Campaign
In 2016, before the topic of mental health was remotely accepted, much less organized, we found an opportunity to at least clear our throats on the matter.
But a conversation without understanding and authenticity can’t go anywhere. This spoken word piece is a poetically exacting recount of what this world actually feels like, told by a modern day prophet and living legend.
Role
Author of execution. Writer of concept, storyboard, & cinematography concept.
Team
Art Director, Chris Whitehead
Songwriter, Kendrick Lamar
2017 Cannes [Integrated Campaign]
2017 Clio [Radio]
PRESS:
Goal
“Make science make sense”
What is ARMRA?
ARMRA isn’t an organization, it’s an organism.
Colostrum is the first nutrient mammals receive. It’s so potent, so effective, it replaces everything in your medicine cabinet.
Role
Alongside a visionary founder and a decorated scientist, respectively, I brought to life a brand language from ground zero, that merged researched science into an audacious and irreverent verbal DNA. This lead to a fully comprehensive and rock solid brand identity that spanned everything from brand guideline creation, photo shoot themes, content strategy, social assets and captions, to product launch campaigns, flavor experimentation, packaging, email, and paid ads.
Here’s a taste of how that came to life.
*Peep some witty captions @tryarmra
Goal
Crafting a fresh, honest, groundbreaking language design for a (nearly) 50 year old brand, in a category that’s trending but overcrowded.
Campaign Shown
The holidays gather a wide range of personalities, but the gifts never feel individual at all.
What if everyone got the same thing and still felt like “wow, you get me”? Health: it’s what we all have in common, and this time, it’s personal.
*Swatches on the right highlight the front-of-box descriptors.
Role
Writer (execution, craft), language design (brand tone)
Team
Designer, Silvia Matias
*Head over to @biocollabs for the bigger picture
At Ritual, I led the brand’s voice and tonal identity across every touchpoint imaginable. Though this doesn’t nearly visualize the full scope of the impact of creating our language, they are some ways that the copy showed up.
Experiences include:
Collateral
Product Launches
Retail Narrative
Language Design
Campaign Concepts
Taglines
Manifestos
Brand Identity
Social
Stunts
“Capsule” Collection
Campaign
Mental health doesn’t take PTO, so we made every day “bring your best mind to work day”
Introducing Headspace Health, our completed mission of bringing together Headspace's world-class meditation and mindfulness offering with Ginger's on-demand coaching, therapy and psychiatry services. This new experience provides one place for high-quality mental health and wellbeing support for employees, as well as an underlying platform that reduces complexity and administrative burden for employers.
Role
Writer, execution on bringing brand voice into a clinical experience
Team
Creative Director, Joseph Mains
Campaign
This console controls you.
Role
Writer, concept & script
Team
Art Director, Haas Carter, Ingrid Sibley
Director, Brenden Savi
2014 Center Ring Award
Campaign
Healthcare is for every body.
Role
Writer, concept to execution
Team
Art Director, Jodi Duncan
Campaign
It’s ambitious to expect people to suddenly start a dialogue around mental health because an ad said so. We gave people the words to get them started, so they can visualize the transformative power of that expression.
Role
Writer, from concept to execution
Team
Art Director, Chris Whitehead
Digital Production
Jam3
Campaign:
Living never gets old.
Role
Writer, concept to execution
Team
Art Director, Jodi Duncan
Campaign
In year two of the mental health campaign, we brought the ‘Words of Hope’ project to Colorado, a state with one of the highest teen suicide rates in the country.
The artists themselves provides phrases that helped them find the light within their own depression.
Role
Writer, from concept to execution, and artist selection
Team
Art Director, Chris Whitehead
Campaign
Why get a taxi when your ride can be tailored, for anything, at any time.
Team
Art Director, Dan Rosenberg
2015 Atlanta Addy Award
2014 Center Ring Award
Campaign
Function meets design meets art. Dyson takes the concept of clean to a whole new level. These pay homage to the classic Porsche print ads of the 90s.
Role
Writer
Team
Art Director, Paul Domingo
2014 Center Ring Award
Campaign
Parents should be able to activate peace of mind as their teens begin driving for the first time. We took 'Don't Text and Drive' and flipped it. Now the responsibility is in the hands of the person on the other end of the phone. This feature exists now, but it didn’t in 2014 : /
Role
Writer, concept
Team
Art Director, Adam Danielson
