ART DIRECTION
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STRATEGY
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CREATOR OF THINGS
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ART DIRECTION • STRATEGY • CREATOR OF THINGS •
WORK
Strategy, Art Direction, Concept, Design
Objective/Challenge: Reposition Dr. Scholl’s from a medical brand into an everyday grooming staple to drive market share among Millennial and Gen Z men.
Insight: Men invest in grooming but neglect foot care out of fear of looking feminine, leaving partners to deal with rough feet scratching them during intimate moments.
Approach/Strategy: Reframe foot maintenance from feminine pampering into bedroom etiquette and protection, positioning foot tools just as essential as condoms.
Execution: Redesigned packaging into masculine nightstand ready storage and launched a provocative, double-entendre campaign to eliminate male purchasing stigma.
Metrics & Impact: Modernized legacy brand perception, opened new DTC nightstand retail placement, and created a high-visibility PR hook without losing clinical credibility.
Strategy, Art Direction, Concept, Design
Objective/Challenge: Reposition a generic, paper product into a brand that breaks Post-It’s market dominance.
Insight: People are hardwired to panic when they see an official government notices: a parking citation, a pink slip, or an eviction notice, triggering a visceral spike in anxiety before they even read the message.
Approach/Strategy: Use the anxiety spiking notices and flip the script, changing moments of panic into unexpected positive connection.
Execution: Created a print campaign that uses official government disciplinary notices that read heartwarming, uplifting messages.
Metrics & Impact: Drove viral organic social engagement and created a highly visible PR hook that bypasses traditional office-supply advertising.
Art Direction, Strategy, Concept, Design, Copywriting
Objective/Challenge: Position Heinz Jalapeño Ketchup as breakfast staple by tapping into the high-performance morning market.
Insight: People feel pressured by the toxic "5:00 AM high-performance morning routine" culture, but find the actual workouts exhausting and would prefer an effortless kickstart.
Approach/Strategy: Reframe spicy breakfast heat as the morning shortcut, delivering the endorphin rush and intensity of a morning workout without the treadmill.
Execution: Launched a campaign positioning Heinz Jalapeño Ketchup as a "workout for your tastebuds," using bold, fitness-inspired messaging to market a spicy breakfast as a high-performance ritual.
Metrics & Impact: Intercepted wellness culture trends, created a new usage for ketchup outside of lunch/dinner, and established a distinct brand identity for a flavor variant.