Creative Direction
I craft global creative campaigns that spark action, cultivate brand equity, drive business objectives & engage millions around the world.
Yours in Power
| Assembling the creative ethos behind a groundbreaking documentary series |
The Opportunity
The Execution
For the overall creative treatment, we fused striking, stylized portraits of each protagonist with ONE’s gender equality campaign brand colors. This treatment could then be easily adapted and reimagined across the various assets we produced to promote the film. We released these promotional assets and the films across two distinct Tease and Launch phases.
The Tease phases comprised individual teaser trailers and quote graphics from each protagonist, all directing members to a Yours in Power hub page on ONE’s web site.
This hub page was the go-to resource where people could learn more about the series, subscribe to ONE’s YouTube channel to be notified when each film dropped, and new visitors could sign up to be a ONE member. The Launch phase comprised the full film and a longform article giving more in-depth insight into the protagonist’s story and the humanitarian issues she advocates for.
The Impact
The short documentary series I executive produced & edited for global advocacy organization The ONE Campaign needed to be rolled out and promoted in time for a public screening opportunities at major African film festivals, the UN General Assembly, and the largest gender equality summit on the African continent.
With the brilliant talents of my Creative Studio at ONE, I led my team of in-house designers, UX engineers & social media strategists to craft a razor-sharp creative treatment & strategy for launching all three short films for these screening events, film festivals & to our global membership of nearly 10 million people.
The films’ rollout and promotion was successfully executed across nearly a dozen advocacy film festivals across the U.S., Europe, and Africa, as well as screenings at the UN General Assembly and International Gender Equality Summit in Kigali, Rwanda.
The performance of our suite of promotional assets more than doubled the average engagement rates across our ONE’s online channels. The promotion strategy also sparked a 51% increase in ONE’s YouTube subscribers.
Capital One Website Redesign
| Deconstructing a dated careers website and infusing a sleek & sophisticated yet approachable & down-to-earth visual aesthetic |
Girls Count
| Creating the longest ever user-generated video petition for girls’ education |
The Opportunity
The Execution
Our team designed and built an entire Girls Count video platform to upload and submit Girls Count videos and share them on social media. We produced a campaign hero video to introduce the concept, working with high level influencers and celebrity talent to submit their own videos, promote them to their audiences, and kick off widespread reach of the campaign. Top features included Malala Yousafzai, Charlize Theron, Gal Gadot, David Oyewolo, Bono, Tracee Ellis-Ross, Connie Britton, and Robin Wright.
The partnership I spearheaded with YouTube came to fruition on International Day of the Girl. We used this global moment to rally YouTube’s platform, executives, and 60 top YouTubers to create Girls Count videos and encourage YouTube’s users to do the same. Girls Count took over YouTube’s home page and helped us surpass 20,000 submitted videos and generate over 2 million video views in a single day.
We also brought the campaign to life offline in a number of ways, including:
Collaborating with our field teams across North America, Europe, and Africa to orchestrate Girls Count video booth activations and stunts at major music festivals, cultural events, and political gatherings
Working with ONE ambassadors Connie Britton and Robin Wright to assemble a massive walk-in at the United Nations Headquarters
Staging a giant Girls Count screening stunt at the education summit of world leaders in Senegal, showing all 64 hours of the video petition, and hand-delivering the petition to the summit’s co-hosts, President Emmanuelle Macron of France and President Macky Sall of Senegal
The Impact
A massive summit of world leaders on the global state of education was convening to set the priorities of education initiatives across the developing world. With 130 million girls out of school globally, my team and I set out to rally the ONE Campaign’s global membership to demand world leaders fund girls’ education programs - and we had to do it in a BIG way.
The 130 million out of school girls statistic was a focal point of our creative brief. But people are bombarded with statistics every day, especially in the crowded anti-poverty and education advocacy space. So we knew we needed to find a creative way to humanize this statistic and make it personal to as many people as we could - from the soccer Mom in LA to the street vendor in Lagos. We also knew we needed a powerhouse creative partner to help us break through the noise.
So, we were able to secure one of the coveted NGO partner deals with renowned agency Droga5. Together, our teams created Girls Count, a user-generated video campaign asking people to film a video of themselves “counting” a number between 1 and 130 million, quite literally counting every out of school girl. And doing so with some creative flair or personal reason behind choosing that number. The entire model of the campaign was centered around video, so throughout the campaign, I developed a partnership with the world’s biggest video platform, YouTube, to help take the campaign to new heights.
The Girls Count campaign generated 32,000 user-submitted videos and became the longest-running video petition ever directed to world leaders. We delivered it to multiple heads of state and screened it at major political summits, ultimately pushing world leaders to commit $3 billion in new funding for education programs in the developing world.
