CLARITIN - OUTSIDEOLOGY
GLOBAL INTEGRATED CAMPAIGN
Kids think the outside is boring. We set out to make it the least boring place on earth.
Serving curiosity, adventure, exploration, imagination—We created a new generation of ‘Outsideologists’.
Launched with a 2 min long music video, accompanied by a social hub, chatbot, AR activation, influencer campaign. Can’t believe we sold Bayer on a music video with a million little details that got through legal mostly intact. #success
FILM
We started with the song—composed by Mophonics based on my lyrics. Live shoots with kids during the pandemic wasn’t possible, so we built 4 miniature sets, with live SFX. The animated kids (named Kai, Petra, and Weston) were designed to represent a spectrum of gender identities and ethnicities. Spot all the easter eggs!
BACKYARD RANGER - CHAT BOT
If kids think there’s nothing to do outside, our backyard ranger chatbot helped them think again. We scripted daily activities for kids to do outdoors—craft ideas, imagination games, scavenger hunts, and more.
SAYFTY - SUPER SANSKARI SAREE
REAL-TIME RESPONSE DIGITAL ACTIVATION
In the summer of 2019, a really horrid Indian woman told a few young ladies that they deserved to be raped for wearing short clothing. The video documenting her incredibly small mind went viral and started a conversation about victim-blaming in India. Within days, I gathered a few creative friends and pitched an idea. What if we could use our creativity to redirect all the attention towards the ridiculousness of victim blaming and to supporting an organization that is fighting for change?
And so, we reached out to Sayfty, an organization fighting gender violence in india, pitched our idea, created the materials, and put out a fundraising campaign within a matter of days.
Explore the website: www.sanskari-saree.com
‘Sanskari’ is a Hindi word that means ‘modest’, ‘traditional’, ‘cultured’ (referring to the ‘perfect woman’ for marriage or the ‘perfect daughter’)
We created a satirical clothing line (sarees, to keep things ‘traditional’), that are SO modest and cover you SO well, you can’t see anything at all.
To further explore the stupidity of victim blaming, we made sarees for all kinds of women, including young girls and old women—because they get raped for their ‘short dresses’ too, right?
CASE VIDEO
CW: Tanvi Tandon & Anish Easwar
AD: James Barkley & Miklas Manneke
JACK DANIELS + OLD FORESTER
PRINT / OOH
A collection of print, OOH, and shelf-talkers for Jack Daniel’s and Old Forester, done across my time at Energy BBDO on Brown Foreman. JDs work fall under the ‘Make It Count’ campaign, and Old Forester’s fall under the ‘Never Gets Old’ campaign.
Jack Daniel’s Aged 10 YEARS
Jack Daniel’s Seltzer
Old Forester - ASSORTED BOTTLEs
KAY JEWELERS - BEAM YOUR LOVE
DIGITAL ACTIVATION
Sure, diamonds are ‘forever’. You know what’s longer than forever? Radio waves traveling through the vacuum of space for all of eternity.
We launched Kay’s ‘Ever Us’ collection by giving people a way to beam their messages of love into space to travel through the universe in perpetuity. We hooked up our website to a high-frequency radio transmitter in CA. The trajectory number of each message allowed senders to track the actual distance their message had traveled from Earth. Several rings were engraved with trajectory numbers and gifted during the 2018 holiday season.
Explore the website: www.beamyourlove.com
(why yes, I do in fact have an interesting story to tell about the weirdos that addressed their messages to aliens)
some of my favourite messages:
AD: Kelly Nichols
ALLY BANK - LYRICALLY
TIKTOK
Ally wanted to help people get smarter about money. So we suggested using rap to glorify saving over spending—and bringing two very different subtoks together to do it.
ALLY BANK X NASCAR - RACE DAY
TV
Ally sponsors the driver of the #48 car, Alex Bowman. We made a spot dedicated to NASCAR fans, and the allies that take them through to the finish line.
OCEAN SPRAY - COLLAB WITH NATURE
NEW BRAND PLATFORM
Ocean Spray’s customers are aging. And most people think they’re a big corporation like Pepsi/Coke when, in fact, they’re a farmer-owned cooperative that produces 100% sustainably farmed products. They’re really awesome! And they need younger audiences to know how sustainable and wholesome they are before they’re buried under the Honest-Ts and khombuchas of the world.
So we distilled their brand into one simple idea - to farm sustainably, you need to collab with nature.
FILM
BRAND COLLABS
Naturally, this campaign lends itself to a plethora of sustainably minded brand collabs. We created brand guidelines for their future collaborations and that will continue to result in their appearance in pop-culture.
SOCIAL
MUSIC
Creating a soundtrack that represented the collab world but also brought nature and sustainability into it was the most fun part. We challenged our composers to create tracks inspired by the bees, water, the sun, just… nature herself. And it turned out so great. Here’s a playlist I made to inspire them and a few responses on YouTube.
AD: Jason Murray
INSTAGRAM X PARALYMPICS #DROPTHECROP
Print + Case Study
Remember when Instagram made square photography a thing? Well it blew everyone’s minds when they changed that to allow portrait and landscape pictures.
We came up with a cool way to show people the significance of a full, uncropped photograph—through Paralympic athletes, right before the Rio Olympics. #realtimeFTW
CASE VIDEO
AD: Liudmila Kulibaba & Rajath Ram
Planner: Shashank Hariharan