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SOCIAL MEDIA
United Nations - Covid-19 Safety PSA "Be a Winner" Campaign
Conceived, creative directed, and wrote this social media campaign which was gorgeously animated by the talented Adam Ansorge. Early in the Covid-19 pandemic, the United Nations needed to quickly roll out guidelines for safe public conduct. Social distancing was at the top of the worldwide need-to-know list. With its global appeal, I chose sport to convey the simple, but vital, message. We produced Spanish versions as well, though with global audiences, our intent was that the posts would not require sound or text to remain effective.
Inc. (Paid social. Facebook)
This ad was part of a larger integrated campaign I creative directed and wrote (direct mail, email). In order to target entrepreneurs, we captured the right visual narrative for a startup community and combined with an aspirational quote that feeds into the entrepreneur's dream-it-make-it-happen mindset.
American Forests (National nonprofit)
Conceived, creative directed, and wrote these digital "tree signs" for use in social and in-event promotions during Sustainable Brands 2019 in Detroit. Annual conferences like Sustainable Brands, Green Biz, and Verge bring leaders from the sustainability, conservation, and circular economy communities together in one place. AF's development team needed a way to stand out in the crowd. I created Our Roots Run Deep campaign as the anchor concept driving social media, event collateral, and brand comms strategy at these events.
American Forests (National nonprofit)
Conceived these short videos as part of our larger content strategy focusing on brand messaging pillars of people, climate, wildlife, and water. We asked SB19 conference attendees questions about the impact of trees on the environment. Tightly produced by my colleague Francesca, the result was a funny social campaign that educates viewers, elevates brand awareness, and reinforces connection with influential field leaders.
American Forests (National nonprofit)
Major events mean greater access to CEOs, partners, and field leaders. My strategy ensured our client capitalized on that access at SB19 and subsequent conferences to create better and broader messaging. For social, my aim was to reinforce the presence of American Forests CEO, Jad Daley, as a thought leader in conservation and social justice causes by framing questions around key messaging pillars of the organization.
Montclair Film (regional arts nonprofit outside NYC)
Conceived and wrote these animated promotions supporting the 2020 Montclair Film Festival. Producing a film festival during a pandemic is tricky. This innovative regional arts nonprofit pulled it off. I anchored messaging around "Discover Together" building on themes of community, connection, and coming together.
Montclair Film (Regional arts nonprofit outside NYC)
Created concept and copy for these odd-ball animations promoting the client's annual fundraising event. Community builder as much as fundraiser, it was critical to get people through the doors. My idea? Target the just-have-to-dance crowd out there (you know who you are) with this Bring it to the Dance Floor social campaign. Make it about fun, a dance party, not a stuffy affair. Oh, and aim for something outrageous and eye-catching that supporters can't miss in their social feeds. The mesmerizing 3D animations were created by applying textures to motion capture.