Brand Anthems
In 2019, ‘The state of what’s next’ leveraged how the news in California set precedents for the rest of the nation.
In 2024, “Essential to California” spoke about the value of journalism to the state and its readers.
Subscriber Growth
This television campaign sought to highlight new content and demonstrate the unique knowledge that Angelenos gain when they become subscribers.
We found that Redditors tended to subscribe more than other social media users, so we tailored an ad to provide a hot take on AI journalism.
Increasing traffic increased subscriptions, so we created content that highlighted top performing articles on our IG Stories.
Email was our best tactic for subscriber growth. By using slight tweaks in subject lines and headlines, we made acquisition “journeys” for people that had never subscribed and for those who recently cancelled .
Editorial Project Support
From podcast key art to digital display banners, the following work shows how our team helped promote our journalism and the various projects they produced.
Product Support
In addition to supporting all marketing needs, we also worked with our product team on checkout flows, newsletters, UX/UI, and event websites. 
My first job in advertising was working on the legendary Drivers Wanted campaign. Part of the 120 not-so-standard features campaign for the Passat, this commercial features its steerable headlights.
Communication Arts Annual 2006
HP #BENDTHERULES Campaign
Ghost Wave | Case Study
2015 Clio Silver, Bronze
For big wave surfers, discovering a new location is the equivalent of landing on the moon. HP teamed up with big wave surfer Ian Walsh and gave him the versatile x360 hybrid laptop to help him hunt down "The Ghost Wave."
The First Commercial Made of Vines | Case Study
2015 Cannes Shortlist
2015 One Show Merit
After a Vine infuencer got an insane amount of loops of his x360 video in a day, HP asked us to make a commercial using nothing but Vines. (Remeber Vine?) Fun fact: This is the first commercial I directed.
2015 Cannes Shortlist
2015 One Show Merit
After a Vine infuencer got an insane amount of loops of his x360 video in a day, HP asked us to make a commercial using nothing but Vines. (Remeber Vine?) Fun fact: This is the first commercial I directed.
Tagline: Bend The Rules
When we got the assignment, HP wanted a line that described how the HP x360 worked, but soon after the line was considered a brand tagline because it aligned with the innovative spirit of the brand.
When we got the assignment, HP wanted a line that described how the HP x360 worked, but soon after the line was considered a brand tagline because it aligned with the innovative spirit of the brand.
YouTube Channel
A custom YouTube Channel housed all of our content. Visitors could track the progress of Ian's hunt to find the undiscovered wave, see what the social community was posting with #bendtherules, and watch a few more videos of people who were bending the rules with the x360.
A custom YouTube Channel housed all of our content. Visitors could track the progress of Ian's hunt to find the undiscovered wave, see what the social community was posting with #bendtherules, and watch a few more videos of people who were bending the rules with the x360.
Social
By posting with the hashtag #bendtherules, users got their social media handles written on the surfboard that Ian rode on the undiscovered wave, giving everyone who followed the journey the opportunity to ride along. A robot printed the names in real time on the board.
Users social posts were aggregated and graphically represented on the YouTube Channel.
A real time feed from Surfline.com showed the regions of the globe that we were scouting to find the wave. Visitors could "like" an area they thought had potential.
By posting with the hashtag #bendtherules, users got their social media handles written on the surfboard that Ian rode on the undiscovered wave, giving everyone who followed the journey the opportunity to ride along. A robot printed the names in real time on the board.
Users social posts were aggregated and graphically represented on the YouTube Channel.
A real time feed from Surfline.com showed the regions of the globe that we were scouting to find the wave. Visitors could "like" an area they thought had potential.
Branded Content: Ghost Wave
Directed by legendary surf filmaker Taylor Steele, this film documents Ian Walsh’s hunt to find the biggest undiscovered wave in the world. (Spoiler Alert: he found it.)
Intuit Masterbrand Launch Campaign
Intuit | Branded Content
This 4 minute film was the centerpiece of Intuit’s first ever campaign.
The Giant and a tagline
Before any of the work began, we were tasked with creating a new consumer facing line. Powering Prosperity has since become Intuit’s mission statement.
Based upon the idea of ‘big data now for the little guy,’ we created the Intuit Giant: a brand icon meant to be a metaphor for Intuit and their eco-system of products.
Before any of the work began, we were tasked with creating a new consumer facing line. Powering Prosperity has since become Intuit’s mission statement.
Based upon the idea of ‘big data now for the little guy,’ we created the Intuit Giant: a brand icon meant to be a metaphor for Intuit and their eco-system of products.
