Neutrogena introduced an all-new skin-scanner tool and app to help you understand your skin better than ever before. See what your mirror can’t.

The ask: Drive sales of complimentary eye makeup like eyeliner and brow gel and demonstrate their unique product benefits in addition to pushing base mascara.

The idea: Create the cutest how-to video ever and teach the consumer how to 'draw attention' in 2 very cool ways. We designed 2 unique COVERGIRL eye looks and created regimen-based spots to entertain, educate and drive trial. 

The product: American Express Open is a credit card for small business owners that provides card-carrying members with the unique benefits and network of support attached to American Express.

The ask: Help small business owners thrive in an ever-changing economic landscape. 

The insight: A journey of 1,000 miles begins with a single step. 

The idea: Highlight the power of small businesses in a notoriously struggling American city like Detroit by documenting the story of entrepreneur, small business owner, AMEX card holder and Detroit-native, Phil Cooley. Then, get the legendary Werner Herzog to shoot it.

The ask: Create a viral video with an empowering female message.

The insight: Women apologize for things that need no apology. They need to stop doin' that!

The idea: For lots of women saying 'sorry' is a type of verbal, knee-jerk reaction that's crept into the way they communicate today. Put a spotlight on this 'trend' and show that while they may not be aware of it, it's a way that many women hold themselves back (so, stop!).

Two spots airing in every market around the globe show women worldwide that they don’t need to be afraid of the sun or salt water damaging their hair during the summer months.  Shot by Jonas Akerlund.

A hero video created in tandem with the launch of the first-ever Botox Cosmetic Day. This video supported the campaign to drive users to sign up for Botox Cosmetic Day while also working into their pre-existing series, “Let’s Bo-Talk”

A project near and dear to my heart. The team conceived, "Rise Up Against Addiction," a 5K walk/run fundraiser to raise awareness and dollars for the Shatterproof. We created this anthem video on a next-to-nothing budget to get the word out about Shatterproof and the walk. 

During the development stages of creating it’s first-ever makeup app, BEAUTY U, COVERGIRL selected 2 young women affiliated with Girls Who Code to fly to Berlin, (where the APP was coded) and partake in the development process. This little video documents the whole thing. 

To promote the partnership between the STAR WARS franchise and COVERGIRL we created an interactive site hosted on TUMBLR to excite and educate consumers about this very cool limited-edition STAR WARS makeup collection. 

The idea: Demonstrate regimen and drive trial through interactive Wirewax how-to videos. Highlight the gorgeous STAR WARS-inspired looks created by makeup legend Pat McGrath. Promote COVERGIRL'S limited-edition STAR WARS Collection. 

The ask: Think of a beautiful, creative way to promote CoverGirl's partnership with Pitch Perfect 2 without using any cast members from the movie.

The idea: Cast an acapella group of CoverGirl's very own and make a mini music video featuring the group and the collection. Give each girl a unique persona and a signature look to showcase all of the different colors and products in the collection.

This is a fully integrated project from video content to spotlight page to direct emails. 

The ask: Use Facebook to promote the benefits of Clairol's CC cream and let customers know that they can find it in every box of Nice 'n Easy.

The idea: Illustrate different hairstyles using the product as hero and keep the copy to a minimum (and get around Facebook's 20% rule).

The ask: Use existing footage and existing stock music to create new news around a pre-existing mascara collection. 

The idea: Have fun with hyperbole — if there have been millions of mascaras sold, just imagine how many lashes that amounts to — billions, baby.

Got pets? Get PetSmart. We highlighted universal truths that pet parents can relate to and created a series of problem-solution oriented scenarios.