As the Head of Video Presence and Multimedia production at Oracle, I worked with people across the company to produce meaningful digital and real-world experiences, including customer-facing video, live webcasts, and in-person events. I led real-world and digital events on a monthly event for audiences as large as 5000. My work at Oracle connected thousands of people across the organization with external customers. The energy of live and virtual events is hard to capture; below is a small sample of my work.

Neutral Milk tapped me to spearhead a hilarious and engaging multichannel ad campaign for their carbon-neutral milk. As the creative director, I led a brainstorming session that birthed a series of ads inspired by viral and social videos. Our ultimate goal was to inject humor and approachability into a brand with a seriously lofty ambition: saving the planet one glass of milk at a time.

You've probably heard the "save the planet" mantra ad nauseam, so we decided to flip the script and put our own spin on it. Our ads feature everything from rainforests and polar bears to ice cream, puppies, and even your beloved Grandma. We wanted to showcase how saving the planet isn't just about saving majestic creatures and lush landscapes. It's also about preserving all the little joys in life.

As the lead creative, I was there every step of the way, from ideation and pre-production to onset direction and post-production creative direction. As a result, our videos are funny, relatable, and undeniably human, making it easy for viewers to connect with Neutral Milk's mission in meaningful ways. The ads encourage people to do their part in protecting our planet, one glass of milk at a time.

Spreetail set out to create a new category in eCommerce, one focused on the backyard garage and home. The eCommerce site was positioned to change the way people shopped for large outdoor items traditionally bought in brick and mortar stores. We gave life to Spreetail, by rebranding it to be more consumer-facing, created brand guidelines, a look, and feel, and a customer-friendly website. My team of 50+ designer, writers, photographers, videographers, and more were responsible for everything including product listings, packaging, private label branding, seasonal marketing materials and web collateral. We cranked out nearly 1000 assets every month from our office in Austin and a 10,000 sqft studio in Dallas.

The creative team was always at the forefront of Spreetail and led the charge with vision and vigor. Many thanks to everyone who brought experience, energy, and focus to their jobs every day. You all are amazing.

Digital Channels Spanning the Whole Foods Network (2013-2014)

Whole Foods Market’s digital channels are almost as robust as the stores. The various channels reached almost 10,000,000 users a month and supported a huge variety of people with information about everything from how to avoid GMO’s to vegan breakfast recipes. My team of 22+ people produced content for the ever-changing home page, wrote blogs on current topics, created video series exploring the people and places that made up Whole Foods Market, worked with purchasing teams to create content highlighting new products and sales, and sent out monthly newsletters full of seasonal articles and sales.

Many Thanks to a fantastic team. They expanded the Whole Foods Brand and brought it to life daily.

Digital Magazine for Whole Foods Market (2012-2015)

Whole Foods Market (WFM) didn’t want to do conventional marketing and advertising, so we created a multimedia platform highlighting inspirational people and stories that embody the Whole Foods Market ethos.  “Dark Rye” put WFM at the forefront of content marketing, garnering a James Beard Award and all types of press for leading an alternative marketing style.  “Dark Rye” was put together by an amazing in-house team working with freelance creatives on a monthly basis. It was a true multimedia experience consisting of hundreds of long form articles, videos, infographics, tumblr pages and a television series. Here are some of my favorites.

Additional Credit:

·     Jacob Ellenberg

·     Kelly Lecastre

·     Jill Visit

·      Staff producers, designers, programmers and writers

·      Freelance designers and illustrators and writers

Digital Platform for Scotts Miracle GRO (2016)

Scotts approached us with an interesting challenge: how to get city- dwelling millenials who don't know anything about gardening interested in gardening. We did some research and found that most people who didn't garden had a fear of failure, rather than a lack of interest. So we decided to build an app that took all the guesswork out of gardening and increased the chances for success.

We utilized cutting edge sensor technology, rich content and the IOT to create the first interactive gardening platform. We created hundreds of outdoor ideas with in-depth instructions to help people connect to their outdoor spaces and have the yard of their dreams.

This was a great project because we not only had to figuring out how to engage people with content but we needed to create entire user experiences that were easy to interact with, simple to follow and created success.

Additional Credit:

·       Customer Experience – Jason Dziak

·       UX – Brent Budolfson

·       Design – Todd Sexton

·       Content Manager – Lauren Holbrook

·       Freelance writers

Sales Video (2015)

McCann was approached by Enlighted to produce a sales video raising awareness of their cutting edge technology and how it leverages the IOT to bring value to users.

In conjunction with McCann, we developed a video that illustrates all the functionality of the hardware while it tells the story of how Enlighted products are constantly working behind the scenes to impact energy efficiency from sun-up to sun-down.

Additional Credit:

·       Project Lead/Creative Director (McCann) – Maria Mclaughlin

·       D.P. - Trevor Gavin, Nate Henry

·       Post and Graphics - Alchemy Creative 

SXSW has been at the forefront of culture for the past 30+ years. As a festival that transcends music, art, technology, film it sits at the center of trends and cutting edge technology. With the live event reaching 400,000+ people, our job was to capture the zeitgeist that happens every spring and broadcast it to the rest of the world.

