Award-winning Creative Direction.
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Hometown Sounds
Straight Talk | Hometown Sounds
Hometown Sounds was a special one—for everyone involved. Straight Talk came to us, yet again, looking for a way to connect with an audience finding comfort in food and at home post-pandemic. As a transplant myself, I know nothing links you to where you came from like food does. It’s the origin of who we are, it’s how we connect and share with one another. Considering that, I felt that food is also one of our oldest forms of storytelling—without words. Everything we cook is the culmination of our current self history, and that’s genuinely beautiful.
In Hometown Sounds, we connected with Warner Music Nashville artists to cook a cost efficient dish from their faraway “homes.” While taking us through their recipe, we get to the heart of how they got here, of all places. In a poignant video duo, we get personal with Devin Dawson and Tyler Braden, two wonderful and honest artists.
Creative Lead / Ideation, Copy, Creative Direction
Straight Talk | On Repeat S1
On Repeat is an award-winning video series that partnered UPROXX’s musical expertise with Straight Talk’s DIY, thrift-minded audience. Straight Talk approached us looking for a way to connect with a younger audience that valued savings—which happened to perfectly include my personal values of smart-spending and sustainability working together to create uniqueness. We found that audience and more by partnering for the first time in an “anti-hype” three-episode series where we challenged a diverse group of talent to walk us through DIY “upcycling” projects that help us look past the trends.
Creative Lead / Ideation, Copy, Creative Direction
5M+ Total Views / +15% Aided Awareness / +16% Brand Favorability
2021 OMMA Award Winner for Best Single Execution
2021 Creative Media Awards Gold for Content Marketing, & Finalist for Native Marketing
Straight Talk | On Repeat S2
The brand returned, excited, for a second year to go for a repeat of On Repeat and to create another new series, Hometown Sounds. This year, we created two episodes, targeting a new audience through country music and home project savings. We leveraged our WMG Nashville connection to connect with artists like Morgan Evans to show us cost-effective, DIY home projects encouraging resourcefulness.
Creative Lead / Ideation, Copy, Creative Direction
Pinterest | Artist/…
We’re all terrified to do something for the first time, and who can blame us? It is terrifying. Pinterest, beginning their “Don’t Don’t Yourself” campaign wanted to show the world that their platform is a safe space to explore, empowering you to take the leap towards action. Our WMG artists are experts at their craft, so how about we challenge them to do something they never have? And on camera… We partnered with future icon María Isabel and “pinfluencer” Karly Kenyon to bring María’s pinboard of inspo to life in a set they make from scratch in this short video.
Creative Lead / Ideation, Copy, Creative Direction
HEINZ | Cooking Battles
In this two episode series, home chefs take on the challenges of bringing their children’s drawings to life through everyone’s favorite medium: food. This creative process was a blast— and difficult, while navigating the production challenges of mixed remote shooting during the height of COVID-19 quarantine in early 2021. How do we create connective content in a world that’s “together but separate?” Over the course of that prior year, we pivoted quick, landing on our feet and creating a method for remote shooting that worked, preserving authentic interaction between talent. It was during this 2021 production year our studio team earned the ThinkLA IDEA Award for Best Pivot, Cooking Battles a definite contributor. HEINZ approached us with a full brand push targeting multicultural and non-traditional families to participate in a summer of grilling. Aiming to find “the magic in the everyday,” I somehow convinced them to take a simple burger night and turn it into a whimsical challenge the whole family could get involved in. We invited multicultural families across the US to get creative with the vast array of HEINZ products.
Creative Lead / Ideation, Copy, Creative Direction
Cinnamon Toast Crunch | Cinnaverse
General Mills came to us looking for a creative solution to hack tween boredom. Tweens have something in common with both their favorite artists and the varying “Cinnamoji” characters— their multifaceted personalities. To connect with these different personalities and keep tweens engaged, we created a choose-your-own adventure music video where users could choose different paths to explore this cereal-mayhem-fueled universe. Analyzing music trends (and honestly our current faves), we predicted the resurgence of pop punk and invited Meet Me @ The Alter to join us (and our Cinnamoji friends) for a day of eating literal boxes of Cinnamon Toast Crunch. It was, for sure, a wacky blast.
Creative Lead / Ideation, Copy, Creative Direction
2.1M+ Total Impressions / Increased top-of-mind awareness of Cinnamon Toast Crunch and significantly increased both first brand mention and any brand mention for Unaided Awareness of CTC, with a delta 12x higher than Kantar’s market norm for Cereal category campaigns.
2021 Telly Silver Winner, Immersive & Mixed Reality - Use of Interactivity
WOM/N WORLDWIDE
Original series for UPROXX.com
WOM/N WORLDWIDE is a pop culture news show near and dear to my heart. In these 4-5 minute episodes, we take an intersectional look at current culture and celebrate the femmes, theys and thems changing the world and moving our future forward. We focus on the intersectional inspiration in effort to counteract the doom scroll and oh-so-apocalyptic headlines of today. We harnessed a vapor-wave-meets-VCR inspired look, that I still wish I could print all over a tee shirt… like, all over.
Creative Lead + Director / Ideation, Copy, Creative + Art Direction, Director
