EDELMAN DIGITAL
I started my professional design career at the very beginning of the influencer and social media marketing boom. As a jr. designer I produced engaging digital and social media content for a number of global, top tier brands including Adobe, PayPal, Volkswagen, and Ghirardelli to name a few. Here I supported my team of art directors and creative directors in executing creative concept for social campaigns.
DIGITAL DESIGN
PRODUCTION DESIGN
ART DIRECTION
CLIENT PRESENTATION
ADOBE SOCIAL
For Adobe at Edelman, we launched a social campaign of an Adobe BBQ and pool party to engage users with their favorite Adobe products through the summer months. Adobe’s audience responds well to the use of the phnuemonic abbreviations of the programs. By incorporating these into everyday summer scenes on social, we connected with the audience of designers, artists, and creatives of all types by applying summer fun to their favorite creative products.
Released over a month to garner user engagement. Included stand alone posts, a flip book album on Facebook, and videos and gifs across all social media.
PAYPAL
PayPal kicked off the Travel campaign to promote their partnerships with vendors globally and to encourage users and potential users to travel abroad with the ease of PayPal. Edelman was tasked with creating a series of posts, 3 for each city. The solution resulted in implementing a look and feel that evoked a romanticized and nostalgic feel of traveling these famous cities that focused on 3 main categories for each city; famous sites, cuisine, and culture.
Responsibilities
Initial concepts, art direction and design and production of social posts.
VOLKSWAGEN
At Edelman, we overhauled Volkswagen’s social channels by introducing new editorial themes. Inspired by this impassioned community, we created lifestyle content to make the brand even more relatable. As a result, VW garnered hundreds of thousands of new fans and became the most engaged automotive brand across all channels.
Developed my photoshop and image compositing skills. How to think out of the box to create anything from VW cookies, produce posts that connected with the brand’s audience, from a VW manicure, a dog as your co-pilot, how to connect with such a diverse audience as the VW audience, who ultimately had a core commonality, a deep affinity for their VWs.
Responsibilities
To provide art direction and create new content weekly for Volkswagen USA social channels.
GHIRARDELLI MINIS
Ghirardelli wanted to celebrate and promote the launch of their new line of chocolates, Minis. Edelman was tasked with creating a summer long campaign leading up to a launch event in NYC. The campaign was received so well, Ghirardelli asked Edelman to continue the campaign into the holiday seasons.
Responsibilities
Concept and design individual Social Postcard scenarios within the campaign and Ghirardelli Minis brand.
Our objective was to drive engagement with audiences, build brand presence and brand affinity on social platforms, and execute editorial calendars based on measurable strategy, leveraging cultural trends and influencer followings to create and increase brand affinity.
