When you set the world’s largest brand on its maiden voyage into the metaverse, you go big or you go home. We went big. Like really big. With the launch of WalmartLand, we reimagined the brand by delivering experiences over things, creating an ever-changing world that connected our audience with their interests.

From live virtual concerts with the year’s biggest artists to gamified inspiration that gave users access to highly sought-after collectibles, we helped a new Gen Z audience connect with the brand in a way no one imagined.

Working with a third-party developer, my team conceived and labored over every detail of the world. From initial concept with immersive play patterns and interactive elements to real-time VR experiences and customized seasonal modifications, we gamified the digital shopping experience in a way that kept them coming back week after week.

It was featured as one of AdAge’s top 5 gaming activations of the year.

As the only airline that doesn’t charge for reservations, change fees, or your first two checked bags, flying Southwest felt pretty dang good. This campaign dropped the mic on its competitors by celebrating the fact that it has saved customers over 1.4 billion dollars in extra fees. (Yes, billion. With a B.) Southwest for the win.

Leading a small team of creatives, the campaign served up assets across broadcast, social, and digital channels, ultimately reinvigorating the brand’s interest in connecting with customers through humor.

KUDOS: Gold Addy

Disrupting one of the biggest events of the year—ComicCon San Diego—we created an off-site activation that garnered over 500mm impressions worldwide and became the #1 TV-themed activation of the year. Through a partnership with AT&T, DC Comics, and the ComicCon Museum, we worked with the very talented MediaMonks to give superfans a taste of what it was like to become Batman.

Connecting the speed of AT&T’s new Fiber product to the Caped Crusader, our team developed the idea that resulted in a first-of-its-kind VR experience that let you LITERALLY fly through the streets of Gotham City.

KUDOS:

FWA Award. Gold Clio. Gold LA Addy. Silver National Addy.

Sometimes the tightest creative constraints lead to the most interesting and delightful outcomes. This Southwest Rapid Rewards project was one such example.

Fresh off the heels of a new brand launch, Southwest wanted to underscore the beauty and simplicity of their Rapid Rewards program.

With the help of vocal stylings from Ms. Rashida Jones, we created a content series that flew nationwide.

Saving money and living better means saving on healthcare, too. Tapping into TikTok trends, we built a social-first campaign for Walmart’s in-store pharmacy that drove mass awareness, along with OLV that connected to the larger brand campaign.

From choose your own adventures to dance offs, we developed a repeatable executional social campaign that allowed us to deliver fresh content for every facet of their Pharmacy.

To deliver on AT&T's More For Your Thing campaign, we collaborated with the internet’s favorite artist, Yung Jake, to give fans more for their “art thing”.

At AT&T Flagship stores, we created an immersive artist-in-residence experience where people could get a personalized, one-of-one Yung Jake portrait constructed entirely through the visual language of emoji.

Interactive kiosks gave participants custom emoji portraits based on their interests, while data-collection gave AT&T the ability to target them with relevant product messaging.

Social media influencers and local media personalities helped drive traffic throughout the experience.

Kudos:

Gold Addy

To show love to Southwest's most loyal customers, we celebrated their time spent with us by developing a data-visualization platform that turned a year's worth of their flights into personalized, interactive works of art.

An algorithm created by visual artist, Joshua Davis, tracked flight records, weather patterns, wind speeds, and time of year to generate digital sculptures, which were then sent to the customers on their Rapid Rewards Anniversary.

The love came back to the brand, generating over a million dollars in extra revenue.

Kudos:

FWA Site of the Day, Gold Addy, Webby—Best Visual Design, Awwwards Site of the Day

To make holiday spirits bright, and just a little less stressful, we leveraged AT&T’s most beloved spokesperson to help people find the perfect gift—all from the safety of their own phones.

An interactive, decision-based algorithm connected user interests to everything from phone cases to gaming headsets with a wink and a smile from Lily. QR codes throughout the store served as entry points.

The world’s best network delivered joy nationwide.

Walmart isn't just the store with everything. It's the financial wingman that has all your banking needs covered. While at Digitas, I led a team to develop the launch creative for Walmart Money Center, connecting our platform to the larger brand campaign (Welcome To Your Walmart).

With a focus on relatable financial situations, bright, people-forward photography, and language written in a way that connected with our audience, we set the stage for one of the largest new financial institutions in the country.

Across social, digital, OLV and print, we delivered a full suite of assets designed to speak to each of the Money Center’s pillars.

Working with a nimble creative team, multiple influencers and a few talented directors, we developed a new flavor of organic social content for Walmart.

Using colorful visuals, clever in-camera moves, and memorable calls to action, we inspired thousands to click-to-cart, dial up their meals, and celebrate savings on everything from outdoor furniture to holiday decor.

Southwest Airlines wanted to do something special for their Rapid Rewards members' birthdays. So we created a unique 180-degree video experience featuring Judah and the Lion and a happy birthday song written just for them.

We recorded the top 200 most popular names and matched them to our email database to deliver a personalized experience. Recipients could then decide what to record, customize their video with filters and stickers, and share their personalized serenade. No two videos were the same.

How many ways can you turn a singular brand asset into a culturally-relevant conversation? A lot, it turns out.

Using their iconic red mug, we heated up real-time conversation around Nescafé across social channels on a daily basis, using a newsroom model and a streamlined production process.

From the premiere of Madmen to Dr. Seuss’s birthday, over the course of a year, we increased engagement 300-400% over previous social efforts.

(With the help of a LOT of coffee.)

Leading Burger King’s first efforts to reach a younger audience, I couldn’t have known that Michael Bay was going to direct one of my spots. Or that David Hidalgo of Los Lobos would sing an original song I wrote for Burger King’s partnership with the Johnny Depp animated film, Rango. But I had an incredible time slinging flame-broiled awesomeness under budget and on time.

Emotion isn't something we typically associate with warranties. But when you're talking about the Ultimate Driving Machine, and an all-inclusive 4-year/50,000 mile bumper to bumper warranty, it doesn't feel like most. This print campaign was an exercise in lateral thinking and economy of words.

To take some anxiety out of the car shopping process, we created an interactive tool for Toyota customers that made finding the perfect vehicle not only intuitive, but playful and fun. Using the data, we then delivered a personalized communications package to drive engagement and get potential buyers into their dealer with personalized offers.

To help launch Toyota's newest Camry, and reinforce the idea of reinvention, we reinvented an entire medium. Winner of the DMA Innovation Award, an ECHO Award, and showcased in CommArts, we brought the Camry’s new interface right to your phone, triggered by Snaptags embedded in direct mail assets. The campaign helped drive more than 10,000 incremental sales of the Camry.

To reintroduce Chef Boyardee to the tween market, we took an unprecedented approach. Working with Psyop, we developed an animated cast of characters, a soundtrack, and the pilot for an animated series, along with interactive product packaging and branded merchandise. The work brought new life to a stale category. As does happen from time to time, the project died just before getting greenlit. But it was great fun nonetheless.

For the global site launch of Max Steel, we created an immersive, gamified web experience that featured console-worthy games, downloadable freebies, and rich video that continually unfolded as users engaged with the content. Site content tracked the story line of the broadcast content, delivering a multi-screen experience that kept fans coming back for more.