Founded in 2009 in San Francisco, Okta has been the leader in cybersecurity and identity, but didn’t have much of a brand to stand on. Joining their first-ever Creative team was an opportunity to help build it out from scratch. At the outset, I focused on global campaigns and then switched to experiential/events — in particular, their tentpole event, Oktane, in Las Vegas.
Okta secures AI
AI is everywhere, which can be scary if it knows no bounds. We needed to walk the line between being informative, relatable, and also helpful — without fear mongering. Being in Vegas enabled us to leverage the ideas of risk and gambling that are inherent there, but the overarching campaign is more evergreen for the company.
It’s possible. It’s Okta. (2024)
This campaign highlighted the possibilities and new realities that could exist if security didn’t feel like an obstacle, just a benefit. The creative targeted Okta’s B2B (Workforce Identity Cloud) and B2B2C (Customer Identity Cloud) audiences.
Look Beyond Login (2023)
Okta’s first global brand campaign showcased one of its main products — Customer Identity Cloud — which not only helps companies protect their customers, but also learn about them unobtrusively to improve the relationship.
Look Beyond Login: Global Extension
We created a few other versions of this creative with slightly different payoff lines, but all still tied back to “Look Beyond Login.” The famously frustrating security questions felt like a rich place for us to leverage humor and build resonance.
(Deliverables: digital OOH, digital display, trucks, taxi toppers, billboards, Spotify, metro stations, baggage carousels)
From day one, Lyft’s brand has been deeply connected to pop culture. As a transportation company, the pandemic not only threw a wrench into the business, but made it complicated to maintain Lyft’s beloved and fun brand voice — a lot of thought went into navigating that, while showing up appropriately for the moment.
“Pink paint” Out of Home
Year in Review
Each year, people look forward to receiving this infographic email from Lyft. It brings joy to data, is a colorful walk down memory lane, and almost feels like a sentimental gift from a friend.
LyftUp
This social impact initiative supports communities that need reliable transportation options, and it gives riders the chance to give back through programs like Round Up & Donate.
How to Human. Again. — Vancouver
This was a new city launch campaign, as we were slowly emerging from Covid. Vancouver was supposed to launch right when Covid hit, so it got delayed and then the strategy shifted entirely.
Use Case Emails
The way people used Lyft (and thought about rideshare) completely shifted during Covid, and we suddenly had very different use cases to position to people.
Yes on Prop 22 Campaign
In late 2020, gig work was at risk and on the ballot in California, and there was a lot of confusion around what a YES or NO vote meant. This was a huge cross-functional effort between brand/creative, legal, policy, PR, product marketing, investor relations, and executive leaders. This video launched when mail-in ballots were starting to arrive.
OpenTable revolutionized online restaurant reservations in the late 90s. But after a new lineup of booking apps (Resy, Reserve, Yelp, etc.) appeared, 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 (2015), when there was a big opportunity to grow the brand and adopt new fans. It was imperative for 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 2016-2017 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 2015-2016 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: 2016-2017 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.
