Role: Content Director, Purpose// Led and managed the creative incubation/strategy, branding, digital platform and experience.
Context: Purpose worked with former Mayor Bloomberg’s Mayors Against Illegal Guns and Moms Demand Action team to build a grassroots movement for gun safety–– Everytown for Gun Safety. The experience had to highlight the problem of everyday gun violence and bring the issue closer to home for millions of Americans. Purpose was uniquely positioned, as movement builders and storytellers, to make that happen.
Client: Bloomberg Philanthropies
Project: Movement Strategy / Brand Identities / Websites and Experiences / Multi-Media Campaigns / Infographic Series / Social Graphics
Select links: Scenes from Everytown, 4:08 Video (2million+ views) / Everytown.org Website / 'Gun Sense Voter' Campaign Website
Awards: Fast Company Innovation by Design, winner in Graphic Design / Mashable's The Mashies, nominated for Best Public Advocacy Campaign
Press: A transcript from my live-chat Q&A with Fast Company in Co. Design's Innovation by Design Issue, 2014
Role: Creative Director
Project: In 2021 CARE partnered with Chaka Khan and Idina Menzel to re-release I’m Every Woman to celebrate International Women’s Day. The campaign was CARE’s biggest every delivering 11 billion media impressions in the US alone across 118 placements including The Today Show, GMA and Access Hollywood, 47 Celebrity engagements and 2 million supporter actions. In the midst of the COVID-19 pandemic, this celebration of the power of women everywhere shone as a light in the dark.
Role: Creative Director
Project: In 2022 CARE celebrated generations of women’s voices who have inspired us, taught us and moved us to change the world for the better. The #HerVoice campaign celebrated speeches by great women throughout history, including Sojourner Truth, Hillary Clinton, and Gloria Steinem.
Women have historically had to speaker louder to have their voices heard and this International Women’s Day, we will lift up #HerVoice and amplify it around the world.A campaign celebrating women’s iconic quotes throughout history and amplifying the voices of women and girls everywhere.
Successes:
#1 share of voice among peer organizations
Flagship Video Featuring Laura Dern/Amanda Gorman/Venus Williams and Saniyya Sidney
27 million video views across platforms
730 million PR impressions
Role: Creative Director
Project: To celebrate the 75th anniversary of CARE, Whoopi Goldberg hosted a 2 hour live event featuring Elton John, Charlize Theron, Iman, Isabelle Rossellini, Amanda Gorman, former Presidents Barack Obama, Bill Clinton, George W. Bush, Ronald Reagan, Angela Merkel, President Joe Biden, and musical performances by Jewel, Betty Who, Michelle Williams, Northwell Health Choir, Katherine McPhee, David Foster, alongside stories of impact from around the world.
Role: Creative Director
Project: Partnered with Meta to develop a COVID-19 social/behavioral change marketing campaign featuring creative that led to a:
+7.9pt lift in vaccine safety perfection among men 25-34 and
+10.4pt lift among women 35-44, blowing controls out of the water.
Results: The campaign was viewed 1.3 billion times, engaging 479 million people in 20 countries cementing CARE’s key partnership with Meta earning millions in free credits for brand awareness.
• https://www.care.org/news-and-stories/ideas/one-step-closer-to-vaccination/
Role: Creative Director/Writer
Project: Worked with Art Not War to develop Election 2020 content to sway younger voters to get out to the polls. After reading the script I developed, Sean Penn volunteered his voice over and platform to the film. Both election films #YesWeCare and Bridge were featured on multiple platforms including the NYT and Upworthy.
Role: Creative Director / Head of Campaigns, Audience/Social Strategy, branding, digital platform and experience.
Context: In the lead up to International Women’s Day CARE launched a global campaign fighting for the rights of women everywhere. The goal was simple, show that in the face of conflict, hardship and crisis - women are leaders.
