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Anderson Paak’s Party
THE BUSINESS PROBLEM:
Consumers are intrigued by Ray-Ban Meta smart glasses and are familiar with the concept AI but remain uncertain about how these products can enhance their experiences without distracting from them.
THE INSIGHT:
Wearing Ray-Ban | Meta smart glasses sparks curiosity, turning everyday moments into enhaned shared experiences.
THE SOLUTION:
The campaign highlighted how wearable tech goes beyond sparking curiosity to elevate everyday experiences. In our film, the glasses were the ultimate 'plus-one' at a house party, seamlessly enhancing each guest’s experience while helping them become the life of the party.
CREDITS:
Client: Ray-Ban Meta
Agency: Translation LLC
Creative Directors: Deirdre Hering & Jen Wang
Context Director: Emily Dods
Context Planners: Korpo Jonel + Raven Garcia
Consumers are intrigued by Ray-Ban Meta smart glasses and are familiar with the concept AI but remain uncertain about how these products can enhance their experiences without distracting from them.
THE INSIGHT:
Wearing Ray-Ban | Meta smart glasses sparks curiosity, turning everyday moments into enhaned shared experiences.
THE SOLUTION:
The campaign highlighted how wearable tech goes beyond sparking curiosity to elevate everyday experiences. In our film, the glasses were the ultimate 'plus-one' at a house party, seamlessly enhancing each guest’s experience while helping them become the life of the party.
CREDITS:
Client: Ray-Ban Meta
Agency: Translation LLC
Creative Directors: Deirdre Hering & Jen Wang
Context Director: Emily Dods
Context Planners: Korpo Jonel + Raven Garcia
Put Your Hands Where My Eye's Can See
THE BUSINESS PROBLEM:
Shifting the perception of Ray-Ban | Meta glasses from a functional, niche tech product to a must-have, fashion-forward accessory that seamlessly integrates cutting-edge technology into everyday life.
THE INSIGHT:
In a world where phones often pull us out of the moment, Ray-Ban | Meta glasses offer a seamless, hands-free solution, enabling users to capture memories while staying fully immersed in their experiences.
THE SOLUTION:
Ray-Ban | Meta glasses were positioned as the ultimate hands-free experience, using Busta Rhymes’ "Put Your Hands Where My Eyes Could See" to evoke the freedom of live concerts. Raised hands symbolized the ability to engage fully without being tied to devices. Featuring Little Simz and Offset, the campaign blended 90s nostalgia with contemporary culture, positioning the glasses as essential for staying connected and capturing life’s moments.
CREDITS:
Client: Ray Ban | Meta
Agency: Translation LLC
Director: Uncanny
Creative Director’s: Castro Desroches + Aryan Aminzadeh
Context Director: Emily Dods
Context Planner: Korpo Jonel + Rylan McBride
Shifting the perception of Ray-Ban | Meta glasses from a functional, niche tech product to a must-have, fashion-forward accessory that seamlessly integrates cutting-edge technology into everyday life.
THE INSIGHT:
In a world where phones often pull us out of the moment, Ray-Ban | Meta glasses offer a seamless, hands-free solution, enabling users to capture memories while staying fully immersed in their experiences.
THE SOLUTION:
Ray-Ban | Meta glasses were positioned as the ultimate hands-free experience, using Busta Rhymes’ "Put Your Hands Where My Eyes Could See" to evoke the freedom of live concerts. Raised hands symbolized the ability to engage fully without being tied to devices. Featuring Little Simz and Offset, the campaign blended 90s nostalgia with contemporary culture, positioning the glasses as essential for staying connected and capturing life’s moments.
CREDITS:
Client: Ray Ban | Meta
Agency: Translation LLC
Director: Uncanny
Creative Director’s: Castro Desroches + Aryan Aminzadeh
Context Director: Emily Dods
Context Planner: Korpo Jonel + Rylan McBride
The Art Of Downtime
THE BUSINESS PROBLEM:
Ray-Ban | Meta faced the challenge of making smart glasses not just a tech novelty, but an essential part of self-expression and daily life.
THE INSIGHT:
In a world overwhelmed by constant connectivity, true downtime is the key to creativity, reflection, and authentic connection.
