Other projects for 100, Alex.
One-off print, web, video, and marketing materials
Peloton
The coolest benefits of Peloton are the competition/interactivity and the creative 80’s/90’s music, country music, and singalong rides. Dancing, singing, and cutting loose aren’t normally spin class vibes, yet people love to do them in the privacy of their own home - no matter how small it is. Privacy and accessibility are incredible benefits of not having to navigate the many inconveniences associated with working out.
My Little Magic Shop
My Little Magic Shop is a startup that sends spiritual rituals in a monthly box format. With their original concept and instruction-based experience, there were many similarities with the Fantasy Box. But as you can see below, their website was a long-time collection of ideas and brain-dumps: a million ideas, tons of great content, products, and categories, but no sense of organization or style.
My Little Magic Shop - Before
Our job was to re-brand and reorganize MLMS including-
· Streamlining a catalogue of literally thousands of products
· Site flow analysis and design
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Asset development
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Copy analysis
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Rebuild and optimize menus
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Content development
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SEO analysis
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Wireframes
· Detailed photoshoot
MLMS - before
Thousands of ideas, products, and categories. No sense of color, layout or typography.
My Little Magic Shop - after
A clean, beautiful website with organized data and a contemporary look that includes many colors.
SIUH/Teen Rap
The first sample is a brochure about vascular health, proving that creativity isn't based on money. This fun 'play-on-words' document requested by their department used miles of veins in your body to craft an interesting headline like the ones you may see at Jiffy Lube, which caught attention more than any other waiting room decoration, including even magazines!
The others are from an outdoor campaign we created for SIUH/LIJ Hospitals. The campaign was for the ‘Teen Risk Assessment Program’ or RAP. Before there was an app for literally everything, a QR code redirected you to a real-life teen sex counselor where you could ask whatever—without judgment. It was very simple - scan the code and ask a question! It was a home run in the four boroughs and successfully got thousands of teens to engage and ask personal questions about sex.
Daily T Golf
Marketing copywriter and designer for a New York-based golf startup.
Digital and hard copy
Handed out at pitches and events and direct email campaigns to large businesses and event planners.
Daily T Golf Marketing Materials
We Deliver Laundry
We Deliver Laundry is a direct competitor to Rinse based in NYC. They needed eye-catching, effective, but most importantly, cost-conscious ads to begin their initial marketing and advertising push. Developed the “Stop the Cycle” campaign and all creative concepts and materials.
Something out of nothing
Led an entire campaign using altered stock.
Beyond Meat
The challenge-
Meatless burgers are on the rise, and BM’s IPO has been a rocket ride to the top. Finding a fun way to appeal to meat-eaters and animal lovers and convince them there is a better option was the challenge. Cows have a cute, non-threatening organic comedic quality you don’t need to work for! Just look at the eyes.
The benefit—There are many benefits of these new food options - environmental, cost, and eliminating world hunger. But you are going nowhere without taste. Taste is THE most important aspect of this product to consumers.
The solution—Creating a tagline of “as close to a cow as you can get” was the key. It can work across a campaign on so many levels. The above ad uses it literally. The below ad goes to show they can fool even the best critics. Endless ideas. And I haven’t even started with pork and chicken.
Gazprom International
NORDSTEAM REGATTA
The Challenge: Russian energy giant Gazprom requested a video to showcase a regatta they sponsor. The regatta traverses the Nordstream gas pipeline they built in the Baltic Sea that passes natural gas to the European Union. We received over 20 hours of random footage without regard for story, through-line, or theme. About 18 hours and 35 minutes of that footage was of people walking to and from boats, sipping coffee, etc.). We had to review all footage and put it together into a 60-minute documentary with action, interviews, and testimonials. We wanted the viewers engaged from start to finish, so we ensured there was no downtime between clips or scenes. We created an exciting, memorable, compelling story without a story, directly deliverable to the CEO of Gazprom International (100 billion in revenue) to show to executives, investors, and events. It was a very McGuyver-esque request.
The Solution: Racing scenes were a very large part of the hour-long documentary, but there was no way to narrate it. Just filling in the silence with a score was boring and monotonous. I anchored the piece with famous sailing quotes and used tweets (race followed on Twitter) to narrate the race artificially.
The Result: A private screening and praise from the CEO of Gazprom and possibly most powerful man in Russia (outside of Putin). I wish I had prepared an acceptance speech.
Twitter-fied
Racing scenes were a very large part of the hour-long documentary, but there was no way to narrate it. Just filling in the silence with a score was boring and monotonous. I anchored the piece with famous sailing quotes and used tweets (race followed on Twitter) to narrate the race artificially.
Golf BPM
Along with FB/IG ads, a series of short, funny, clever, relatable, fast-moving web spots appealed to millennials, all the way up to seasoned Phil/Tiger lovers. It started with a silly ‘mob’ (millennials) theme to distance the app from the rules and often starchy nature of golf.
Swing music.
The Challenge:
Create a unique brand position for GolfBPM that clearly articulates the mission, has a clear visual identity, and has a fun voice that expresses the ease of use and fundamental philosophy.
The Benefit:
BPM’s unique benefit is that it is the only app that teaches you THE most fundamental aspect of a golf swing (rhythm/tempo) using music. GolfBPM is the exact opposite of golf. Effortless, uncomplicated, and always accessible.
The Campaigns:
As with Fantasy Box, BPM started with zero liquidity. A lot of Photoshop, stock footage, and pure creativity are what we had to work with.