Broadcast

CarePass 2021 :30 TV Commercial

2021 CarePass work for first half of the year was developed by our internal agency and led by myself, my creative director and account manager. We repositioned the brand under ‘The membership that makes healthier easier’ to better align with our front store positioning.  Our multimedia campaign was inclusive of a :30s TV spot, :15s TV spot and many :06s video used in both paid and owned social. The paid campaign which included TV performed exceptionally well and drove 1.3 ROAS and also increased acquisition by 1.4MM enrollments in Q1 (20K daily during campaign period.) The :30 TV spot which was my first broadcast experience and was concepted, written, directed from start to finish with my creative director. I also received 585 million impression and 8MM+views on YouTube.

ExtraCare Relaunch 2021 :30 Commercial

ExtraCare relaunched in July with a large and broad reaching multimedia campaign developed and executed by our team. The campaign included :30s, :15s and :06 videos that ran online. Seen here is the :30 commercial that partners asked us to make after seeing how great the :15 spot was. The videos performed exceptionally well in testing. The creative was specifically called out by customers as being ” The graphics and repetition of the color red were striking and engaging”’. The campaign also included paid media banners and social. From an owned perspective we created in-store signage, emails, social posts, site redesign, app placements. In the first 3 weeks for the campaign, we drove $74M redemptions, reached and rewarded 4.2M members who have never redeemed before.

Epic Beauty Event 2022 15: Commercial

I was brought in to creative direct the edit of the :15 and :06 videos of the Epic Beauty 7.0 Spring Campaign. I also lead a team of designers and writers to deliver on the full campaign paid and owned assets.