Lyft’s brand is deeply connected to culture. As a transportation company, the pandemic not only threw a wrench into the business, but made it complicated to maintain a fun brand voice — a lot of thought went into navigating that, while showing up appropriately for the moment.
How to Human. Again. (Vancouver city launch)
General Out of Home
Yes on Prop 22 Campaign
Gig work was at risk, on the ballot in California, and there was a lot of confusion around what a “yes” or “no” vote on Prop 22 meant — there was a lot of educating and explaining to do. This was a huge cross-functional effort between creative, legal, policy, PR, product marketing, investor relations, and executive leaders. This video launched when mail-in ballots were starting to arrive.
Use Case Emails
LyftUp Landing Page
Millions of people lack access to basic necessities because they can’t get a ride.
Year in Review Email
Both riders and drivers look forward to receiving this fun, personalized recap of their year with Lyft.
OpenTable has been the global leader in online restaurant reservations for over 20 years. But, after some newer, edgier restaurant booking apps came on the scene, they needed to evolve past their long-held association with fine dining and appeal to a younger audience.
Date Night Instagram Story
The Warriors are a beloved and iconic Bay Area team. I joined right after they won their first Championship, when there was a big opportunity to grow the brand and adopt new fans. It was important for all of the language to resonate with DubNation, but we needed to do more storytelling, and less stat-dropping, to help familiarize casual fans with the team and their unique style of play.
TV: “Enter the Oracle”
This spot was promoting one of the final games of the '16-'17 season.
TV: “Symphony”
With the aim of pulling in new fans, I wanted to highlight how unique this team was—how gracefully they moved and how interconnected they were.
Sizzle Reel: Warriors + BMW Go Green Initiative
Fan Night Banner Ad
Fan Night is always the last game of the regular season, but in '15-'16 it doubled as the night the team would potentially break the NBA record for 73 wins. We needed to tease the double significance of the night without promising we'd break the record.
Naming: '16-'17 Crossover Jersey
The Warriors were introducing a new heritage jersey and needed a name for it that would hold significance for fans. The "Crossover Jersey” felt right, because it harkens back to the “Run TMC”-era Warriors of the early 90’s. It features the same diagonal lettering worn by the team then, mixed with the color scheme and design of the road jerseys worn in '16-'17. This jersey not only symbolizes a crossover of eras, but it nods to Run TMC’s Tim Hardaway, who was known for his “Killer Crossover.”
Andre Iguodala Limited-Edition Hobby Bobblehead
The Warriors had already released two other bobbleheads for Andre, so they wanted this one to be personal, unique, and do more storytelling. I was asked to come up with the storyline, name, and packaging copy for the box. This bobblehead—which marries his passion for golf and technology—got a lot of attention and was featured in the SF Chronicle and also made the list for ESPN's top 5 NBA Giveaways of the season.
PayPal’s been around for a long time. When they started adding new ways to pay—like One Touch, Credit, and Peer-to-Peer—they wanted people to expand the way they thought of the brand.
Father’s Day
Outside Lands
PayPal + The Knot Desk Calendar
In 2015, PayPal partnered with The Knot for their annual Wedding Finance Survey. In order to introduce this partnership to the bridal media and help PayPal stay top-of-mind, we created a 16-month calendar that they could sit on a desk as a daily reminder. Each month features a particular wedding purchase paired with an example of how PayPal can be used to make it easier.
Sunkist was a great brand to have fun with (especially when they teamed up with Sesame Street)!
This Cal-Asian restaurant—with a cabaret featuring the finest drag queens in San Francisco—is mysteriously alluring and appeals to a wider audience than you might think.
Lots of people like shopping locally and finding gems in unique boutiques, but they wish the experience was as fast and efficient as online shopping. This idea marries the two.
Parking in SF isn’t just challenging for cars. Pedestrians in this bike-friendly city are seeing their sidewalks increasingly congested with bikes. This is a creative solution to help.
