various work from my time at portfolio center and miami ad school nyc, as well as internships and one-offs projects.

2018 - Spec - Doughnut Plant

How do you rebrand one of the most-loved doughnut shops in
New York city?

Background
Since 1994, Doughnut Plant has been serving high quality, innovative doughnuts. Beginning on Grand in the Lower East Side, Doughnut Plant’s passion for originality and quality flavors have made them into a NYC staple.

So, what’s the issue?
For a brand that sells doughnuts shaped like flowers, their brand was starting to look stale. The ‘old industrial’ look was beginning to date the chain, compared to newer confectionary restaurants in the city.

We wanted Doughnut Plant to look as fun and as innovative as their product.

LOGO EXPLORATION + MENU ICONS

- Doughnut Plant is one of the world's most innovative bakeries; with the classic yeast doughnut, the world's first filled square doughnut, cake doughnuts, and hole-shaped dough seeds. To create clarity, we created icons for each one.

Mobile App

- To gamify the mobile ordering app, we created a mini-game (a lá Color Switch), that quickly teaches users about classics and new menu items in an engaging way.

Website

- The website has a mini-game similar to the mobile app but includes more information on the story of this Lower East Side staple, and more.

To-go boxes

- The average Doughnut Plant buyer usually buys 1-3 donuts, instead of a dozen. The new boxes, made for a single donut or 6 dough seeds, have games that can be played solo or with a team.

2018 - Spec - Cash App

It’s Not Polite to Flex

Cash App is the absolute easiest way to privately send money, spend money, save money, and buy cryptocurrency. And with Cash App Boosts, it’s easier than ever to save at your favorite restaurants.

We created a campaign based on Cash App’s privacy values to differentiate them from competitors. Though this, we created the tagline ‘It’s Not Polite To Flex’ and created stereotypical flexers that we all see in everyday life, giving the audience people they can aspire NOT to be.

Manifesto
In the Age of the Kardashians, everyone wants to show off their wealth, to “flex” what they have. But you know what? Mom taught me that it isn’t polite to discuss money. So did Benjamin Franklin. In fact, he inscribed it on the first penny: “Mind your business.” At Cash App, we deal in new money, by Ben’s rules. All your transactions, crypto, and stocks are in one secure app. No need to tell the world what you paid for, or who you were with. After all, your life is your discretion. We like to think if Ben was around today, he’d probably be using Cash App.

:15 Pre Roll

Open on a man chatting at a coffee shop. He’s rambling about his start up and all of his connections and all of the funding he has received and what kind of computer he has and ripping fat clouds and…

TECH BRO: I HAVE MY OWN BUSINESS. YEAH, I’M AN ENTREPRENEUR. I JUST GOT MY FIRST INVESTOR WHO INTRODUCED ME TO OTHER POTENTIAL INVESTORS, SO THINGS ARE LOOKING PRETTY POSITIVE. THAT FIRST INVESTOR IS KEY, LUCKILY MY MOM—I MEAN, MY INVESTOR—REALLY BELIEVES IN MY BUSINESS MODEL. THAT’S NOT SOMETHING ALL ENTREPRENEURS CAN SAY, SO I FEEL SUPER OPTIMISTIC ABOUT THE FUTURE OF MY COMPANY…OH A PROTOTYPE? NO, WE’RE—I’M—STILL IN THE EARLY STAGES…

Rambling continues and fades as VO enters.

VO: IT’S NOT POLITE TO FLEX.

Cut to app demonstration.

VO: MIND YOUR BUSINESS WITH CASH APP

Social

Outdoor

2018 - Spec - BBC Live Look Ins

Thanks to streaming, today's TV watcher hates the wait time in between episodes. People want new content as fast as possible.

So what if there was a way for BBC fans to see what their favorite characters are doing when the show is off-air? BBC Live Look-Ins is a VR app that lets viewers do just that, while also letting them catch up on their shows in a whole new perspective.

**VIRTUAL REALITY STREAMING**
While the extras are what set this app apart, Live Look-Ins is also an app that can stream full episodes in virtual reality, so you can strap on, tune in, and check out.

**HIDDEN CONTENT**
Viewers will be able to view hidden content from shows as they look-in on virtual reality, revealing Easter eggs and clues for the next week's episode.

2018 - Internship - Atlanta United: 2018 MLS Playoffs

During my time with Chemistry, I worked on OOH and social work for Atlanta United’s playoff push in 2018. We showed an achieved milestone of the groundbreaking season, then invited fans to the next playoff match.

Work Archive