Marketing campaign Role: Brand Design, Creative Director
Lead the creative and design direction for the 360 launch campaign, including OOH print design, on-air promotional spots, social, and digital media buy.
The series, Murder for Hire gives an exclusive look into the dark world of contract killings, showcasing some of the most fascinating murder for hire cases ever caught on tape. The treatment of the entire campaign consists of overlays of the glitches and pixelation to enhance the rawness of the actual footage from the hidden cameras, also giving the edge ness to capture the urgency and secrecy of the conversations taken place for murder.
Oxygen is became a crime destination that promises a consistent, yet unique and differentiated, quality experience to fans of the genre. To visually capture the essence of the new channel, Oxygen partnered with Trollbäck+Company to rebrand from logo design to re-skin the entire on-air and off-air look.
Oxygen provided a clear direction with mood boards and references for inspiration to the agency, as we knew what the network needed: Uncluttered the chaos, be editorial, avoid the expected, solve the quality issues with low-resolution images, and production friendly toolkit. During the production, I lead the project by making crucial decisions and giving feedback on the details of hundreds of motion assets on a daily basis. Internally I made many presentations across the network and guided them through with the style guide, ensuring the design and its toolkit worked property and beautifully.
The Oxygen is now recognized explicitly as a crime network, with its new striking visual identity. The channel experienced a 51% increase in viewership to make it the fastest-growing cable entertainment network.
Credits: Off-Air Creative Director : Jimmy Wentz On-Air Promos Creative Director : Yanik Archer Project Manager : Franklin Zitter VP Brand : Nancy Mazzei
Branding Role: Creative Director Studio: Oxygen Media
The rebrand in 2014 delivered cohesively on a brand that speaks to our millennial female audience. It’s well designed, bold, fun and full of lively color - all of which conveys the spirit of our brand. But with a flat look comes the typical complaints: It’s too simple. Everything is so plain. We run into a limitation... We were a bit too minimal. To refresh the well-established rebrand, we needed to expand on a number of graphic elements and give more personality to enhance the network and boost our appeal. Our refresh focused on subtle brand elements as it should not look like we rebranded again.
“Short bursts of animation mix and match with quiet, systematic moments. Vibrant colors and geometric shapes are balanced by live-action scenes. It’s the perfect harmony of organized chaos, intended to appeal to Oxygen’s demographic of young, multicultural millennial women.” - PromaxBDA Daily Brief
Credits: Off-Air Creative Director : Jimmy Wentz Project Manager : Kate Johnson VP Brand : Nancy Mazzei
For season 2, instead of traditionally promoting spots on air, we focused on blowing up social contents on Instagram, FB, Twitter & Snapchat. Ideation was based around Ice-T’s natural talent to bring his bad-boy nature mixing with true crime stories and facts, to create more social engagement and conversation. As a result, we had a dramatic number increase with likes, views and shared posts on all Oxygen social platforms which ultimately drove to linear tune-in.
Credits / Social : Designer : Tiffany Pilgrim, Adam Manfredi Animator : Nathalie De La Gorce Supervising Producer : Andrew Killoy Editor : Matthew Landin
Teaser & Main Title Design Role: Creative Director / Director / Designer Studio: Oxygen Media
Generated concepts and treatment to launch the promotional campaign and main title sequence for the first transgender model agency reality show.
Credits: VP Brand: Nancy Mazzei Designer / Animator : Natalie To, Laura Lee Editor : Greg Boas Project Manager : Heather Bacci Director / DP : Joseph Labisi Production Co : FrameWork
Branding Role: Design Director / Designer / Animator Studio: NickMom at Nickelodeon
As a design director, I lead the creative and produced necessary design assets to launch the brand new content, NickMom on Nickelodeon Networks. The responsibilities included day-to-day maintenance of the brand look, creating new promos from ideating to coming up with new design approach by experimenting and expanding the brand but also keep the integrity of the baseline core concept of “mother funny” kids/mother culture.
Credits: Sr. Art Director: Sandy Goijburg VP Creative : Brian Hoffman Writer : Kristin Williams
Photography: D.A. Wagner Branding: Employee Number 1
ADIDAS 60 YEARS OF ORIGINALITY
Event Projection Role: Design Director / Animator Client: Adidas
The assignment was to create 360 degrees seamless, wraparound animation pieces that projected on semi-circle domes, for Adidas' global event "60 years of Originality" party in Shanghai, China.
The original dance choreography was shot in Tokyo, then the footage was edited and composited in New York, to the exclusive music tracks that were produced for this event.
Animation : Kee Koo Audio : Yuuki Ono Creative Direction : Yuri Nakatani Agency : RMM
MOVIES THAT ROCK
Main Title Design Role: Co-Director / Lead designer Studio: VH1
Branding direction for one of VH1's biggest franchise MTR. Designed over 20 posters with original photographs shot in studio, then printed and practically made walls of movie posters on the downtown street in NYC. Shot on 35mm film.
BDA 2002 Gold Winner (Art Direction & Design: Network Franchise – General Entertainment)
Credits: Co Director: Amanda Havey Director of Photography: Scott Galinsky Still Photographer: Michael Wong Design: VH1 On-Air Creative Post Producer: Dave Perry Line producers: Rebecca Ritchie & Rebecca Sher Editor: Louis Marciano Flame artist : Inti Martinez Sound: Scott Pittinsky & Xandy Berry / Compound Executive Producer: Wendell Wooten VP Branding: Phil Delbourgo SVP Creative: Nigel Cox-Hagan
Image Spot Role: Lead Art Director / Designer Studio: The Lifelong Friendship Society
BDA 2012 Silver Winner (Art Direction & Design: Special Events Promo – General Entertainment)
Credits: Design & Animation: Masayoshi Namamura, Ken Edge, Erica Gorochow
Teennick Creative Director: Matt Perreault Art Director: Sandy Goijburg Editorial Director/Writer: Dixie Laite Senior Producer: Lisandro Perez‐rey
TRIBECA FILM FESTIVAL
Event Promotion Role: Design Director Studio: Tribeca Film Festival
I was commissioned to create a spot to promote Tribeca Film Festival's original App, sponsored by Bombay Saphire.
Title Sequence Role: Creative Director / Co-Director / Designer Studio: The Lifelong Friendship Society
Total package design for VH1's signature annual franchise event, Divas.
Credits: Co-Director : Jason Jones Production Company : TLFS
Directors of Photography: Florian Stadler Executive Producer: Dan Sormani Line Producer: Stacy Bergstein Post Producer: Bridgette Spalding Production Manager: Emily Gleicher Editor: Brad Turner Telecine: Company 3 NY Colorist: Tom Poole Composer/Mixer/Sound designer: Will Bates Post/Effects: TLFS Animators: Kaori Sohma, Jason Jones, Mark Phillips, Valdimir Nazarov, Ron Winter, Jay Kim, Sal Randazzo, Borja Pena
VH1: VP Creative Director : Amanda Havey Production Producer : Shannon Horan Murphy Illustration : Maximilian Wiedemann
VIRTUALLY IN LOVE
90's ALL THAT
Launch campaign Role: Design Director
BDA Gold Winner 2012 (Art Direction & Design : Interstitial / Short Form Campaign)
Credits: Animator : Ben Hill 3D : Don Pearsell Teennick AD : Sandy Goijberg