ART DIRECTION
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STRATEGY
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CREATOR OF THINGS
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ART DIRECTION • STRATEGY • CREATOR OF THINGS •
WORK
Strategy, Concept, Art Direction, Copywriting
Objective/Challenge: Reframe Netflix from a binge sinkhole into an ally that respects the viewer’s time.
Insight: “Are you still watching?” hit viewers with a split second guilt-trip that they mindlessly ignore, continuing to avoid real life.
Approach/Strategy: Hijack Netflix’s annoying feature and turn it into a tool for accountability.
Execution: Replace Netflix’s “Are you still watching?” interruptions, with real life reminders.
Strategy, Concept, Art Direction, Design
Objective/Challenge: Reposition Dr. Scholl’s from a medical brand into an everyday grooming staple to capture market share among Millennial and Gen Z men.
Insight: Men invest in facial and body grooming, but neglect foot care out of fear of appearing feminine, leaving partners to deal with rough feet scratching them during intimate moments.
Approach/Strategy: Reframe foot maintenance from feminine pampering into bedroom etiquette and protection, positioning foot tools just as essential as condoms.
Execution: A bold, double-entendre campaign that eliminate foot care stigmas by redesigning packaging into masculine nightstand ready storage.
Metrics & Impact: Modernized legacy brand perception, expanded distribution into the men grooming category, and generated high-earning PR attention.
Strategy, Art Direction, Concept, Design
Objective/Challenge: Reposition Office Depot OfficeMax private label sticky notes as a part of an EDC, to drive private label sales that breaks Post-It’s market dominance.
Insight: We’ve all experienced having a pen, but no paper when we need to write something down outside of the office, forcing us to scribble on whatever scrap of paper we have.
Approach/Strategy: Dramatize getting caught without paper, positioning Office Depot OfficeMax sticky notes as the simple, portable fix.
Execution: A print campaign that read heartwarming, uplifting messages on official government citations because it was the only paper on hand.