This campaign secured the U.S. Coast Guard's 5-year, $50 million national recruiting contract. By using GPS coordinates to symbolize the global reach of the USCG’s mission, the campaign invited the audience to reflect on their own life’s direction. The sophisticated concept strongly resonated with the core target audience—STEM students—prompting them to consider the opportunities the Coast Guard offers. Year after year, the campaign consistently met its recruiting goals, ultimately leading to a two-year, $13 million contract extension, further solidifying its role in the USCG’s marketing strategy.
Bemeals, a Miami-based food company, delivers gourmet meals for professionals who crave a 5-star lunch experience straight from their freezer. The brand strategy redefines expectations around frozen food, showcasing it as a high-quality, convenient option. This comprehensive brand system spans digital media, packaging, in-store experiences, and out-of-home assets, creating a cohesive and compelling presence across multiple touchpoints.
GWYou empowered The George Washington School of Business (GWSB) to highlight the unique benefits of its customizable graduate programs, tailored to meet the needs of a diverse audience. Every touchpoint of the campaign emphasized the flexibility to create a personalized certificate program that aligns with individual career goals. GWYou served as the foundational campaign for GWSB's various business degrees.
The results were striking: the MBA campaign saw a 331% increase in conversions compared to the previous period, the MSCERT campaign achieved a 68% reduction in cost-per-conversion, and the MIMMIBS campaign generated over 22.2 million impressions, effectively reaching targeted audiences.
The onslaught of talking heads and misinformation prompted the American Association for the Advancement of Science to seek a social campaign that expressed the importance of fact. You Know Best offers a nod to its members and positions the AAAS as the premiere association taking a stand for science.
Resiliency is rapidly becoming a key legislative requirement for residential and commercial HVAC products across the nation. To strengthen its association with this trend, Mitsubishi Electric sought a B2B campaign that would connect its products with the core values of HVAC professionals while highlighting its legacy as an industry leader. The Future Proven campaign achieves this by drawing parallels between the durability of Mitsubishi Electric’s products and the enduring strength of natural land features that have withstood the test of time. This print ad campaign was featured in leading HVAC trade publications.
This series of PSAs for the American Physical Therapy Association (APTA) promoted physical therapy as a safe, effective alternative for pain management. Each PSA was produced with a budget of approximately $150,000 and distributed nationwide to raise awareness and drive engagement.
The premier volunteer service for those 55+ needed a national campaign to promote brand awareness and recruitment across its 3 sub-brands. The “Your Moment” campaign connected the audiences’ lifetime of moments with their idea of creating new moments through volunteering. ACS landing page visits increased 622% in the first month of the digital and social assets launching in-market. I am currently in the production phase of producing 6 national awareness PSAs that are set to launch mid-2024.
The bold logo features seven stripes, symbolizing the six branches of the U.S. military along with NOAA. Together, the stripes form a military rank ribbon, while also evoking the imagery of a draped flag in tribute to those who served. The brand guide provides clear direction on logo usage, design language, and strategy to ensure consistent and respectful representation.
The Veterans History Project at the Library of Congress collects, preserves, and makes accessible the personal stories of U.S. military veterans, spanning from World War I to more recent conflicts. This 30-second PSA encourages veterans to document and share their experiences, ensuring that future generations can hear directly from those who served and gain a deeper understanding of what they witnessed, endured, and felt during their time in service.