THE SOLUTION:
Ray-Ban | Meta glasses were positioned as an essential tool for enhancing personal downtime. Through intimate behind-the-scenes films featuring Coco Gauff and Erykah Badu, the campaign demonstrated how the glasses can be seamlessly integrated into everyday life to help users recharge, find inspiration, and stay present.
CREDITS:
Client: Ray-Ban Meta
Agency: Translation LLC
Director: Chas Todd
Creative Director: Jacob Norremark
Context Director: Emily Dods
Context Planners: Korpo Jonel + Rylan McBride
Ray-Ban | Meta faced the challenge of making smart glasses not just a tech novelty, but an essential part of self-expression and daily life.
THE INSIGHT:
In a world overwhelmed by constant connectivity, true downtime is the key to creativity, reflection, and authentic connection.
THE SOLUTION:
Ray-Ban | Meta glasses were positioned as an essential tool for enhancing personal downtime. Through intimate behind-the-scenes films featuring Coco Gauff and Erykah Badu, the campaign demonstrated how the glasses can be seamlessly integrated into everyday life to help users recharge, find inspiration, and stay present.
CREDITS:
Client: Ray-Ban Meta
Agency: Translation LLC
Director: Chas Todd
Creative Director: Jacob Norremark
Context Director: Emily Dods
Context Planners: Korpo Jonel + Rylan McBride
Point Of Yous
THE BUSINESS PROBLEM:
Overcoming consumer skepticism about the practicality and value of Ray-Ban | Meta smart glasses, while demonstrating their seamless integration into daily life as both a functional and fashionable wearable tech accessory.
THE INSIGHT:
In a world of curated content, people crave authentic, unfiltered moments, but the act of sharing often pulls them out of the experience, leaving them disconnected from the present.
THE SOLUTION:
The Point of Yous campaign positioned Ray-Ban Meta smart glasses as a tool for inspiration, enabling users to effortlessly capture and share experiences from their own point of view. By integrating the glasses into Coi Leray's everyday life, the campaign showed how the glasses empower wearers to stay fully present while offering an intimate, authentic glimpse into her world.
CREDITS:
Client: Ray-Ban Meta
Agency: Translation LLC
Creative Director: Jacob Norremark
Context Director: Emily Dods
Context Planners: Korpo Jonel + Rylan McBride
Overcoming consumer skepticism about the practicality and value of Ray-Ban | Meta smart glasses, while demonstrating their seamless integration into daily life as both a functional and fashionable wearable tech accessory.
THE INSIGHT:
In a world of curated content, people crave authentic, unfiltered moments, but the act of sharing often pulls them out of the experience, leaving them disconnected from the present.
THE SOLUTION:
The Point of Yous campaign positioned Ray-Ban Meta smart glasses as a tool for inspiration, enabling users to effortlessly capture and share experiences from their own point of view. By integrating the glasses into Coi Leray's everyday life, the campaign showed how the glasses empower wearers to stay fully present while offering an intimate, authentic glimpse into her world.
CREDITS:
Client: Ray-Ban Meta
Agency: Translation LLC
Creative Director: Jacob Norremark
Context Director: Emily Dods
Context Planners: Korpo Jonel + Rylan McBride
Back For Everything
I managed the end-to-end delivery of digital marketing assets. I worked across teams to ensure that all creative elements were aligned with the campaign strategy, while also ensuring smooth execution and timely delivery of assets that engaged fans.
KEY RESPONSIBILITIES:
Campaign Asset Coordination: Led production of AR lenses, GIFs, and other creative assets, ensuring alignment with brand identity and on-time delivery through close collaboration with designers, developers, and marketing teams.
AR Lenses Creative Direction: Directed the creative and technical execution of AR lenses, driving audience engagement on social platforms by creating immersive, interactive experiences.
Web & Landing Page Coordination: Managed design and development of high-converting campaign websites and landing pages, optimizing user experience and aligning with overall campaign objectives.
Email Campaign Coordination: Orchestrated email campaigns, integrating dynamic assets like GIFs to enhance engagement and drive conversions through strategic design and timing.
