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: Well, let's actually try and prove it 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 original 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 and I went back to the wonderful world of Visa ]
Tinder Dating Test: Do Girls Like Guys with Beards or Well Groomed?
College Guys Get Well-Groomed For Dating Success | Gillette Shave & Release
VISA SIGNATURE: #goinsix
CW on Visa Signature social posts for Facebook, Twitter, Google+ and Instagram. Designer: Kitty Mok Creative Directors: Josh Young and Ben Waldman Agency: MRY
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.
Business travel is a disappointment. Virgin America makes it up to you.
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 Special Thx to Prahkar Mehrotra
Imprint by Volvo
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
VISA | FIFA WORLD CUP
The FIFA World Cup is where we all want to be.
At MRY I wrote real-time social content and tweets across Visa US, Visa Canada, and Visa Global social pages to celebrate the 2014 World Cup.
Designer: Kitty Mok
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.
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!
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!.
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.
What's Inside: Honey
ROLE: writer Motion Design: Chris Minor and Matthew Calabrese