My team was responsible for videotaping and editing the sessions and presentations that occurred over the three weeks. We operated a nearly 24 hour a day edit cycle to release the videos in almost real-time. We posted full-length videos, cut down, and mashups for social channels and partners. As the ACD, I was responsible for identifying each segment, key sound bites, providing creative direction, and managing resources.

In addition to the live event, I was responsible for structuring the YouTube channel to promoted viewership and allowed for browsing.  Additionally, I partnered with the marketing team, and social teams to create content that promoted the event, illustrated thought leadership and drove attendance. 4 of the social videos I wrote and produced were some of the most successful social content in SXSW history.

Marketing Video - 2013

Whole Foods Market’s 5-step animal welfare program rates the environments of farm animals. With hundreds of criteria and rules, the program did its job but was almost impossible to understand without a degree in animal husbandry, better known as farming. With this never-released spot, we simply explained the program and connected it to people’s inherent desire not to be jerks to animals.

Additional Credit:
Agency - Taxi

Promotional Video - 2011

On April 1st, 2011 Whole Foods launched a matchmaking service in a few select stores. We created a video highlighting the most important aspects of the service. The video garnered 73,000 plus views and generated a lot of positive PR.

*The video, views, and sentiment were all real but if you haven’t put it together, the service was not, it was an April Fools Joke.

Additional credit:
The great actors from Cold Town Theater
Writer: Jacob Ellenberg

Platform Trailer (2010)

As Nokia moved into the world of online music with their new platform Ovi, they needed help telling people about its functionality and added value. We developed an animated character to help guide us through the world of Ovi. His light-hearted demeanor and fun personality played an integral role in creating an approachable and informative piece.

Luxus worldwide was integral in the development of the platform and user experience of Ovi.

Mobile App 2013-2014

The Whole Foods Market recipe app is the go-to companion for living a healthy lifestyle. The app customizes recipes, creates shopping list, offers coupons, and more. With the app we put the knowledge base of Whole Foods's team members in shoppers pockets, supporting them wherever they are. It was one of the first retail apps to garner 2 million downloads and was featured the Apple store multiple times.

Additional Credit:

Jon Dorch
Sirr Less
Countless designers, programmers and UX people

Marketing Campaign (2012)

We leveraged Whole Foods Market’s (WFM) reputation as a high-end and trusted purveyor of food to establish the brand in the luxury beauty market. We created a campaign that presented in-depth beauty tips highlighting natural, healthy and conscious practices. We worked with high- end stylists and makeup artists to ensure our content not only met Whole Foods’ standards but also led to amazing real outcomes. As you can see in some of the comments, people had doubts that this type of content could come from Whole Foods, but in the end we won them over and they give us props.  Here is a sample of some of the videos we produced. 

Andrea Wolf, Ira Chut and Kelly Lecastre, Akemi Tamaribuchi where all super instrumental in pulling off these amazing videos and accompanying websites.

Marketing Campaign (2012)

While at Whole Foods Market, we wanted an Earth Day campaign that stood apart from the tired sustainability messaging that had become so ubiquitous and boring.  In conjunction with Digital Kitchen our team developed a strategy that focused on unifying people around common ideas and ideals surrounding sustainability, food production and global issues. For the campaign, we crafted messaging and collateral focused on strange and bizarre creatures called “earthlings.” We utilized in- store promotion, social channels, video, websites, custom content and influencer packages to inspire conversation and garner attention. 

Additional Credit:

·       Global Vice President of Communications – Sirr Less

·       Senior Director of Digital – Jon Dorch

·       Senior Director of Marketing – Scott Simons

·       Senior Director of PR - Kate Lowery

·       Visual Creative Director - Jill Visit

·       In house writers, editors and producers

·      Agency – Digital Kitchen

Platform Trailer (2009)

To accompany the launch of Ubisoft’s “Uplay” platform, we developed a video outlining the functionality and advantages of the platform. We explored the Uplay logo and created assets that aligned with its fluid stylings as well as a script that was engaging and informative. The elements came together to create an entertaining piece that outlined one of the most advanced platforms out there.

For a seasonal back-to-school campaign, we wanted to establish Whole Foods as a partner to parents and as the go-to place for “healthy kid” food. We all know kids say the darndest things, so we decided to explore that concept by asking kids what they think is "healthy food," and rolled the camera. The kids’ answers were priceless, and made a perfect video.  We used the video along with paid media and partnerships to drive traffic back to more in-depth content on WFM.com, featuring Catherine McCord of “Weelicious” (blog) to illustrate trusted influencers working with wholesome foods.  

