When legendary candymaker Mars sought to steal share from York Peppermint Patty, the idea was to create iconography that lived beyond mere bite and smile. Both :30 TVCs “Fairytale” and “Perfect Match” drove sales and outpaced the company’s ability to keep the product stocked, contributing to a brand share increase of .3 points in 2007. The commercials were taken off the air in advance of the 12-week media buy as demand outstripped supply of the product. This was solely attributed to the work created by the agency. As a result, UniWorld was named Mars Agency of the Year in 2008.
3 Musketeers Fairytale
3 Musketeers Perfect Match
Johnson's Body Care
For the launch of the Johnson’s adult line extension, both new and traditional media were utilized with a strong social overlay. Tactics included: display, YouTube interstitials, print, television, outdoor and original content for all social media channels. Grand Prize for the hashtag video contest was an all-expense paid trip to a dream* 24-hour city (*New York, London, Paris or Tokyo) Key Social Influencers were selected to contribute their 24-hour story to the campaign.
Johnson's Skin Care
photographer: Juan Pablo Montalva styling: William Graper model: Sojourner Morrell agency: Wilhelmina
photographer: Maria Karas stylist: Melaney Oldenhof model: Amanda Norgaard agency: IMG
photographer: Maria Karas stylist: James Valeri model: Vasilisa Pavlova agency: Supreme
photographer: Maria Karas stylist: William Graper model: Yana K. agency: IMG
photographer: Maria Karas styling: William Graper model: Alla agency: Supreme
Public Relations & Celebrity
agency selection & supervision / management of all teams
Day 25 - Kendall Jenner and Cara Delevingne (LOVE Advent 2014)
Kendall wore her ashley B coat in this video that reached hundreds of homes that aired on Christmas with 278,292 views on Youtube and various placements in traditional online media outlets.
"A Day In The Life"
photographer THERESE + JOEL stylist ALESSANDRA KERTZER hair & makeup TINNA EMPERA ARLEXDÓTTIR model BRUNA DEL BORTOLI @ ONE
Placement acquired by Sara Spiegel The Globe Showroom in-house PR
Agency: Starworks • Assignment: General Public Relations Agency: Starworks •Assignment: Celebrity Seeding Agency: CA Creative • Assignment: Digital Public Relations Agency: The Globeshowroom Internal team • Assignment: Basic Public Relations, Celebrity & Social Influencer seeding
some of the many media outlets that featured ashley B press coverage: Harper's Bazaar Style.com The Love Magazine WWD InStyle Essence People.com ok magazine Genlux Creem Schon
To build out the ashley B's social brand presence the following top social influencers were selected to create blog posts coupled with instagram takeovers.
The following influencers were contracted by using Socialyte Co and ashley B's AOR for instagram CA Creative.
After the posts & takeovers, ashley B's instagram & facebook channel grew over 200% in less than one month results immediately seen were an increase in followers, engagement & substantial traffic was driven to our online retail partners (Barneys, Saks fifth Avenue and Neiman Marcus).
Could I have that?
ashley B coat featured on blog & in the video featured on youtube
Content Development & Event Marketing
The following are samples of various videos created for usage on social channels and/or retailer sites.
part 1 of a webisode series developed for use on social channels as a promotional tool to help raise awareness & drive traffic to the e-com site One Kings Lane and others.
Collection B x Seventeen Magazine @ Nordstrom Costa Mesa
The following video documents the annual back to school event Collection B developed to support sales at Nordstrom.
The video was filmed at the live event & the event was created with top media outlet Seventeen Magazine. There were fashion bloggers / social influencers present to do photo tutorials toward the end & the models were selected for their social influence as well.
Collection B x Teen Vogue @ #BTSS with Nordstrom, special appearance by After Romeo
Collection B New York
This fashion film developed for use on Nordstrom's Collection B store page & for use on the social channels.
The music was negotiated with rights of usage granted by Silver Swans. Downloads of the music were made available to those who "liked" the page on facebook.
By developing relationships with emerging bands we were able to attain quality music, leverage brand equity and build upon social influence of the musicians.
Currently, Collection B's Facebook page has over 15k in likes the bulk of this was achieved prior to Facebook's advertising program.
The majority of the likes to the Facebook page were achieved in large part organically by leveraging partnerships with musicians such as Silver Swans.
Colgate Max Fresh
Illustrations proved to be the ideal way to speak to teen boys about the importance of fresh breath and white teeth when approaching the opposite sex.
The series of "guides" humorously detail the importance of an amazing smile to land that first kiss while promoting the brand's benefits.
Group Creative Director: Lynn Pitts ACD/Art Direction: Sharon Pandolfo Pérez ACD/Copywriter: Daniel Macena Illustrator: James Dignan
In African American women, hormone-receptor positive breast cancer often assumes a more virulent and aggressive form. The model shot for the campaign was an actual breast cancer sufferer and used the medication at one point. Research revealed that effective communication to this target would necessarily include direct and unequivocal messaging around core spirituality and inner strength. During the run of the print campaign, the number of scripts written increased dramatically.
award: 2008 Silver pHAME AWARD for Best Multicultural Print
The importance of personal style and that empowering feeling of doing it yourself resonated strongly with all women, resulting in a 50/50 crossover media buy with the general market and a significant lift in sales during the run of the campaign.
Celebrity mom Holly Robinson Peete and the importance of a beautiful healthy smile was the simple yet true-to-life focus of this Matthew Rolston directed commercial.
Group Creative Director: Lynn Pitts ACD/Art Direction: Sharon Pandolfo ACD/Copywriter: Denise Byrd Director: Matthew Rolston