GIF Creation & Strategy: Led the creation of branded GIFs, optimizing them for social platforms to increase audience interaction and amplify campaign reach.
Cross-Team Project Management: Acted as primary liaison between creative, technical, and marketing teams, ensuring seamless collaboration and timely delivery of key assets.
KEY RESPONSIBILITIES:
Campaign Asset Coordination: Led production of AR lenses, GIFs, and other creative assets, ensuring alignment with brand identity and on-time delivery through close collaboration with designers, developers, and marketing teams.
AR Lenses Creative Direction: Directed the creative and technical execution of AR lenses, driving audience engagement on social platforms by creating immersive, interactive experiences.
Web & Landing Page Coordination: Managed design and development of high-converting campaign websites and landing pages, optimizing user experience and aligning with overall campaign objectives.
Email Campaign Coordination: Orchestrated email campaigns, integrating dynamic assets like GIFs to enhance engagement and drive conversions through strategic design and timing.
GIF Creation & Strategy: Led the creation of branded GIFs, optimizing them for social platforms to increase audience interaction and amplify campaign reach.
Cross-Team Project Management: Acted as primary liaison between creative, technical, and marketing teams, ensuring seamless collaboration and timely delivery of key assets.
The Last Slimeto
I consistently optimized content and strategies based on data-driven insights to maximize ROI, from asset creation to performance tracking. I led the creative direction for all campaign assets, including innovative formats like AR lenses and GIFs, ensuring they resonated with target audiences and drove meaningful engagement across platforms.
KEY RESPONSIBILITIES:
Data-Driven Asset Optimization: Led creation and refinement of AR lenses and GIFs, using performance data to enhance visuals and boost fan engagement.
AR Lenses Creative Leadership: Directed development of interactive AR lenses, leveraging insights to drive engagement and increase social media interactions.
Website & Landing Page Optimization: Optimized websites and landing pages based on data analytics, improving user experience and increasing conversion rates.
Email Campaign Performance: Managed email campaigns with data-driven segmentation, boosting open rates, engagement, and conversions.
Branded GIF Strategy: Created branded GIFs for social media, using fan sentiment and analytics to drive visibility and engagement.
KEY RESPONSIBILITIES:
Data-Driven Asset Optimization: Led creation and refinement of AR lenses and GIFs, using performance data to enhance visuals and boost fan engagement.
AR Lenses Creative Leadership: Directed development of interactive AR lenses, leveraging insights to drive engagement and increase social media interactions.
Website & Landing Page Optimization: Optimized websites and landing pages based on data analytics, improving user experience and increasing conversion rates.
Email Campaign Performance: Managed email campaigns with data-driven segmentation, boosting open rates, engagement, and conversions.
Branded GIF Strategy: Created branded GIFs for social media, using fan sentiment and analytics to drive visibility and engagement.
UNIQUE
I oversaw the full-scale album rollout, managing all aspects from campaign strategy and content creation to distribution and promotional execution across both digital platforms and physical channels. This included coordinating with internal teams (A&R, marketing, production) and external partners (DSPs, influencers, agencies) to ensure a seamless, high-impact launch that aligned with the artist’s vision and marketing objectives.
KEY RESPONSIBILITIES:
Campaign Strategy & Execution: Led brainstorming sessions with cross-functional teams (digital, marketing, A&R, social, etc.) to conceptualize and develop comprehensive campaigns for album and single releases, including digital and event activations. Oversaw campaign execution, from creative ideation to delivery, ensuring alignment with artist vision and timely execution.
Artist Website Design & User Experience: Designed and developed the artist's official website, incorporating a lightbox feature that allowed fans to seamlessly pre-save, stream, and download the album directly from the site, enhancing fan engagement and driving pre-release activity.
CRM/SMS Campaigns: Set up and managed CRM and SMS marketing campaigns to collect fan data, building a targeted database for direct communication. Utilized the data for personalized engagement, exclusive offers, and to drive conversions around album releases and events.
Content & Audience Strategy: Oversaw short-form content creation and strategy, working with content teams and external partners to boost social media presence. Developed audience engagement strategies across multiple platforms and collaborated with influencers on user-generated content (UGC) in community-building efforts to maximize fan interaction.
