MARKETING
Working in a variety of marketing categories like Beauty, TV, Consumer Packaged Goods, Beverages and Spirits, Cars, and Hotels has been very rewarding. In my journey, one thing always remained consistent: A passion for design, culture, and communication. I'm adept at targeting national and multicultural markets, as well as niche and boutique products.
Some clients of note: Coca-Cola, GM, Jaguar, Zac Posen, Marriott, Sharp, Pantene, Martha Stewart, United Airlines. View the full list in the Contacts section.
Bath & Body Works
C.O. Bigelow Skin Care Line
Marketing & Merchandising
Limited Brands bought the 100 + years old, New York based C.O. Bigelow brands, and Bath & Body Works developed a complete line of products based on modernizing Bigelow’s original formulas. Over 85 unique products were created, ranging from unusual body lotions to cinnamon mouth washes to classic rose water toners.The line was fully launched in 1600 Bath & Body Works stores, introducing the classic line to the mass market.
Cutty Sark
The attraction is in the yellow campaign
Print, TV & Events
In Puerto Rico, Cutty Sark needed a campaign that elevated a brand that was viewed as an entry level whiskey. The work lived as an extension of the brand line “The Attraction is in Yellow,” and was shot by a well-known Latin American photographer. The campaign ran for 4 years and included TV, print, summer events and a yearly showcase of the photography in the Museum of Modern Art of Puerto Rico.
Netflix
House of Cards TV series
Social Campaign
Netflix needed an irreverent social media campaign that reminded the users of House of Cards’ unique point of view. A series of memes were created fitting the different audience for Facebook, Twitter and Instagram
The Water Tank Project
Art Above NYC. Water Above All
Site & Mobile App
Over 1 billion people do not have access to clean water. So to make people aware of global water problems, we turned New York City water tanks in New York int canvases for creativity. The Water Tank Project site and app helped New Yorkers navigate through the 100+ water tanks spread around NYC.
Jaguar
XK Car launch Site & Digital
Marketing Worldwide
Jaguar wanted a site that was about lifestyle and creators of beauty. The new car was just an element between the 10 contributors like the restaurateur Alan Yau, the designer Zac Pozen and the car designer Ian Cullum. The site was accompanied with online multilingual banners that run in U.S. and 12 European countries.
Bath & Body Works
Tutti Dolci Skin Care Line
Marketing & Merchandising, and Packaging Design
Tutti Dolci line was created for an emerging youth market with increased disposable income a taste for fun, whimsical, fragranced beauty products. To launch the product, we imagined an entirely new in-store experience, with scent pumped through the stores and interactive displays to entice customers to discover the new products.
The confectionery theme made the entire experience a fun, multidimensional discovery.
Bath & Body Works
re:new Skin Care Line
Marketing & Merchandising
re:new store theme was created to introduce the new spring premium brands in the 1600 Bathe & Body Works stores. The shooting was done with the idea of stripping down the past and just present a re:new "new you" concept and it focus on hair, skin, body and overall glow.
L'Oréal
La Palette Nude Makeup Desktop & Mobile
Tool & Rich Media Ads
L'Oréal requested an interactive tool for a module on the La Palette brand page. The end goal was to encourage user exploration of Nude and Nude Intense palettes while inspiring the purchase and discovery of the other content offerings on the brand page.
The fully responsive module was created, centered on creativity that allows the user to act as their own professional makeup artist and design customized eye shadow looks from the shades in both palettes. A full campaign of standard and unique banner ads driving to the tool and online content were designed in tandem.
Netflix
House of Cards TV series
Outdoor Posters
Netflix needed an out-of-the-box idea to promote the show House of Cards. With a limited timeframe, illustrations were created from video frames. The illustrations were created in photoshop and mix media, and pasted around in different cities around the country.
Dos Equis
Stay thirsty my friends
Site
Dos Equis Beer needed a campaign site that was irreverent and strange, like the “Stay thirsty, my friends” campaign itself. With sections devoted to mini games and unusual items. It was positioned as a discovery box that featured background stories to helped give the most interesting man character gravitas and dimension
L'Oréal
Fit me! foundation launch
Desktop & Mobile Tool
L’Oréal needed an fully responsive on-line tool for their foundation product to tap the "real woman" market. The challenge was to create the engine behind it and shoot the cast composed of L'Oréal employers to cover all the possible skin tone options. After answering 5 questions about skin texture and tone, the perfect liquid foundation is recommended to her.
The tool had to work seamlessly on mobile and desktop, and had to integrate with the existing campaign launching at the same time. After its initial U.S. launch it has been modified for use in Canada, Australia and New Zealand.
Zac Posen Couture
Zac Posen
Site
Zac Pozen did not have any mono brand stores and wanted to create a “window shopping experience” to showcase his line of clothes and accessories like bags, glasses and intimate apparel. The result was a horizontal scrolling navigation, store with models representing all the brand’s verticals. The site exterior look changed from day to night depending of the time.
Vetiver Les Cayes
Haitian Based Lifestyle Brand Logo,
Site, Social & Photo Shot, and Packaging Design
Vetiver Les Cayes is a home and lifestyle brand creating unique products that highlight Haiti's untapped natural resources, the Vetiver plant.
The company started with a line of soy wax candles and wood and horn plates to create a hub for Haitian women to work and have a way to be self-sustained. The goal is to have objects made with vetiver routes by the hub and distributed nationally.
Creating a brand from scratch gives me the opportunity to work from the ground up with international partners, navigating the challenge of production and creating a self sustainable charity