Past Work

SHMORANGE

Not all vitamins are created equal. We created a strategy for Sundown Naturals that spotlights their vitamins' point of difference with a tone that resonates to an audience burdened by the nuances of today's wellness lifestyle. 

Sundown Naturals by Droga5 for NBTY; March 2016

MADE TO MOVE

Advertising has a history of being unable to empathize without patronizing. For Osteo Bi-Flex, understanding the older consumer was far more fulfilled and able than the industry has portrayed was a pivotal insight. Strategy spotlighted the consumer, and emphasized creative that broke from the conventions the 55+ category and accurately captured how this audience sees themselves.

Osteo Bi-Flex by Droga5 for NBTY; January 2016

CATCH A FISH

Strategic positioning for Tinder Plus for Griffin Farley's Beautiful Minds Strategy Competition. The strategy leveraged the Passport feature, driven by insight that millennials desire to be nomads, despite their #1 fear being loneliness. 

Campaign was selected as a finalist for presentation at Google NY where it was judged by several prominent industry figures and awarded first place.

Tinder Plus by Griffin Farley's Beautiful Minds x BBH NY; June 2015

BANK ON IT

Model of a takeaway for a financial literacy program targeting to engage millennials in long-term financial planning through visualization and goal setting. 

Financial Services by Hiebing; Madison, Wisconsin, October 2014.

SINCERELY DIFFERENT

Multichannel campaign for Daisy Cottage Cheese to reintroduce and educate millennials on cottage cheese from a top-notch company. The project was executed by the Barkley Intern Class of 2014 and presented to the CEO of Daisy and chief officers and partners at Barkley.

Campaign strategy positioned Daisy Cottage Cheese as a humble canvas for creativity and was executed by introducing millennials to cottage cheese through their deep desire to be an individual and the generational demand for protein-rich options. 

The full presentation, available upon request, includes brand redesign, print executions, several social activations, packaging innovation and a strategic cause campaign that supports Daisy's company mission.

Daisy Cottage Cheese by Barkley; Kansas City, Missouri; July 2014