work: creative strategy
The Assembly awareness campaign
We wanted to let it be known that The Assembly is a community and resource for independent creatives — a space where you will be understood, where you can find creative collaborators, and where you can scale your business. Our approach: humorously address the struggles of being independent.
Created in collaboration, as Creative Strategist and Copywriter , with Gino Reyes, Creative Direction and Design
PROCESS:
UNDERSTAND > DEFINE > IDEATE > BUILD > REPEAT
Red Hat brand awareness campaign
When you have a brand with so many great stories, it can be hard to focus on just one thing. Unfortunately money doesn't grow on trees and attention spans are not limitless so every part of Red Hat's Tried. Tested. Trusted. corporate awareness campaign was met with the "surgical strike" mentality — from creative development to our media placements. The team gained clarity and precision by narrowing in on and understanding who we are talking to and what matters to them.
Created in collaboration, as Creative Strategy lead, with Jessica Cox, Libby Levi, and Chelsea Devorak, Design leads; Colin Dodd and Matt Morain, Content leads; Jen Mara, Brand Management lead; John Adams, Leigh Day, Jeff Mackanic, and Jackie Yeaney, Executive sponsors