To introduce and build awareness about Atlassian’s Open brand platform, we launched a digital campaign telling the stories of teams who were able to achieve ambitious goals through embracing an open way of working, thinking and being. We brought the campaign to life through editorial style documentaries, short form social content and display ads that all drove to a central campaign hub.
My role was focused on building the team to meet the needs of the brief. I helped provide guidance to the production team, set exceptions with project stakeholders and track creative and strategy to make sure we met the objectives of the project.
Role: Executive Director. Agency: Instrument
Partnering with the Google Pixel Retail team, the project’s focus was on the development of a retail experience that would highlight the Pixel’s best-in-class camera. As part of the retail experience we captured brand photography that both showed the capabilities of the camera and stayed true to Google brand.
Role: Executive Producer / Creative Producer Agency: Instrument
My time partnering with Dropbox ranged from live action films, digital campaigns, site design and branding —all with a goal of defining how Dropbox and remove barriers in process and help team find their flow. With a deep understanding of technology and keen understanding of their core IT audience we helped launch Dropbox for Business.
Role: Executive Director Agency: Instrument
We’ve had the opportunity to partner with Google for Startups to develop their brand and photography guidelines and capture marketing assets at Startup Campuses around the world. A dream project that allowed our team to be some of the only people to visit all active campuses, we shot on location in Tel Aviv, Sao Paulo, Warsaw, London, Madrid, and Seoul.
Role: Creative Producer Agency: Instrument
We worked closely with Facebook to launch the company’s first piece of consumer hardware -Portal. The device delivers on the company’s mission to help people connect with their loved ones. The work launched across Portal’s marketing site, retail, OOH and digital.
Role: Executive Director Agency: Instrument
In collaboration with John John Florence and Hurley, we created a seven-part episodic series documenting John’s journey to his first world title.
In real time we collaborated with a production team to bring a new perspective of competitive surfing and show a different dimension of John John’s personality as one of the most progressive athletes on the planet.
In partnership with producer and director Bill Ballard, I helped develop the agency partnership that brought this project to life. I assembled the team and designed the process for real time collaboration. I provided day to day producer support and helped inform series strategy and creative direction.
Role: Executive Director & Creative Producer Agency: Instrument x Parallel Seas
In partnership with Nike we helped develop Nike Membership’s brand and voice, the NikePlus Unlock program, and content strategy to reach acquisition goals and increase engagement across the ecosystem. This work was released on connected TV, retail, OOH and within the NikePlus product system.
Role: Executive Producer Agency: Instrument
For Umpqua Bank’s Go-To campaign we wanted to roll out the new brand promise “we’re your bank people” based on both the new brand identity, and the first consumer touch point that activated up on this promise - the Go-To app. We delivered an integrated campaign (social, video, print, in-store that helped drive an increase in brand awareness and product usage.
Agency: Instrument Role: Executive Director
For the launch of the new Yeti Rambler we partnered with Yeti on a digital campaign. Staying true to the brand, we showed the product through authentic moments with real ranchers, shrimp fisherman, crabbers and cooks. The result of the campaign reached over 12.5M viewers and generated over 73K transactions within the first week of the launch.
Role: Executive Producer Agency: Instrument