El Pollo Loco had a BOGO burrito special giveaway as part of National Burrito Day, but they wanted to add a twist. We came up with a little burrito self-care and allowed people to enter to win tortilla face masks on social. People went wild blowing up the comments on IG, tagging their friends to win. It was the most successful National Burrito Day El Pollo Loco had ever had. SCORE! 💪🌯

ECD: Bob Rayburn

GCD: Joe Reynoso

Sr. AD: Kathryn Izquierdo-Gallegos

Jr. AD: Sydney Christensen

CW: Cooper Olson

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

This quarter focused on 3 new salads with unique flavor cues: Mexican Caesar, Street Corn, and Bacon Ranch. We asked the people to consider a reality where salads weren’t so sad, but flavorful, filling, and unique. Imagine was born.

Agency: INNOCEAN USA

Director: Tyler Bowditch

ECD: Bob Rayburn

GCD: Joe Reynoso

Sr. AD: Kathryn Izquierdo-Gallegos

Sr. CW: Jagger Moore

Since we are in peak empire collapse, budgets are getting slashed across the board. The team was tasked to create a social activation on a dime. Five hundred Leg & Thigh Day deals were given out on towel coupons at local gyms. We partnered with influencers to also get the word out about the towels with a twist. The promo was launched on social as well as in local gyms. People were so excited, the deal ran out in less than a few hours.

ECD: Bob Rayburn

GCD: Joe Reynoso

Sr. AD: Kathryn Izquierdo-Gallegos

Sr. CW: Cooper Olson

Jr. AD: Sydney Christensen

Jr. CW: Cameron Christensen

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

There’s a new it girl on the block, her name is AI. Heard of her? Of course you have! AI is deeply altering the digital ecosystems so much of society is operating on. In a process of collaboration between purpose-driven creatives, Reface The Future was birthed. Chatting about data sets and representation in media opened up discourse about how all the “isms” are digitally magnifying at an exponential rate. In an effort to combat that, we partnered with pocstock, 16 photographers, and 22 global agencies. BIPOC communities and creators were centered in an effort to capture over 100k new images to help retrain and reinform AI with an aim to create long-term systemic change in media representation.

GCD: Lori Martin

CD: David Mesfin

CW: Tiana Goston

AD: Kathryn Izquierdo-Gallegos

Designer: Damian Dinh / Kristen Perry

Recognition:

AMERICAN ADVERTISING FEDERATION AWARDS (Orange County)

⭐️Gold Award ⭐️
Corporate Social Responsibility – Online / Interactive Campaign
Entrant: INNOCEAN USA | Client: Pocstock

⭐️Bronze Award⭐️
Elements of Advertising – Still Photography Campaign
Entrant: INNOCEAN USA | Client: Pocstock

⭐️WEBBY⭐️

People's Voice Winner
AI-Belonging & Inclusion
Entrant: INNOCEAN USA | Client: Pocstock

Ai Guide:
The Guidebook-Refacing The Future

Supporting broadcast is always a treat when the aesthetics are this dreamy. My team and I came up with some snackable pieces that would illuminate people’s feeds and do the luxurious GV80 justice.

We captured social assets on the broadcast shoot, which included stills, GIFs, and short videos. These were used for still posts, carousels, and reels.

Agency: INNOCEAN USA

ECD: Brandon Mugar

GCD: Marcella Coad

ACD CW: Nick Larson

Sr. AD: Kathryn Izquierdo-Gallegos + Morgan Hubler

This was my first broadcast project on our new client, El Pollo Loco. The world of fast food is lightyears different from cars, which is what I mainly worked on before. As part of our clients’ push for a “refresh” to target Gen Z, we delivered Infinity and Chickenomics. It was important that these 2 spots had a more lifestyle approach compared to the previous quarter’s push. The food ended up looking beautiful and the clients were over the moon.

Agency: INNOCEAN USA

Director: Tyler Bowditch

ECD: Bob Rayburn

CD: Joe Reynoso

Sr. AD: Kathryn Izquierdo-Gallegos

Sr. CW: Jagger Moore

In the world of social media, we all know feeding the feed is the name of the game. Hyundai asked for some evergreen content that leaned into play. We came up with a batch of work that highlighted the featured cars in a fun and playful social-first way.

GCD: Lori Martin

CD: Ryan Simpson

Sr. CW: Hanna Koh

Sr. AD: Kathryn Izquierdo-Gallegos

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

Art Direction: Kathryn Izquierdo-Gallegos

Copy: Ryan Hill