn’t just make us more secure—it makes life richer, and more fulfilling.
Agency: Johannes Leonardo
President: Bryan Yasko
CCO & Founder: Leo Premutico
CCO & Founder: Jan Jacobs
Creative Director: Kasia Canning
Jr. Art Director: Jacob Mehringer
Jr. Copywriter: Tommy Woods
Head of Account Management: Emily Wilcox
Account Supervisor: Adam Rubin
Head of Strategy: Mark Aronson
Strategy Director: Mary Makarich
Head of Integrated Production: Dana May
Senior Integrated Producer: Kirstin Larson
Director of Business Affairs: Marta Stake
Business Affairs Manager: Ann Marie Turbitt
Every year, nearly 33,000 lives are taken by gun violence in the United States yet it is a statistic that we have grown numb to hearing. To make people care again, we had to make gun violence personal.
Upon launch, nearly 260,000 people were reached and thousands of unique videos were created and shared. Since the videos pulled personal footage from the viewers own Facebook account, every video was unique to that person.
After the video, the viewer is shown localized gun-death statistics based on their geographic location as well as a call to action that encourages them to share on social media. Users that share via Twitter have their local government representatives automatically tagged in their tweets.
Adobe Design Awards Semifinalist
Campaign Funding: JWT New York
The magic of storytelling goes far beyond the warmth of a campfire. Establishing a unique partnership between a historic blanket brand and a modern tech giant, we created a method to capture photographs in new imaginative ways.
Using the Adobe Capture app, customers would have the ability to take the colors out of any photograph and convert the palette into a custom Pendleton blanket.
Further, the blanket tag would come with a programmable NFC chip that when a phone is placed above, would display the original photograph that inspired the blanket.
Black Box is a collective brand made up of popular black beauty care products for men and women that Target will sell as a package in-store and online.
For many in the black community, finding beauty products that work for them can be a hassle, yet is something that is often overlooked and brushed aside.
Black Box allows the black community to have access to all their favorite products within the confines of a single box, giving them the opportunity to purchase black beauty products with ease.
My partner and I created this NCAA tribute to Pat Summitt as a full-page spread in the New York Times, reaching almost 1.4 million readers.
This tribute marked the first time in NCAA history that a full-page advertisement was purchased for a collegiate coach.
Nike came to us asking for clarity in their compression line focusing on HyperCompression and giving customers a reason to buy this product over the next.
Our research brought us to one strategy; athletes that are willing to purchase HyperCompression are committed to success. They treat the compression wear as their second skin.
We developed a new review system for Nike's compression line that went above their standard star-rating system. We incorporated physical attributes such as "runs loose - runs tight" and "runs hot - runs cold" to allow potential customers more information before they purchase the compression wear.
Our clothing tag also featured a breakdown of what each line of compression wear accomplished in comparison to the other options.