ROLE: ART DIRECTOR
Year In Search Campaign
In 2022, the world searched “can i change” more than ever before. Digging into this insight, my team and I narrowed in on how this manifests for people from every walk of life. From changing careers to seeking new outlooks on life, people were finding ways to reimagine themselves and reshape the world around them - and we pulled it all together.
2023 People's Voice Winner for Best Use of Data Driven Media, Advertising & PR
Best, most innovative, and effective or creative use of data-driven digital media that serves users with a personalized experience. This includes such efforts as targeted marketing messages, remarketing, etc.
Responsibilities Included:
From hundreds of data points, we narrowed in on “can I change” as the core concept for the spot.
Travelled to Portland to work in person with Joint Editorial to create a first cut of the idea that was presented to senior leadership.
Sifted through thousands of hours of user generated footage from YouTube Shorts, YouTube, TikTok, and Instagram to pull authentic moments into the spot
Helped review the final film clips from global teams to ensure the film had global reach and relevance.
Helped draft a music brief that was sent to music studios to create a custom track for the Year in Search Film.