Role: Associate Creative Director, Creative Lead
PMI, the world’s largest professional organization for project managers, had a brand continuity problem. I led the creative team as we pitched a fully integrated global campaign that would help unite and humanize the brand. A big piece of solving that was featuring real project professionals in advertising and redefining their brand voice as relatable, empowering and straightforward across paid, owned and experiential channels.
We conducted photo shoots abroad to fuel creative. In all, I led the team through campaigns for events, education and more, which included digital banners, audio ads, video and social. I worked with copywriters and art directors to push the brand and deliver cohesive, effective creative driving response and brand awareness.
Role: Associate Creative Director, Copywriter
The Pittsburgh Steelers wanted to excite their internal teams and make sure everyone was aligned under one definition of what it means to be part of the Steelers family. Our team helped the Steelers define their values and build an anthem video worthy of Steelers Nation.
Brand Essence Video
After scripting and storyboarding, I headed down to Pittsburgh with the team to shoot the video everywhere from inside Heinz Field and the front offices to the locker room and practice fields. I coached Tunch Ilkin, former Steelers player, through the v.o. recording and played a key role in helping the whole video come together.
A big piece of this endeavor was giving employees something to hold in their hands that reiterated the values and gave them pride about where they work. This employee handbook was the answer.