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Hulu
The Handmaid’s Tale + Hulu Brand Extension Case Study
Innovation SABRE Awards, Eventex Awards, 2x Gold PromaxBDA, One Show Merit
For the premiere of The Handmaid’s Tale, Season 3, Hulu wanted to create a memorable experience beyond simply watching the show. The goal was to spark authentic conversation and to generate action around gender inequality in today’s world.
Digging into the themes of The Handmaid’s Tale we discovered a surprising statistic: only 8% of all statues in the US are of women. From there, an incredible idea came to life. What if we could change those numbers with a memorable, buzzworthy installation?
Drawing on the show’s core message — “History is written by those who tell it” — we decided to bring statue parity for one day, in one city. We chose New York City, where 145 statues exist of men and only 5 of women.
Shape of History
On the morning of June 7, 2019, 140 mirrored statues stood tall. From afar, they looked invisible, dramatizing just how fleeting women’s representation can be. Thousands of people walked through the exhibit and commented on the surprising statue disparity. Visitors posted photos thanking Hulu for highlighting the need for equality.
Shape The Future
Hulu Brand Campaign
Based on the tremendous response in New York, Hulu decided to expand the project and adopt it as a brand campaign. So on Women’s Equality Day, the Anniversary of Women’s Suffrage, we brought the statues to Boston, Atlanta, and San Francisco, other major cities in dire need of representation, raising further awareness of the lack of equal representation in statues and monuments. Each installation was met with just as much engagement and social buzz, and increasing pressure on elected officials to take action.
While we can’t change history, we could give women the chance to see a new future — all while driving word-of-mouth, social conversations, and Hulu subscriptions.
Role: Creative Director, Director of Special Projects, Courageous / WarnerMedia
Initial Event: Flatiron Public Plaza / Madison Square Park, New York, NY
National Event: The Ferry Building, San Francisco, CA, Faneuil Hall Marketplace, Boston, MA, The Hub at Peachtree, Atlanta, GA
Amazon | The Climate Pledge
NYC Climate Week x UN General Assembly VIP Summit
Every year international leaders from business, government, and civil society congregate in New York City for Climate Week to spotlight global climate action—in conjunction with the United Nations General Assembly. Climate Week 2022’s focus was “Getting It Done,” and Amazon hosted a series of interactive events around the city to spotlight new partnerships, investments, and progress towards our Climate Pledge goal to be net-zero carbon by 2040
Climate Pledge Summit
On September 22nd, The Climate Pledge hosted its first in-person signatory experience, The Climate Pledge Summit at Fotografiska in NYC. The day-long event brought together senior executives from signatory companies for a series of panel discussions addressing Pledge progress, future focus areas, and opportunities for joint action.
Select Climate Pledge signatories and Climate Fund recipients gave Summit attendees a sneak-peek of their latest innovations and case studies through interactive exhibits. The displays allowed audience members to experience Pledge signatory innovations on a tangible level. Attendees were also encouraged to create a ‘No Swag Bag’ swag bag, where instead of being given a traditional takeaway filled with a giant carbon footprint, they could choose a Cotopaxi ‘Do Good’ bag and select patches to customize on site, in hopes of creating a more sustainable approach to swag.
Speakers included AWS CEO Adam Selipsky, Matt Damon and Gary White for Water.org, Van Jones and Climate Justice, Al Roker, Uber CEO Dara Khosrowshahi, Impossible Foods CEO Peter McGuinness, Christiana Figueres the architect of the Paris Agreement, Cotopaxi’s Chief People Officer Grace Zunic and their head of impact and sustainability Angie Agle, Head of Environment and Sustainability at Maersk Lee Kindberg among others.
We announced NYC Climate Week to the world through a social deluge from more than 75 of The Climate Pledge partner brands, as well as Amazon itself.
Nasdaq Billboard
Amazon announced on the first day of Climate Week NYC that The Climate Pledge has been signed more than 375 companies—a milestone indicating the growing importance of more sustainable operations to organizations worldwide. In 2019, Amazon co-founded The Climate Pledge—a commitment to be net zero carbon across our business by 2040, 10 years ahead of the Paris Agreement. Companies that sign the Pledge recognize that there is no more “business as usual” when it comes to taking climate action.
Climate Week NYC Leaders Reception
The Climate Week NYC Leaders’ Reception was held at The Edge in NYC, set high above the city to see the building tops turned green for Climate Week. Amazon VP of Sustainability, Kara Hurst announced a partnership with Water.org to help provide access to safe water for 100 million people. This $10M financial announcement was followed days later by a panel discussion at The Climate Pledge Summit with Adam Selipsky (CEO, Amazon Web Services), Gary White (CEO & Co-Founder, Water.org and WaterEquity), and Matt Damon (Co-Founder, Water.org) focusing on the importance of the private sector in providing access to clean water.