Client: CARE
Project: Movement Strategy / Brand Identities / Websites and Experiences / Multi-Media Campaigns / Infographic Series / Social Graphics
Select links: fight.care.org/iwd
Press: CNN, CNBC, Parade, People, GMA, Bustle, AdAge, Huffpo, FN, Shondaland, VOA, Yahoo, The Hollywodf Reporter, Bustle, AdWeek, InStyle, BizWomen, Dove, WWD, The Little Market, Acess, Health.com, Lonny, The Independent, Billboard, ABC News Radio, BizWomen The Business Journals, Broadwayworld.com, Banana Republic - http://fight.care.org/news/
Role: Creative Director:
Project: Beginning in 2018, the CARE Impact Awards has become an annual fundraising event for CARE attracting a new and growing group of supporters especially motivated by our most forward-thinking, innovative work and bold vision for change in the world.
Over 4 years the Impact Awards has generated over $11 million in fundraising support from corporate sponsors, major and mass giving audiences. In 2020 when COVID-19 shut down the world, CARE pivoted to a virtual event, bringing in larger audiences to the work that CARE does.
Role: Idea, Master Storyteller, Creative Director, Content Director, Design, UX
Context: CARE, a 75-year-old organization was struggling to find a way to connect with it’s audiences and tell it’s story of impact around the world.
Solution: CARE News, a storytelling initiative designed as a news site and robust multi-platform content service delivering engaging long-form, short-form socially optimized content that cuts through the noise of the news cycle and connects audiences deeply with CARE’s work.
LINK: http://www.news.care.org
Role: Content Director, Led and managed: project content design strategy, campaign ideation, production and distribution.
Context: The ACLU wanted to engage with the equal marriage movement emerging in the US. Purpose created Tim Gunn’s “My Big Gay Illegal Wedding” campaign, a competition where four gay couples from states where it was illegal to marry would travel to states where it was legal to marry to have their dream wedding.
Client: American Civil Liberties Union
Projects: Movement Strategy and Brand / Rapid Response Campaign and Viral Videos / Campaign Identities, Digital Experiences and Social Graphics / Disruptive Print Campaigns
Results: The campaign resulted in 5000 entries from hopeful couples and over 350,000 votes from the public who signed on to become a part of the ACLU equal marriage movement.
Press: The New York Times | Wired
The Syria Campaign is a growing movement for Syria. It is built to capture the attention of the public and demand more from our global leaders in government, institutions and the media. We developed the organization to have focus on campaigns that deliver real impact for Syrians in the country, and around the world. We're building a massive global constituency so when the time comes, we have the power to get all the parties to the negotiating table and find a way forward for a free and peaceful future for Syria. I led creative development of the White Helmet’s branding and Nobel Peace Prize campaign culminating in their nomination and Oscar Win for the documentary “The White Helmets”.
Project: Movement Strategy / Brand Identities / Website / Content / Campaign Strategy
Role: Creative Director
Links: The Syria Campaign Website / White Helmets Site and Videos / ‘Ads for Dictators’ – Facebook Campaign / In Reverse
Website:
Role: Creative Director/Film Director // Led and managed the creative ideation/strategy and client liason.
Context: Chobani wanted to utilize it’s brand positioning to shine a light on the impacts of the crisis in Syria. Partnering with the UNHCR, I created "Empty Manhattan" for TVC and social as an awareness piece.
Client: Chobani//UNHCR
Select links: Empty Manhattan
Results: The video has amassed over 6 million views on facebook and youtube and is the UNHCR's most successful piece of content ever.
Press: Covered in Huffpo, NYT and The Young Turks
Role: Creative Director, Managed creative content strategy for new incubation ACLU Action + multiple rapid response and flagship campaign's strategy, campaign design and content creation and distribution
Context: Purpose worked with the ACLU on reshaping the their brand, tone of voice and kinds of work the organization is known for, with the goal of establishing a participation-style model that could leverage public interest and cultural shifts. From online petitions to viral videos, the creative work has been tailor-made for public engagement under the new name: ACLU Action
Client: American Civil Liberties Union
Client Quote: “More and more the way we live and interact with the issues is through the online world, and that has to be front and center from the beginning and not as an after-thought. And that all came about because of the partnership with Purpose.” —Anthony D. Romero, ACLU Executive Director.