Digital & Physical Assets: Managed the creation and design of digital assets (pre-save pages, release videos, social copy, etc.) and physical/OOH materials (posters, banners, event signage). Ensured all assets met artist standards and were delivered on time for launch. Oversaw digital setup, including tags, descriptions, and platform integrations (e.g., YouTube, DSPs).
Influencer & Brand Partnerships: Lead influencer campaigns and work with agencies to create and monitor campaigns. Build relationships with external partners, agencies, and DSPs to secure brand partnerships, track performance, and drive both digital growth and physical visibility for artists.
Budget, KPIs & Reporting: Plan and manage marketing budgets and timelines with the VP of Marketing. Set and track KPIs for each project, providing detailed performance reporting on campaign success across all channels, including social media engagement, viral trends, and physical event results. Monitor real-time feedback and campaign reactions.
Collaboration & Communication: Serve as the main point of contact for artists and their management teams for all marketing initiatives. Ensure smooth communication across teams (creative, production, digital, label) for approvals and feedback, while supporting the delivery of assets, launch events, and ongoing marketing efforts.
KEY RESPONSIBILITIES:
Campaign Strategy & Execution: Led brainstorming sessions with cross-functional teams (digital, marketing, A&R, social, etc.) to conceptualize and develop comprehensive campaigns for album and single releases, including digital and event activations. Oversaw campaign execution, from creative ideation to delivery, ensuring alignment with artist vision and timely execution.
Artist Website Design & User Experience: Designed and developed the artist's official website, incorporating a lightbox feature that allowed fans to seamlessly pre-save, stream, and download the album directly from the site, enhancing fan engagement and driving pre-release activity.
CRM/SMS Campaigns: Set up and managed CRM and SMS marketing campaigns to collect fan data, building a targeted database for direct communication. Utilized the data for personalized engagement, exclusive offers, and to drive conversions around album releases and events.
Content & Audience Strategy: Oversaw short-form content creation and strategy, working with content teams and external partners to boost social media presence. Developed audience engagement strategies across multiple platforms and collaborated with influencers on user-generated content (UGC) in community-building efforts to maximize fan interaction.
Digital & Physical Assets: Managed the creation and design of digital assets (pre-save pages, release videos, social copy, etc.) and physical/OOH materials (posters, banners, event signage). Ensured all assets met artist standards and were delivered on time for launch. Oversaw digital setup, including tags, descriptions, and platform integrations (e.g., YouTube, DSPs).
Influencer & Brand Partnerships: Lead influencer campaigns and work with agencies to create and monitor campaigns. Build relationships with external partners, agencies, and DSPs to secure brand partnerships, track performance, and drive both digital growth and physical visibility for artists.
Budget, KPIs & Reporting: Plan and manage marketing budgets and timelines with the VP of Marketing. Set and track KPIs for each project, providing detailed performance reporting on campaign success across all channels, including social media engagement, viral trends, and physical event results. Monitor real-time feedback and campaign reactions.
Collaboration & Communication: Serve as the main point of contact for artists and their management teams for all marketing initiatives. Ensure smooth communication across teams (creative, production, digital, label) for approvals and feedback, while supporting the delivery of assets, launch events, and ongoing marketing efforts.
Gotta Choose
As the Creative Director, I wrote the video treatment and collaborated with the Director and Executive Producer to bring the concept to life and ensure the creative vision was executed. The video has since garnered over 100 million views, reflecting its broad appeal and success.
KEY RESPONSIBILITIES:
Coordinated with the Director and Executive Producer to align on the creative vision and execution.
Led the development of visual style, set design, and overall aesthetic, ensuring alignment with the written treatment.
Oversaw pre-production planning, including storyboards, shot lists, and talent coordination.
Supervised the shoot, making real-time creative decisions to ensure quality and consistency.
Worked closely with the editing team to finalize the video, ensuring it aligned with the original vision.
Managed project timelines and budget to ensure timely and efficient delivery.
CREDITS
Director: Director Gambino
Co-Director: Jsitez
Executive Producer: Rah Jeffries
Creative Director: Korpo Jonel
KEY RESPONSIBILITIES:
Coordinated with the Director and Executive Producer to align on the creative vision and execution.
