The project:
You probably know Smartfood Popcorn because of its iconic black bag full of white cheddar popcorn. This snack has grown-up with many who still love it today. We relaunched the 30 year old brand with a new look, new attitude and put it’s cult-like following at the forefront.
This series took real Tweets from Smartfood lovers and illustrated them — giving them an elevated and dreamy quality. These were the most fun scripts to write.
Another spot based on an organic Tweet from a real-life Smartfood lover.
A little taste of brand tone.
We created a new brand bible — complete with sass and pretty visuals.
We created social guidelines and examples to illustrate how the brand tone could come through online.
Next, we created a series of videos that leaned into the fact that Smartfood is good anywhere, anytime.
Like, even on a first date.
Or even for breakfast.
Art directed by the outrageously talented Christy Parrott Westfall and directed by Claire Cottrell.
The Project:
Crocs have regained popularity among Gen-Z with multiple buzz-worthy collaborations. But with launching their most fashionable shoe yet, it was time to take ownership of the haute couture they’d become. To elevate the new Platform Clog, we created a high-fashion campaign, with fashion icon Natalie Dormer.
Totally serious and not even a little weird, this fashion film elevated Crocs.
To gain excitement, we released a teaser for our fashion film, plus a story and in-feed post, 48 hours before the drop.
After all was said and done, the internet had feelings. Which is all we could have asked for.
The Project:
We can’t all love mornings, but the Early Birds know a thing or two about how to get through ‘em. What’s their secret? A breakfast from RaceTrac is what really gets them going.
My Role:
Concept. All Writing.
Meet the Birds
Out of Home
- Art Director: Christy Westfall -
The project:
To launch Smartfood Popcorn’s new packaging, we created a campaign inspired by the movement and energy of popcorn. These sound-driven videos were meant to remind the viewer not to take themselves too seriously.
These videos were art directed by the great Carla Smith.
The Project:
Retargeted ads can be a bit annoying, but what if we made them irresistibly cute? For this campaign, we used data from the Austin Humane Society’s website to create a companion that would follow you around the internet.
My Role:
Copywriting. UX Consulting.
The Project:
What started off as a passion project by Talib Abdullahi quickly turned into a viral bike ride set out to teach local Austinite’s about the history of Austin’s black communities. To make this bike ride something more permanent and scalable, we created a social media page, website, merch, alternative routes and more.
My Role:
UX Writing. PR. Social Media. TONS of research.
See the site live HERE.
The home page includes easy navigation and straight forward CTA’s.
It also included detailed blurbs about each stop within the two different bike routes. These stops spanned across Austin, TX.
Stop 3: Sweethome Baptist Church. Research was extremely critical when building out detailed pages for each stop.
The site was optimized for mobile, so bikers could easily access the route maps, stops and site details.
Design language was created by the talented Terran Washington and Tilted Chair.
