Client: Cigna
Program: Tailwind Wellness Brand
Medium: Video & Web Site http://tailwindagency.com/#home
Why I Love This Work:
Our client had stalled out trying to define their vision for creating "a culture of wellbeing" within the health care sector. They knew what they wanted—they just couldn't articulate it and there were a lot of cooks in their kitchen. We really had to get inside their heads on this one, listen, then filter out all the noise. This animation opens the web site we created for them and it really captured all the possibilities they had envisioned for their brand and their mission.
Client: Limelight Networks
Program: Business As [Un]usual
Medium: Digital Campaign| Video & Social
Why I Love This Work: In 2020, Limelight needed a positive, powerful message to reassure global clients (Apple, Amazon, Disney, Netflix) that they had the bandwidth to absorb the unprecedented video traffic hitting their networks during the pandemic. #Business As [Un]usual was the battle-cry I created and this video pushed out via a digital campaign on social channels. This work contributed to record revenue growth from Limelight’s top 4 clients in Q3 and Q4.
Client: Limelight Networks
Program: Turn on a Dime
Medium: Digital Campaign | Gated Content
Why I Love This Work: I created this new year predictions eBook to capture the 8 most significant trends driving global video consumption for Limelight’s core business. This gated content was used for a digital lead generation campaign and was informed by client case studies and market research I conducted on behalf of Limelight. The work was a stylistic departure for Limelight—using more relatable, authentic story-telling and clean infographics—and was adopted as part of their brand refresh.
Client: Limelight
Program: Recruitment Campaign
Medium: Social
Why I Love This Work:
Recruiting in the tech space was incredibly challenging post-Covid. To target passive candidates, I created two organic social campaigns to run on LinkedIn and Twitter. The first was a riff on the line in Jerry Maguire, “You had me at hello!” and used selfies sent in from newly hired employees with verbatim blurbs from my interviews with them. The second was designed to poach Silicon Valley tech talent who were being called back to the office after working remote for years. The “Said No One Ever” line was paired with the biggest reasons people want remote jobs. We saw 3X the engagement rate and helped accelerate the hiring of key global positions for the company.
Client: NFL
Program: Q5 Launch & Healthy Baby Launch
Medium: Web, Collateral, DM, Event
https://www.nflplayerengagement.com/news-and-media/videos?pageNum=15
Why I Love This Work:
The NFL asked us to create two branded wellness programs that would resonate with players and their families. The first, NFL Q5, is all about life after Q4—when there are no bright lights, nobody calling the plays. The second, NFL Healthy Babies initiative, was designed to engage and educate NFL players and their wives about what to expect before, during and after pregnancy.
Client: Vibram
Program: Merrell MegaGrip
Medium: Print
Why I Love This Work:
Vibram manufactures hi-tech compounds that are used in many of the world's top athletic shoe brands. For their client, Merrell, the challenge was to communicate the consumer benefit of a Vibram soling compound known as MegaGrip. This solution was totally on-brand for Merrell and clearly communicated what Vibram needed to say.
Client: Cybex
Program: Eagle Product Rebrand
Medium: Print
Why I Love This Work:
Our challenge was to reposition Cybex strength training equipment to make it more relevant to consumers, in spite of fitness trends that favored functional training and outdoor experiences. Our solution was to cast a wide net—from yoga to biking to swimming—and connect the benefits of Cybex strength training to individual "passion sports". The focus shifted from product to people and delivered the simple message that Cybex makes everything you do, better.
Client: Neighborhood Health Plan
Program: Small Business Acquisition
Medium: Direct Mail - Download PDF to see full piece
Why I Love This Work: This initiative uses nearly every human behavior hack in the book to increase engagement and response. Multiple customization fields allowed us to use data to create a more personal connection; third-party endorsements from real business owners allowed us to localize the message; and a hard-hitting infographic helped us deliver key benefits in a quick, yet compelling manner.
Client: Knowledge University (KU)
Program: All You Need Is Love
Medium: Post Card Series
Why I Love This Work: This kit used a series of simple, graphic cards to deliver the primary message + a single health message. By keeping the message quick and full of love, we were able to engage more effectively with busy families. This is an excellent example of knowing your audience and delivering a message that will be heard, instead of ignored. This outreach effort helped launch a healthy pregnancy program for Cigna and delivered a measurable increase in prenatal health engagement for their members.
Client: Universal Wilde
Program: Capabilities
Medium: Sales Capabilities Brochure & Web Site http://www.universalwilde.com/
Why I Love This Work:
This project encompassed a web refresh and a high-end sales collateral brochure—both designed to re-position UW as more than just a commercial printer. Each spread in the brochure showcased a specific capability and used high-end production values with intentionally accessible copy to make UW relevant to a wider audience. The web refresh was done on a parallel path and used the same accessible, "what's in it for me?" language.
Client: Davita
Program: One Good Reason
Medium: Post Card Series
Why I Love This Work: No one wants to admit they need a Health Coach. To overcome this mindset, we tapped into the emotions that motivate human behavior change (vanity, sibling rivalry, desire for acceptance). By meeting people where they are, we were able to use a lighthearted yet effective approach to nudge a resistant audience to take action. The result was a breakthrough for the program that quickly gained traction and increased member engagement by more than 50% the first year.
Client: Sci Fi Channel
Program: Launch
Medium: DM & Media Kits
Why I Love This Work:
Launching the Sci Fi Channel was all about making the genre more mainstream (basically taking it out of the basement lairs of geeky teenage boys). This effort was directed to the trade and needed to sell the viability of what was considered a niche market at best. So we created a flipbook to show what Sci Fi means to different people and let people play around with the concept for themselves.
Client: The Princeton Review
Program: College Readiness Campaign
Medium: Poster & Collateral Kit
Why I Love This Work:
This project was a challenge—we had to make a relatively dry institutional product come alive and appeal to everyone from a bean-counting administrator to a jaded high school kid. I like how fresh and optimistic this campaign feels. This "Happy" poster is still one of my favorite headlines ever. And I think the sales kit strikes a nice balance between hardworking collateral and the friendly freshness we hoped to convey.
Client: Reebok
Program: NFL Branding; Global Branding
Medium: NFL On-Field Design; Retail POS
Why I Love This Work:
This work includes a naming exploratory I did for a redesign of NFL On-Field Apparel; a retail POS umbrella campaign I did for three shoe brands; a new tagging system I created for retail POS apparel. No matter what Reebok threw at us, I love that we were able to deliver simple, graphically compelling solutions that are in keeping with their global brand.
Client: US Cellular
Program: Customer upgrade offers
Medium: Emails & Banner Ads
Why I Love This Work: Technology upgrade offers tend to be mind-numbingly dull and geeky. For this campaign, we chose to focus on the little moments of joy made possible by the dull and geeky technology. By making technology more human and relatable, we were able to appeal to a broader audience of US Cellular customers and increase response rates for the client.
