Every year Public Inc creates a purpose-driven holiday campaign, and when our brilliant strategy team presented us with the facts about period poverty, we knew we needed to Deck the Stalls.
This campaign combines three of our favorite things - humor, female empowerment and Christmas. The idea was inspired by Krampus, a mythical holiday being, and cramps (obviously). We reinvented the character as a vigilante, an anti-Santa, with less magic and more unhinged determination to bring period products to the 1 in 3 people with periods who need it.
So many people helped make Crampus her best self, almost everyone completely volunteering their time and talents for the cause. Official stats coming soon.
Partner: Heather Apple
Chief Creative Officer: Jill Applebaum
Director: Eva Midgley
Hospitals can be a cold and scary battlefield or a sappy sad place - that’s a territory many hospitals have focused their marketing campaigns on before. We wanted this campaign for Sunnybrook Hospital to stand out by showing that this place Is actually warm and friendly, a place you weirdly wish you were a part of.
They take on Canada’s toughest illnesses and unsolved cases. At Sunnybrook every case is special. And every patient is special. Every doctor is special. And most are specialized. Yep, this place is special.
Partner: Heather Apple
Chief Creative Officer: Jill Applebaum
Agency: Public Inc
Director: Tom Dream
Households buy food with the greatest of intentions, but life gets in the way and food unintentionally goes to waste.
So for Super Bowl 2021, we unveiled the Fairy GodMayo. A magical character, played by Amy Schumer, that swoops into American kitchens and transforms food from waste to taste with Hellmann’s.
Partner: Heather Apple
ECD: Don Shelford & Beth Avellini
Director: Peter Farrelly
Agency: Swift & WT
Everyone knows a crazy story-telling grandpa like Walter and Percy. They've been sitting in the same booth at Steak 'n Shake since 1934, so although their memory is getting hazy, their love for "the way things used to be" is still strong.
We produced pitch-winning work that launched the campaign with 4 TV spots.
Partner/CD: Brett Baker
ECD: Alisa Wixom + Kris Wixom
Director: Joachim Bach
Agency: GSD&M
One sip turns your whole world more vibrant. And now, that vibrancy, that umph, that extra je ne sais quoi can be unleashed anywhere, everywhere... simply by opening a bottle.
Teavana takes your moment to the next level by adding a few layers of flavor and flair. You go from you to BEST YOU. Can your plain old water or coffee or soda or even tea do all that? (Spoiler alert: NOPE.)
Partner: Heather Apple
Director + Photographer: Jimmy + Jesse Marble
Agency: Swift
From WitchTok to #cottagecore, there’s a community for everyone (and everything) on TikTok… people may just not know it yet. We wanted to target a slightly older audience (millenials are the old ones for once) and show them that TikTok is more than just dance videos and highschoolers in their bedroom. We needed to invite them to actually be social again, to find their own niche on TikTok by showcasing the wide and wonderful range of subcultures.
For this performance marketing campaign, my partner and I led a small socially savvy team (consisting of junior creatives, strategists, data scientists, producers, designers, editors and even a few TikTok clients) to concept together and create 165 highly targeted videos on an extremely short timeline. High volume was the name of the game so we could test and optimize as we went, making content for years to come.
Here’s a small sample of the videos we created, if you have any questions or want to see more just ask, there’s 160 more where that came from.
Teavana tea contains multitudes. Their ingredients blend and build into unique, layered and sensory experiences. They’re proof that more is more and minimalism is overrated. Let’s embrace maximalism and revel in creative combinations. This is an invitation to a new kind of tea: You bring your multifaceted self. We’ll bring our multifaceted cups. And together we’ll embrace every layer of a life full of flavor.
Partner: Heather Apple
CD: Carolin Harris
Director: Kinomoto | Viktor Horvath
Agency: Swift
Let’s face it, cooking is kind of a big deal. We wanted to appreciate Blue Apron customers for being a citizen of the grub-hub era and still deciding to cook… sometimes.
Our videos showcase the moments of winning we all have while cooking. That feeling of pride you get when you plate or prepare a perfect dish. All in all, we were able to roll out the campaign with one :30 video (including three targeted :15 cutdowns), four WW partnership videos, fifteen giphy stickers and whole new paid social approach.
Partner: Heather Apple
Director: Alex Hulsey
Agency: Swift
Fact: Women mentored by women are more likely to achieve senior roles, out-earn their peers, and feel happier. Win, win, win.
I was thrilled to help Swift start their initiative to help women connect with and mentor other women in the workplace. I spearheaded the logo design & branding for the project and then art directed the work across print, social and film assets.
Partner: Heather Apple
CD: Carolin Harris
Designer: Chandler Subra
Agency: Swift
Oddly satisfying social content for Starbucks bottled Frappuccinos.
Partner: Heather Apple
CD: Carolin Harris
Agency: Swift
In 2018 my partner, Heather Apple, and I set out to reinvent Swift’s internship program and attract and inspire the best creatives.
Each year we reimagine the program and give it its own campaign full-on recruiting campaign with social at the center. The goal is always to get more inclusive, non-conforming talent, and tailor our program so that each class gets to put at least one awesome project in their portfolio.
Made & Mentored by:
Heather Apple, Cat Hyland & Myself
Keeping the dream alive with:
Nakita Simpson and Julius Im
These days, travel is a contest to see who can hack it best. Who can re-wear the most clothes, pack the smallest carry on, and exist in the tiniest space. Now, we don’t want to be all materialistic about it, but that’s ridiculous. The reality is there are things you need to have on a trip. Items, attitudes and stretching room that make you feel like you. Because whether your personal baggage is physical or a little more metaphorical, when every room is a suite, there’s room for that. So go ahead...BRING IT.
We produced pitch-winning work that launched Hilton's campaign with 4 spots, 6 suite tours, 40 gifs, thousands of photos and 3 social launch contests.
Partner: Heather Apple
Director: Kezia Barnett
Photographer: Alex Farnum
Agency: GSD&M
The 2016 Q50 got a legitimate power bump, from 328-hp to 400. That’s enough that we feel legally obligated to talk about it.
Partner: Josh Shelton
CD: Graham McCann
ACD: Doug Kohnen
Director: Henrik Hansen
Photographer: Alex Bernstein
Agency: CP+B
