2016 - THE LADY GAGA EXPERIENCE

Lady Gaga's tribute to David Bowie at the 2016 GRAMMYs powered by Intel technology was the first time a brand had been integrated on the GRAMMY stage.  To help solve this logistical and creative challenge we recreated the actual GRAMMY stage at a soundstage at Universal so Lady Gaga's team could work with over 50 engineers from Intel.

We were very limited in what we could show on social media leading up to The GRAMMYs as the performance needed to be 100% secret until the reveal.  My strategic vision was to share the behind the scenes "making of" story from the engineer's perspective as they exhibited their own brand of innovative creativity while working with Lady Gaga's team of artists. We told this behind the scenes creative development story leading up to the show on Lady Gaga, GRAMMY and Intel social channels. We were also directing live content capture at the GRAMMYs, posting live, and sharing content with our partners so they could do the same. We had one of the first sponsored Twitter Moments to craft as well, most of which was done with real time content. 

For the Intel/Lady Gaga/GRAMMYs Experience I wrote the digital/cultural strategy and also was the producer overseeing the story development across all platforms. I wrote the social media and influencer strategy, sold it through to the C-suite clients and partners (Intel, The Recording Academy, Lady Gaga's social team, OMD and Content Collective), and then worked behind the scenes for 6 weeks as executive producer and creative director on the social media teaser content. 

Results:


2015 - IMAGINE DRAGONS: DESTINATION UNKNOWN

We created the Imagine Dragons: Destination Unknown experience in conjunction with iHeartRadio, crafting experience design for a scavenger hunt that allowed fans to follow along with the live experience and win tickets to the secret show which was broadcast live in Times Square. As the super fans drove around the city in the brand new Hyundai Tucson solving clues to the location of the secret show, producers on the ground were sending content to my team at headquarters to sift through and post live. Using hashtag #destinationunknown allowed fans to follow along at home and try to uncover the secret location themselves to win tickets. The event took place at the historic Clifton's Cafeteria in Downtown Los Angeles days before the grand re-opening. This was the first live acoustic show for Imagine Dragons and the first event at Cliftons in over 15 years.  

For the Imagine Dragons Destination Unknown secret show I was the strategist and produced all the social media content, ensuring the story was aligned across all platforms: digital, radio, social media and experiential. I wrote the social media strategy, managed the influencer program, executive produced the social media content leading up to the show as well as the live social media posting on the super fan, band and brand channels during the show. 

Results:

  • 67.5 million followers reached
  • 42 million social media impressions
  • 243 million media impressions

2014 - APPLE - 30 YEARS OF MAC CELEBRATION EXPERIENCE

On Friday, January 24, 2014 the birthday party began, as Apple rolled out a three-minute video and exhaustive online history of the famed personal computer, showing its evolution on human creativity of all kinds, from art and science to education and fashion. In 1984 Apple promised to democratize creativity with the brand new Mac computer. 30 years later they can claim they made good on that promise and celebrated with a site, a commercial and a celebration at Apple headquarters and all of their retail locations around the world.

The video stars 12 of those creators, who tell in their own words how the Mac changed their work and their lives. They include musician Moby, surgeon Maki Sugimoto, designer April Greiman, artist and programmer Daito Manabe, film composer Hans Zimmer, Nike designer Tinker Hatfield, fashion designer Iris van Herpen, graphic designer John Maeda, educator Noemi Trainor, photographer Nick Knight, and science author Theodore Gray.

The accompanying timeline included vintage photos, quotes and stories about the machine that changed the world. There was also a data visualization section where we encouraged users to share the story of their first Mac, and visualized where in the world people were entering their data and which machine had the most "firsts". This was the first time Apple ventured into social engagement of any kind, and also the first time anyone external to Apple had built directly onto apple.com. 

On the 30 Years of Mac experience I was the senior digital producer, ensuring seamless communication internally between our art, digital, broadcast and strategy departments as well as externally with our production company.  I went to Apple headquarters to help integrate our teams with theirs for the site build and then worked with post producers for 6 weeks as our team of 7 documentary editors sifted through hundreds of hours of footage to tell our story in the 60 second trailer. 

Results:

  • (2) One Show Gold Pencils 
  • Organic trending on Twitter the morning of Mac’s birthday
  • Over 4000 mentions per hour for the first 7 days after launch
  • Over 3500 different articles written and shared