A Selection of Clips

HUB is a new Digital Asset Management (DAM) system we launched that pulls content from around the world in to one central location. The problem? Explaining it to the employees, many “didn’t get” what a DAM was. I was creative lead on this teaser video to simplify the idea behind the HUB using an ampersand to tie it all together.

Extravaganza Board of Directors Video. Honors and Extravaganza are Herbalife events that attract tens of thousands of people worldwide and typically take place from March to July every year. Well, the pandemic shut everything down with just weeks to pivot. The C-Suite requested a sizzle reel to show to the Board of Directors. I thought rather than just showing a standard “best of” video, that we should tell the story of resilience, creativity and joy that came out of a very dark time, as well as showcasing our success framed by the words of the founder of Herbalife Nutrition.

The Creative Brief Project

When I arrived at Herbalife, they had never had a Creative Department in the traditional sense. It was a little Wild West. So I started incorporating many best practices in terms of Creative Strategy and Copywriting, including enhanced SEO and developing a tone that was more consumercentric. There was one basic step that met with a some resistence, creating a creative brief to help our stakeholders think in a more strategic, rather than tactical, approach. In partnership with Dentsu Marketing (we thought that the audience would respond more to an outside voice) I produced and co-wrote a Creative Brief trainng for our stakeholders. Our main goal was to show the brief as a fun and essential tool that helps, rather than adds paperwork to a project. This project will be rolled out worldwide throughout 2024 and 2025.