Creative Director/Art Director
At Grey New York, we were called on to change the perception of this brand from something you drink when you're getting sick to something you should drink every day. Not easy, considering the name "Emergen-C." But we came up with a whole new look and tagline, relaunching the brand to a healthy, active target as an everyday supplement. Soon after, the drinking season was twice as long and sales doubled.
In her latest Pantene ad, Priyanka Chopra makes a case for being nice. She reads her negative comments from internet trolls and sends the message to steer clear of the harshness the internet can create and #GoGentle.
This campaign helped launch Pantene’s new Micellar collection which was created to wash and condition fine hair without harshness.
Idea: DeVries | Execution: Grey
Creative Director/Art Director
At Saatchi, part of the team that launched Total Effects with "The 7 Signs of Aging." The goal was to really elevate the tone, design and messaging of the brand, to talk to women who would normally buy skincare products through department stores or dermatologists. It's still Olay's most successful moisturizer.
Creative Director/Art Director
While I was freelancing for the Martin Agency, I was called in to help promote the most expensive home product line in Walmart. Canopy needed to become Walmart's luxury brand, but we still had to drive home price. The solution was to make the look beautiful, simple, and very real.
Creative Director/Art Director
With this campaign, we didn't sell people $9 sneakers, eyeglasses or sneakers. We sold them stories. I worked on this as a freelancer with The Martin Agency. Greg Kohs directed.
CD/Art Director/Content Development/UX
I was brought into Walton Isaacson to help launch Suave's Moroccan Infusion. The concept of The Shine Suite was to create a virtual suite that celebrated everything about shine, with the goal to reach key influencers and bloggers. I managed all creative direction, UX, influencer selections, content development and platform integration experiences on the project. Soon after the site launched, Moroccan Infusion became the #1 shampoo and conditioner, beating Pantene for the first time ever. Unilever was over the moon.
Creative Director/Art Director
This was Olay's very first social media campaign, and wow, did it work. My partner and I at Saatchi came up with the idea to "declare your mom your beauty by example." The top ten entries would get a trip to NYC, where they'd be treated to a beauty shoot. We got 65,000 entries. Facebook fans went from 80,000 to 1.3 million in three months. The contest generated amazing video and social content, and print ads helped spread the word. We even got some help from Carrie Underwood, who talked about her mom being her role model.
With an overwhelming number of new products hitting the beauty shelves at the same time, consumers were often confused about what is perfect for them. Olay recognized this and created a website to help consumers find exactly what products were perfect for their skin type. This was the first of its kind and before the rush of apps that today do the same thing.
I helped launch P&G's global haircare line. At the global creative meeting, only Thailand loved these. I love Thailand.
