Role: Managed creative development and production of over 3,000 deliverables across print, video, and digital.
The IAB NewFronts haven’t been the same since 2016, when this South Street Seaport takeover threw out the rule book.
Over 3,500 clients and partners swarmed the streets of downtown NYC for a massive pop-up experience led by our biggest brands. Activations from HuffPost, TechCrunch and Engadget kept the crowd hype for a livestreamed concert featuring Demi Lovato, Years and Years, Snoop Dogg and a surprise performance by Wiz Khalifa.
With another 22,000 tuning in to watch the livestream and over 190 million social impressions, our “New Kind of NewFront” challenged the rest of the lineup to think bigger, go harder, and make it count.
Role: Owned the Yahoo brand on the show, from naming and logo development through on-screen graphics and the marketing campaign that drove tune-in.
Turns out a lot of people still use Yahoo. Billions of searches a year, in fact, and some of them are delightfully strange.
GSN turned those searches into Hey Yahoo!, a half-hour game show hosted by Tom Cavanagh where two teams race to guess how America finished a search. "Should you shake a ___?" You'd be surprised.
GSN built the show. We made sure it felt like Yahoo. We ran the naming process with the network, developed the show logo, delivered the layouts for on-screen graphics, and handled brand approvals along the way. Then we promoted it across the Yahoo network with banners, social, and a dedicated email send. Hey Yahoo! premiered in June 2023 and filmed 100 episodes.
Role: Executive producer across agency and internal stakeholder management, managed team who executed and delivered creative assets across marketing and communications channels.
In 2020, ninety-six percent of people knew of Yahoo, but didn’t consider using Yahoo — they didn’t know what Yahoo was anymore or what it could do for them. So we partnered with award-winning docu filmmaker Floyd Russ to tell stories of real Yahoo users whose unique passions come alive daily, thanks to Yahoo. The campaign created lift in searches for Yahoo as well as in new visitors.
Role: Executive producer across agency and internal stakeholder management, identity design and roll out, brand guideline development.
Developing a brand and strategy for a 25 year old company known by almost everyone in the world was fun.
Working closely with the world-renowned and uber talented team at Pentagram to develop our new identity, we managed the rollout across tens of thousands of placements globally, across our sites, videos, in our products and in our marketing.
Simultaneously, we led the development of a new Yahoo positioning and strategy, created a full suite of brand guidelines and templates, and developed an internal review process to make sure the new branding was implemented consistently across all of Yahoo.
Role: Led creative and social production for the partnership, from car, driver, and crew branding to an original social series and race-day tune-in across Yahoo's owned channels.
Yahoo signed on as an official partner of Toyota Racing Development in 2022. The deal came with cars, trucks, drivers, and a whole lot of purple. What it didn't come with was a plan.
So we made one. We branded Christopher Bell's No. 20 Camry, along with his driver suit, helmet, and crew, for some of the biggest nights on the calendar, including the Coca-Cola 600, the Southern 500, and the Bristol night race.
Then we gave the drivers something worth posting. Our NASCAR dad joke series riffed on a viral trend, and the drivers shared it on their own channels. On race days, Yahoo's social handles and newsletters, including The Yodel and The Daily Yahoo, made sure fans knew when to tune in.
Role: Led brand concepting and production for the space, from co-brand hierarchy and design reviews through production-ready assets for the build and the marketing, PR, and social around launch.
Vegas doesn't do subtle, and neither does a sportsbook on the Strip.
When Yahoo landed the naming rights to The Venetian's newly redesigned sportsbook, we had three weeks from brief to opening to make 12,000 square feet feel like Yahoo before football season kicked off.
We started with what we could brand. Working with the design team, we mapped every surface available to us and concepted how Yahoo should show up alongside The Venetian and William Hill. Then came the details: specs, materials, rounds of design feedback, and plenty of executive opinions on both sides.
We delivered production-ready assets for the space, along with the marketing, PR, and social that announced the opening. Fans got a 1,770 square foot video wall, two Yahoo Fan Caves for group viewing, and Yahoo purple at every turn.
