Challenge: Create a test-and-learn opportunity with an audience-first approach to dynamically create and customize creative assets.
Solution: Create templates that are flexible enough to fit the parameters of each phase of dynamic creative testing (Awareness, Consideration, Conversion).
· Assume each template will be animated
· Need for additional lines (for awards / feature / offer / messaging)
· Need for legal hyperlink or disclaimer (for feature /offer / etc.)
· Need for logo placements (awards logo / award image / etc)
Concepted, designed, and uploaded >1,500 master banners in Spongecell and at least three accompanying resizes for each.
Social GIFs: Mountain Troubles, Vehicle Components, and "E-Hacks"
Used Photoshop frame animation to design gifs for Facebook and Twitter
Challenge: In 1912, Miss Elizabeth Arden marched for equality and dedicated a special lipstick to all the amazing women she walked alongside.
Solution: Create two sets of digital banners (awareness, conversion) to promote investing in leadership programs, economic empowerment, political participation and ending violence against women everywhere. In the spirit of our founder, we are donating 100% of the proceeds from our signature Reese Witherspoon signed lipstick to UN Women – a global champion of women and girls everywhere. #TogetherWeMarchOn for gender equality.
Challenge: Highlight and drive sales of new Superstart Probiotic Cleanser and Superstart Probiotic Boost skin renewal biocellulose Mask while introducing Limited On Trend Boosting Innovation.
Solution: Creative Concept - boost your skincare routine right from the start via two sets of digital banners (awareness, conversion).
Challenge: Highlight and drive sales of new Visible Difference Replenishing HydraGel Complex product.
Solution: Creative Concept - instant moisture for your skin with continuous 24-hour hydration and visibly minimized pores for fresh, glowing skin.
Challenge: People share their Netflix accounts with peers.
Solution: Add value to having your own account by making Netflix social.
Challenge: This Italian bakery located in the Finger Lakes needed a complete branding overhaul. It had not been updated since 2005 and was in need of modern design to help attract new customers.
Solution: Stick to Felix Roma's roots with an authentic Italian look, while incorporating an updated perspective.
An intensive art direction course that I took during the summer of 2015. My work includes print ads for Microsoft Office, Smirnoff, Guitar Center, Resolve, and Zippo, as well as creative bathroom signage for various brands.
Click on an icon to see its corresponding advertising campaign.
Challenge: We are not satisfied with any of the 2016 presidential candidates and are finding countless falacies in their platforms.
Solution: Bring Abraham Lincoln back to life and have him run on a modern-day campaign based around his famous virtue, honesty.
Logo collection comprised of brands for whom I've done freelance work.
Kosher Dietitian - kosher nutritionist
Sounds Better at Night - '80s themed radio station
Inscription Capital - hedge fund
Lettuce Grow - campaign for healthier eating in elementary schools
Finger Lakes Wine Festival - wine and culinary event
Blue Stripe - security centric ride sharing service
Alba Investments - private investment firm
Century Gothic - environmental initiative
Merchant - financial services
Sleep Link Plus - sleep specialist
Ariana Levin - interior designer
Fun personal project.
In March '15, I brought nationally acclaimed photographer, Steve Rosenfield, to Binghamton University for his What I Be project. This project is a portfolio of close-up photographs that invites subjects to own their insecurities by writing them on their hands or face with a black marker. Rosenfield aims to “build security through insecurities,” and holds long discussions with each subject to bring these feelings to the forefront. The project began in 2010, and has documented students at Princeton, Columbia, Duke, Stony Brook, University of Chicago, and many more institutions across the United States.
For one week, Rosenfield photographed students each day, holding 45-minute sessions of one-on-one discussion and photography with each subject. There were a limited number of sessions available to the campus on a first-come, first-serve basis.
In October '14, I contacted Steve after having seen his work over social media. Over the following months, I organized his one week's stay and contract, raised over $5,000 from campus entities to facilitate his visit, lodging, rentals of spaces and materials, and worked closely with the University Art Museum to curate and display the results.
During Rosenfield's visit, I also organized a speaking event and a two week-long exhibit in a primary art display space on campus. During the event, he shared his inspiration for the project and invited subjects to speak about their experiences with the project. The exhibit featured the 70+ Binghamton "What I Be" photographs displayed in a high-traffic atrium on campus.
The event was so successful that the school newspaper dedicated a full spread to its write up, and even dubbed it for their April Fools edition.