ECD/SCW. Why not take on McDonald’s? An ambitious Quick-Service Restaurant serving one of the busiest lunch crowds in the world, I joined this start-up as a copywriter, and was later asked to lead all creative. I worked closely with the owners, architect and tech team to create the branding, mission statement and tag line, brand promises, signage, digital menu boards, unique in-store ordering system, customized ‘green’ packaging elements, uniform design, as well as the UX and content development of the web site, name generation and menu development, and a social media campaign “How would you de-junk NYC” campaign. www.4food.com
CW/Concept. As part of the HUGE BK pitch team, we captured the bold, adventurous spirit with Daring Journeys: 6 Audi A6 cars in 6 cities. The locations are revealed on Twitter. Whoever finds the car must complete 3 dares The dares are submitted and chosen by the Twitter followers. Success means the driver keeps the car. Failure means the process starts over. The entire journey is filmed from inside the cars. Social networking component invites players to follow A6DaringJourneys on Twitter to locate the cars and to keep up with the drivers as they perform the dares.
SCW. Coke (RED) has a mission to usher in the first generation born free of AIDS, with zero deaths by 2015. I worked with ignition, the global experiential agency to craft the manifesto. The world’s largest dance party brought hundreds of thousands of teens together to make it happen, along with Tiesto, DeadMau5 and Skrillex.
ACD/SCW I was a travel blogger for the Discover America Road Trip crew and Geometry Global. We covered the Pacific Coast Highway, the Texas BBQ belt and the Hana Highway for international travelers. A memorable project for its tight deadlines, teamwork and eye-opening views of our country.