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Portfolio

Recent Projects

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Interfit USA

Type: Branding + Advertising

Website: www.interfitphoto.com

Summary:
Interfit Photographic is a company with deep roots going back to 2001 when I first began learning studio photography. I actually learned on Interfit gear and now have come full circle, rebranding the company and designing the products from the inside for the next generation of photographers. In the years prior to my arrival, Interfit had stagnated and become a very dated brand lacking the look, feel, digital presence, and community connection that the new era demands. In my time at the company I lifted sales and consumer perception of the business significantly through a complete redesign of the logos, commercial videos, product photography, packaging, user interfaces, website e-commerce experience, email marketing, tradeshow booths, and so much more. Some of the products I worked on even won awards in recent years as popular items to buy with the best design.

Angeltown Film

Type: Entertainment Marketing

Website: flip through the book

Summary:
Angeltown is an edgy independent melodrama told from the perspective of a Korean Marilyn Monroe escort in Los Angeles who was estranged from her abusive father. As such, the film called for a mixed Asian and American target demographic as well as a platform release to determine its marketability. To market such a mature film, it was crucial to focus on its strengths as a piece of independent cinema with nods to the feminist and Asian-American communities. The target audiences of this film ranged from adult women all the way to cinemaphiles and young men, so product placements among popular cosmetics brands and busy city coffee cups were key. By positioning the movie somewhere between a chick-flick and a gritty drama, Angeltown maintained a personality that lent itself well to guerilla marketing and publicity stunts such as pop-up karaoke stations for the girls, and Las Vegas style escort calling cards for the guys.

Luminate Nightclub Event

Type: Advertising | Social Media | Motion Graphics

Website: luminate socal on facebook

Summary:
An Orange County nightclub with a very straight, Vegas-style business structure approached me to creative direct a new event with hopes of breathing life into their typically dead Sunday nights. Considering that the only other clubs offering an event for the LGBT community were designed just for gay men or lacking excitement, I wanted to create something that would appease the venue's desire for a large crowd while also bringing a more accepting event to the entire LGBTQIAP+ community. We began with a market research study to get a feel for what the community wanted to see, and what resulted was Luminate: an upscale and modern program featuring local LGBTQ staff with the hottest DJ's, upcoming drag queens and kings, plus go-go dancers of all genders and orientations. I designed a full brand system from the basic color scheme and core values to posters, palmcards, a social media network reaching over 4,000 impressions per week, high production value shows, and custom LED wall motion graphics.

Dodge College

Type: Social Media Marketing + Film Production

Website: www.chapman.edu/dodge

Summary:
In the Fall of 2015, Chapman University recruited me to assist their Dodge College of Film & Media Arts in developing a marketing campaign for their new MFA in Documentary Filmmaking. The proposed degree was a much-needed component of the offerings at Dodge College, bridging the gap between journalistic reporting of real-world stories and creative expression. To begin, we assembled a large pool of research on the competition and organized it into a SWOT analysis and various comparisons to figure out our best choices of leverage. From there, a focus group of potential students from diverse backgrounds were interviewed and surveyed for further primary data. Once information was collected, a digital series of social media videos were produced featuring professor interviews and student films to advertise the degree, focusing on the students' needs and desires in an exciting way.

Silk Thai Cafe

Type: Branding + Creative Advertising

Website: www.silkthaicafe.com

Summary:
Silk Thai Cafe is a romantically lit and quaint little cafe in the historical district of Tacoma, Washington. The restaurant offers traditional Thai food in a beautiful setting. As soon as you walk in, the authentic decor and soothing aromatic spices make you feel instantly relaxed. The only problem? It was relatively hidden, had an outdated website, and no major branding or social outlets. Working with the owners, I was able to assist them in expanding their audience to younger college clients as well as polish the existing brand into something upscale yet warm, and as unforgettable as their service and decor. With an all new website, photography, logo, uniforms, menus, in-store social connectivity, public relations management and local ad placements, I doubled their awareness and brought in so much business that the owners are planning to open another restaurant to keep up!

