Role: Art Director, Creative Lead
In collaboration with Groundswell Experiential
Challenge
Panasonic was looking to get back in to experiential IRL events. With their venture back into experiential, they wanted to make Panasonic relevant again by hosting a popup showcasing products most consumers weren’t aware of and initiate conversation about Panasonic as a more relevant brand again.
Solution
Groundswell orchestrated a dynamic three-day pop-up event, the Panasonic House of (RED), in NYC, inviting general consumers, media, and influencers alike.
Partnering with the charity organization (RED) to fight AIDs, Panasonic showcased their co-branded products, infusing the entire space with a vibrant 'red' aesthetic.
The pop-up replicated a real house, with rooms brimming with Panasonic products: a kitchen where fresh cookies were baked in Panasonic ovens, a living room featuring Panasonic sound and gaming systems, a glam closet offering blowouts and beard trims with Panasonic styling tools, and the ever-popular claw machine dispensing branded Panasonic swag and high-ticket product items.
10K+ impressions / 1300 guests / 500+ Panasonic prizes
Role: Art Direction
In collaboration with Groundswell Experiential
Challenge
Biossance aimed to go beyond traditional retail displays to launch their SPF product. They sought to create an immersive experience where consumers could learn about the product's benefits, connect with its essence, and personally test it.
Solution
Groundswell created a pop-up experience in Los Angeles and New York City that showcased the transformative results of using Biossance products, combined with immersive educational moments.
The structure welcomed consumers into a lush, serene environment from all angles, featuring vibrant Brazilian flora that echoed the brand’s history and packaging.
Inside, guests were greeted by Biossance product experts for a personalized skin consultation, recommending the best products for their needs. After their personalized skincare application, guests could listen to the sounds of an actual sugarcane plant, take photos at the hydration-themed photo booth, and visit the nearby Sephora for purchases and additional Biossance experiences.
2 cities / 1500+ consumers / 30k total impressions
Role: Art Direction, Design, Experience Strategy
In collaboration with Groundswell Experiential
Challenge
With a widely anticipated fragrance debut, Florence by Mills, the beauty brand created by Millie Bobby Brown, needed to connect with fans, media and influencers.
This was a moment for Millie to symbolize her personal growth, with a fragrance symbolizing the spirit of embracing wildness and forging one's unique path in life. Florence by Mills needed a way to simultaneously tell the story of the new product and at the same time, Millie’s personal journey.
Solution
Tapping into Gen Z TikTok behavior of romanticizing one’s life into moments, Groundswell Experiential crafted the narrative “This is your Wild Era”, signaling the beginning of something new for Millie’s fans.
A purple wonderland. Floral installations. 1:1 time with Millie Bobby Brown. Starting at 5am, excited fans lined up around the block for a chance to experience “Wildly Me”.
Our experience design depicted the fragrance escaping the bottle and running “wild” across the concrete landscape of Manhattan. The “Draw a Wild Card” game grew into a TikTok challenge while limited-edition lavender lattes were enjoyed. And for each fan, a special moment of embracing their wild side was created.
6.6 Million Social Impressions
200 + Guests per hour
Role: Creative Direction, Creative Lead, Art Director
In collaboration with dotdotdash
Challenge
With the Portland International Airport being under construction for the foreseeable future, many travelers have become frustrated with the inconveniences brought about by the ongoing project. The Port of Portland needed to find a way to surprise and delight visitors, letting them know that brighter and better days are ahead.
Solution
Utilizing cutting-edge technology, we created a bespoke augmented reality experience, where beloved characters can immerse visitors in a virtual tour of the future of the Portland International airport. Skateboarding trees, dancing flowers, and more! As visitors travel IRL through the terminals under construction at PDX, they are prompted to scan a target that teleports them to a fully immersive, digital 3D experience.
Roles: Art direction, experiential design, set & prop design, strategy
Made at dotdotdash for TikTok for Business
Dreamforce in an annual event that brings together the global Salesforce community for learning, fun, community building, and philanthropy. This being a great opportunity for TikTok for Business to reach partners, we were tasked with maximizing the brands physical footprint at the event in an innovative way that was uniquely TikTok.
Thus was born the TikTok house. Working within the event guardrails, we were able to equip this house with everything needed to show and tell the best sides of viral TikTok. We incorporated design trends that are unique to the platform and built in equipment for creators to create, demonstrate, and share the TikTok joy with attendees.
Role: Stylist
Worked with Soccer.com, the production team, and Nike client to Style Sophia Smith for this campaign. Styles hair, makeup, and wardrobe on set.
Role: Art direction, design
In collaboration with Groundswell Experiential
Challenge
As the fastest growing social platform in the world, the Bytedance employee base was growing at a rapid pace. With that growth came a new business objective: create, foster, and grow a passionate & connected culture within each of the TikTok/Bytedance offices.
One of the first initiatives was to invite employees’ friends and families into their offices for the first time ever in North America, showcasing company values and the emerging business units under the Bytedance umbrella.
Solution
Groundswell Experiential created and produced a multi-floor, multi-city experience that showcased Bytedance's newest product innovations with hands-on experiences for all ages, all under the creative territory of “Where Makers Meet.”
A custom build for each of Bytedance’s featured business units including: TikTok, Lemon8, Pico, OC Studio, and CapCut.
DIY experiences sourced from trending TikTok content anchored the event as guests expressed their creativity by designing branded tote bags, and coloring postcards to send to friends and family afar. This all happened while showcasing each of the office’s most unique and jaw-dropping spaces.
