Robinhood had a great audience problem on it’s hands — we had acquired a community of new traders that were interested in deeper and more complex levels of trading but our product was focused on serving the original audience of retail traders. After realizing that this more advanced audience was deeply invested yet incredibly dissatisfied with our advanced options it became the company priority to shift our focus in order to be successful with this community.

I saw this a prime opportunity for my team to lead the effort through our use of performance and growth strategies. I immediately requested a team of creatives to eqiup this effort as I engaged in conversations with research, marketing, and product to keep the inertia rolling.

Inspiring creatives to solve for a complex audience problem had everything to do with understanding the audience…and the problem. Dispelling misconceptions about who the audience is and what they want was my focus in order to anchor this creative in truth and unify the cross-functional collaboration between research, marketing, and product. This only lead to a more genuine tone for a campaign that would be successful in it’s differentiation from the rest of Robinhood’s brand content while preserving the core of what had made the RH brand so distinguished.

Social —> Advanced Charts

Top-notch illustration style. Check. What’s next in the visual realm of marketing for a brand like Robinhood to explore? Lifestyle photography. Working collaboratively with marketing and creative to inspire and deliver the next set of brand assets was a worthwhile experiment within the digital playground of growth marketing and beyond.

Concept, Art Direction, Design, Illustration

Oh it’s a secret project that has yet to be defined? Cool! We don’t know when it’s launching? There are no defined success metrics? Even better! With zero brand precedent, this was the first go-to-market campaign for the refreshed Yahoo brand.

The intersection of teams that had never worked together before allowed me to stretch my communication muscles as I switched from listening and speaking to strategy, product, and also third party vendors. Creating (very editable) campaign playbooks on the fly was my go-to arsenal for keeping the creative mindset consistent across all mediums, platforms, and conversations. This came in handy when we unexpectedly had the opportunity for a photo AND video shoot. I was able to show up to last minute meetings with campaign playbooks that I had been updating and evolving along the way!

Develop creative that aligns with the new Yahoo masterbrand, during a pandemic lockdown, with no budget, and an ASAP timeline…

First question on my mind, “Why haven’t we showcased our actual product?”. I had noticed that our previous campaigns omitted the product altogether so I saw a huge opportunity to gain the eyes of new investors in a sea of modern and sexy new finance apps.

This campaign has been running for 2 years strong and has been credited for helping the Yahoo Finance brand see tremendous growth since.

Art Direction

Quick and scrappy and a tight deadline, they said.

The team knew that I love curating anything under the sun — even under the parameters of stock photography. (Yes you read that correctly.)

While working on external projects I also ran into the same problems that I was helping to alleviate internally. And so did many of my teammates. I challenged the brief to see if there was wiggle room to expand the use of this library.

After lots of scrolling, many opened tabs, and rounds of decks this process yielded an on-brand, cost-effective company wide brand image library for internal and external use.

Concept, Art Direction, Design

As I endeavored into one of the last product launches before our rebrand I saw an opportunity to pitch options that expressed the brand to the the edge of our comfort zone.

To keep this energetic system unified I opted for flexible and systematic collaboration with writers, developers, product managers, and animators made possible with a living and breathing campaign playbook complete with downloadable assets that were updated by multiple teams. This helped me sleep at night knowing that a lot of teams and third-party vendors would be touching this campaign.

This creative landed much praise for it’s freshness which indeed pushed the boundaries of our team portfolio while driving impressions past our expectations. My most valued accomplishment and growth moment was the 1:1 experience working with a developer to create a bespoke landing page when our in-house team did not have bandwidth. Implementing a process to solidify our synergy early on kept us on our tight and ever evolving timelines.

Art Direction, Design

Two words. Pandemic lockdown.

New campaign, no ability to shoot new talent.

I got to the point. It’s LIVE. Combined with fast and fun collaboration with animators we developed banners that drove home the message alongside our brand personalities for 15 and 6-second video spots.

Design, Illustration

Craft a bespoke visual language to represent Oath B2B Ad Tech. Who’s Oath? What do they do?

Grounding my decisions in the simplicity of the core brand lended itself to the primary shapes while the complexity of the content being conveyed was aided by the overlay interaction. Imagining everything I create in motion brings an additional layer of energy to very basic elements.

Design, Illustration

Teamed up with Brand New School and Google to make sure that "Hey Google" was on everyones minds at CES 2018. From the largest billboard ad space in Las Vegas to the whimsical illustrations on the face of the Google playground.

(Yes, illustrating blockchain was pretty fun!)

Art Direction

Worked with the great team at Anomaly to launch a campaign that introduces a new name for Google's set of intelligent apps—Gmail, Docs, Drive, Calendar, Hangouts, and more. Designed for collaboration and bringing people together, we naturally partnered with some of our favorite illustrators from around the world to bring our ideas to life with their iconic creativity. All Together Now

Video directed by Giant Ant

Illustrations by Jean Jullien, Matt Blease, Josh Cochran.

Art Direction, Photography, Design

Creating a cohesive, clean and modern aesthetic across website, social, and content platforms of the brand.

This encompasses event invites, cross platform campaigns, brand and product photography, artist interviews, and even a Consort custom tile design by yours truly.

Illustration

Created this illustrated piece from scratch as I found examples from my world in NYC to translate into caricatures that one could imagine on the other side of the world in Tokyo. As Tokyo is one of the most over-worked cultures in the world with NYC not too far behind, I wanted to contribute my creative efforts towards a mission to ignite a conversation about the humanity of work. This mission manifested towards organizing a conference in Tokyo to further that conversation about the role of work in our lives.

Illustration

Had the opportunity to work with Mu//en on the winning pitch direction for Jet Blue's You Above All campaign in summer of 2010.