In 2015, the new Brawny® campaign “Stay Giant®” shifted the message from physical toughness to the emotional and universal qualities of strength and resilience, affirming that there’s a giant inside all of us, men and women alike. For Women’s History Month, we recognized an opportunity to champion the idea that ‘#StrengthHasNoGender’. We wanted to celebrate strong women who’ve shown resilience and broken barriers – be it by succeeding in a male-dominated field, not giving up when the odds were stacked against them, or helping other women realize that they can rise to the challenge.
I had the pleasure of co-producing this with the talented Jessica Manning and the stellar editor Marissa Rosado.
Brawny Paper Towels- #StrengthHasNoGender Announcement Video
According to wikipedia the only pro and main attraction of using speculative work is that it can benefit the clients by bringing cheaper cost and more variations and ideas. As for designers, speculative work can provide them with an opportunity to gain experience, build portfolio, and meet people. As for my experience with spec work? All of the above is true, plus the added benefit of really getting to let my creativity run free, learn new techniques, and have a blast making these fun pieces.
What Fills Your Cup?
Peet's: Brand Work
Peet's Coffee has been around for 50 years and not once before 2015 did they advertise on broadcast.
Beginning with their :30 mantra, "Coffee First" we were able to showcase the artistry of their process as well as the delicacy of the ingredients and processes Peet's uses to make their exceptional coffee.
I was able to work as the Associate Editor and Associate Producer with several different Editors to make this project come to life.
Peet's: Coffee First (Mantra)
Peet's: Coffee First (RUSH)
Peet's: Coffee First (MILK SWIRL)
Peet's: Coffee First (PORTAFILTER)
Peet's: Coffee First (BLACK MUG)
Peet's: Coffee First (ICE MILK)
Peet's: April Fools
Everyone loves a good joke. But, what about when it's not a joke? What about when it's just great coffee for a great price?
I had the privilege of being the Associate Post-Producer and Associate Editor with the wonderful Editor, Naomi Goodman, to make this ad a reality.
Peet's: Lie Detector - Matthew (Original Craft Coffee)
Peet's: Lie Detector - Rick (Original Craft Coffee)
Brawny: Stay Giant
The Brawny® ‘Stay Giant®’ campaign is designed to encourage resilience in the face of challenges and messes by reminding us that ‘there’s a giant inside of all of us.’ As a challenger brand, we decided to activate in markets where resilience is a point of pride and leverage innovative film techniques like real drone footage to garner attention.
Working as Associate Producer on such an innovative project with such an impressive team of people was an extraordinary experience.
Brawny: Rust (Detroit)
Brawny: (Rise) Atlanta
What's more magical than that first cup of coffee in the morning?
For Jingle Slurp I was given the reigns to edit, create SFX, and even play the piano for the score. I was also able to edit all of the Bean Animation pieces. I worked with Naomi Goodman as the Associate Editor to create the :15 pieces from the original :30s that she created.
Peet's: Jingle Slurp
Peet's: Handcrafted Holiday Blend
Peet's: Cinnamon Hazelnut Latte
Peet's: Salted Caramel Macchiato
Peet's: Penguin Bean Animation
Peet's: Reindeer Bean Animation
Peet's: Santa Bean Animation
Mobile has forever changed what we expect of brands. It's fractured the consumer journey into hundreds of real-time, intent-driven micro-moments. Each is a critical opportunity for brands to shape our decisions and preferences.
My first ever job in advertising was post-producing all of these special moments. I worked with the wonderful editors and VFX artists of Misfit SF to ensure perfection.
Counsyl: Live Ready
Counsyl believes in the power of technology to make people healthier.
Our team believed in the power of conveying their brand message creatively and beautifully. Led by the unparalleled Art Director, Molly Johnson, I was able to to act as Associate Editor as well as receiving my first acting role (I'm the drummer).
Counsyl: Live Ready
Oh the mighty power of the campaign.
I was given the responsibility as Editor to turn results into compelling material.
Brawny Paper Towels: #StrengthHasNoGender Case Study