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My Work

Work samples & case studies

Brand and Marketing Strategy

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Telecom Company Brand and Marketing

SUMMARY:


The Challenge: I was asked to do a complete analysis and recommendation of brand, messaging, and marketing tactics for an internet tech company that's growing fast and needs to establish a clear, unique narrative in the marketplace. This effort included a brand workshop with their team that produced the research pages.

 

The Results: The company has approved this new brand
messaging/direction. Initial creative and tactical roll-out
are in development.​

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My Role: Workshop leadership, brand strategy, language writing, GTM strategy and tactical plan

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Please Note: This is a modified version of the leave-behind deck with some additional background pages included (SWOT, etc). Companies, projects, and state names have been redacted and existing brand info has been blurred for confidentiality.

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Tangible Rebrand & Services

SUMMARY:


The Challenge: As the agency has grown, it needed to establish a clear picture of its services and unique place among its competitors in the tech marketing space. After meeting with the leadership team for a brand workshop, it became clear that Tangible wasn't just the agency name, it was the approach to making complex tech topics more approachable.

 

The Results: While a full rebrand is still in development, I worked with one of our talented motion graphic artists to produce a teaser video. Brand direction has been approved by leadership.

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My Role: Script writing, producing, creative direction, voice direction

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Series Launch & Sustain Plans

Internal Communications Brand & Planning

SUMMARY: Beginning in 2011, Marvel Animation entered a new era of TV series, beginning with Ultimate Spider-Man, and later with Avengers Assemble and Hulk and the Agents of S.M.A.S.H. Along with my team, I lead efforts, not only to increase viewership of the Disney XD series, but to bolster product sales and help grow the next generation of Marvel fans.

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Marvel's Ultimate Spider-Man and Block Launch​

The Marvel Universe block launch with the new Ultimate Spider-Man series was an exciting time as we began to build our new relationship with Disney.  We focused on Marvel's strengths - the all-star teams behind-the-scenes and in front of the microphones, our fan base headquarters online, and our thousands of retail centers (aka comic book shops) to spread the word that Spidey was back and better than ever. ​Results: 45% increase in series premiere ratings among Boys 6-11 over previous series​​

 

Marvel's Avengers Assemble Launch

​For the launch of the next new series, building off the success of Marvel'sThe Avengers theatrical release was a no-brainer. It was a property with which kids and families were already familiar, so it was a great time to ask those families to enjoy it together with Share Your Universe. In addition, the timing was right to build in our synergy partners Club Penguin, Radio Disney and Disney Stores. We also connected with internal Marvel teams for publishing, publicity and online iniatives for a complete package. Results: 45% increase for Season 1 of Avengers Assemble over Season 1 of Ultimate Spider-Man

SUMMARY:

The Challenge:

CTL was a new team within our division at Meta that was struggling with how to talk about and promote its services.


The Results: This approach and language was adopted by the team. Subsequently, new project intake rose by 40%.

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Additionally, division executives took not of the importance of marketing services within the company, and I was asked to create messaging and strategy for multiple other teams outside of our direct organization.

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My Role: Workshop leadership, brand strategy, language writing, and

tactical plan

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Video & Content Strategy

OE Fair Impact Video
04:13

OE Fair Impact Video

In celebration of the world's first open enrollment fair in VR, my editor and I produced this recap of the successful and impactful event.
LEW Sizzle LG CUT
02:30

LEW Sizzle LG CUT

The location-based entertainment team at Lionsgate needed a sizzle cut that highlighted the grand opening of the world's first vertical theme park in China as well its main attractions. I cut together opening day footage with elements from each of the attractions.
Star Wars Bar Short Film
04:16

Star Wars Bar Short Film

Overview After “stepping into” the recreation of the Mos Eisley Cantina our team created in Horizon Worlds, I knew we could make a big splash across the company by making a Meta parody of that scene from Star Wars Episode IV: A New Hope. My Role • Scriptwriter • Director - camera shots and our “actors” (execs from across the division and company), • Creative direction of the edit. • Worked with the social media specialist on a company-wide tease, launch, and internal press plan. Results • 20k+ internal views • Internal “press” headlines • Deepened relationships with XFN leaders in the metaverse space
SYU Con Sizzle
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SYU Con Sizzle

Working with an on-site production crew at San Diego Comic-Con, we captured moments with young Spider-Man fans and their families. I edited our footage into a fun reel in promotion of Ultimate Spider-Man season 2.
Fiona Dogan
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Fiona Dogan

I remotely oversaw and directed this video shoot for a Westchester, NY high-end realtor. From these elements, I produced this video, which was featured on her social media channels and website.
Biarri Defined Machine Led Design
00:54

Biarri Defined Machine Led Design

I created a social media content series with team members from Biarri Networks defining some of the terminology they use in their telecom engineering solutions.

Events

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Tech Fair in the Metaverse

In our second year of creating a tech festival in the metaverse, we wanted to create a bespoke space that reflected the incredible
creativity of our team and use the recap to make a splash in the VR space company-wide.


Results

  • Shared at key exec-level meeting

  • Attracted 10 new business projects

  • Strengthened relationships with partners

  • Prompted first open enrollment fair in the metaverse

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My Role

  • Creative director, in-world 2d design (pavilion art, etc)

  • Event activities ideation and support

  • Keynote speechwriter

  • Promotion, RSVP management, and onboarding

  • Promo editor

Fandom Court Case Study

Sigfried & Jensen, a local law firm in Salt Lake City, wanted to connect with the 100k+ attendees that descend upon the city for one of the biggest pop culture conventions in the country. But in years past, their presence with a simple booth and table didn’t move the needle - they wanted to connect with fans on a more meaningful level.
 

The Solution
There are key questions that will always spark debate among fans. Kirk or Picard? Original Star Wars Trilogy, Prequels, or Sequels? We
built a branded court space in the middle of the convention center to do just that. Volunteer “legal” teams came together to present their case in front of a jury of their peers on a wide range of fandom debates. In addition, we provided an area (themed as a legal office for a variety of comic book lawyers) where S&J staff members could take legal questions from guests, or just nerd out!

Results

  • Became the #1 attraction on the convention floor

  • S&J extended its multi-year contract with FanX with bonus support from the convention

  • Improved Yelp reviews for firm

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My Role

  • Created, designed, and pitched concept to client

  • Event sponsorship negotiation and management (including advertising, other placement)

  • End-to-end client management

  • Creative directed space design

  • Event programming & showrunning

  • Event setup, execution

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SDCC Gentle Giant/WETA Workshop Party

For four years, I worked to throw one of the biggest parties at San Diego Comic-Con. With over 1000 attendees each year, celebrities and industry insiders came together to geek out!

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My Role

  • Sponsorship management and branding

  • Venue management including food and beverage, staffing, and AV services

  • Vendor management

  • Setup and tear down

ReelzChannel Ad Sales Sponsorships

I joined a one-year-old TV network that was in the process of building its stable of advertisers. I led the ideation, production, and successful execution of on-air and online integrated promotions for consumer brands, ensuring a cohesive and impactful brand presence on-air and online.

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Results

  • Became the #1 attraction on the convention floor

  • S&J extended its multi-year contract with FanX with bonus support from the convention

  • Improved Yelp reviews for firm​​

Brand Sponsorships

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