70% of women say they still don’t feel represented in media and advertising.
To change that, Dove launched Project #ShowUs – the world’s largest photo library of unmanipulated images 100% created by women and non-binary individuals – showcasing them as they are, and not as others believe they should be.
In collaboration with Getty Images and Girlgaze (a network of 200,000 female and non-binary creatives from all around the world), the campaign features a collection of over 5,000 stock images (and counting), shot by 116 photographers from 39 countries. And this is just the beginning.
(My partner and I sold this concept to Dove on my last week working at Razorfish, so I did not take part in its production.)
• Adweek (ad of the day)
• Ad Age (editor’s pick)
• Ad Age (top 5)
• Fast Company
• The Drum
• Marketing Dive
• Marie Claire
• Digital Agency Network
• Stylist UK
• and many more (US & global)
This holiday season, Mercedes-Benz won the love of millennials by doing something for the people who are actually in charge of Christmas: their kids.
Lil’ Benz was an authentic dealership experience where every detail of a real Mercedes-Benz dealership was transformed to be kid-sized. It included little Mercedes cars, little salespeople, little owner’s manuals (coloring books), and even a photo booth for making little driver’s licenses on the spot.
To advertise, we made ads that looked exactly like premium Mercedes ads—until we revealed that the cars were actually for kids. Our films were even narrated by the brand’s official voice: Jon Hamm.
- Mercedes-Benz USA’s most shared social campaign ever
- 159k new Instagram followers in under one month (our biggest monthly increase in history)
- 98% positive sentiment in comments across social media
- 71% of views/shares came from people who didn’t previously follow our accounts
During the 2016 Olympics, we created a campaign that encouraged the media to focus on the athletic ability of women—not their looks.
The campaign tracked real-time media judgments of female athletes’ appearance—from digital publications, to live broadcast and radio commentary—encouraging the world to respond directly to the sexist quotes on social media.
*Grand Clio @ Clio Sports Awards
*Gold @ Clio Sports Awards
*2x Silver @ Clio Sports Awards
*Gold @ Clio Beauty Awards
*2x Silver @ Clio Beauty Awards
*Silver @ Clio Awards
*Shortlist @ Clio Awards
*Wood Pencil @ D&AD
*3x Shortlist @ Cannes Lions
*2x Silver @ London Awards (LIA)
*Bronze @ London Awards (LIA)
*Finalist @ London Awards (LIA)
*Merit @ The One Show
*2x Merit @ ADC Awards
*Winner @ The Webbys
*People’s Voice @ The Webbys
*Winner @ The Shorty Awards
*2x Finalist @ The Shorty Awards
*Honorable Mention @ Awwwards
*FWA of the day @ The FWA
*Gold @ Twitter Awards
The all-new 2016 smart fortwo was being launched in the United States. A car built perfectly for two people to enjoy.
In the spirit of the car, we invited Instagram users to team up and follow along on a story for two.
Two separate Instagram accounts each told only half the story. When two phones were placed side-by-side, the story came together.
*2x Finalist @ The Shorty Awards
"A special bond fueled by the desire to cover new ground and see new places."
Mercedes-Benz was looking to tell a story with Internet-famous Loki the Wolfdog and his owner Kelly Lund.
What started out as a simple photo shoot—featuring the two best friends and the new GLS—ended up as a short film and a 360-degree experience through the snowy mountains of Colorado.
(4M+ views across platforms)
(80k social media engagements)
(57k new Instagram followers)
Dove’s Beauty Bar was turning 60. And what was supposed to be a small social post ended up turning into a campaign.
#RaiseTheBeautyBar celebrates women who have redefined beauty over the past 60 years and poses the question: “How will you continue to raise the beauty bar over the next 60?”
(4M+ views in the first 2 weeks)
A profile on Instagram that teaches people how to spell and pronounce the most common words in six different languages.
The Polyglot is a personal project (created and designed by me) and was funded by AKQA as a winner of their Passion Projects program.
"When you want one, you want one."
A TV spot made at mcgarrybowen for Canada's #1 cocktail: the Bloody Caesar.
At AKQA, we've completely transformed the Verizon stores into big interactive playgrounds for technology.
Gesture-based digital walls, running simulators, a 40-foot tall LED screen that syncs up with your phone, and even a place to fly drones are some of the experiences that customers can interact with.
*Best Store Design of the Year @ World Retail Awards
Absolut launched a competition asking people to tackle this simple challenge: Redefine the iconic Absolut bottle for the digitally-connected world.
So, we decided to reinvent their bottle cap—revolutionizing responsible drinking in the alcohol industry.
The idea ended up not winning, but was awarded an Honorable Mention in the competition.
In order to raise the number of blood donations in New York, we created unique parking spots reserved to those who donate blood. The more people donate, the more parking spots become available.
*Gold @ NY ADDYs (student)
*Silver @ National ADDYs (student)
*Shortlist @ El Ojo (student)
To remind people they're not supposed to drink and drive, we created the Peealyzer—a urinal that analyzes the alcohol level in your pee.
AKQA gave my partner and I $1,000 to bring our passion project to life: Create the first-ever see-through longboard.
We already had the acrylic boards cut and ready. The problem was an industrial oven (vital to heat and bend the acrylic) costs about $3,000.
So we decided to build our own oven. From scratch.
Three months later, the longboard was on the streets. And the oven is still in our backyard.