App store optimization video and pre-roll YouTube ads showcasing unique Amazon Shopping app features.
The Amazon Shopping app is one of my longest running clients of my career. Throughout the years I’ve developed dozens of pre-roll videos and iOS App Store/Google Play Store preview videos, driving app installs and reengagement with the app. You can see an example of an evergreen preview video for iPhone X I developed for the App Store, as well as two pre-roll videos; the first is an evergreen video, and the second is a halloween video.
For each of the pre-roll videos, creative was adapted for vertical video inventory and versions for Android were also developed.
Instagram Story Ads, HTML5 mobile/display banners, static mobile/display banners
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I’ve had the pleasure of working with both Audible Canada and Audible US, the former I’ve worked with since their launch in 2017. My relationship with them involves creative development and strategy across both social and ad networks.
As with all of my clients I am constantly testing creative. In Audible’s case, I devloped their awareness and acquisition campaigns. Their core acquisition KPIs are CPT (cost per trial) and CPI (cost per install).
The top video shows a segment of a test I ran to drive a more efficient CPT by running creative around different genres of audiobooks available against each other; they were self-development, sci-fi, and romance. Over a few weeks we saw self-development drive the highest volume of trials.
The following project was a New Years campaign I developed for Audible US. The copy revolved around personal aspirations listeners may have, and then showcased a series of audiobooks that could help them reach that goal. Genres/topics included self-development, personal finance, politics, sports, and fitness. This was an exercise in niche targeting and messaging for various interest groups.
The final grid of banners showcases many campaigns I’ve developed over the years for both Audible offices. From testing Audible brand creative versus creative focused on a specific title to dozens of headline tests, I’m happy with the evolution of my campaigns from years and years of learnings.
Two friends and I launched a party series called Blondtourage (all three of us are blonde). The parties catered to New York City’s queer community with late nights featuring the City’s premiere disco and house DJs. Our first installment saw a 600% increase in bar sales for the venue and helped our second club reach capacity before midnight for the first time in its 2 year history.
My contributions were all marketing materials, from social flyers to menus to postcards.
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The Boston Globe tapped me to assist in the development of brand campaign paid social creative. I highlighted their New England heritage while also acknowledging their global news approach.
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I joined forces with Boyyyish, a well-known NYC DJ, for a party series under his namesake, at iconic techno clubs around Brooklyn such as Bossa Nova Civic Club and Elsewhere.
Organic social content for Disney On Ice and Disney Live!, produced by Feld Entertainment.
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Disney is a client I worked with across many brands. While here you see some fun organic social cinemagraphs I designed and animated, I also worked on the websites for both Aladdin and The Lion King on Broadway, their accompanying rich media HTML5 ticket sales banner campaigns, and a micro-site for the Frozen on Broadway show.
Facebook Instant Experience ad unit, static single image Facebook ad units, carousel Facebook ad units
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A familiar scene from your childhood pediatric waiting room, Highlights for Children released two apps with popular content from their iconic magazines. The biggest release was the Hidden Pictures app, with everyone’s favorite image spotting game. I took their game creative and rebuilt it to fit social units, which I’ve found for multiple clients to drive the highest engagment with users, particularly with comments. I also used it to make a high-impact Facebook Instant Experience unit, which you can preview at the top.
Seasonal and evergreen banner campaigns for North America, South America, Australia, Japan, and Europe.
Kindle is another Amazon entity I’ve worked with for years. I’ve had the pleasure of developing localized creative for their app install campaigns, largely centered on lifestyle imagery. For each market I ensure the user shown is from the region, and I work with a team of translators to develop appropriate copy. Seasonality is also always considered; as an example, my New Years campaign for US looked quite different from the creative developed for the Australian market.
Google Play Store header image and feature slide images for app store optimization A/B testing.
Here you can see branded ASO slides I developed for Planned Parenthood’s release of their Spot On app, a period and birth control tracker. Many concepts were developed to test in the storefront, however this version I developed was the clear winner, driving by far the most app downloads.
Responsive web design for traveling, adult-themed puppet show, Puppet Up!
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This was the first web design project I largely owned and designed entirely myself. The Puppet Up! show in Las Vegas was a vulgar and highly entertaining adult themed puppet show. I did my best to convey the outrageous content and trashy atmosphere that made the show so funny.
Facebook/Instagram seasonal cinemagraph ad units, Facebook static single image ad units
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Rover, an app to book dog walkers and sitters, needed some social content that went beyond their simple dog stock photos. I developed and animated a series of seasonal cinemagraphs for Facebook and Instagram that brought some life and energy to their ads. To take advantage of all inventory I also took some of the usual dog images and gave them a more branded feel.
Multichannel HTML5 banner takeover, B2C and B2B eBlast templates, GIF mobile/display banners
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One of my first clients I ever worked with was Showtime, developing tune-in banners for their various programming and B2B eBlasts.
The first video for Penny Dreadful is an interactive, rich media HTML5 banner takeover I developed in partnership with my Art Director at the time. Users can view various character bios and get snippets of quotes from the new season to hype the show prior to the premiere.
The following two eBlasts were designed and built by myself as party of a B2B strategy for Showtime to sell its programming in bulk to businesses and universities.
The final piece of creative is a banner from a series I developed to get the word out about their sweepstakes.
ASO and paid social creative for Timehop.
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Timehop tapped my team to develop social creatives that reflect our new ASO designs that were in the midst of an A/B test. As we hypothesized, creatives that lead to an App Store/Google Play Store presence matching those creatives performed best. We also learned prospects responded best to designs with literal timelines on them, clearly communicating the product’s core function.
Organic social flyers for Unter.
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In mid 2021 I was overjoyed to be hired as the lead designer for UNTER, New York City’s most notorious queer, word-of-mouth techno after-hours party. This party series is known around the world for its irreverent artwork, of which you can also purchase a book.
For the most part, each party has a teaser flyer released several days prior to tickets going on sale, followed by the lineup/full flyer the day ticket sales go live.
My first flyer, Rave Cutz, remains the party’s most liked on Instagram. (Fun fact: there were actual barbers posted up at the rave giving revelers free, rave-themed haircuts until 8am)
Banner concepts and copywriting for Zappos’s app.
Zappos is one of my favorite clients to work with as they let me get away with outrageous copywriting (my greatest copyrighting achievement is the bottom left banner). Due to limited budget I could not develop a formal testing track with variables in isolation, however myself and my team always create around 10 concepts per quarter/season to at least gather some learnings on what kind of imagery and copy drives the most app installs.
One test I did run was around headline copy; what I called “text speak” (using texting acronyms like BRB) against normal branded headlines. I found the text speak headlines to drive more installs.
