Creative Direction
I’m fortunate to have done work for brands, big and small, across every vertical, and for a variety of channels.
I apply a test-and-learn approach to all engagements, and design creative sets as experiments, always with the intention of learning something from the performance of corresponding ads.
I have a knack for directing and getting the best work out of designers, editors, motion graphics artists, and copywriters.
Below - in no particular order - is a sampling of work I’ve creative directed over the past several years.
SoFi
2022 Social / Programmatic Campaign
Creative Direction; Copywriting
SoFi came to us with a strong brand identity, and a robust set of source media. I provided creative direction, copywriting, and execution oversight to develop several sets of creative, for both Consideration and Awareness strategies.
“Straight Up” Educational Series
Creative Direction; Copywriting
In a previous engagement, I provided creative direction for a series of 1-3min long educational videos intended to drive new customers to utilize corresponding SoFi products. The key copywriting challenges had to do with distilling pages of content to a concise, digestible narrative that was easy for a lay person to understand, while complying to FinServe industry standards.
Facebook Marketing
Multi-Phase “More Together” Campaign - Adaptations for Social
Creative Direction
When Facebook wanted to run ads on Facebook promoting Facebook, they turned to VidMob.
In this incredibly complex multivariate execution, we worked closely with Facebook, optimizing the TVCs created by their AOR to test various messaging and visual approaches, leveraging existing groups to promote Facebook’s Groups feature
Created hundreds of assets, testing across duration, messaging, branding, intros, visual treatments, and much more.
Below is a very small sampling of the work done over the course of 2 years.
Phase 1: “Action” Theme
Phase 1: “Perception” Theme
Programmatic banner Ads
“Miracle Workers” (TBS)
Series Premiere, Multivariate test For Social/Digital
Creative Direction; Copywriting
This. Was. FUN! TBS wanted to test various approaches to driving awareness to their new show - Miracle Workers. I came up with concepts that focused on talent (Daniel Radcliffe; Steve Buscemi) against concepts that focused on the “big idea” of the show; as well as testing “narrative” vs “interview” content.
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Mid-Season Optimizations
Mid-Season we kicked the testing up a notch, testing traditional trailer approaches against a MAXIMALIST social media aesthetic, geared toward grabbing attention and driving VTR (and multiple views).
Under Armour
Curry 5 Launch; Social Ads, Multivariate Test
Creative Direction; Copywriting
In creative directing social ads for the launch of the Curry 5, I wanted to showcase the compelling user experience of designing a custom pair of shoes on the Under Armour website. These examples leverage screen captured footage of the eye-catching design process, in conjunction with the stock imagery that helped facilitate distinct looks.
Glad ForceFlex
Amazon Visual Reinforcement Test
Creative Direction; Copywriting
We tested three distinct visual approaches to reinforcing the imagery for net new ads for Glad ForceFlex garbage bags on Amazon. Glamorous? No. Fun? Always.
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Clorox Toilet Wand
Amazon Value Prop. Test
Creative Direction; Copywriting
Following the Glamour Train into the bathroom, these Amazon ads test distinct approaches to ordering key value propositions for the Clorox ToiletWand.
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Monster Energy
Multivariate, Global Launch of “Ultra” Line for Social/Digital
Creative Direction; Copywriting
With nothing but still product images and the corresponding vector files for their cans, we leveraged stock imagery and attention-grabbing motion graphics in service of driving awareness for the new Ultra line of Monster Energy. The ads below were phase 1 of a multi-phase project, wherein we ended up developing localized (across over 20 countries, translated into over 10 languages) assets for the client.
Html5 Banner Ads
Creative Direction; Copywriting
We applied the two distinct concepts to HTML5 banner ads; the key challenges were in maintaining the established visual approaches when creating for opposite ends of the aspect ratio spectrum, as well as ensuring engaging-enough motion design that maintains file sizes well below the trafficable limit.
Laphroaig
“Critique-Busting” YouTube Ads
Creative Direction; Copywriting
Created variations off of 30 and 60s TVCs, optimized for YouTube and social. We developed a series of evergreen ads as well as holiday-gifting oriented ads. The fun challenge was finding distinct ways to tell little stories given our runtime constraints.
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Bumpers
Variations for Social
Denny’s
Social Ads
Creative Direction
Optimizing TVCs for social provides a lot of room for playing around with motion and framing to breathe new life into existing assets.
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CDC Foundation
Social Donation Campaign
Creative Direction; Copywriting
Is it just me or does this feel like it was a LIFETIME ago? The CDC Foundation (a separate entity from the CDC, charged with raising funds to support the organization) came to VidMob Gives during the early days of the pandemic. We used stock imagery and net new designs to create these ads driving awareness and consideration for donating to the Foundation.
Uber / Girlboss
#RethinkTheRatio Social Ads
Creative Direction; Copywriting
Uber partnered with Girlboss to create a campaign promoting female leadership - “rethinking the ratio” of leaders who are female in the corporate world - in an effort to move away from the negative perception of its prior corporate culture. We took two distinct TVCs and optimized them for social, getting the stories out in as efficient a way as possible, using supers to reinforce the message for a medium that is known for having an audience with a short attention span.
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Interview Promo A/B Test
Creative Direction; Copywriting
Here we tested two distinct visual approaches, as well as the efficacy of “completing the thought” (left) vs “leaving the audience hanging” after establishing the setup to an open ended-question (right), invoking in the audience an opportunity to reflect on how they themselves would complete the thought...
“The Last O.G” (TBS)
Multivariate Season Premiere Test
Creative Direction; Copywriting
In promoting “The Last O.G.” for social, we A/B tested different visual approaches to message-reinforcing supers, using bright colors and slick motion graphics to draw the audience in. I used my background in comedy and narrative filmmaking to identify key moments that would resonate, and quick moments of humor that could deliver a setup/punchline in an efficient way (ahem, social). Ads we created leading up to the season premiere, as well as promos specific to episodes that would air in each subsequent week.
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Mid-Season Optimizations
WSJ
Brand Update Social Campaign
Creative Direction
Ikea
Facebook Instant Experience
Creative Direction; Copywriting
Pizza hut
Social Ads, Multivariate Test
Creative Direction
Lots of fun with motion graphics and social tropes. Played around with simple source media to come up with some thumb-stopping, rhythmic ads.
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Hornitos
“A Shot Worth Taking” YouTube/Social Optimizations
Creative Direction
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Brooklyn Children’s Museum
Gif Package
Creative Direction; Copywriting
Godaddy
App Explainer Videos
Creative Direction; Copywriting
Youtube Music
Social campaign
Creative Direction; Copywriting
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HBO Max
2021 Rebrand Campaign
Creative Direction; Copywriting
“True Crime”
“Comfort”
“Sign in & Tune Out” SnapChat Stories
“Kids”
“Friends”
ChefsFeed
Social Ads
Creative Direction; Copywriting
Juicy Juice
Pinterest Ads
Creative Direction; Copywriting
Pinterest is a very colorful, visual-forward channel, so we leveraged net new design and animation to bring pivotal moments from 30s TVCs to the center of these optimized assets.
Harmless Harvest
Multivariate Campaign
Creative Direction; Copywriting