During my second month of *real employment* I worked on a new biz pitch for Gillette, and we won. Because I don't lose.
The ask was difficult: convince guys that girls like them better well groomed. The solution was simple: Let's try and prove this in the easiest way they understand — swipes. So, we came up with Gillette Social Experiments including a Tinder test, and a real life "Shave and Release" held on campuses to convince dudes to go clean and see the results for themselves.
The project turned out great and yielded fun results. You can check out the fun data (pictured) and more on ShaveTest.com
Role: Copywriter on pitch Chief Creative Officer: David Weinstock Group Creative Director: Paul Chambers Associate Creative DIrector: Matt Shaffer Art Director: Matt Calabrese
[ Associate Creative Directors Slate Donaldson & Jason Liberatore went on to complete the project after the pitch]
Tinder Dating Test: Do Girls Like Guys with Beards or Well Groomed?
College Guys Get Well-Groomed For Dating Success | Gillette Shave & Release
Everyday is a holiday now, according to the internet. We were tasked with creating something to celebrate National Cheese Day (June 4th) by the VELVEETA client, something that only VELVEETA could do that would speak to die hard fans. We had 2 weeks.
So, we decided to give these fans a place to stake their claim on Liquid Gold, creating the world's first branded Micro Nation: The Republic of Liquid Gold.
The Republic was founded by Shelly (of the VELVEETA Gold Rush campaign)'s great great grandson, Sheldon, who wants to keep his ancestor's dream alive of creating a world built around Liquid Gold.
Fans were invited to stake their claim and get their deed to the land on the microsite for our micro nation.
Thousands of claims were made and shared by VELVEETA fans on National Cheese Day.
In 2016 the site will be revamped to act as a hub for the Gold Rush campaign and a place for citizens of the Republic to participate in challenges and games.
Role: CW AD: Stephanie Del Rosal VP CD: Peter Knierim ACD: Brian Fouhy Agency: CP+B
Republic of Liquid Gold - Declaration
The #GoInSix Campaign: There are a billion stories out there waiting to be made. Let’s go make them together. It doesn't take much to get inspired. Six words, photos or seconds—that’s all you need.
Role: CW on Visa Signature social posts for Facebook, Twitter, Google+ and Instagram. Designer: Kitty Mok Associate Creative Directors: Josh Young, Ben Waldman, Stefanie Gunning, Leah Butler Agency: MRY
VISA #GoInSix Case Study
Business travel is a disappointment. Virgin America makes it up to you.
Art Director: Gabriella Ibrahim
If This, Then That is the only service of it's kind that allows you to create custom digital recipes using a simple, non-coding formula: "if this, then that."IFTTT.com
Concept | IFTTT lets you control the things you can control.
Role: Copywriter AD: Bella Ibrahim
Brief: Connect with a global brand's audience in a way that could not have been done 5 years ago.
IDEA: Imprint by Volvo uses biometrics and bluetooth to prevent texting at the wheel, setting a standard in safety and leaving an imprint on history.
ROLE: Copywriter AD: Bella Ibrahim Motion Designer: Matthew Calabrese
Imprint by Volvo
The Brief | Get men who have given up on their grooming because society permits it, to consider going back to a clean shaven face.
The Concept | Go against the grain of hipster beards by bringing back a look that is both sharp & smooth.
Design: Matthew Calabrese
LuLuLemon makes more than just yoga clothes!
These "Pinspirational" Ads are meant to be share-worthy content and encourage women to get on the run!
Art Direction: Gabriella Ibrahim
LULULAPs, is a reward system for yogis turned runner. The app helps you find the perfect running route to LuLuLemon Yoga Session locations, and can be catered to fit your personal goals. Earn rewards for completing the runs, and when you hit 5, receive codes for online shopping in-app!.
Art Direction: Kayla Nixdorf
The Goal | Get men who still snack like they are in the dorms, despite having a metabolism ready for retirement, to choose 3 calorie Bubbies Pickles as their go-to snack.
The Concept | Strong men open jars.
OOH | Jar grips as take-away coasters in bars.
Art & Copy: Kayla Nixdorf
What's Inside: Honey
ROLE: writer Motion Design: Chris Minor and Matthew Calabrese