Role: Executive producer across branded stage, environmental, digital, and video production. Owned general session content production from rehearsal through live.
Sales kickoffs and all-hands have a reputation. Long agendas, dim ballrooms, and slides nobody remembers by lunch.
We wanted ours to feel more like a show. For Verizon Media's internal sales conferences and company all-hands, we produced the stage design, environmental graphics, video, and on-screen graphics that turned a conference space into a room employees wanted to walk into.
Behind the curtain, we ran the run-of-show, tracking every script, cue, and on-screen asset so speakers, creative, and technical crews stayed in sync from first rehearsal to final walk-off. Vendors and creative partners came along for the ride, and everything landed on time.
Design Credit: Ryan Sagawa
Role: Managed team responsible for producing digital and environmental branding, owned content strategy and production for the general session.
By 2019, Verizon Media had a lot to say. AOL and Yahoo were now one company with a new name, 5G was on the way, and there was a full slate of original films and series to put in front of advertisers.
We gave it a stage. In a cavernous new space three floors above Battery Park City, we built the branded environments, the on-screen look, and a general session that carried the room from the CEO keynote to 5G demos to Julianne Moore introducing the documentary 5B.
Every speaker, segment, and sizzle reel was built into one tightly run general session, so a packed lineup of executives, talent, and partners hit their marks on the night.
Role: Executive producer across agency and internal stakeholder management, ideation, and content creation.
In 2020, we were mid-way through production of a brand campaign, which included recording a rendition of “What the World Needs Now” with Grammy-nominated artist Tank and the Bangas. Then COVID hit, and the campaign was shelved. Then George Floyd was murdered, and the world seemed upside down. Even though the full campaign would never see the light of day, we released a behind-the-scenes video of the song’s recording in support of Black Lives Matter, and put the song out as a single. Our goal was simply to share a little beauty with the world and to shine a light on the band. The video was recognized at the One Show, D&AD and Clios.
Role: Executive producer on the spot, managing creative development, production, and delivery of the pre-roll that ran across Advertising Week sessions.
At Advertising Week 2018 in New York, Oath used a pre-roll spot to tell advertisers and publishers what they really get when they partner with us.
How do you tell attendees your key differentiators in 30 seconds? Ready, set, go…!
Art Direction and MGFX: Matt Tynan
Copy: Jonathan Groff
Role: Led the rebrand and studio launch, commissioning original artwork and producing the environmental branding, advertising, and launch video.
Rebranding an interactive livecast and launching its intimate East Village studio only takes a few months, right?
Enlisting the help of a talented Belgian artist, we were able to bring this brand (and its new digs) to life in an exciting way by creating a series of 5 original pieces of artwork that dressed the studio.
A live interview series like no other—a chance for fans to sit inches away from some of today's biggest names in entertainment, tech, fashion and business—BUILD was sunset in November of 2020 due to COVID-19.
Role: Executive producer across the summer launch event series, delivering event branding and content for clients, partners, and employees.
On June 15, 2017, AOL merged with Yahoo to form Oath.
The press wasn’t kind—but we didn’t care. We were busy going all out on an unforgettable summer event series devoted to engaging clients, partners and employees around the world.
We invited them into our dynamic, creative, fearless house of media and tech brands, gave them a full taste of our culture and values, and made them a part of our mission to build brands people love.
Role: Project managed all campaign deliverables across branding, web, mobile, and collateral, including the campaign's presence at CES.
What makes people fall for a brand? Oath set out to answer that with help from 150,000 people.
Working with Kantar, Oath surveyed consumers in 13 countries and boiled brand love down to six drivers: exceed needs, build trust, set trends, share values, respect consumers, and elevate experiences. The Brand Love Index became Oath's first B2B campaign, with a simple pitch to advertisers: we can tell you how much people love your brand, and help you earn more of it.
We turned the research into a full campaign. Branding, a website, a mobile rollout, and print collateral all went out in January 2018, and the index made its debut in front of the industry at CES.
Design Credit: Matt Tynan
CES Experience: Set Creative
