We left convention at the door of this year’s Global Women’s Summit. We transformed spaces—including taking over the men’s bathrooms—and brought in an all-female photo and video crew. We even used poker as an analogy for doing business. “Own What’s Next” was more than a tagline; every moment was crafted to inspire and honor this generation of women who wield more power, wealth, and influence than any before. The goal? To send them back ready to rise even higher as leaders. This was one of the grandest marquis events we’ve hosted, including digital billboards, pop-ups and storefronts, social media and extensive content strategy — setting the stage for powerhouses that include Dean Francesca Cornering, Gwynne Shotwell and the inimitable Oprah Winfrey..

Ask: Talk about windows of opportunity — what if we transformed a section of the Kellogg Global Hub overlooking the Northwestern football stadium into an OOH experience? Well, we did — and just in time for the August 31st game against Miami (OH).

Ask: Increase lead and application start volume for degree programs; which includes 1) Driving more volume of qualified prospects to build larger RT pools and increase web actions, 2) Increasing frequency of targeted messaging to refined targeted audiences to be more top-of-mind and encourage conversion​, 3) Meeting potential applicants where they’re going by telling a compelling story about building their leadership story during uncertain/volatile times (COVID, economy/inflation)

Challenge: Developing meaningful value propositions and benefit statements to craft consumer-facing language, as well as refreshing the design system to bring consistency and cohesiveness to the storytelling.

Outcome: Blew benchmarks out of the water!

Role: Creative Director

Challenge: Britelings love working at eventbrite, yet don’t always know how to spread that love as a brand 
Goal: Create a brand book that’s both inspirational and educational
Highlights: It’s digital, it has definitions and diagrams, it features an elevator pitch, it’s got a never-had-it-before core value prop, and it’s eventbrite’s first-ever Brand Book.

Challenge: Hypothesis – Driving awareness and perception at the top of the funnel will act as a catalyst that fuels all marketing efforts of the business in the short term, while building long-term brand equity.

Insight: We are Global but events are hyperlocal. A city-based approach should allow us to connect with our audience in a deeper, more relevant and emotional way.

Outcome:As Eventbrite’s first brand campaign this was our opportunity to put our stake in the ground and show a wider audience what we do. We therefore wanted to create something that was ownable to Eventbrite, congruent with brand guidelines, and stood out amongst other brands in the category. [OOH (Digital Boards, Brooklyn Subway, ATL Shelter, Billboards), Social, Paid, Events, Mural, Influencer Challenge]

Role: Creative Strategist

Background: As part of the larger Project Potential campaign, “Keep the Smiles Coming” was a Lunchables “Now with Fruit” launch
Activation: Anchored by OOH executions in New York, Los Angeles and Chicago, this was the biggest advertising and cause-related marketing campaign in its brand history, featuring: social media campaign; Times Square takeover with 7 digital video billboards; 5 interactive digital storefronts; donation to Feeding America.

Role: Lead Writer

Insight: Americans still want prints of their photos (otherwise they just sit as files on their phones and computers)
Idea: Remind customers that they can “make” even more of the moments they share with love ones

Role: Lead Writer

Challenge: How do you humanize a private equity firm for IT and medical technology industries?
Insight: Lean into their historically unwavering support — and how they envelop there clients with insight, hard work, and constancy through every step of the process
Idea: With ONSET, there is no magic number. No clever algorithm. No single formula. But there is one ingredient: the promise of support from start to success. This is our unformula to success.
Output: Brand Platform, Brand Messaging, Brand Identity, and Microsite

Role: Lead Writer/Strategist