To launch INFINITI’s most impressive (and biggest) re-models and launches to date, my partner and I helped sell through an idea all about how the all-new QX60 can help anyone conquer life’s chaos, in style. From orchestra practice and beyond.
This is one of my favorite projects I’ve yet to work on as a writer and editor. Poncho is a weather app where all of your weather and content comes from the perspective of a cheeky cat named Poncho. Here, I was able to truly hone in on my writing–through conceptual work, writing, editing , inputing, and participating in daily writers workshops to assist in building the brand. I also took part in the creation and launch of the Poncho Facebook messenger bot.
In 2018, Grey was approached by Facebook to participate in an initiative entitled "Create Against Hate" – a movement within creative industries to eradicate and take a stance against hate, discrimination and extremism on both Instagram and Facebook platforms. Together, creative agencies, NGOs and Facebook, came together to tackle these issues.
Myself and my partner were selected to work on this initiative at Grey for Small Steps LTD– an NGO in the UK founded by former extremists working to counter the far-right's hatred and division through training, support, and education. Although this organization is doing really great work, their following was very low due to lack of visibility. So, to help boost their reach we created an Instagram page driven by education to raise awareness for far-right members looking to get out, family and friends of people involved in the far-right, and the general public as means to prevent further growth of extremist groups in the UK. As part of this, we also created a short film.
Video Password: CreateAgainstHate
Still and moving–mostly shot on a FujiFilm X100F. Some shot on an iPhone and Sony Handycam. All shot by yours truly.
*New work coming soon.
During the Trump administration my partner and I were asked to take on one of the biggest campaigns of the year for Volvo. Wait for it... The Presidents' Day Sales Event. What better time to celebrate Presidents' Day than in that political climate? Needless to say – this wasn't an easy task for us. And the cherry on top? We were to only use existing footage, which meant making a story out of nothing . A frankenstein, if you will. But we rolled up our sleeves and found a way to make a time of darkness a little less dark, and a bit more hopeful. Instead of focusing on the current state-of-affairs we turned to the future as we synthesized existing footage to create a visual story that felt seamless while taking a political stance.
From 2016-2020 I was a part of the queer techno collective, Unter. Myself and a few others helped organize, creative direct, and produce all of the events and promo during that time.
My partner and I were brought onto the T.J. Maxx team at Grey to put together their next major TVC campaign at the time. What we came up with was a concept driven by the core mission of T.J. Maxx as a brand–when you get more you for your money, it’s not shopping it’s maxximizing.
For this spot we wanted to push our vision of a colorful stylized world in a way unlike anything T.J. Maxx has ever done before. By using playful and dynamic visualizations as our driving force we made flying dog toys duplicate, a dining room table expand, and a closet magically fill up with clothes. Beyond our look and feel, we casted a group of diverse women to ensure as much representation as possible.
Working on pharma is always a challenge as you swerve in and out of legal guidelines all while trying your best to hold on to at least part of what you originally envisioned creatively. So, when challenged to work on Interceptor Plus, my partner and I knew we wanted to create a campaign that wouldn’t be stripped of its creativity by legal and this is where we landed; a campaign that speaks directly to pet owners in a relatable yet cheeky way all while visually playing in a world that felt hyperreal.
2020-Present.
A live video, radio show series with a "talk show" portion where we invite DJs, music producers, and artists to come play a set and talk shop with us. Efflux is an intersectional-minded show to give a platform to likeminded creatives while cultivating community through music and conversations on art, culture, and politics.
All curated and produced by moi and Brooklyn-based DJ and producer, Savile.
Prior to my partner and I joining the Volvo team at Grey, all of their sales event TVC had always been straightforward, hardworking spots that didn't leave much room for creativity. But we wanted to change that. The curveball? We were asked to use only existing footage. Yep, thats right, no shoot. So this was our solution: instead of pushing a car onto viewers without any human benefits tied to it, we turned our focus to the consumer and their needs. The one thing we found as a common human thread? Family. The spot was so well-liked that the client asked us to turn it into a brand-focused film, touting "Vision 2020"–Volvo’s promise that by the year 2020 no one will be killed or seriously injured in a new Volvo car.
In 2015, I combined forces with the innovative wizards at Trollbäck + CO on a major political campaign for the United Nations as a writer and conceptualist . The Global Goals For Sustainable Development outlines a way forward for humanity and the planet through 2030. I was responsible for copy throughout brand identity, print, digital, and social.
