Men’s Skincare US launch 2022
For the US launch of Wolf Project, a high performance skincare line for men, I developed a 360° strategy targeting three key demographics:
Gen Z, Millennials, and Gen X.
Creative direction encompassed all aspects of the brand launch:
advertising, social media, brand architecture, tone of voice, in-store merchandising and partnerships.
The launch campaign resulted in 12 weeks of consistent WoW double digit sales growth.
Gen Z, Millennials, and Gen X.
Creative direction encompassed all aspects of the brand launch:
advertising, social media, brand architecture, tone of voice, in-store merchandising and partnerships.
The launch campaign resulted in 12 weeks of consistent WoW double digit sales growth.
Brand Video
Digital Ads
Campaign Imagery
For Every body - WW Winter Campaign 2019
For WW’s first campaign following the rebrand, we created a global campaign that drove awareness of the WW evolution and a reappraisal of the program with the tagline, “For Everybody.”
With a hot track by up & coming star, LIZZO, the campaign included celebrities alongside real members from around the world.
The campaign included OOH PRINT, DIGITAL and TELEVISION COMMERCIALS in 13 different countries.
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TVC
Print
Digital
SKYY Vodka “Proudly American” Campaign
SKYY Vodka teamed up with PAPER to reposition their premium spirit with a new integrated marketing campaign that celebrates the spirit of today’s bold, optimistic Americans. 'Proudly American' recognizes the evolution of American values and champions a generation whose voice has helped reshape our country today. The campaign captures Skyy’s progressive and innovative origins and debuted in a series of phased programs featuring influencers from all walks of life, kicking off with out-and-proud Olympian Gus Kenworthy and RuPaul’s Drag Race favorites Trixie Mattel and Dusty Ray Bottoms. The integrated campaign is currently in its third year and continues to roll out in phases that include OOH, DIGITAL, SOCIAL MEDIA, PR and EVENT ACTIVATIONS.
NETFLIX “GLOW” Season 2 Launch Event
PAPER AND NETFLIX teamed up to take over the iconic Muscle Beach in Venice, CA for a star fueled day filled with work out classes, original show merchandise, free limos and light painting photo booths.
THROUGH first-to-market EVENTS, STUNTS, CUSTOM DIGITAL, AND SOCIAL CONTENT we successfully engaged our audience which ultimately drove tune-in for Season 2.
American Express “Success Makers” Showcase
When American Express wanted to align their business platinum card with a new breed of entrepreneurs who were redefining what success looks, PAPER created the year long “Success Makers” showcase. This multi-channel program included ORIGINAL CONTENT, CUTTING EDGE TECHNOLOGY and exclusive TENT POLE EXPERIENCES for cardmembers that money can’t buy.
CFDA NYFW Fall 2016 Campaign
To mix things up, the Council of Fashion Designers of America came to PAPER to create a bold campaign for the Fall 2016 Season that focused on diversity and color. We complied the images and created one bold statement, announcing on of the most exciting weeks in NYC. The OOH campaign included both PRINT and DIGITAL assets.
Zappos “Find the Ones” Campaign
Zappos turned to PAPER to design, direct, and execute the launch of their curated shoe platform @THE_ONES. Utilizing our editorial point of view and creative thinking, I came up with the campaign direction with 10 influencers that would amplify and flood the SOCIAL MEDIA sphere while showcasing Zappos’ unique style offerings available on FINDTHEONES.COM.
Reebok “Free Your Style” Campaign ft. Teyana Taylor
Reebok turned to PAPER to design, direct and execute the brand’s 2017 US campaign starring Teyana Taylor. Utilizing our editorial point of view and creative understanding, I came up with the campaign direction that would showcase the versatility of Teyana Taylor while creating extensive content. Assets included OOH PRINT, DIGITAL, SOCIAL MEDIA and IN-STORE DISPLAYS.
ANTM Season 23 Creative Direction
The iconic catwalk competition, America’s next top model, came to PAPER to refresh their aesthetic and tap into our audience. PAPER was in charge of the overall all creative direction for the show. I personally oversaw creative work including a new LOGO DESIGN as well as the nominated creative direction for the SHOW OPENER. The ANTM cycle 23 set a five year record high in their ratings.