Disney Parks and Resorts

Type: Creative Advertising + Product Marketing

Summary:
Together with the Disneyland Resort team in Anaheim, I creative directed an advertising team to develop a new seasonal campaign. With new security checkpoints at all entrypoints, congested parking and a dwindling revenue stream, Disney asked us to reignite guest passion for more than just a place to grab coffee before hitting the parks. Being attached to Disneyland, Downtown Disney became a thoroughfare instead of a destination - so we created a campaign called "Summer Setlist" where guests could experience Downtown Disney as an exciting extension of the parks by highlighting exclusive merchandise, offering food discounts, live entertainment, and all kinds of promotions throughout the summer. To make things more trackable and personal, we offered a VIP pass to scan at retailers that would allow access to special treatment for a small fee. Leveraging Disney's existing social media network and the power of influencers, we targeted younger audiences who weren't spending money without using much of our budget. For adults and families, we launched geographic and interest-based digital campaigns. In the end, our team created an event that was on-budget while bringing down the average guest spend estimated by Disney and attracting more leads than anticipated.

GGG Demolition

Type: Branding + Web Design

Website: www.gggdemo.com

Summary:
GGG Demolition is a woman-owned business located in Orange, California that provides demolition and hazardous waste remediation services for clients with WBE-SBE requirements. GGG is a full-service contractor that focuses on federal, commercial, educational and industrial projects such as Universal Studios Hollywood and Dodgers Stadium. I was brought on to assist specifically with the development of the company's web presence and brand elements as it grew. This project called for an image that reflected strength, environmental focus, and a feminine touch. In the color scheme, green and earth tones were used to evoke a sense of eco-friendliness. In the shape choices of the logo and site design, edges and rough textures embodied power and industrial work, while the rounded shapes and curvy typefaces allowed for a bit of femininity. The logos can be seen on the company's full fleet of demolition machinery with complimentary colors that evoke power and contrast the lighter vibe.

Double-Dead Film

Type: Visual Effects Production

Website: imdb film listing

Summary:
Double-Dead is a dark comedy film directed by Celine Hoppe involving twins, a mortuary, and an eccentric demon named Voodoo. The Morrgan family owns and runs a mortuary, but they're retiring and passing the business on to their favorite daughter, Skylar. Sky is everything her parents could hope for: eccentrically strange, victorian goth, with a love for blood, organs, and dead bodies. She's the embalmer in the family - the perfect candidate for taking over the business. Her sister Chris is the outcast. In a family where being creepy and strange is the norm, Chris sticks out like a sore thumb for being the normal one. In this crazy adventure, a resurrected Chris and a furious Sky must work together to build the perfect body out of parts in the mortuary, for an eccentric demon who threatens everything they hold dear. The aesthetic of the film is inspired by Tim Burton with a storyline reminiscent of The Addams Family, so when I was asked to work on the various visual effects magic scenes, these were really important styles to draw from. The film has a sort of TV show / after school special vibe that keeps things lighthearted despite the darkness of it all, so I designed the effects to be quirky and cheesy in line with that.

Going Mental Film

Type: Entertainment Marketing + Photography

Summary:
Going Mental is a film directed by Camara Rauen that follows a young girl's journey to face her social anxiety. After being rejected by friends at her old high school because of her panic attacks, Shaina wants to make a fresh start. She ends up taking advice from her new school counselor to keep her issues to herself so she can fit in. No matter how hard she tries though, the memory of her confrontation with her old friends continues to haunts her. When she befriends Dale, a comfortably depressed student, she gets challenged in what she has been told to believe about her mental health. She is unaware that the key to overcoming her anxiety may lie in the lyrics of her favorite band. I assisted this production with the development of a trailer to promote the film's music and mental illness themes, created a poster of the main character's favorite band for use on set, and took unit photography for marketing purposes.