Brands must make you ____
I’ve leaned into audience insights, storytelling and technology to conjure up go-to-market that will enable brands to grow. Good brands make you feel something, great ones propel you to take action.
World Building
The best briefs don’t spark a tactic they spawn a world. Creative systems bend, ebb and contort to the consumer. As a strategist on an integrated team interactive, television, digital and experiential deliverables must be seamlessly interwoven.
By partnering with creative directors to articulate cogent “Organizing Ideas” we are able to stitch together meaningful and highly effective customer journeys.
Interactive Fandom
Star Wars fans dream of controlling The Force. So for the launch of the LEAF we partnered Star Wars: The Last Jedi to develop a first-of-its-kind interactive TWITCH battle. “Master the Drive” pitted influencers against each other as they competed challenges with the help of live fans.
By tapping into our audience’s early adopter nature we successfully fused Nissan’s tech leadership with Star Wars SciFi equity.
+36% affinity
post TWITCH livestream increase in LEAF affinity
Exciting Demos
Demonstrating vehicle features can be tedious and uninspiring. By unearthing a competitive stat comparing the Sentra’s standard tech to the BMW 3 Series was exciting.
We packaged up the messaging into IG story polls, 6 second ads and pre-roll all in an effort to reset perceptions of the 2020 Sentra refresh.
VR Test Drive
The idea was spawned with a sharp creative proposition ‘what if tech moved the world around you?’ This dealer showroom and auto show VR experience allowed today’s shoppers to experience the high tech safety technologies that you can’t safety experience on your average test drive.
By leveraging a Facebook hack-a-thon the concept became an industry first example leveraging React360 beta.
Personality Matching
What you listen to says a lot about who you are. The Nissan Kicks is also an infinitely customizable vehicle powered by thousands of trim color combinations.
By partnering with Spotify we leveraged the vibrant and expressive lifestyle of the KICKS audience. This led to the development of the highly sharable ‘Fresh Score,’ denoting how trendy user’s tastes are.
Credibility through Content
To breathe legitimacy into the 2020 TITAN campaign we turned to SEEKER a science and technology publisher.
To bring the ‘badass do-good’ strategy to life we let Chris Dicus a flame-throwing firefighter put the TITAN through its paces.
+20pt% consideration
after viewers watched the content they were stat sig more likely to consider TITAN
Virtual World & 2nd Screen Experience
Nearly 8 in 10 College Football viewers watch games while on their smartphone. As COVID forced a full-scale replan of the ESPN Heisman campaign. We shifted from an in-person experiential roadshow to a gamified mobile tour featuring 8-bit games, AR filters, trivia and more.
Fans were treated to an immersive walkthrough inside the coveted Heisman House with Tim Tebow, Kyler Murray and Mark Ingram.
Average Session 2:21
12% Returning Users
Crazy Ideas that Worked
Through blogs, social listening and interviews we found a common thread, there was no shortage of people ready to back-stab your crazy idea. In fact, we took a few VERY crazy ideas and brought them to life with GoDaddy’s new website builder.
Turns out these ideas were crazy enough for our real audience to spend more than 3 minutes on average perusing Cheese Busts and Cat Hats.
Live Engagement
TITAN Live Drive was a Facebook LIVE interactive social donation program showcasing our partnership with the Red Cross.
Turning Heads Outdoors
For the 2019 Altima launch I rooted an insight around the vehicle’s tech being able to shift the world around you. By partnering with our creative director together conceived a robotic billboard capable of painting and repainting backdrops based on Instagram story voting.
Separately, using our TITAN’s audience’s hobbies as focal-points we synced with the media team to develop programmatic billboards that were responsive to where our consumers hang out.
Dynamic Creative
I’ve spearheaded TBWA’s efforts to develop best practices for using large data sets, ad tech, and qualitative insights to make our messaging more human, iterative and dynamic. I’ve played a leading role in spearheading Nissan’s first foray into dynamic creative and creative briefings for niche audience messaging.
