Having been a girl creative for 17+ years, feminism has been secretly trending in my heart for a long time. When Secret came along with its stress-sweat fighting products for women, it was like a gift. The best part of it (for me) is that female creatives, female directors, and great female acting talent need to be part of this to keep it feeling authentic. I loved working on this brand; it's the first time I felt that being a woman has been a good thing in Advertising, rather than something I've needed to make up for.
Secret: Ladies Room
Secret: The Question
Secret: Three Dots
This is a personal project I worked on with three friends. We heard about some guys who owned a vibrator company, so we reached out to them to see if we could make them some ads. After talking, we realized there was a more interesting opportunity to actually create an entirely new brand for them. Our team created the brand concept and voice, the packaging, named the products themselves, and consulted on the design. You can imagine the fun we had coming up with these. Still hoping they'll make The Big Guy for Christmas.
Writing the new Old Spice brand campaign is probably the most terrifying brief you can work on, because pretty much everything that came before you is the best thing that was ever made. I guess fear can be a great motivator.
Old Spice Mom Song
Old Spice: Mom Song - Crying Tree
Old Spice: Mom Song - Bowling
This was the last thing I made in Australia, right before moving to Portland. There wasn't much to say about this beer, but look - it had the word SUPER in it. I usually want the work to always be based on a kind of rock-solid human truth, and factory ideas have been done before, so honestly, I wasn't expecting this to turn out as well as it did. But my partner Ruth Bellotti really fought for this idea, and I'm so glad she did. She's probably the best art director in the world, by the way.
Hahn SuperDry: Pioneering Beering
Hahn SuperDry: Pioneering Beering - Trophies
Hahn SuperDry: Pioneering Beering - Tiger
Hahn SuperDry: Pioneering Beering - Drums
ian's getting ready
This is a call for entries campaign we did at Publicis Mojo. Ian is a copywriter I worked with who (very reluctantly) agreed to undertake a humiliating self-improvement program so that we might make people laugh, and also inspire them to get their work ready for AWARD. We made a ton of work for this, including a full-sized Ian site where you could explore our friend in extreme detail, plus a bunch of video episodes and the award annual. Looking back on this reminds me of how much fun our jobs can be, especially when you get a bunch of friends together and don't take it too seriously.
AWARD: Ian's Getting Ready - case study
AWARD: Ian's Getting Ready Intro
AWARD: Ian's Getting Ready - READY
AWARD: Ian's Getting Ready - Waxing
AWARD: Ian's Getting Ready - Tanning
AWARD: Ian's Getting Ready - Training
launching the dodge dart
Dodge didn't tweak an old model with the Dart, they built the whole thing from scratch. We had to convey a lot of information with this campaign, which I don't think the agency had needed to do on Dodge before. Everything up to that point had been power-slides, balls, and Americana. We needed all of that, plus every detail about the car that made it worth buying (for $16K). This was the first brief I worked on at W+K, and a real education.
Dodge Dart: How To Change Cars Forever
Dodge Dart - How to Test Your Car for Fun
Dodge Dart: How to Make a Hi-Tech Car
Dodge Dart: How to Make a Car for an Unsafe World
Dodge Dart: How to Make a Great Car Interior
Dodge Dart 100 Easy Steps
secret pep talks
Celebrities! They're just like us: full of wisdom they want to unleash on your stressful yet cute problem via the Internet. This was our first semi-live social project for Secret, where Zosia Mamet responded to girls' stress-tweets with adorable, entertaining advice. We posted 25 videos in a day which, it turns out, is a crazy thing to commit to. We nearly killed two W+K writers doing this. Don't do it.
Secret: Pep Talks - Interruptions
Secret: Pep Talks - Wingwoman Backfire
Secret: Pep Talks - Profesh
Secret: Pep Talks - Airport Panic
Secret: Pep Talks - Worst Case Scenario
Secret: Pep Talks - Cute Boot
I worked on the original brief that led to the Pure Waters TVC that won every award in the whole wide world, so I used to kick myself for not coming up with the transformational waters idea. Nevertheless, I did get to make this sweet print campaign for it.
The task here was to launch a new beer, Boag's Pure, which was the first beer made using only ingredients from Tasmania. The island is a pretty strange place where all kinds of weird and dark things happen, so we did this spot about how the island's unseen hand brings the beer into being. Noam Murro shot this beautifully, but I think the sound design is what's really special about it. Put your headphones on.
Boag's Pure: The Island 90
Boag's Pure: The Island - Snow
Boag's Pure: The Island - Cloud
Boag's Pure: The Island - Trees
Boag's Pure: The Island - Grass
This was my first foray into being a CD, and I worked on Herbal for about a year and a half. There was a lot more work than this, and some of it was really good. I still look at this and think we were onto something with the stuff about girls being playful and experimental, trying on different characters and expressing themselves through their hair. But the idea was too much about girls and not enough about hair and scent, so the clients decided to move on from this work.
Herbal Essences - The Vegan
Herbal Essences: Take Your Hair to Paradise
dodge viper playboy
Playboy recently relaunched itself, and Dodge bought the inside front cover gatefold of the first non-nude edition. We thought it made sense for the brand to mark the occasion in its signature irreverent style. Side note: I'm ok to hit pause on the feminist outrage when a great idea comes along. I loved this. The team was Rob Kendall and Nick Morrissey. My co-CD was Micah Walker.
boag's classic blonde
Boag's Classic Blonde is brewed and transported under extreme conditions in Tasmania, which drinkers on the mainland just didn't understand or appreciate. Here, our task was to depict what actually happens before the beer gets to its drinkers on mainland Australia.
pure waters, but premium
After the Pure Waters idea did so well for Boag's Draught, the team wanted to apply the 'transformational waters' idea across all the Boag's brands. But for Boag's Premium, it needed to have a different tone; an upscale quality, and a story where the beer was depicted as being rare and precious.
Fun side note: we shot this overnight mid-summer, and the house started sinking when the sun came up and we still had three shots to go.
Boag's Premium: The Glassblower
fell in love with a dog
I got a pomeranian after making this ad, and now I don't need children.
Toyota Corolla: Some Can't Wait
words to work by
When I first got to Mojo, the whole creative department got together and made these posters just for fun. We gave them away to our friends in the industry, as holiday gifts. I helped write some of the headlines, and our ECD Micah Walker did all the art direction.