3-month contract in NYC with the greatest PR firm!
Problem: "PR" has perception problems making it hard to appeal to the target audience.
Target: Advertising creatives looking for more purposeful work.
Big Idea: We're redefining PR at Edelman. You can make it here.
Edelman has been slowly morphing their scope of work from traditional PR to also include creative ideations and executions. In order to bring in more creative talent, we needed a refresh for our recruiters that could better showcasae our creative side of Edelman.
Problem: Under the radar, low advertising budget and low ticket sales
Target:Existing NBA and NCAA basketball fans, male and female 18-45
Big Idea: What the WNBA has that the NBA doesn’t is emotionally competitive women
Women are typically known for their “emotional weaknesses." They get too emotional, care too much, and let their feelings drive their actions. In the WNBA, this is an advantage. The NBA gets paid huge dollar signs. They switch teams for more glory and more money, wherever they can get the spotlight. But the WNBA lacks those perks. They play because they truly care about the game. Their emotion and team spirit exudes through the copious amounts of sweat they perspire on the courts. They play hard to win. They bring emotion by the handfuls and leave it all over the court. We have no idea why women’s emotions have been shunned in the man’s world, but in a women’s world, emotion is what drives them. All the way to the basket.
That little red muscle that lives inside your mouth, helping you taste the difference between chocolate lava cake and soggy brussels sprouts. Society says it’s rude to stick out your tongue, that it’s something to hide. Be ashamed of. That it’s a tool for tasting and nothing more. We must keep it in our mouths, rarely to see the light of day, locked away by a fence of narcissistic pearly white teeth.
Well, we say it’s time to let the tongue loose. It’s not something to hide, but something beautiful. It’s okay to stick it out. To lick your plate clean. To catch a falling snowflake. Your tongue, every tongue, is a special muscle that isn’t to be taken for granted. It needs exercise. Outside time. Adventures. Some tongue-to-tongue socialization. If you only ever stick out your tongue at the doctor’s ahhhfice, then I can see why you hate it so much. Instead, aim to make a fUnNy FaCe! Or to masterfully sculpt your ice cream cone. And don’t you dare waste a lick of that melted chocolate on your hand. Let your tongue taste life and you’ll have a new sense of freedom.
This image displays another way this campaign is executable. Interactive games where aligning the tongue shape enables a game--this one will be a virtual balancing game with a shareable video in the end.
I had the great opportunity to direct my script with a professional voice actor at a recording studio with a sound engineer. Check out the Canon Rebel :60 and Listerine :60 spots below.
Canon Rebel (spec work)
Listerine (spec work)
Cathy cross stiches and crochets so the logo design accentuates her craftiness as well as her love of hearts.
Here are some options I presented to this budding film producer. He ended up selecting the more toned down version on the left.
A simple logo can give personality to any resume. This one was designed for an actress applying for grad school. The vinn diagram is a subtle allusion to the theatre masks and carries a studious vibe.
Ongoing since 2012
Concepting and Illustration
Sweet Leaf Tea
Sweet Leaf Tea was first brewed in the backyard of a Texan who just couldn't get enough of his granny's sweet iced tea. Now that the tea is sold across the nation, the brand needs to increase awareness while staying true to its loyal followers.