How do you change the minds of the most cynical audience in the world? 

You shift their perspective. 

Con Edison has been the sole source of New York’s power for over 200 years. We needed to help New Yorkers see their relationship with their power company — and the incredible connection it has to their environment and climate change — in a new light. Enter “Where Clean Energy Lives,” a ConEd campaign created to show New Yorkers a different vantage point of the place they call home, and how to participate in making New York run on 100% clean energy by 2040. 

Results

60K new solar panels installed

+18% Perception that Con Edison is leading NY clean energy transition

1.75M click driven to Con Edison initiatives 

An inclusive strategy serving all New Yorkers

To engage New Yorkers effectively, we used an inclusive approach by prioritizing accurate representation with the latest demographic data, featuring diverse individuals from all walks of life through photos and videos shot across the NY Metro Area, and creating content with a local crew and talent. The result was an impactful campaign that sparked meaningful conversations, expanded outreach, and maintained a personal connection with New Yorkers.


Featured in thedrum.com

Challenge

Build awareness of the Jaguar brand and products to a millennial female consumer who's primarily media outlets are Instagram and Facebook.

Solution

The target audience Jaguar was seeking to connect with, had high engagement with content that pertained to horoscopes, quizzes and cultural moments. Utilizing this insight we created a social campaign based on associating Jaguar vehicles with the qualities of an astrological sign. After collaborating with mixed media artist Prince Láuder to produce original zodilogicol artwork we then created over 30 ad-unit variations. Launched the weeks leading up to Valentine's, we targeted users based on birth-month and served the creative unit associated or compatible with their zodilogicol sign. In addition to the in-feed units an interactive "compatibility quiz" was created in Stories that drove further engagement and website traffic. This campaign exceeded previous automotive benchmarks in both engagement and recall amongst millennial consumers.

Featured in Trendhunter:
https://www.trendhunter.com/trends/astrologythemed-luxury-car-ad

Agency: Spark44

CD: Brendan Moran
AD: Ashleigh O’Dea
CW: Zack Barangan

Role: Concept development | Art Direction & design

Medium: Social/Paid Campaign

The Campaign

To launch Michelob ULTRA's new smaller 7oz bottle, made for the weekday, we created a series of monochromatic worlds that broke through the visual clutter of the social space. Shot entirely in frame-by-frame stop-motion animation, each video tells the story of your weekday grind lightened by the tiny treat waiting at the end.

Agency

Laundry Service, New York

Responsibilities

Concept Development | Creative & Art Direction

CITYROW GO LAUNCH

CITYROW approached us for the launch of their new, innovative products, striving to cut through the overcrowded fitness industry. They needed a creative strategy and a media-driven approach that established a strong brand identity, increased their social following, engaged with the growing audience, and ultimately drove sales of rowers and subscriptions to streaming services. The launch called for social-first video and photo content to be used across paid media, organic social, website, and experience marketing.

Results: 3.5 return on ad spend, 7 million impressions, and 1.2 million engagements.

Agency: Socialfly

CD: Jamie Silver
AD: Ashleigh O'Dea
CW: Cailin Boegel

Role: Concept Development | Art Direction & Design

Our vehicles and drivers may be off the road for now, but Jaguar design and creativity doesn't have to stop. Since we're all stuck at home, we created a social media series providing our audience with ways to test their creativity from the comfort of their own homes. We’ve provided tips for making latte art featuring the Jaguar leaper and a tutorial on how to create your own creative mood board.

Agency
Spark 44

Role
Art Direction | Concept development | Production | Photography

The Idea

Zero To Hero. To celebrate Zero Emissions Day with a series of posts that juxtapose situations where zero makes something better. (i.e. Traffic/Zero Traffic)

Agency
Spark 44

Role
Concept development | Art Direction | Production

CD: Brendan Moran
AD: Ashleigh O'Dea
CW: Zack Barangan

Halloween is all about showing off your personality and that’s exactly what we planned to do with our four bottles. We saw Sweet Cuvée as an Ice Queen, Rosé as one of the Pink Ladies, Brut as a flapper from the Roaring 20’s, and Extra Dry getting her super hero on. The campaign was all about creativity, color, and Cava celebrations.

We kicked off the celebration with a Celeb/influencer Halloween party in Los Angles where props from the photoshoot were showcased.

Agency: Laundry Service

Role: Concept Development | Creative Strategy | Art Direction & Design

Medium: OOH | PRINT | POS | DIGITAL | SOCIAL | EXPERIENTIAL

SOCIAL REFRESH

Our challenge was to introduce the Freixenet brand to a new, younger set of women 
who are just coming of age and in-market for sparkling wine at a price point that won't 
break the bank. We teamed up with Freixenet for a brand refresh that emphasized 
its new signature bottle branding, giving personality to each flavor. Our objective was to 
maximize reach to those younger millennial women across multiple touchpoints
 over time by leveraging stunning, attention-grabbing imagery.

Agency: Laundry Service



Role: Concept Development | Creative Strategy | Art Direction & Design

Medium: POS | Organic Social | Paid

The only way of watching your favorite team, with your best friends could
 get any better is if your beer repped the team too. 

We captured the energy of friendly competition and
 camaraderie of NFL Game nights with Bud Light.

Agency: Laundry Service


Role: Concept Development | Art Direction

Medium: Paid Social Targeting | Digital | Billboards

SOCIAL REFRESH

Objective: We were tasked to expand Conair’s overall brand awareness, and attract a new millennial/Gen Z female-audience. To accomplish this we knew it was crucial to revamp Conair’s social presence to become a relevant destination for discovery and inspiration. Therefore we created a new overall creative aesthetic, and tone of voice, elevating Conair’s brand.

Agency: Socialfly

AD: Ashleigh O’Dea
CW: Lila Moles

Role: Concept Development | Creative Strategy | Art Direction & Design | Photo Editing

Medium: Digital/Social always-on campaign