In January 2013, Walton Isaacson received an RFP for LGBT activations (specifically centering around Pride 2013) from Wells Fargo, who had been receiving significant backlash from their presence at Pride in 2012, which had been the center of some occupy-related protests.

This is the campaign I created and submitted. WE+ME is a campaign that attempts to celebrate the individual while furthering the good of the community. 

The WE + ME look is a visual tribute to "Song of Myself" by Walt Whitman. "I am large, I contain multitudes"...the human being is complicated, multi-faceted, contradictory, and often inexplicable... but all of that only adds to the beauty of humankind. Pride season is about celebrating humanity. I believe we've captured a bit of that spirit here.

In our research, we found that LGBT audiences index up to 15% higher than the general market in mobile usage and up to 18% in social media integration. We created this concept for an app that helps users navigate the Pride experience through a variety of features. Social aspects of the app allow people to connect to other Pride attendees, meanwhile Wells Fargo would receive direct tie-ins for banking.
 

The "People" function of the WE+ME iOS app functions as a hybrid of the mobile apps, Meetup and Grouper Social Club. The app makes it  easy for users to meet likeminded people at Pride and makes the social aspects of Pride simpler and more fun.
 

Essentially just a simplified version of Yelp!, the places function allows the user to access nearby hotels, restaurants and other attractions in order to determine whether the establishment is LGBT friendly, what the recommendations are, how it is rated and who of their friends has been there.
 

In 2013, we partnered with The Dodgers' new ownership (Guggenheim Group) to create "A Whole New Blue", successfully rebooting the franchise en route to their first playoff berth in years. "Live. Breathe. Blue." is the followup campaign that centers not around starting fresh but instead around living a lifestyle. 

The campaign focuses on the Dodgers' wealth of talent and the incredible story that continues to unfold game-by-game.

Our opportunity with the Dodgers is 100% retail focused. Each of our TV spot assignments were focused on a particular giveaway item. All production was done in-house and took less than half a day to complete (such is the story of working with sports teams). The spots are quirky and silly, but for what they are, I'm quite pleased with them.

As a major nerd, this project obviously resonated on a major level with me... the coolest part was getting to interpret the vibe of The Force Awakens and bring it to a very real-life scenario. 

My Role: Art Direction, Storyboarding

The 2014 Lexus IS was the first move in Lexus’ conquest of the high-performance luxury auto market. Its aggressive styling is only matched by its intimidating 306 horsepower V6 engine and 8-speed sport direct speed transmission. Lexus approached us to launch the IS looking for a spot that would evoke both power and style – bringing their brand to a higher level of competition with their German competitors.

We worked with director Anthony Mandler - famous for his music video work - to develop a universe that could showcase both the style and power of the car. Bold color palettes and edgy fashion choices give the spot the attitude that the 2014 IS needs. To compliment the energy of the car, we selected MLB star Matt Kemp - himself an icon of both power and style.

In creating the look and feel for the spot, I felt it should live in the same world as a fashion advertising - focusing on the style aspects of the car that Lexus felt strongly about. I pulled inspiration strongly from fashion film, such as this Kate Moss video from Italian Vogue. I cut together a mood video with the good folks at Iron Claw, which became the cornerstone of what would eventually become "This IS Your Move."

I worked with photographer Kal Yee to shoot these over-the-top images that could live in the same world as Lexus' already obsessive car photography.

A simple re-design of LuxuryAwaits.com to focus completely on the IS.

The DO:MORE campaign is all about taking your game to the next level - pushing yourself beyond what you thought possible. Clint Dempsey is an icon of this philosophy - he may not be the most quick or nimble player on the field, but his resilient work ethic and "DO:MORE" mentality have made him the captain of the 2014 US Men's National Team.

The look and feel for the microsite unites both determination and grit.

Users register to win a trip to Brazil for the World Cup while they create custom "badges" and join the USMNT tifo sponsored by Degree.

Dynamic, gritty, aspirational.

The Lexus LS has been a luxury icon ever since its inception in 1989. In 2013, however, Lexus took their luxury flagship to another level – launching both the LS hybrid and the LS F Sport. The idea behind the “Everything.” campaign is to draw a comparison between the wealthy consumer and the feature-rich LS. The F Sport model is the most outfitted vehicle to enter production in the Lexus line. It’s everything – for the person who has everything.

Keeping with the idea of “Everything.” , the spot depicts the fullness of our consumers’ life –fast, exciting, full, complex.