Led the development of visual style, set design, and overall aesthetic, ensuring alignment with the written treatment.
Oversaw pre-production planning, including storyboards, shot lists, and talent coordination.
Supervised the shoot, making real-time creative decisions to ensure quality and consistency.
Worked closely with the editing team to finalize the video, ensuring it aligned with the original vision.
Managed project timelines and budget to ensure timely and efficient delivery.
CREDITS
Director: Director Gambino
Co-Director: Jsitez
Executive Producer: Rah Jeffries
Creative Director: Korpo Jonel
Blue Water Road
I was at the forefront of driving creative direction for digital campaigns, collaborating with designers and creatives to craft compelling assets that captured audience attention and encouraged interaction. My role was centered around bringing creative concepts to life while ensuring seamless execution across all platforms.
KEY RESPONSIBILITIES:
Creative Asset Production: Led the creative development of various digital assets, from social media visuals to email campaigns, making sure each asset was engaging and visually aligned with the campaign’s core message.
User-Centric Web Design: Focused on the design and flow of campaign websites and landing pages, ensuring they were not only visually appealing but also user-friendly, resulting in enhanced visitor engagement and conversion rates.
Email Campaigns: Directed the creative process for email campaigns, guiding the creative services team in crafting user-friendly mailers that encouraged engagement and drove listenership and purchase.
YouTube Creative Optimization: Managed video uploads on YouTube, overseeing everything from thumbnail design to metadata, ensuring videos stood out and attracted maximum viewership.
Collaborative Creative Team Leadership: Worked directly with creative professionals to ensure the final output met both aesthetic standards and strategic objectives, delivering a polished, on-brand campaign.
KEY RESPONSIBILITIES:
Creative Asset Production: Led the creative development of various digital assets, from social media visuals to email campaigns, making sure each asset was engaging and visually aligned with the campaign’s core message.
User-Centric Web Design: Focused on the design and flow of campaign websites and landing pages, ensuring they were not only visually appealing but also user-friendly, resulting in enhanced visitor engagement and conversion rates.
Email Campaigns: Directed the creative process for email campaigns, guiding the creative services team in crafting user-friendly mailers that encouraged engagement and drove listenership and purchase.
YouTube Creative Optimization: Managed video uploads on YouTube, overseeing everything from thumbnail design to metadata, ensuring videos stood out and attracted maximum viewership.
Collaborative Creative Team Leadership: Worked directly with creative professionals to ensure the final output met both aesthetic standards and strategic objectives, delivering a polished, on-brand campaign.
From A Bird's Eye View
I set the strategic vision for content creation, ensuring alignment with broader marketing goals. My main responsibility was driving campaign success by serving as the liaison between artist management and the creative services team, blending creative strategy with data insights to produce campaign assets that maximized audience engagement and overall effectiveness.
KEY RESPONSIBILITIES:
Strategic Campaign Asset Creation: Orchestrated the creation of digital assets (social media visuals, videos, and websites) tailored to campaign goals, ensuring that each piece was optimized for performance and audience engagement.
Website & Landing Page Strategy: Designed in collaboration with creative services team and strategized the user flow of campaign websites and landing pages, focusing on intuitive navigation and strategic placement of conversion elements to drive action.
Email Strategy Leadership: Oversaw the development and execution of segmented email campaigns with a focus on strategic messaging that increased open rates and conversion levels.
YouTube Optimization & Visibility: Applied a strategic approach to optimizing video content on YouTube, with a strong emphasis on keyword research, metadata optimization, and visually compelling thumbnails to boost visibility.
Cross-Functional Leadership: Acted as the point person for collaboration across creative, marketing, and executive teams, ensuring all campaign elements were aligned with business objectives and efficiently executed.
KEY RESPONSIBILITIES:
Strategic Campaign Asset Creation: Orchestrated the creation of digital assets (social media visuals, videos, and websites) tailored to campaign goals, ensuring that each piece was optimized for performance and audience engagement.
Website & Landing Page Strategy: Designed in collaboration with creative services team and strategized the user flow of campaign websites and landing pages, focusing on intuitive navigation and strategic placement of conversion elements to drive action.
