New Orleans Saints RB Alvin Kamara is a style icon, seen at New York Fashion Week and mimicked on Sunday’s at the Superdome with fans wearing faux gold grills, dreadlock wigs and bull nose septum piercings. When he tweeted about how much he loved Fruit of The Loom white tees, Fruit of course replied, but it felt like an opportunity to do something more, and we collaborated with him to create a limited-edition signature white tee exclusively for the running back’s fans on Instagram.
Kamara announced the #AK1K collaboration in a video that received 1.39 million views and 3,675 comments. To hype the shirt Kamara posted carousels showcasing a variety of looks incorporating the #AKxFRUIT tee accented with items from his own closet.
When he hit 1K all-purpose yards that season, Kamara announced a few lucky fans who commented #AK1K on his 9 white out posts would receive a limited-edition shirt. In three days, there were 63,000 comments. 63,000 people clamoring for a plain white Fruit of the Loom t-shirt. Touted on Muse as one of the simplest fashion campaigns yet and getting love from US Weekly.
The looks:
ARRIVE
TRAVEL
RELAX
CELEBRATE
creative direction, concept, writing
63% of couples had to postpone their weddings this year because of COVID-19, and while pizza can’t fix their bad luck, it can certainly make things better. That’s why Domino’s set out to invent the first ever wedding registry for postponed weddings:
dominosraincheckregistry.com.
Designed specifically for couples who prefer delicious pizza to designer spatulas. And apparently, it was the wedding registry people were craving. It ended up getting 300 million impressions in the first day and generating an estimated 4.4 million in earned media. Even getting this nice article in People.
Additionally to keep spirits lifted, we chose a few of the registered couples and bought out their entire registries. But not just their Domino’s registries. All of their registries… crystal gravy boats included.
The Washington Post: Domino’s delivered a big surprise to couples who had to postpone their weddings
ABC7: SoCal couple forced to cancel wedding amid pandemic has registry paid for by Domino's Pizza
art direction
copywriter dana buckhorn
Each Monday Night during the 2014 NFL season the Superstition Machine took superstitions and made them real. As viewers watched LIVE on espn.com/nfl they were able to control who would receive the luck by clicking and voting for their favorite team. Each week the actors would change their team allegiance and put the superstitions to the test. Ranging from, lucky charms, to fountains, clothes, and even popcorn. It was only weird if it didn’t work.
creative direction, concept, writing, production, project management
Tattoos are often reminders of important moments in life or reflections of our ideals. They motivate us to live our lives with passion and remembrance. Reebok's FreeRide was a mobile tattoo studio that inked, collected, and shared the inspirational stories that drive people to Live With Fire.
production, creative, social, art direction, driver
For the 2013 Distortion Festival, Rdio made 250 unique posters generated from the sounds of the Festival's Official Playlist. Each poster was labeled with the artist, track title and time segment used.
creative direction, concept, production
During Alex Bogusky’s return he wanted travel as little as possible, but people still wanted him to attend events, thus RoBogusky was born. A mannequin with a modified TV head that allowed Alex to be present at events like Advertising Week in a “human like” form. RoBogusky gave Alex the ability to communicate telepresently in real time from the comfort of the office in Boulder. An instagram was created to document @RoBogusky’s construction and travels. It turned out RoBogusky was short lived as Alex realized real life interactions still matter.
That being said RoBogusky’s appearance at Advertising Week was indeed a hit garnering coverage from MediaPost, The Drum, and AdAge.
creative direction
DXP Adventures
To help introduce Domino’s new delivery vehicle a choose your own adventure style game was created. Utilizing the tagging mechanism within Instagram multiple accounts were used to lead fans through a series of puzzles that showcased all the special features of the new car. Once completed, and the code was collected, fans were rewarded a coupon for their next pizza order.
DXP VR
Additionally a 360º video was created allowing fans to get behind the wheel of the DXP and experience a virtual pizza delivery through a fantasy world comprised of easter eggs form the DXP website.
creative direction, concept
Google Home
To launch Domino’s new Anyware ordering on Google Home we made a series of videos featuring Dom warming up his voice with some traditional vocal exercises and also practicing reading the entirety of the Domino’s menu.
Facebook Messenger
In launching Domino's Anyware ordering on Facebook Messenger, we got a little nerdy with a series of teaser messages written in binary code. We got thousands of comments on each post, even getting Rick Rolled. The truest measure of cultural success.
The Posts:
It’s coming.
First emojis now this…
There’s a new way to order deliciousness.
Order it all.
Tomorrow, ordering will change forever.
creative direction
To celebrate the 20th Anniversary of the Webby Awards and the theme of “The Internet Can't Be Stopped” a classic award show poster was designed driving people to the url theinternetcantbestopped.net and a portal housing the greatness of the internet from the past 20 years. Once loaded the the website presented a chaotic grid of internet greatness that seemingly could not be stopped, a button that can barely be caught when clicked leads visitors down a rabbit hole of a seemingly never ending unstoppable internet.
creative direction, concept
Visually tapping into the runner's psyche and the unique stream of conscience that occurs while running.
concept, art direction, design, co-writing
Pineapple on pizza. It is a passionate topic, many love it, and many are vehemently against it. We tapped into the voting dynamic that had become popular on Facebook Live to determine in real time pineapple’s place on pizza once and for all. Social posts were created to help promote the vote and the fans ultimately decided pineapple does indeed belong on pizza.
As Domino’s first Facebook Live experience the vote resulted in the most impressions Domino’s had received on social media to that point:
– Over 3,342,321 people reached
– 581,113 total views
– 65K+ votes
– 1K+ shares
– 4.9K comments
– More than 201,966 minutes viewed
creative direction, concept
Bayardstown was a members-only outdoor social club in the the Strip District of Pittsburgh created by Deeplocal that offered a backyard space for those who lacked the space living in the city to gather, eat, and drink. Everything was on a BYO basis, booze, meat, fun etc. There were food trucks, movies, vintage clothing sales, live music, and even backyard olympics. In creating this experience I helped to develop the initial concept, assisted with the social media, and helped with event production.
concept, art direction, social, production
shavemyyeti.com let visitors do just what the url suggests and rid the yeti of his itchy, scratchy coat and replace it with soft, warm Polartec fleece. He then became a happier beast, taking on the world with a comfortable, friendly demeanor accompanied by a ‘Mary Tyler Moore’ like theme song.
concept, art direction, writing, design
sheepareevil.com used conspiracy theories, false information, and broken links to position wool as a bad choice for protection from the elements and their producers, sheep, as pure evil. Promoting Polartec fleece as the best, less evil option to keep yourself warm and comfortable.
concept, art direction, design
A visual demonstration showcasing how words can stir the imagination better than a screen.
concept, art direction, design, writing
Working with Saatchi LA, I aided in research and concept development to leverage the unboxing phenomena to announce the launch of the 2012 Toyota Yaris.
research, concept