Superbowl Commercial
For the SuperBowl, we created an ad that skipped itself and brought viewers right back to the game.
For the SuperBowl, we created an ad that skipped itself and brought viewers right back to the game.
SXSW | SX Small Business
To show support for small businesses at SXSW, we worked with SnapChat to create a SnapCode that invited people to an event at The Enchanted Flowerist flower shop in Austin Texas featuring several local businesses and live music.
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To show support for small businesses at SXSW, we worked with SnapChat to create a SnapCode that invited people to an event at The Enchanted Flowerist flower shop in Austin Texas featuring several local businesses and live music.
SXSW Experience
Freedom Fry, Hinds, and Michael Rault played a free show inside the flower shop. Local small businesses like, food trucks, brewers, and a custom cookie maker provided refreshments in the parking lot.
Flower arrangements made great photo moments for the folks/influencers to put on their instagram.
Freedom Fry, Hinds, and Michael Rault played a free show inside the flower shop. Local small businesses like, food trucks, brewers, and a custom cookie maker provided refreshments in the parking lot.
Flower arrangements made great photo moments for the folks/influencers to put on their instagram.
Product Development
FlyAnywhere
One Show 2018 Finalist,
Clios Sports 2018 Bronze
Flywheel has one of the most dedicated followings of any indoor cycling studio, so when they wanted to build their own at-home bike, they asked us how to bring the best of this competitive, tech-driven experience into people’s homes. We created two bikes, one with a built-in screen and the first that lets you cast the experience to any device you want. Making for a more immersive home experience at a much lower price point.
The bike is no longer on the market after Peloton sued Flywheel for copywrite infringement and won. Many of the features we innovated and developed have been intergrated into the Peloton bike and user experience.
One Show 2018 Finalist,
Clios Sports 2018 Bronze
Flywheel has one of the most dedicated followings of any indoor cycling studio, so when they wanted to build their own at-home bike, they asked us how to bring the best of this competitive, tech-driven experience into people’s homes. We created two bikes, one with a built-in screen and the first that lets you cast the experience to any device you want. Making for a more immersive home experience at a much lower price point.
The bike is no longer on the market after Peloton sued Flywheel for copywrite infringement and won. Many of the features we innovated and developed have been intergrated into the Peloton bike and user experience.
Broadcast Studio Design
It began with the design of the production studio. I worked with an architect to design a layout that could accomodate the most bikes possible while also designing the space for the best camera positions.
It began with the design of the production studio. I worked with an architect to design a layout that could accomodate the most bikes possible while also designing the space for the best camera positions.
Camera Placement
Watching a stationary instructor from home can get pretty demotivating. So we equipped the live broadcast studio with 6 camera angles and a colorful LED screen for a more robust viewing experience.
Watching a stationary instructor from home can get pretty demotivating. So we equipped the live broadcast studio with 6 camera angles and a colorful LED screen for a more robust viewing experience.
Recommendation Engine
Building out the studio was one challenge, but we wanted to create an intelligent machine that learned who you were and constantly found new ways to motivate, challenge and inspire you to get off your ass and pedal.
Instead of scrolling through hundreds of class thumbnails that feel pretty similar, Fly Anywhere recommends classes based on your riding style and past preferences.
Building out the studio was one challenge, but we wanted to create an intelligent machine that learned who you were and constantly found new ways to motivate, challenge and inspire you to get off your ass and pedal.
Instead of scrolling through hundreds of class thumbnails that feel pretty similar, Fly Anywhere recommends classes based on your riding style and past preferences.
Pack Mode
It’s difficult to stay motivated if you move from 124th to 112th. With pack mode, similar riders are grouped together so you have a realistic chance of finishing first.
Pacer Mode
If you have a goal in mind, create a fictional rider to compete against so you can reach that goal competitively or pace against yourself via Better Your Best.
It’s difficult to stay motivated if you move from 124th to 112th. With pack mode, similar riders are grouped together so you have a realistic chance of finishing first.
Pacer Mode
If you have a goal in mind, create a fictional rider to compete against so you can reach that goal competitively or pace against yourself via Better Your Best.
Connectivity
Whether you take a class on Fly Anywhere or in a Flywheel studio, all of your stats automatically upload to your Flywheel app.
Whether you take a class on Fly Anywhere or in a Flywheel studio, all of your stats automatically upload to your Flywheel app.
FlyAnywhere Case Study
One Show 2018 Finalist, Clios Sports 2018 Bronze