I was part of the team that developed a campaign around the GV70, Want Wins. This campaign was an effort to shift brand positioning towards a more contemporary and diverse demo. Our approach was to brand the car narrative as fashion-forward, pleasure positive, and more in touch with a modern demographic. Two hero spots were created, one more directed towards a lifestyle narrative and the other more directed towards dealership needs.
This was an interesting project personally because of the challenges surrounding representation of a diverse cast within the premium auto category, which has been traditionally homogenous.
Agency: Innocean USA
Director: Jenn Nkiru
CDs: Lori Martin & Cary Ruby
Art: Kathryn Izquierdo-Gallegos
Copy: Nicole Barlow
I helped concept and execute (with many pods of creatives) as part of a massive effort to support the largest campaign in Hyundai’s history #questioneverything. The campaign had many arms. It was diverse in its casting as well as in its targeting. By the end of the campaign our brains were so tired of questioning everything that we decided to accept everything just as it was lol.
Agency: Innocean USA
CDs: Lori Martin & Jamin Duncan
Art: Kathryn Izquierdo-Gallegos
Copy: Ryan Simpson
Wienerschnitzel came to us wanting a POP refresh that would be distributed nationwide. They wanted quality messaging that aimed to shift consumers’ negative perception of hot dogs. Apparently, people feel ashamed of liking hot dogs. We figured, why not go straight to the source to find out what makes hot dogs so great? We let the dogs talk for themselves. Here were some of their hot takes…
Agency: Innocean USA
Creative Director: Courtney Betley & Jamin Duncan
Copywriter: Robert Abosolo
Every so often we have a week’s notice that we’re jumping on a brand shoot to capture as many assets as we can. From ideation to client approval (without clear production details), our team successfully captured a batch of one off videos. Gotta keep feeding the algorithm!
Agency: Innocean USA
Creative Director: Jamin Duncan
Art: Kathryn Izquierdo-Gallegos
Copy: Scott Shin
Content Creator: Peter Chaney
Because social campaigns are often so dense, we were brought in to support the lead social team on a bigger Palisade campaign to help fill in the gaps.
Agency: Innocean USA
Creative Direction: Jamin Duncan
Art: Kathryn Izquierdo-Gallegos
Copy: Scott Shin
Sometimes in life we get lucky. Someone had a baby, which meant I was able to have a job during quarantine (Thanks Jackie!). I was brought in (virtually) to support the social team on Hyundai. They were looking to elevate their pop culture content. There’s nothing I love more than taking something and making it better. All executions were adapted to Instagram, Facebook and Twitter.
Agency: Innocean USA
Creative Direction: Lori Martin & Jamin Duncan
Copy: Robert Abosolo
Apple wanted to feature Apple TV app’s features. Our team created pre roll ads (:30s/:15s /:10s) to highlight the app’s value props. All In One features the app’s channels, movies, sports and streaming services. We did VARIOUS iterations of these, showcasing different shows. This was an interesting process because there was more brand collaboration than I’d ever experienced.
Agency: Media Arts Lab
Creative Direction: Kathleen Swanson & Pierce Thiot
Art: Kathryn Izquierdo-Gallegos & Yelena Sophia
Copy: Lamar Phillips
This concept was pitched internally. The concept and branding were well received but there were concerns that kind acts could be viewed as “political” statements. Who knew we’d see the day where being a good person would be seen as a political statement. I suppose contextually this is what happens in the Trump era. Alas, we press on!
Agency: RPA
Creative Direction: Yama Rahyar & Stephen Chow
Copy: Ryan Hill