The Launch of “Future Forward”
We centered the night around the concept of “Future Forward”, displaying interactives from six Pledge signatories that are trailblazing paths and changing the way they do business in an effort to bring decarbonization at scale. Featuring Future of Transportation: Rivian. Future of Flight: JetBlue. Future of Buildings: CarbonCure. The Future of Farming: Uniliever. The Future of Food: Impossible Food. Future of Forest: Heineken.
Future Forward is expanding to a six film series exploring how these companies are embodying the climate pledge’s mission. Directed by Academy and Emmy nominated female directors, and produced by Peabody-winning independent filmmaker Senain Kheshgi in partnership with her production company Majority, look for these films later in 2023.
Role: Creative Director
Square Enix: Deus Ex “Mankind Divided”
HumanXDesign
Cannes Silver Lion (Among Many Others)
A 360° campaign for the launch of AAA video-game Deus Ex: Mankind Divided exploring the modern day reality of the game’s core theme, the inevitable conflicts surrounding cybernetic human augmentation.
HumanXDesign consisted of a two-day conference centered on the ethics of human augmentation live streamed on Twitch, a 30-minute documentary premiering on Amazon Prime, Amazon Prime and CNN Home Page Takeovers, digital interactives, website, a wrapped NYC Subway Car, Times Square Billboards, and the first ever ethical framework for human augmentation.
Role: Creative Director, Director of Special Projects, Courageous
Location: The Paley Center, New York, NY
Website: http://humanxdesign.com/
WarnerMedia
WarnerMedia Upfronts 2019
The Hulu Theater @ Madison Square Garden
Role: Lead Creative representing Ad Sales, News and Sports Content Partnerships
Turner Broadcasting
Turner Upfronts 2018
The Hulu Theater @ Madison Square Garden
Role: Creative Director for News & Sports, Ad Sales & Content Partnerships
Great Big Story
“Campfire Stories” Newfront
Role: Creative Director, Director of Special Projects, Courageous
Location: Hudson Hall, New York, NY
Volvo
Racing The Sun
Edward R. Murrow Award for Technological Innovation, 2 Promax Gold Global Excellence, 2 Promax Gold North America, Multiple Cannes Shortlists, One Show Merit, Many Others
Broadcasting the moments of totality across America was a once in a one-hundred-year opportunity. It also presented an awe-inspiring moment to partner with Volvo to create an amazing experience that made people completely rethink what they know about the brand.
Strategy
Volvo was launching the redesigned XC60, its bestselling SUV. While the new XC60 elevates the brand’s luxury status, it also includes new technology not seen in previous models. We needed to shatter the perception that Volvos are “old and boxy” and align the XC60 with technological innovation.
The 2017 eclipse not only satisfied the need for wonder, inspiration and the open road, but also represented the first time modern technology could be used to reshape how American’s experienced totality. A perfect fit for Volvo and the XC60’s bold and technology-forward transformation
We sent four XC60’s to meet the eclipse. With a powerful engine, incredible precision control, and panoramic moonroof, the XC60 was the perfect vehicle to race the sun’s shadow. Behind the wheel, expert hosts shared their knowledge and observations. CNN held live viewing parties in three locations, and we completed the broadcast with special guests, corona cameras, and 3D animations. We teased the event with four short films, outdoor, digital, and print activations.
For the first time ever, the entire world experience a total solar eclipse live, as it happened—even if they were nowhere near it. And with more than 8.6 million live streams, Racing The Sun became the biggest live VR event in history.
Locations: Live VR simultaneous broadcast from Ketchum Idaho, Beatrice Nebraska, Blackwell Missouri, Charleston South Carolina
CNN Digital, Great Big Story, Bleacher Report
Turner Digital Newfronts
Role: Creative Director, Director of Special Projects, Ad Sales and Content Partnerships
Location: Spring Studios, Tribeca, NYC
Amazon | The Climate Pledge
National Geographic Storytellers Fund
To raise public awareness, we collaborated with National Geographic Society’s Global Storytellers Fund to support 15 National Geographic Explorers over three years to document the global climate crisis through authentic storytelling and illuminate the most pressing challenges, the solutions that can protect the wonder of our planet, and the communities on the frontlines. The collaboration with The Climate Pledge was designed to advance early-career and established storytellers with the funding, training, and exposure necessary to bring their stories about the global climate crisis to the forefront.
This teaser trailer was featured at events and conferences, including Goal’s House, a community of renowned activists, thinkers, political figures, business leaders, and entrepreneurs driven to achieve the UN’s Sustainable Development Goals, at SXSW2022, and distributed on the web and social.
We then showcased the first four photographers work at Bass Hall on South Beach during Formula 1 Miami 2022 and Aspen Ideas Climate Week.