Email Strategy Leadership: Oversaw the development and execution of segmented email campaigns with a focus on strategic messaging that increased open rates and conversion levels.
YouTube Optimization & Visibility: Applied a strategic approach to optimizing video content on YouTube, with a strong emphasis on keyword research, metadata optimization, and visually compelling thumbnails to boost visibility.
Cross-Functional Leadership: Acted as the point person for collaboration across creative, marketing, and executive teams, ensuring all campaign elements were aligned with business objectives and efficiently executed.
Lie To Me
As the Creative Director, I wrote the video treatment and collaborated with the Director and Executive Producer to bring the concept to life and ensure the creative vision was executed. The video has since garnered over 100 million views, reflecting its broad appeal and success.
KEY RESPONSIBILITIES:
Coordinated with the Director and Executive Producer to align on the creative vision and execution.
Led the development of visual style, set design, and overall aesthetic, ensuring alignment with the written treatment.
Wrote and developed the video treatment: Crafted the creative concept, narrative, and visual style, establishing the direction for the music video.
Led the creative vision: Guided the overall aesthetic, tone, and mood of the video, ensuring alignment with the artist’s brand and the song's message.
Collaborated with the director and production team: Worked closely with the director, cinematographer, and crew to bring the concept to life, overseeing all aspects of production.
Presented and refined ideas with stakeholders: Communicated the creative vision to the artist, label, and other stakeholders, incorporating feedback and ensuring the final product met expectations.
CREDITS
Director: Director Gambino
Executive Producer: Rah Jeffries
Creative Director: Korpo Jonel
KEY RESPONSIBILITIES:
Coordinated with the Director and Executive Producer to align on the creative vision and execution.
Led the development of visual style, set design, and overall aesthetic, ensuring alignment with the written treatment.
Wrote and developed the video treatment: Crafted the creative concept, narrative, and visual style, establishing the direction for the music video.
Led the creative vision: Guided the overall aesthetic, tone, and mood of the video, ensuring alignment with the artist’s brand and the song's message.
Collaborated with the director and production team: Worked closely with the director, cinematographer, and crew to bring the concept to life, overseeing all aspects of production.
Presented and refined ideas with stakeholders: Communicated the creative vision to the artist, label, and other stakeholders, incorporating feedback and ensuring the final product met expectations.
CREDITS
Director: Director Gambino
Executive Producer: Rah Jeffries
Creative Director: Korpo Jonel
Nightmare on Douglas Release Party
I conceptualized and hosted a one-of-a-kind gaming release party experience for over 100+ attendees, blending interactive gaming with live entertainment. The event not only provided a unique fan experience but also served as the setting for several scenes in the "Don't Know Why" music video by Jay Hound, amplifying the release and expanding its reach through the music video’s exposure.
KEY RESPONSIBILITIES:
Event Strategy & Concept: Develop the overall theme and concept for the release party in alignment with the artist’s vision, ensuring the event complemented the album's narrative and branding.
Venue & Logistics Coordination: Selected and secured the venue, managed logistics such as catering, sound, and scheduling, and ensure the event runs smoothly from setup to execution.
Promotion & Marketing: Created and execute a promotional campaign for the event using social media.
Digital Integration & Engagement: Planed for live streaming, social media coverage, and fan engagement during the event to amplify its reach and connect with fans online.
Post-Event Content & Follow-Up: Oversaw the creation of event content (photos, videos, recaps) for social media and follow up.
KEY RESPONSIBILITIES:
Event Strategy & Concept: Develop the overall theme and concept for the release party in alignment with the artist’s vision, ensuring the event complemented the album's narrative and branding.
Venue & Logistics Coordination: Selected and secured the venue, managed logistics such as catering, sound, and scheduling, and ensure the event runs smoothly from setup to execution.
Promotion & Marketing: Created and execute a promotional campaign for the event using social media.
Digital Integration & Engagement: Planed for live streaming, social media coverage, and fan engagement during the event to amplify its reach and connect with fans online.
Post-Event Content & Follow-Up: Oversaw the creation of event content (photos, videos, recaps) for social media and follow up.
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