Projects: Movement Strategy and Brand / Rapid Response Campaign and Viral Videos / Campaign Identities, Digital Experiences and Social Graphics / Disruptive Print Campaigns
Press: The New York Times | Wired
Role: Creative Director
Context: The Purpose Climate Lab used the 2015 Papal Encyclical ‘Laudato Si’ on Climate Change as an opportunity to amplify the message of moral action climate change and use the moment to engage and mobilize Catholics, Millennials and others. Our messaging and social media toolkits enabled hundreds of faith-based organizations to capitalize on this call to action, resulting in unprecedented growth for these organizations.
Links: Pope Francis - The Encyclical
Millennials drove a renewed commitment to meaningful action on climate change from Catholics around the world.
This award winning viral video was created for the NWLC to reach and educate new audiences on school pushout in America. It reached 7 million views on Facebook organically in 3 days and is the organizations most successful video to date.
https://mashable.com/2017/01/09/black-girls-education-let-her-learn/#pOsINLOyNOqm
Created for GetUp Australia as the flagship video of their equal marriage campaign the video went viral, being shared online by influencers such as Madonna and garnering 15 million + views. It won AdNews prestigious Viral Video of the year.
Award winning flagship video created for the United Nations to introduce their new LGBT initiative Free and Equal.
Overview: 76 countries still criminalize consensual same-sex relationships and lesbian, gay, bisexual and transgender people everywhere continue to suffer violent attacks and discriminatory treatment. In this simple, high-impact video from the UN human rights office, individuals from diverse backgrounds pose questions directly to the viewer designed to expose the nature of human rights violations suffered by LGBT people around the world. The video includes cameo appearances by UN Secretary-General and High Commissioner for Human Rights Navi Pillay. The UN's message: LGBT rights are human rights.
Antonius Wiriadjaja was just walking down the street when he was struck by a stray bullet. See him reunite with the man who saved his life.
Director: Simon Duncan-Watt
Producer: Joe Mischo
Exec. Producer: Hannah Kreiswirth
Jessica Lauretti
DOP: Blake Horn
Editor: Mark Balderston
Special Thanks:
Antonius Wiriadjaja
John Morant
Nancy Hechinger
Everytown for Gun Safety
A Purpose Production
Role: Creative Director // Film Director
Context: Global Citizen was undergoing a brand refresh and social strategic review to optimize it’s channels.
Client: Global Citizen
Project: Multi-Media Campaigns / Social Graphics
Select links: 1 second march // The power of a signature
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Role: Director of Content
Project: Organix, a UK-based organic baby food company, sought to find a way to tell the story of the brand and engage the public around its mission to inspire a lifelong love of good food. Organix partnered with Purpose to develop a comprehensive strategy and creative campaign spearheaded by shareable content to revamp its social mission and create activation campaigns that would engage the public around its mission. Its “No Junk Challenge” is inspiring parents to take a stand for healthier food and campaigning for change in the food industry, schools, nurseries & restaurants.
Role: Director of Content
Project: As part of the mobilization around the People’s Climate March in September 2014, Purpose launched #WalkTheWalk, the first pilot project of a new global climate initiative, Here Now. #WalkTheWalk is an ownerless, open-source social media campaign that provided a highly visual, easy, and personal way for people around the world who couldn’t be at the march, or who wanted to take dynamic action online, to attend in spirit and send a message to world leaders that they care about climate change. The campaign reached eighty-five million people through online videos, tweets, and other social posts (including support from the likes of Russell Brand, President Barack Obama, and Mark Ruffalo).
Role: Creative Director
Project: In partnership with the World Health Organization and the Climate and Clean Air Coalition, Purpose developed the brand, content and campaign strategy for BreatheLife, with the goal of mobilizing cities and individuals to protect our health and planet from the effects of air pollution.
Impact: The launch of the ‘Walk Home’ video was the most shared tweet of the Habitat III , the United Nations Conference on Housing and Sustainable Urban Development, during which the campaign was officially launched with over 1,000 retweets and an audience of nearly 300,000.
Many mainstream outlets covered the campaign and highlighted the linkages between air pollution and its effects on health and climate change, including global publications like the Huffington Post and local publications like the Manila Times and El Tiempo.
BreatheLife developed an ongoing partnership with C40 to help build public support for banning diesel vehicles in cities around the world with Athens, Paris, Madrid, Mexico City announcing a ban at the C40 Summit in December.
