At the YouTube Creative Studios (via ASG), I worked with a team of designers to concept, pitch, and execute campaigns for both YouTube as a client and for musical artists. The goal across the campaigns was to increase recognition of YouTube Shorts as a short-form video destination for creators and fans.
For YouTube Shorts, we focused on highlighting the communities and creators that make the platform special, reminding users that the best videos online, no matter how long or short, live on the YouTube platform. One misperception we worked to dispel with our other campaigns was the notion that creating and uploading your own video to YouTube was too “heavy lift” for the average user, and that YouTube was a place for professionals. To combat this, we made instructional ads that show how easy it is to use filters and sound tools to let users join in on the fun with ease.
With artists, we would collaborate with their team to promote their newest single with AR, dance or video challenges, and billboards, etc., in major cities to break through the noise. In a campaign for Olivia Rodrigo’s GUTS album announcement and lead single “Vampire,” our teaser campaign allowed buzz to drive her song to debut at #1 on the Billboard charts.
Other brands/artists I touched include NEW JEANS, Barbie the Movie, and Coachella.
Celtra is a product that helps clients scale their creatives in an efficient manner. When you create a project in their platform, you can select which components in your design file you want to be used as a template that can be modified via a spread sheet of sorts. For example, you can select that the headline is modifiable, the background color can be changed, and the hero image can be swapped, etc. and input all those different versions in the spread sheet which can then be exported. One of the campaigns I worked on was for Spotify’s 2021 Holiday season, where we created over 40,000 pieces for 190+ countries. My role at Celtra included managing and mentoring a team of four junior creatives, concepting and planning campaigns, production of said campaigns, and QA. Other select clients include Adidas, DraftKings, GoPro, Hibu, and Bloomberg.
Fabric is a life insurance and family financial fitness startup, now part of the Gerber Life Group. As the Senior Designer and only full-time designer on staff under the Design Director, I was in charge of any and all design needs the company needed. This included creating whole pages for the website, working closely with the engineering team to improve the UX/UI flow and design of the app, and creating emails, direct mail, and social media ads and posts.
From storyboarding, shooting, and postproduction, I collaborated with a team to create a series of videos for Verizon Fios that would help customers troubleshoot and solve problems via YouTube, Facebook Messenger chatbot, etc. Customers could receive solutions to their issues without waiting for or scheduling a tech visit.
Using deep strategic insights on the Hispanic market in Florida, I created a series of bilingual posts for Facebook and Snapchat to keep Verizon top of mind for those thinking about switching networks. Due to the striking visuals, spot-on references, and friendly (not sales-y) messaging, this project was an astounding success with click-through rates 990% above their benchmark.
360 Art/Brand Direction
I joined this startup and built its creative from the ground up. I created the brand from scratch, including its logo, style guide, and presence across print, digital, and the app. I worked very closely with the UX Director to create the UI for the app.
At its height, I oversaw a team of eleven to create content for the app, including copy and illustration.
Full-service design and art direction
As AOR for Jaguar Land Rover, Spark44 handled Land Rover USA website design, emails, social media, print pieces, short form video, and more. We localized global campaigns and created campaigns that were then globalized.
Full-service design and art direction
As AOR for Jaguar Land Rover, Spark44 handled Jaguar USA website design, emails, social media, print pieces, short form video, and more. We localized global campaigns and created campaigns that were then globalized.
Store Experience and Branding
I made sure any store you could find Verizon products in (giant flagships, franchises, Target, Walmart, Staples, Best Buy, Costco, etc.) looked real good. This included wayfinding, street signage, permanent store displays and fixtures, flyers, posters, digital signage, and so much more.
All this, and I had to figure in the transition during a brand overhaul, which I had a part in creating the new guidelines for.
Social Media and Print
At Wunderman, I handled the design and art direction of United Airlines's social media accounts and print pieces to Mileage Plus members. For social, this includes visuals for Facebook, Twitter, YouTube, LinkedIn, and United.com. My duties also included concepting for longer social media campaigns.
For print, I handed the art direction for their biannual mailers that get sent to MileagePlus members for spring and fall 2014. These are targeted sales to specific members to incentivize them to reach the next status level.
Magazine Redesign
While at University of Texas at Austin, one of my assignments was to refocus and redesign a magazine. I chose BlackBook because I believe they currently have an identity crisis that results in confusion for the reader and diminishing returns for the brand. Instead of being a magazine that dabbles in a little bit of everything, I decided to focus in on one of their strengths, which is nightlife and reporting on destinations that are of interest to the jet set.
The major change is that each issue focuses primarily on a certain city, making cases for why someone in the 25-35 demographic would be interested in visiting that region.
Homebrew Labels
I homebrew, as in I make beer, with a group of friends. H-A-M are our initials, and the labels are meant to help us pay homage to the things we like best, next to beer. For one, the wordmark is our subtle tribute to the Californian flag. Each batch we make produces around forty to fifty beers, and we distribute them to our friends (and keep plenty for ourselves). Our labels have been received very warmly by online homebrewing circles.
Nightly News and Website
As an intern in the Creative Services Department, I created web banners for the TV station's website. These banners mostly consisted of in-house advertisements for the nightly news or other programs, in addition to contests hosted by the station. I also learned Adobe After Effects during my time as intern, and I created my own commercial from scratch.
After my time as design intern, I was selected to be a designer for the nightly news. My duties included editing pictures so that they were suitable for air, "lower thirds" images, Over the Shoulder (OTS) images, and chroma backgrounds.
Assorted Agency Work
As the design intern at Brandkarma, I had the pleasure of working on a little bit of everything. This was my first experience with pharmaceutical advertising, and I loved learning all the intricacies involved with that side of the industry. Some of the projects that I've been involved in include billboards and other large OOH, reprint carriers, mailers, etc. for pharmaceutical campaigns both consumer-facing and healthcare provider-oriented, and logo and branding of various healthcare companies.
Consumer and Small Business Emails
At AdPeople, I designed Dell emails for America and Canada.
What I'm doing outside the 9-to-5, or one-offs that I liked.