For the Hush Puppies Autumn 2016 campaign, a modern spin was put on the original Hush Puppies tagline, We Invented Casual. A full range of assets were created, from a brand video to lifestyle photography and print ads, to a spotlight video and 'how to wear' imagery, to blogger partnerships and a seasonal roll-out guide for global markets.
I led every step of creative direction for this season from conception to completion. I organized the shoot details, including location scouting, model casting, style direction and prop sourcing to choosing and partnering with talented vendors for producer, photographer and videographer.
Nutrilite supplements are the only global vitamin and mineral brand to grow, harvest and process plants on their own certified organic farms. Our Nutrilite marketing team (on which I was Art Director) wanted to show this unique selling point to our consumers by telling the untold stories of the unique farms. These stories ranged from illustrations of Nutrilite's commitment to the best of nature and science, as well as the positive impact Nutrilite played in the communities of the farms. I traveled to the Jalisco, Mexico and Ubajara, Brazil with a handpicked crew of videographers and photographers to mine the amazing stories of the Nutrilite farms. The creative assets gathered on these shoots replaced dated brand photography and successfully gave Nutrilite a more vibrant and modern look. Examples of the work can be found on Nutrilite.com and Nutrilite's US facebook.
My role on the Nutrilite Stories project was lead creative and on-site producer. On site I directed each crew (Andrew Maguire, Cale Glendening, Gorilla video, and Copter Kids aerial imaging) on where they needed to be and what stories they were mining that day. Holder and creator of the master shot list, it was my job to make sure we gathered all of the photography and video assets that the Nutrilite brand needed to tell their story.
Once I returned from the shoots, I curated the final images and directed the retouching for all images.
To give marketing support to The Body Shoe collection, I partnered with videographer, Jeremy McDaniels and photographer, Liz Von Hoene, to tell the story of "Style In Motion". I created the full creative concept, including storyboards, script writing, and casting, and led the project from concept to production to consumer.
We are more alike, my friends,
than we are unalike. - Maya Angelou
With this spring 2017 video spot for Hush Puppies, I wanted to showcase the fun, relaxed attitude of the brand using ultra slow-motion video, lighthearted props and simple writing. I worked with Grandeur to execute this idea and love the finished product.
I'm off to see the world, there's so much world to see.
Over a period of five months, I visited the residents of Bishop Hills Nursing Home weekly, spending time listening to their stories, photographing them, and playing dominos.
I chose to explore this topic because I feel that as a society, we too quickly label senior citizens as obsolete and send them to nursing homes where we no longer have to deal with them. Rather, we should be listening to the collective wisdom that can only come from years of experiences.
On a cold Sunday morning in February my best friend Anna called me. She said, “Julia died in a car accident from a drunk driver last night.” I couldn’t believe it. Julia was Anna’s older sister. I have known them both since I was five years old. I grew up with Anna and Julia, and their family is an extension of my own. Julia left behind two beautiful and rambunctious daughters, Kaylee, who at the time was almost two, and Jaclyn just one month old. They now live in Julia and Anna’s childhood home and are being cared for by their grandparents. The absence of their mother affects them drastically. Although I see their sadness and confusion, they are also wonderfully raucous and playful, quiet and calm, and strong and resilient. They will never know their mother. But, they have a beautiful bond with each other, the love of family, and the support of friends. As they grow up I will tell them stories about their mother. They will know how much she loved both of them.
The little things are infinitely the most important. - Sherlock Holmes
Hush Puppies Autumn 2017 Brand Video
Hush Puppies Spring 2017
Nutrilite Salmon Omega 3 Supplement
I recently began managing the Catered Creations social accounts, as well as creating all of the content for their bi-monthly blog posts and executing their email campaigns. The social strategy focuses on spotlighting our quality food and detailed events, as well as creating user engagement through interactive contests and recipe sharing.
I have been managing the Hush Puppies instagram account since May 2015. When I took it over, the account had 1,800 followers. We now have over 19,000 followers!
I am a contributing author to Blok Photo Studio’s blog. My stories focus on artist profiles.
We only had two days for 26 shots and 150 final images. Using our own Mountainside Fitness trainers and members for authenticity, we set out to show what the Mountainside difference is. We focused on the wide range of group fitness class, trusted childcare and state-of-the-art equipment. Our Phoenix-based photographer, Thomas Ingersoll, captured the relatable and friendly atmosphere of the Mountainside Fitness gyms.
In 2015, I launched the Hush Puppies blog Off The Leash as a way to drive consumers to the Hush Puppies website.
By showing 'teasers' on the Hush Puppies social channels and linking to the blog, it gave us the opportunity to share longer content with our consumers. The Hush Puppies blog is all about casual style, comfort, friends, and fun. I create original content for the blog, including all of the writing, as well as content guidelines and seasonal ideas for the Hush Puppies markets around the globe.
As a project for one of my Master of Communications courses, I built a sample blog about visual communications. I wrote several entries on subjects that interested me and created all site graphics and design.
The mission of this blog was to create a space to discuss media representations and take a closer look at their meaning: from photography to stereotypical language (and everything in between).