On average, 100 people are killed by guns in the U.S. every day. That’s 100 lives of friends, family, acquaintances, and strangers lost every single day due to mass shootings, school shootings, gang violence, and more. This reality has been increasingly normalized in American culture and it is something we can not stand for anymore. We don’t need another moment of silence, we need real moments of action.
Together with the Mayor’s Youth Council to End Gun Violence in Los Angeles, we decided to do something about it. Through many meetings with the students, interviews and research, we came up with the two-part Louder Than Guns Campaign.
For the launch of the 2017 Mitsubishi Outlander, we created an integrated campaign using some unlikely advocates: real kids. National TV spots and a social content series touted the Outlander as the forefront of safety and technology by allowing kids to speak to complicated safety features in a fun, relatable way. Check out even MORE content here.
Mitsubishi liked our campaign so much they decided to make it the center of their booth at the 2016 LA Auto Show. Candace and Caleb were back again to educate fellow car enthusiasts on the Outlander's safety features. In addition, they featured our illustrations, coloring books and magnets at every dealership across the country!
I had the wonderful privilege of working with Dolby to help launch their first ever consumer product: Dolby Dimension, the first wireless headphones perfected for entertainment at home.
Together with my team at Omelet, we created the campaign Binge Smarter. In modern culture we have a surplus of content at our fingertips, with Netflix, YouTube, and social media, the possibilities are endless. The problem with so much content is that we end up sacrificing our connection to the world around us in order to keep up. Thankfully, Dimension has amazing features like LifeMix and Cinematic Sound so they give you the best quality sound for your entertainment, while still keeping you connected to the world around you; helping you binge the content you love, smarter.
In addition to making the announce films, we created a whole library of assets, arming Dolby for the best launch possible; including website homepage demo videos, how-to films, and photography.
On 8/21, two important firsts occurred in Salem, Oregon: the 2017 total solar eclipse, and the North American introduction of the brand new Mitsubishi Eclipse Cross.
Months before this celestial event, Mitsubishi Motors came to us to help launch this awesome new crossover, and so, our First Contact event was born. We gave ourselves the ambitious challenge of capturing both of these historic events on camera in the same shot, in just under 2.5 minutes.
Adding to the excitement, we invited VIPs and influencers from all over the world to witness the spectacle in-person, while also broadcasting a behind the scenes look on Facebook Live and YouTube Live for fans everywhere to see.
It was the celestial event of the century, an exciting new beginning for Mitsubishi, and an epic piece of content all-in-one.
Tasked with re-branding the thinkLA IDEA awards — a celebration of the Los Angeles advertising and marketing communities — we poked fun at our industry’s cult-like vibe by creating “Ideationology,” a cult of creativity and a direct reference to the often over-used word “ideate.” To promote the award show, we created bizarre content and fun social films, asking people to “join us.”
To celebrate both the 30 year anniversary of Street Fighter and Red Bull, the two brands partnered to make custom Red Bull cans with Street Fighter characters featured on the front. To announce the new cans, Red Bull tasked us with creating the ULTIMATE influencer kit. Something that would shock even the most smug influencer. So, we created a one of a kind influencer kit like nothing ever seen before: The World Warrior Travel Trunk.
This influencer kit not only included our awesome character cans, but took fans down memory lane, paying homage to when the franchise really took off: Street Fighter 2. Included in the kit was a 3D acrylic rebuild of the SF2 map, a custom passport with an illustration of each influencer mashed with their favorite character, a limited edition fight stick, a exclusive artist print by the talented Ben Marra, tons of easter eggs, and so much more.
SoFi is the world’s largest student loan refinancing company, and they wanted to take over March Madness to show just that. With a massive 360 campaign featuring TV, OOH, digital, and social we showed audiences that student loans don't have to be such a burden and getting to your goals can happen sooner, with the a little help from SoFi.
In celebration of the entire Walmart family, and their uniqueness, we created the “We Are Walmart” footprint at the 2017 Walmart Shareholders event. It was a visual haven for all Associates to come relax and feel welcome.
Along with the experience of the footprint, I designed seven unique patterns that represented each company within the Walmart family and brought them together in a visual display. I used those patterns to create an array of additional assets like collectable pins, super comfy pillows to lounge on, and a GIF frame for associates to share on their social channels. To top it all off, I also created an interactive wall that associates flocked to our booth to make their mark on, and it is now displayed in the lobby of Walmart’s home offices in Bentonville, Arkansas.
Designed and art directed all social posts for Whole Foods Market in the Pacific Southwest from May 2014-August 2014.
That's right, I had to advertise Capitalism. With something so complex where does one even start? With these projects, each week my partner and I randomly picked our strategy and medium out of a hat, decided our stance on the ism for the week, and then hit the ground running.
CAPITALISM AD REEL: What could be more capitalist than conveyor belt workers, mass production and George W. Bush telling you to go shop more? That's what we said when putting together our most Capitalist piece of the semester: The Ad Reel. Displaying all of our work, we carried through our theme of light heartedness and awesome strategic planning all the way through.
CAPITALIST JESUS: WWJD? Do you think Jesus was a Capitalist? We may never know, so we took to the Venice boardwalk with me dressed up as the most Capitalist Jesus you could find to see what everyone thought.
THE FREE MARKET IS SWEET: Could Capitalism actually do some good? With our Kitchen Aid piece on a small business owner, (my mom) who made it to the big leagues, all thanks to Capitalism, might show that Capitalism isn't so bad after all.
AD BUSTERS: Tattoos, editorial design, and Capitalism...WORKS! My partner created an amazing info-graphic "tattoo" on my back focusing on the adverse effects Capitalism has on college students. Pairing it with Ad Busters to parody Inked Magazine made for an pretty awesome editorial piece.
WHAT DO YOU HOPE TO GAIN?: A little bit more on the soft side with this one, we decided to have a campaign sponsored by Visa that asks America: What do you hope to gain? from life, from money, from whatever, the question was vague for a reason to get people to think. Capitalism may be beneficial or not, to each is own, we just wanted to hear about it, and we did. We put the question out there, on Facebook, Twitter, Yahoo! Answers, and more Americans would answer and sign; Visa would post their answers out into the world to see what others thought.
*This project wouldn't have been possible without the amazing work from my partner Lexi Rodriguez, please check out all her work here: leximrodriguez.com