As the main sponsor of the FIFA World Cup Qatar 2022, Kia wanted a social media campaign that combined their core values of inspiration, passion, and enthusiasm with user-generated content. We set out to unite fans and players, celebrating the game on a global stage.

Concept

It all starts with the love between the fans and the players. The difference between passion and talent is the same that exists between a fan and a player, between loving and being loved. It is a symbiotic relationship that fills us with life, energy, and spirit, placing both fan and player in history. It’s not just a song, it’s not just a pass, it’s not just a cheer. When all happen together, they’re the fuel that feeds one another.And this magic will be amplified through technology and social media. From your living room to the stadium screens, we’ll capture this collective energy and deliver it to Qatar. This is Kia’s moment to amplify the shared passion between the fans and players

Campaign Tactics

Influencer Engagement: Influencers will rally their country's fans to share their passion for Qatar.

Daily Fan Content: Amplify top user-generated content with daily posts and re-shares, including notifications and showcasing fan contributions in Qatar.

Ambassador Participation: We leverage Kia’s brand ambassador Rafael Nadal will create and share his own video to inspire his fans to join the action.

Program Highlights: Early fan posts will explain the campaign and its key messages, all branded with Kia's unique frame.

Organic Engagement: Community management will sustain continuous interaction, creating a virtuous cycle of engagement.

Diverse UGC: Collaborate with Talenthouse to ensure diverse representation in our content, enhancing organic spread.

Weekly Mashups: Create four supercuts of the best UGC videos, enriched with inspiring messages and motion graphics, shared on social media, jumbotrons, and in the fan zone.

As the Creative Director for Genesis, I led the creative vision and execution for Genesis.com, driving the brand’s digital presence alongside a talented team. After securing the Genesis account, I served as the Brand and Maintenance Creative Lead. My role included curating and overseeing content for all new car launches, ensuring each launch captured the brand’s unique identity. Together, our team developed and launched engaging content pages, including those promoting high-profile events like concept car unveilings and the Genesis Invitational. I guided our designers and developers in crafting these pages, collaborating closely with project managers on timelines and resources. By presenting our creative work to the client, I helped secure a cohesive and inspiring brand narrative that resonates with the Genesis audience.

Nokia Technologies came to us to launch Nokia’s new VR camera, OZO eight lenses and mics integrated into a spherical device that captures 360º video and audio—all in perfect sync. A teaser campaign was created to reveal this one-of-a-kind device, an experiential red carpet event in Los Angeles allowed to help filmmakers be part of the OZO experience, and finally the e-commerce was launch to make available to world.

AWARDS

Silver W3 Award (the Consumer Electronics Integrated Campaign category. )

Creativity International Design & Advertising Awards with a Platinum Best-in-Category recognition (Alternative and Ambient Media)

Communicator Awards of Excellence (Interactive marketing category)

At DIRECTV, I served as the creative lead, driving the success of digital campaigns across multiple platforms. I spearheaded diverse projects, from launching NBA, NHL, and NFL seasons to promoting holiday movies, app downloads, hardware sales, and exclusive customer perks. With a collaborative approach, I partnered with copywriters, art directors, project managers, and account managers to deliver campaigns on time, uphold high creative standards, and nurture strong client relationships. This role honed my ability to lead dynamic, impactful campaigns and meet ambitious objectives seamlessly.

Ticketmaster set out to revolutionize the way music managers make decisions with their new B2B platform. Harnessing the power of Ticketmaster’s unmatched data, this platform offers groundbreaking insights that empower managers like never before. To make sure this vision was immediately clear, we needed dynamic words and visuals.

Our initial concepts, "We Are Live" and "The Future of Live," envisioned a world where real-time data and innovative leadership drive the music industry forward. To dive deeper into this unique target market, we conducted an exhilarating workshop with the client. This session was all about aligning the Ticketmaster and Razorfish teams on understanding the customer, the industry, and the bold ambitions behind TM1 for Artists, culminating in the creation of 2-3 purpose territories for further refinement.

