For more than a decade, my professional journey has revolved around the conception and development of digital advertisements tailored for both mobile and web platforms. Throughout this span, I've had the privilege of collaborating with a diverse array of brands, ranging from industry giants like Nike, Microsoft, Lexus, and Live Nation to esteemed entities such as Government Agencies, television shows, and major motion picture productions.
My commitment to enhancing the digital advertising landscape led me to a strategic pivot aimed at elevating user engagement and experience. Recognizing the evolving dynamics of online consumer behavior, I transitioned our product offerings from conventional static banners to a dynamic repertoire of high-impact creatives. This evolution included the incorporation of interactive rich media, immersive video content, and engaging gamified advertisements.
This intentional shift yielded tangible results, notably in the form of increased click-through rates (CTR) and amplified return on investment (ROI) for the brands I served. By leveraging cutting-edge ad formats and embracing a user-centric approach, we not only captured the attention of our target audience but also fostered meaningful interactions. This not only resonated positively with customers but also positioned the brands I worked with at the forefront of digital advertising innovation.
Baywatch
Paramount Pictures
In support of the 2017 launch of Paramount Pictures' Baywatch, I spearheaded the conceptualization and execution of an innovative promotional strategy. My contribution to the campaign involved the design and development of an immersive gaming experience that seamlessly integrated the Baywatch theme. In this interactive scenario, players assumed the role of a Baywatch lifeguard, navigating the beachfront on an all terrain vehicle, collecting life-saving buoys, and skillfully avoiding various hazards.
Collaborating closely with the creative teams at both Paramount Pictures and their agency, MEC, I ensured that the playable ad encapsulated the essence of Baywatch while delivering an engaging and dynamic user experience. The project extended beyond domestic borders, as the playable ad was adapted for the international market, undergoing translation into nine different languages and subsequently running in thirteen countries.
The campaign's impact was substantial, amassing over 4.9 million impressions by its conclusion. What truly underscored its success was the remarkable engagement rate, which exceeded 50%. This not only reflected the widespread appeal of the playable ad but also translated into meaningful interactions between the audience and the Baywatch brand.
Deal or No Deal
CNBC
In contributing to the promotional efforts surrounding the relaunch of "Deal or No Deal" with Howie Mandel, I took the initiative to craft an engaging and interactive experience for viewers. My role involved designing and developing a concise yet captivating version of the game, allowing users to actively participate by attempting to pick the winning case. This strategic approach aimed to heighten user engagement and create a direct connection between the audience and the show.
Upon completion of the interactive game, a splash page appears, featuring a compelling video trailer and call to action (CTA). This deliberate design not only served to entertain the users but also seamlessly guided them to take the next step—directing their attention to the client's website. The integration of this multi-faceted approach not only entertained and engaged users but also effectively funneled their interest towards the broader promotional objectives.
The campaign resonated strongly, garnering over 500,000 impressions within the United States. Notably, the client expressed immense satisfaction with the campaign, acknowledging its efficacy in capturing and sustaining audience interest. Such was the success of this initiative that the client, impressed by its impact, opted to feature it on their official website for a period, further extending its reach and influence. This marked a testament to the campaign's effectiveness as a dynamic and engaging tool in promoting the relaunch of "Deal or No Deal" and cementing its presence in the digital realm.
Profile Plan
Stanford Health
Profile Plan by Sanford Health approached us with the objective of enhancing the interactivity and dynamism of their weight loss questionnaire. Departing from conventional checkboxes, I opted for a more intuitive approach, integrating sliders that offer a smoother and more engaging experience, especially on mobile devices. This choice not only optimized the user experience but also allowed for a higher degree of specificity in responses on some questions.
The questionnaire's innovation extended beyond mere user engagement—it served as a strategic gateway to personalized content. Depending on the user's chosen responses, the final call to action seamlessly guided them to a custom landing page. This bespoke page not only reinforced the user's commitment to their weight loss journey but also delivered tailored information based on their specific answers. This personalized touch not only increased user satisfaction but also strengthened the connection between the user and Profile Plan.
Crucially, the campaign went beyond immediate user engagement; it laid the foundation for a data-driven approach. Information gleaned from user responses was systematically passed on to Profile Plan, empowering them with valuable insights into user preferences and behaviors. Armed with this enriched data, Profile Plan could refine their marketing strategies, ensuring a more targeted and effective approach in subsequent campaigns.
The resounding success of the campaign was evident in the client's enthusiastic response. Not only did they rerun the campaign multiple times, but they also became repeat clients for future campaigns. This sustained partnership underscored the enduring impact of our collaborative efforts, validating the campaign's effectiveness in not only meeting but exceeding the client's expectations.
Shut Eye
Hulu
When tasked with promoting the Hulu Original show "Shut Eye," our challenge was to devise a distinctive and engaging mobile prompt that would resonate with the essence of the show centered around fortune tellers. Drawing inspiration from the theme, I conceptualized a creative solution leveraging the unique capabilities of mobile touch screens. The resulting design capitalizes on the phone's touch screen functionality to craft an immersive experience. Users are prompted to place their palm on the screen, triggering a sequence where the creative simulates the scanning of their hand. This interactive illusion sets the stage for a personalized touch by revealing one of ten possible fortunes tailored to the user's virtual palm reading. Beyond the entertainment value of the fortune-telling experience, strategic pathways were embedded in the creative. Once the personalized fortune is delivered, viewers are presented with the option to explore additional fortunes or seamlessly transition into watching the show. A well-placed call to action encourages immediate engagement, guiding users to sign in or sign up for a Hulu account, facilitating a smooth transition from the interactive experience to accessing the content. This innovative campaign not only served as a novel method for promoting "Shut Eye" but also succeeded in creating a memorable and interactive bridge between the potential viewer and the show's thematic elements. The fusion of technology, storytelling, and user interaction not only heightened interest in the show but also showcased the creative potential of mobile advertising in capturing audience attention. The success of this campaign was reflected not only in user engagement metrics but also in its contribution to the overall resonance and allure of the Hulu Original show.
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