Role: Creative Director
Responsibilities: Ideation, Creative Strategy and Approach, Video assets based off of Explorers Photographs
CA Tech x Instagram x Facebook Live x CNN Politics
U.S. Presidential Election 2016
#MyVote
A 360° sponsorship of CNN’s 2016 Election Coverage featuring on-air content, live event integrations, an all new CNN Politics App, a 12 stop roadtrip, a social partnership with Instagram and Facebook Live, culminating in projection mapping the Empire State Building on Election Night.
The App
As the election heated up in April of 2016, we launched an all new CNN Politics app. In addition to delivering CNN’s in-depth political coverage, the data-focused app, powered by CA Technologies APIs, delivered a custom suite of analytical tools to help those following the election dig deeper, and understand what was happening at any moment and why. The simple, easy, and intuitive tools enabled users to explore the polling, exit polls, past results, the delegate math, battleground index, and the big, breaking news and enterprise stories of this incredible election all in one location.
The Roadtrip
CNN Politics invited fans to join them on a trip across the country. But not to follow the candidates, CNN wanted to hear from the rest of us, the people. CNN’s Chris Moody and Vanessa Yurkevich visited places where campaigns and political reporters don’t always go for eight weeks leading up to the Presidential Election.
In partnership with Instagram, Facebook and CA Technologies, CNN embarked on this nationwide tour of key swing states, presidential debate locations and destinations around the country on the #MyVote camper and projection tour.
At tour stops, members of the community were invited to enter the #MyVote camper and take a photo with either a red, blue or purple background color, and attach a comment about what their vote meant. They shared those photos on Instagram, using the #MyVote hashtag. The #MyVote camper also served as CNN’s Facebook Live HQ as well as the social media hub on the road-tour and at each presidential debate location stop in New York, Missouri, Virginia and Nevada.
Election Night
“It’s one part news-delivering tool, and one part crowd-sourced art project.”
– The Washington Post
“CNN is being F*cking Insane Right Now”
The final stop and grand finale of the #MyVote nationwide tour? The Empire State Building in the heart of New York City — and visible from both Candidates campaign headquarters.
We brought CNN, Instagram, and CA Technologies together in an exclusive partnership with the Empire State Building to light up the NYC skyline with a breathtaking display of photography, real-time election results, maps, voter mosaics and animations.
Voters around the U.S. could contribute using the #MyVote hashtag, and the activation continued, albeit on a smaller scale, with projections at the Newseum in Washington D.C. and Miracle Mile in Las Vegas.
Role: Creative Director, Courageous Studios and Ad Sales and Content Partnerships, Turner Broadcasting
Responsibilities: Lead Creative representing Courageous Studio, Ad Sales, News and Sports Content Partnerships
Locations: Empire State Building and 230 Fifth, New York, NY, Newseum, Washington, DC, Miracle Mile, Las Vegas, NV, Multiple Swing States
Campaign Assets: Projection Mapping The Empire State Building with Live Social Content from Instagram on Election Night 2016, Live Projections on the Las Vegas Strip and in Washington, D.C., multiple live watch events including the 230 Fifth rooftop in New York City, and a complex lead-up experiential campaign including a Swing State Road Show featuring a Custom Wrapped Air Stream Trailer making 12 stops in different cities, RNC and DNC Convention Week Pop-Up “CNN Grill” installations, Bud Light commercial integrations, and a completely rebuilt CNN Politics App powered by CA Technologies.
ESB Projections Production Company: Obscura Digital
Amazon | The Climate Pledge
“Further. Faster. Together.”
The Climate Pledge is a commitment to reach net-zero carbon by 2040, 10 years ahead of the deadlines set by the Paris Climate Accord. Amazon co-founded The Climate Pledge with Global Optimism in 2019 and became the first company to sign the Pledge.
Narrated by Carl Sagan, this :90 anthem film plays to closed door audiences of Founders, CEOs, and CMOs, and frames humanity as explorers and innovators in constant search of purpose. Showcasing the history, evolution, and transformative power of technology we present The Climate Pledge as an opportunity to engage with the human project on a planetary scale. The film serves as one of several tools designed to capture the hearts and minds of global leaders.
Role: Creative Director
Responsibilities: Concept, Strategy, Writing, Direction, Supervised Production and Post
P&G x CNN
The Words Matter and Queer City
Cannes Silver Lion (Among Many Others)
Role: Creative Director, Director of Special Projects, Courageous / WarnerMedia
Campaign Assets: 30 Minute Documentaries, Cutdowns, Rich Media Articles, Microsite, Photography, Experiential Event, VIP Session with Special Guest Live Performances, Behind The Scenes, Print Collateral, Signage, Premiums, Interactives
Film Director: Mark Trent
Queer City Creative Team: Nick Brennan, Jordan Shaverebi
Location: Hudson Mercantile, New York, NY
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