Challenge: To create a one-of-a-kind welcome experience for new hires.
Idea: Give all new VMLers a piece of VML before they even arrive. The experience starts with a send-ahead keychain welcoming new VMLers to the agency and concludes on their first day when they're presented with a custom roll case — a roll case that shows who VML is, what's important and how to get involved. It's our way of making any new VMLer feel right at home because working at VML isn't a job, it's a lifestyle.
Art Directed by Kaitlyn Bryan & Derrick Weishaar
I was a copywriting intern for VML during summer 2013, and I wrote for the Gatorade client. The posts below are from G's different social platforms where I conceptualized alongside an art director for all posts.
The last set says it all. #WinFromWithin
The dedicated earn the advantage. #WinFromWithin
Remove your caps. It's game time. #ASG
Champions travel in style. @DwyaneWade's shoes and fuel are always first class. #WinFromWithin
Usian Bolt redefined fast by training hard. Show how you #WinFromWithin on a digital bottle at http://Gatorade.com.
I work to implement campaign ideas across every Kashi platform, including Cultivate (Kashi's enewsletter), its blog called Stories, social media, Kashi.com, product pages, online media, etc. Here's just a quick look at a few things I've written for Kashi.
Kashi Homepage Cloud
Challenge: To create an ad for the 3% Conference, an organization that brings awareness to the fact that just 3 percent of creative directors are women, to highlight VML's sponsored a session.
Idea: To encourage men to fight the fight alongside their female counterparts with a strong call-to-action and playful chairdrop.
At the end of VML's summer internship, the interns are broken into two teams to compete against one another in a client pitch. The process lasts two weeks.
Challenge: Leverage a network of influencers to encourage, engage and expose high-performance living.
Idea: Launch a new social identity using personal trainers from Equinox as influencers. The new approach used four different social categories for platform posts and promoted a new campaign called #OwnYourWorld. This campaign encouraged fitness club members to share how the Equinox lifestyle prepared them for everyday life (travel, work, etc.). We presented our idea to the Executive Leadership Team at VML and the Equinox client. We won the pitch.
Art Directed by Derrick Weishaar
Manifesto for the client pitch
Social Drill Book
A 20-page book that took Equinox through our social campaign broken down into four different categories all pertaining to our pitched campaign.
This is what we call a dagger. It's the above and beyond that makes the client remember your agency.
Challenge: To increase signup for Rockhurst's Executive MBA program.
Idea: Create a landing page that's both visually appealing and sign-up driven. By placing CTAs throughout the page, we're encouraging people to learn more, sign up for an informational session or apply to the program.