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
Art Direction, Strategy, Concept, Copywriting
Objective/Challenge: Get binge-watchers that have lost track of time and their responsibilities to snap back to reality.
Insight: Netflix knows when we’ve been watching too long, but the viewer has the slightest clue.
Approach/Strategy: Turn Netflix annoyance into a realization for the viewer that they have something else they should be doing.
Execution: Replace Netfilx’s “Are you still watching?” interruptions with real life reminders.
Strategy, Art Direction, Concept, Design
Objective/Challenge: Reposition Dr. Scholl’s from a medical brand into an everyday grooming staple to drive market share among Millennial and Gen Z men.
Insight: Men invest in grooming but neglect foot care out of fear of looking 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: Redesigned packaging into masculine nightstand ready storage and launched a provocative, double-entendre campaign to eliminate male purchasing stigma.
Metrics & Impact: Modernized legacy brand perception, opened new DTC nightstand retail placement, and created a high-visibility PR hook without losing clinical credibility.
Strategy, Art Direction, Concept, Design
Objective/Challenge: Reposition a generic, paper product into a brand that breaks Post-It’s market dominance.
Insight: People are hardwired to panic when they see an official government notices: a parking citation, a pink slip, or an eviction notice, triggering a visceral spike in anxiety before they even read the message.
Approach/Strategy: Use the anxiety spiking notices and flip the script, changing moments of panic into unexpected positive connection.
Execution: Created a print campaign that uses official government disciplinary notices that read heartwarming, uplifting messages.
Metrics & Impact: Drove viral organic social engagement and created a highly visible PR hook that bypasses traditional office-supply advertising.