Additional Credit:

·       Marketing Lead – Cynthia Lew

·       Creative Director- Jill Visit

·       Art Director – Jeremy Joiner

·       Director – Ira Chute

Campaign (2012)

Whole Foods Market combines products and passions to create win-win partnerships. The “Share the Buzz” campaign represented a subject that was near and dear to us. It wasn’t focused on driving sales or attracting customers.  Rather, it was focused simply on educating people about their food.

 We partnered with PBS KIDS to create the "Fantastic Organic" campaign that helped educate kids and families about eating organic and sustainable foods. The video and accompanying materials were aimed at helping kids understand the impact bees have on our food systems and that simple changes can help support bees.

Thanks to Alchemy Creative for all the great animation and storytelling work you did.  

Product Branding 2011-2012

Whole Foods Market produces hundreds of thousands of products internally. Working in partnership with the purchasing team we developed various concepts for an easy drinking beer, that personified Austin, Whole Food's birthplace. Ultimately the project was canned (see what I did there) for an existing brand. Needless to say, we had a great time doing research and coming up with ideas.

Additional Credit:
Project lead: CMO Sirr Less
Creative Director: Jill Visit

Ecommerce Platform - 2013

With its artisan feel and focus on producer stories, B&C captured the then popular maker movement. Bread and Circus never made an appearance but none the less a lot of great work was done to create an awesome platform.

Additional credit:

Chief Marketing Officer- Sirr Less
Senior Director of Digital- Jon Dorch
Agency - XoXco

Video Game Commercial (2010)

Hudson Soft approached us to create a quick teaser spot highlighting one of their premier games. We created a short piece focused on the family gaming aspect of the game while highlighting the variety of sports that you can play. This piece conveys a lot in a very short amount of time.

Produced at  Alchemy Creative

Game Trailer (2009)

Hudson Soft charged us with creating a trailer for the release of their upcoming game. We wanted to peak people's interest in this strategy based game by outlining the deeper narrative of the world the game is set in. We chose to utilize concept art accompanied with a pounding script to bring added dimension to a 2D world.

Feature Length Documentary (2015-2016)

The Humane Society and Whole Foods Market approached us to create a film that shed light on the treatment of farmed animals in America, in a fair and accessible way.

We produced a feature-length documentary following an omnivore husband and his vegan wife as they visited farmers and ranchers with varying ideals and animal husbandry practices. By following real people through their own experiences, we were able to capture a very human perspective on the subject while illustrating the challenges and opportunities surrounding raising animals for food. 

·       Premiers July 2016

·       "RAISES ISSUES WITH HEART AND CLARITY” -DAVE MATTHEWS, Musician

·       "A BEAUTIFUL, SURPRISINGLY NON-JUDGMENTAL LOOK AT HOW MOST ANIMALS ARE PRODUCED” -MARK BITTMAN, Bestselling Author

·       "AN IMPRESSIVE AND DEEPLY THOUGHTFUL FILM…YOU’LL BE VERY GLAD YOU SAW IT" -JOHN ROBBINS, Bestselling Author

Additional Credit:

·       Director – John Papola

·       Producer/Writer – Lisa Versaci

·       Producer/Writer – Cristina Colissimo

·       Producer/Line producer – Jordana Glick-Franzheim

Game Teaser (2009)

Sega wanted to tease the release of of their new Sonic game. We chose to build suspense by keeping the audience guessing as to what was coming.  We utilized iconic sounds and imagery from the world of sonic to tease the audience without giving away any details about the game. Doing this created intrigue in the fan base and kept people guessing till the game’s release.

This collaboration between Loreal and Dipetro Todd salon and academy illustrated cutting-edge hairstyles and fashion developed by the two brands. The video was used as a backdrop for a runway show and promotional material on the web. The video combined live video, motion graphics, and still photography. This video helped place Di Pietro Todd on the world stage.

Game Trailers (2009)

In it’s debut adult game “Calling”, Hudson Soft wanted to shake of it’s child-like identity. We revamped their logo as well as developed trailers that utilized cut scenes, live action footage and graphics creating an ominous mood that foreshadowed what was to come in the game.  The game is based on a person going to website and meeting a demonic entity that is able to move freely from the afterlife to our world. We chose to tell the story in the first person as the game also  utilized the sound function in the Wii controller allowing the game to transcend the digital space into the user's own reality.

In our collaboration with Sega for the Iron Man video game trailer, I had the privilege of leading the editing and production efforts, bringing to life a project that married cinematic storytelling with innovative gameplay. Our goal was to encapsulate the essence of the Iron Man film and its dynamic hero, Tony Stark, while highlighting the game's unique feature of seamless ground-to-air transitions. Working closely with Sega, we crafted a trailer that not only teased the engaging narrative and action-packed mechanics but also preserved the mystery and excitement inherent to the Iron Man legacy. Leveraging the voice talents of film stars Robert Downey Jr., Terrence Howard, and Shaun Toub, we ensured the trailer resonated with authenticity and depth, bridging the cinematic and gaming worlds. This endeavor was a testament to our team's commitment to excellence and innovation, showcasing our capabilities in digital storytelling and my personal journey in leading this successful creative venture.