Art Direction & Design: 2012–2020

The work below represents nearly a decade of experience as an Art Director and Graphic Designer. While I have moved on from the advertising industry, these projects remain a solid showcase of the creative strategy and visual problem-solving that defined this chapter of my career. I keep this work live as a reflection of my professional background and the standards of craft, conceptual storytelling, and brand building I bring to any project I take on.

Dunkin’ | The Double Cup Breakup
Fundación Mapfre | Look Both Ways Boston
Massachusetts Ambulance Association | Courage on Call
ONE Condoms

DUNKIN’

The Double Cup Breakup

The Challenge

Dunkin’ wanted to stop “Doubling Cupping,” which is the practice of asking for an extra foam cup to insulate an iced coffee cup. But New Englanders were hesitant. In fact, they were downright resistant--even though fewer foam cups means less waste and a smaller footprint.

Idea + Solution

We made the Dunkin’ Double Cup breakup. To do this, we developed a lighthearted campaign that personified the two cups in question. By focusing on social storytelling, and incorporating OOH, partnerships, influencers, and media relations, we made a local campaign a nationwide story.

Using sequential social storytelling, we told the story of the breakup from the newly-single iced coffee cup’s perspective.

TD Garden Dance Cam

Hyper-Local Out-of-Home

Boston and Providence

Crew Flare

Coverage

12.42%

Engagement

2.3M

Impressions

0.12%

Shares

FUNDACIÓN MAPFRE

Look Both Ways Boston

The Challenge

Fundación MAPFRE has a goal to eliminate fatal and serious traffic crashes worldwide. Turning its attention to Boston, the Madrid-based nonprofit needed a creative way to engage a public that had largely become immune to the litany of safe driving messages.

Idea + Solution

Rather than just preaching yet another safety message, we developed an immersive experience. Our multi-level, interactive event used a blend of the real world and virtual environments to teach people to be more aware of their own surroundings and better understand how others experience the road.

Working closely with the Boston Transportation Department and Mayor's Office, we took over City Hall Plaza.

VR experience

The virtual reality driving simulator immersed users in real-life traffic scenarios, testing their level of distracted driving without the real-life risks.

City StreetScape

Our City Streetscape taught attendees about blindspots by putting them on bikes and then into the truck driver’s seat to see the view from both sides.

AGNES

The *Age Gain Now Empathy System (AGNES)* simulation suit developed by MIT’s Age Lab allowed people to experience firsthand the effects of aging on the body and their ability to navigate the streets. (And, yes, that is me in the suit.)

Pedicabs

Landing Page

24,451

total event exposure

1.59M

digital Impressions

4,232

total
web visits

MASSACHUSETTS AMBULANCE ASSOCIATION

Courage on Call

screenshot-courageoncall.org-2021.02.19-20_35_19.png

ONE CONDOMS & GLOBAL PROTECTION CORP.

September 2015 — February 2019

BRANDING, PACKAGING, & SOCIAL ASSET DESIGN LEADERSHIP

Serving as the in-house designer at Global Protection Corp. (GPC) has allowed me to use my creative skills for a cause that I am passionate about—sexual health education. I work within the established brand guidelines to assist the product development and marketing teams.

Packaging Production

Packaging makes up about 70% of the work that I do at GPC. While the design itself is the work of the VP of Brand Strategy, it is my responsibility to extend that design across our many retail packs of varying sizes and prepare the separations for the printing vendor. The ONE packaging consists mainly of folded carton, flexible plastic shrink sleeves, and cardboard shipping cases. Being classified as a medical device world-wide, all artwork changes go through a strict Quality Assurance check to make sure they are compliant with ever-changing regulations in all regions the items are for sale. I photograph all of our finished products for our e-commerce sites, social media, and marketing materials.

Separations for the ONE® Intense Arousal Pleasure Kit. Showing spot cmyk, spot matte, and base white layers.

Educational & Marketing Materials

While GPC has several brands, most of my work focuses on Global Protection as a whole and the flagship brand, ONE®. Many of the materials created for GPC support the sales team to let their clients know about specials and new products. I created the Pride Pack for the June celebration of LGBTQIA+ Rights. The pack includes a variety of condoms, lubes, and vibes and was so popular that health organizations started requesting them by the case and we now offer it year-round.

I layout and order business cards for new employees.

One-sheets to help our sales team introduce our customers to new products and non-profit pricing. See More.

Social Media

I assist in planning out the content calendar for the ONE Instagram. I used Trello to schedule the posts, to review and approve content, and organize ideas from all team members. As a small team, most of our content is “proactive” and created far in advance. Additionally, a lot of our content is user-generated through challenges on our advocacy platform, Momentum™.

Photo by DenisTangneyJr/iStock / Getty Images

Pokémon Day on the Boston Common, 2016

During the hype around Pokémon GO, trainers from all over Eastern Massachusetts descended upon the Boston Common for a day of catching Pokémon and gym battles. We joined in by turning our condom carrying cases into Poké Balls and providing a step-by-step DIY how-to on our blog so fans could make their own.

Additional Skills & Responsibilities

Customer Service Chat (Tidio) and Phone Support for myONE, Shopify orders backend, MailChimp email design, Powerpoint/Keynote presentations, rotating PDFs, creating and editing SurveyMonkey surveys and analyzing the results.