new case studies:

Getty Images
alphamom

• nominated for OMMA Rising Star award
• semi professional snowboarder for 7 years
• pop culture junkie
• fan of British humour

10 Cane Rum / ADIF / Alphamom / Benedryl / BMW / DailyMotion / Dell / Full Throttle / Getty Images / Johnson & Johnson / Lexus / Liz Claiborn / Macy’s / Pepsi / Stereogum / Stride Gum/ Trident / Virgin Mobile Canada /Weizmann Institute /Yahoo

role:

Lead strategist

description:

Created for the marketing managers within the international Pepsi network to keep them informed and inspire them, The Pepsi Roundup is an internal information platform, refreshed monthly with new trends, insights, and actionable strategies. The Pepsi Roundup is read by Pepsi marketing managers and employees around the world, helping them to further develop youth marketing strategies and campaigns.

role:

Lead Strategist

challenge:

How can we create love for a brand that is virtually unknown in the US market, at a time when travel, especially international travel, is decreasing due to a recessionary economy?

solution:

Raise awareness and increase relevance for Lufthansa by creating a branded utility that socializes travel.  MySkyStatus is a web application that allows users to tell their friends, family, and followers where exactly they are while they are flying. MySkyStatus updates users facebook and/or Twitter profiles with real-time information regarding their flight; departure, arrival and if the traveler so chooses, updates during the flight to tell their friends, family, and followers where they are flying over and the altitude which they are flying at.

success:

Merely two weeks post launch, MySkyStatus has generated over 13,000 blog mentions, over 150,000 page visits in over 130 languages, and over 10,000 Tweets. The success of MySkyStaus was overwhelming, being covered in trade magazines and blogs such as AdAge, AdWeek, Adverblog, ViralBlog, and Mashable among others.

description:

In December of 2007 a question was posed to the YouTube audience called The Davos Question:

“What one thing do you think countries, companies and individuals can do to make the world a better place in 2008?”

Peoples were asked to upload a video no longer than 5 minutes with their answer. I took some time to think about what I thought was a smart and feasible answer to this question. After writing, filming, and editing the video I uploaded it to the YouTube contest site. A few months later I received a call from a friend that was attending The World Economic Forum in Davos Switzerland with news that part of my video had just been shown in front of major world leaders and decision makers.

My video currently has over 11,000 views and continues to grow.

role:

Writer, producer, host

description:

While interning at VBS.TV and Vice Magazine I was given a unique opportunity to utilize my knowledge of the snowboard industry to develop content for a web based show featuring professional snowboard athletes and the companies that sponsor them. Not only was this content being asked for by VBS.TV fans, but the senior management saw an opportunity to reach a new female audience by having me write, produce, and host the show, thus having an extreme sports show from a female perspective, something they had never done before.

role:

Junior Strategist, seeding and outreach activation

chellenge:

In the spring of 2008 BMW launched their new 1 series in the US market. We were tasked with figuring out how to generate enough momentum to make the release of the video, The Ramp (an unbranded BMW video subtly featuring the new 1 Series), a viral success while keeping BMW completely out of the picture and keeping all content unbranded.

solution:

Starting months before the release of the video we infiltrated all areas of the web including blogs, social networks, video and photo sharing sites. Our goal was to make this non existent town and its characters as real as possible, so when the film was released the digital footprints around the web would diminish any doubt that it wasn’t real.

success:

The campaign was successful creating buss at the launch of our initiative and lasting through the release of the full length film. The campaign was covered in AdWeek, AdCritic, CNN, and talked about on major blogs such as ADFREAK, adgoodness, ViralBlog, TrendHunter, Statesmen Business Blog, and autoblog.