Armed with fresh insights, we crafted two electrifying visual concepts. "Backstage" brought the backstage buzz to life, seamlessly transitioning from the main stage to the pulse-pounding behind-the-scenes action. "Spotlight" celebrated the manager's crucial role, framing the artist's success with a design that honored the manager's unseen efforts. After choosing Spotlight as the final concept, the client shifted gears, asking us to turn the product landing page into a vibrant content hub for Artist, Inc. Leveraging our strategy and creativity, we delivered an engaging and dynamic hub that truly rocks the industry.

CHALLENGE

Virgin needed an expert team to guide the user experience and visual design of its large scale ships operations platform. The multi-faceted experience was comprised of 20+ applications that were needed to keep the crew running smoothly and sailors happy - from sailor services, to food & beverage, to housekeeping. With an international crew, and a device fleet of all sizes, it was crucial that it maintain a high level of clarity that was adaptable to a wide range of use cases.

SOLUTION

We plugged right into the VV team and led the UX and product design charge by directing, designing and recommending solutions for each app from start to finish. This included the creation of a UI component library + style guide, custom icon library, wireframes, key design screens, user flows, creative direction, QA, as well as product user testing aboard The Scarlet Lady before she set sail. We are still their proud partner today for this initiative, supporting new feature releases, user testing, and optimizations to the experience.

As the ultimate high-end cruise experience, Seabourn needed some help communicating this message across their digital platforms. We not only redesigned their digital presences and booking system, but we also created unique branded items, such as custom-made wood cut out maps, to elevate the brand.

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21st Century Fox ask us to developed some extended tactics to yet further the reach of the platform for The Maze Runner franchise. By Using online, Xbox and in-store we propose unique interactive experience that give fans an inside look into there favorite characters and made them part of the story.

Note: this is a selection of creative concepts from a detailed presentation package.

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ByHeart is a new, innovative, infant formula vertical brand expected to launch in winter, 2021. We partnered with them to create Cluster - a judgement-free, advice-rich destination to drive peer-powered, real-time connection, offer reliable parent- and expert-approved resources, and validate a culture driven by the notion of being “well fed, however you do it.”

We conducted an extensive and robust discovery phase which informed our vision, strategy. and visual concept for Cluster. We then worked closely with internal stakeholders to translate their packaging brand into a digital DLS and bring it to life. The social platform designed is one that will eliminate infant-feeding stereotypes and ensure babies are fed, no matter how it’s done.

Chrysler, an emblem of American automotive excellence, joined forces with two illustrious brands, Carhartt and John Varvatos, to unveil their special edition Chrysler 300 series at the LA Auto Show. We crafted an empowering video, intricately designed with custom music inspired by the brands' histories, to embody the harmonious fusion of Carhartt and Chrysler values. Additionally, we curated a bespoke landing page for John Varvatos, infusing a touch of luxury into the 300 series.

Vail Resorts is an exclusive collection of more than 15 ski resorts across the United States, Canada, and Australia. Our challenge was to redesign their websites and unify their booking system, and to establish a design system that would work for all the resorts—while elevating each unique brand identity.

Holland America Line needed to revamp themselves in the digital space and get their customers to book more online.  We completely redesigned their UX, restyle their look and feel and created some unique art along the way.

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United Nursery operates as a leading wholesale tropical plant farm based in South Florida. With a track record of supplying plants to major retailers across the nation for three decades, they now aim to step into the direct-to-consumer (DTC) ecommerce market. They approached us to assist in crafting their inaugural online brand.

Our Approach:

We conducted thorough competitive analysis to pinpoint branding opportunities in the competitive plant DTC market. Working closely with the owner and key stakeholders, we defined the brand's new voice, tone, and style before developing visual concepts for the ecommerce platform. After selecting a concept, we created user flows and crafted responsive designs for each page and state. Through brainstorming sessions, we coined the name "Potted Happy". As a unique brand identifier, we organized a Miami-style photoshoot and dedicated a section of the website to showcase the farm, highlighting Potted Happy's locally grown plants from Florida.

The pioneers of tequila around the world came to us to bring their brand into the 21st century. They needed a site that not only reflected their new packaging, but that also would stand out in the clutter business of spirits.