2.5 WEEK turnaround
3 same day activations
2,000 employees
Role: Art Director
In collaboration with dotdotdash
Future Market powered by Coinbase at ComplexCon 2022
Created a cohesive experiential space to showcase artists, drop & sell NFT collections, and hold creator panels. The large footprint at ComplexCon featured a bespoke speakeasy, physical NFT gallery, main stage, genius bar, and geo unlocked exclusive NFT downloads.
Roles: Art direction, visual design, strategy, ux design, video direction, storyboarding
Made at dotdotdash for TikTok for Business
Our client, TikTok for Business, wanted to create an event series that could be held both virtually and physically for agency partners to attend a crash course on brand success on TikTok. The TikTok One Day MBA program was born to achieve this. We created a course framework that was modular and could be retrofitted for each individual event using our bespoke templates and animated intros, outros, and countdowns.
In addition, we created a platform in which the virtual events were broadcasted live and included interactive elements to keep guests engaged in a meaningful way.
Roles: Content creation, graphic design, copywriting, video production, photo retouching, art direction
Made in house at The University of Oregon Athletics Department
Conceptualized and produced all social media posts for the @GoDucks accounts from August 2015- March 2016.
Grew the @GoDucks Instagram account by 400K in eight months.
Directed & produced the Autzen Stadium Recruitment video. A timely spoof on the Alabama Sorority video that went viral in August 2015. Within just one day, this video generated responses from Fox Sports, Bleacher Report, The Huffington Post and CBS.
Produced and styled weekly uniform release shoots to highlight new Nike gear alongside professional photographer, models, athletes.
Roles: Art direction, creative direction, strategy, casting, pre-production, storyboarding
Made at Sparkloft Media for Visit South Africa
Our client Visit South Africa wanted to find a new way to use influencers. They wanted to focus on the cultural history in South Africa and make travelers from the US feel safe and welcome there. In creating a new spin on the influencer tour we partnered a content creator from the US with a local South African content creator and created an itinerary for them to have rich, authentic experiences in South Africa. In creating the art direction for this campaign I conducted interviews with content creators in both countries to learn more about them and how they might pair and work well together to tell a story that was unique to South Africa.
Roles: Art direction, creative direction, strategy, prop creation, prop styling, post production, content creation, copywriting
Made at Sparkloft Media for Travel Oregon
February 14th, Valentine’s Day right? Better yet, it’s Oregon’s Birthday. The client, Travel Oregon needed a unique social campaign to acknowledge this day. We were given under two come up with something authentic and that would stand out among all of the Valentine’s Day content.
We created a concept that would drive user-generated content (UGC) to be curated and then used to extend the conversation beyond an event that traditionally lasts only one day. Rather than make the content ourselves, we leaned on the people who love Oregon most to tell us WHY.
We asked all of Travel Oregon’s followers to tell us why they love Oregon. We also went out and collected quotes around major cities and turned them into hand written love letters.
We then shared the best answers across all social media platforms on February 14th. The singular post on Instagram received more engagement than any post to date.
The two Instagram Stories had a cumulative 250,000 views along with a flood of positive replies from the social audience about the letters that resonated most with them.
With the campaign's overwhelming success, Travel Oregon has decided to extend “Love Letters to Oregon” to be an ongoing theme for February each year moving forward.
Roles: Layout design, typography, art direction, graphic design, copywriting
Made at Sparkloft Media for Alaska Airlines
For our client Alaska Airlines we noticed that there were some inconsistencies with the photography and content that influencers were capturing on the ground for them. I designed a toolkit that was then printed and mailed to them before they left for their trips. This toolkit provides a look and feel for the type of content our client wanted and that we knew would perform well on the given platforms. This template could then be used by junior designers and account teams to plug and play for different projects.
Roles: Art direction, prop & set styling, post production, content creation
Made at Sparkloft Media for Blossom Brothers
Our client, Blossom Brothers, was celebrating a packaging relaunch. They transitioned from bottles to cans. People often associate the word wine spritzer with sugary-sweet wine coolers. We wanted to break that stigma by conveying appetite appeal and inspiring trial all while educating the consumer on what a wine spritzer really is and what is inside this product.
In the studio, we paired each flavor of wine spritzer with a mini usage occasion to tell a narrative of when you might enjoy each flavor. A tiny backyard barbecue, mini camping trip, or pocket-sized pool party are all perfect places for this can to travel.
This creative was produced as a direct social translation of the point of sale campaign, highlighting moments in which these beverages are enjoyed while also educating about what is inside. We utilized product shots in a unique, refreshing way.
With a $7k media spend on Facebook and Instagram, these ads reached 457,557 targeted consumers, earned 115,832 engagements, and 611,715 impressions. These assets also appeared in several media publications including Brand Packaging and Beverage Industry.
Indigenous village of Armila, Panama
Story coming soon
Artist / Producer
We spent two summers in Cordova, Alaska creating stories about climate change and what we observed. We compared things on the map from Alaska to Oregon and places in between, we made connections and used visual storytelling to digest the scientific data.
I used art to produce and explain concepts that could not be captured on film. I created color palettes from the land and species that we became connected with.
The Odds is an experimental film that I conceptualized, while working on this project, about the life cycle of a salmon. Entirely told through watercolor illustrations and the help of a wonderful film crew.
For every 4,000 salmon eggs laid, just one egg makes it back up the river to spawn. It is nearly impossible to produce actual video footage of an entire salmon life cycle. This is why we wrote a narrative and chose illustration to deliver the data, and to discuss an ecosystem at risk.