As a strong supporter of the LGBTQIA+ community for over 25+ years, American Express wanted to show their support for NYC Pride 2019—the 50th Anniversary of the Stonewall Uprising.
The problem? They weren’t an official sponsor.
In order for them seamlessly participate in the celebration, we took their signature blue box logo and integrated it with the rest of the rainbow. This new design was expanded into a larger campaign where we overtook hundreds of digital displays along the parade route, along with one of the biggest Times Square billboards to live stream an Amex sponsored show by double-platinum artist Lizzo.
Employee Appreciation Day is celebrated on the first Friday in March every year.
To raise awareness of this underrated yet important holiday, American Express wanted to launch a social media campaign giveaway that would encourage people to appreciate their coworkers.
This resulted in our #ExpressThanks campaign: Simply hand-write your colleague a thank you note, place it on their desk, and post it on Instagram for a chance to win prizes—one for you, and one for your colleague of choice.
In honor of International Women’s Day, Amex launched the Ambition Project–an internal initiative to help empower ambitious women. Carried out across all of its overseas offices, they needed a campaign hook to promote this initiative.
Featuring bold portraits of female Amex employees around the world, I came up with the campaign tagline “ambitious” with the emphasis on the “us” to highlight the importance of engaging men for a dramatically deeper impact on women's empowerment and gender equality.
In 2019, American Express launched a revamped Green Card with benefits centered around travel and dining. As part of a social campaign, we created word search puzzles on their Instagram Stories to help promote these benefits to prospective Card Members.
Balkan Bites is a female and family owned business that specializes in wholesome Southeast European comfort foods such as Burek (boo-rek), a portable stuffed phyllo swirl.
Ariana Malushi, Co-Founder and CEO at Balkan Bites, approached me to help her with brand copy, from their website to product packaging.
https://www.balkanbites.co/
JPO Concepts, a female-owned event planning service company, was looking to rebrand their website. From their brand tagline to creative COVID-19 prevention methods, I had the opportunity to write every piece of copy on their website.
In 2017, ADFEST celebrated its 20th Anniversary. In order to visualize how it has grown, I helped direct the concept for our work “ROOTED.” –ADFEST is a growing tree with roots spread out wide and thick, taking in all the award-winning works and creativity as nutrients. Each poster/copy is representative of its ethos.
Japan Airlines is famous for its top-notch customer services, such as its award-winning arrival record, anytime in-cabin meal services, and exquisite lounges.
Although the Japanese audience was well aware of this fact, they wanted to showcase their brand offerings to North American consumers through a video series.
We wanted the series to be engaging instead of matter-of-fact, which resulted in 3 videos that each highlight a specific benefit, while playing on the all-too-familiar difficulties we encounter when traveling, in a humorous way.
CAMPAIGN FOR TAIWAN, CHINA, HK, SINGAPORE, MALAYSIA
Targeting a younger audience for their more affordable line of watches “Criteria”, I created a 3 series video under the headline copy “What’s your Criteria?”
Starring “the king of Chinese pop” Wang Leehom, each video has a theme—Fun, Work, Style—with the message that everyone is free to choose their own “Criteria” to express themselves.
Partnering with JOICFP, a Japan-based international NGO active in the field of sexual and reproductive health and rights (SRHR), we launched the Global Sisters Project with Shiseido INTEGRATE, a make-up brand for women in their 20s.
We released a new line-up of nail polishes sold in pairs with a pinky ring embodying the two colors. Each purchase helped fund SRHR educational workshops for young women in Nepal.
