Skills TEAM LEADERSHIP – Collaborative and Enthusiastic People Lead • Leading and developing high-performing, award-winning Creative teams for over 20 years • Embracing administrative duties to allow my teams to produce the best work with the fewest process obstructions • Setting the tone by encouraging everyone to bring their whole selves to work by being my authentic self • Supervising and project-managing remote teams across multiple cities, time zones and countries • Supervising and mentoring interns • Developing trust within teams to create confidence to work independently and not feel micro-managed • Collaborating across a variety of teams and functions in fast-paced, professional environments • Thriving in high-energy settings managing multiple work streams simultaneously • Presenting, communicating and thinking critically both internally and with clients • Directing agency partners / vendors / contractors through strong verbal and written communication • Jumping in at any level as needed to bring a project to completion CREATIVE – Detail-Oriented Art Director, Designer and Illustrator • Demonstrating strong creative and critical thinking by designing and building across a variety of touch points: point-of-purchase and retail; environmental / brick and mortar; experiential / trade shows; event activations; web/mobile UI and UX; infographics and data visualization; photography; packaging; identity and branding • Designing and building across a variety of media: digital, mobile, AR/VR, packaging, print, animation, paper craft, food • Utilizing compelling storytelling to create consistent, tailored Creative assets • Directing photo and video shoots with a singular artistic vision to meet the clients’ goals • Producing: estimating, designing for prepress / preparing final files, visiting sites, checking presses STRATEGY – Insights-Driven Trend Pusher • Turning research and intelligence into relevant, actionable insights for Creative and Marketing • Developing bespoke brand and market narratives based on data • Staying ahead of trends in technology through continuous research • Driving innovation and continuous improvement of process and desired business outcomes • Analyzing complex data sets and distilling findings into usable insights • Developing presentations and pitches to sell through big ideas • Watching trends and leading vision for content strategy, ideation, creation, photography and editing MARKETING – Adept Relationship Builder • Understanding of integrated marketing across the prospect life cycle and engagement funnel • Managing branded partnerships / cross-branded promotion marketing and licensing • Building relationships through client interaction, sales, negotiation and budget planning • Developing and launching products and solutions based on client and market needs • Meticulously planning, scheduling and executing both D2C and B2B campaigns for online and offline / out of home
Trade School Custom Production for The Home Depot | March 2023
Trade School did three simultaneous productions and ad campaigns for PPG for The Home Depot: one each for Olympic (stain), Glidden (consumer paint) and PPG (professional paint). Our team concepted all three at once, then we divided up the work among us. My husband and I had moved into our house the previous February and stained the brand-new back deck ourselves, so I had learned all about prepping and staining a deck from that experience... turns out I was the ONLY person on the team who had done that, so the Olympic part of the project became mine!
The idea of staining a deck means, "Project with a capital 'P'" to most people. It's a pain in the a** but the end result is so worth the effort when you can sit back and enjoy it.
When you're really into a project, you can zen out and lose track of time. We took that kernel of an idea and pitched making ASMR-like content for all of our video units, only bringing in the iconic "Home Depot Beat" music in at the very end.
For our static visuals needed for the digital campaign, we wanted everything to fit the Oddly Satisfying vibe: individual items knolled and arranged not just neatly, but precisely. Beautiful blocks of color accenting the capabilities of the products.
Olympic had four products we needed to feature: Olympic Maximum, Olympic Elite, Olympic Waterguard and Olympic Wood Protector. Maximum and Elite would each get their own 00:06 and 00:15 digital videos in different aspect ratios; and all four product groups would be getting a series of stills.
One of the featured stain colors across all four products was Cedar; so, I made the suggestion we stain as much as we could with Cedar and use it in all of our close-up brush shots so those videos and stills could be used across all four groups.
Our full team did the initial pass at concepts for the three brands; and the one that Jen, Nathan and I were most excited about—and put the most thought into—for Olympic was, "Open. Stain. Enjoy." To help sell in the idea, I shot several macro videos at home with my phone. Almost all of the close-ups and tracking shots that made it into the final storyboards originated from my iPhone shots.
As the Art Director, I was able to select the color palette and every product that would appear onscreen... and you'd be surprised how many products that ended up being all together. I did a few different comps and layouts of the both the overhead flat lay / knolled shots and the product shots showing their stained color sections beneath them. My absolute favorite pieces were the Adirondack chairs; Olympic Elite is tintable and I wanted to show that off. The color-striping on the backs of the chairs started with one of the comps I did early on that our clients fell in love with, and the final chairs look spectacular against the gray chipped slate of the firepit area.
After our on-set production wrapped, John McDonald spent a day at Trade School Studios doing pickup stills—and that included every overhead shot for Olympic. I knew we had that day reserved, so I was a one-man Art Department meticulously setting up every shot. John did 95% of the final post-production on the stills, but there were a few that Jen and I helped with as well. One of the products was not available when we were shooting, so I took the packaging art file for that can and digitally wrapped it over one of the cans of Olympic Maximum we'd shot on-set.
The. Coolest. Thing. Ever. was getting to attend the foley session with Tunewelders and watch them recreate the sounds for our spots. (It was also The. Grossest. Thing. Ever... I will never be able to look at macaroni and cheese the same way again)
In addition to overseeing the post-production editing, Nathan and I had the additional roles of developing ALL the final digital content. This included units for META, Nextdoor, Pinterest, YouTube, online display banners, digital audio, and rich media interscroller and superscape units via Padsquad. In all, we ended up producing 159 unique deliverables for the campaign out of the assets we'd shot.
Shoot Days (1 outdoors, 1 in-studio)
Aaron Platt, Director/Director of Photography
John McDonald, Photographer
Judith Hoffman, Executive Producer
Pooja Pasari, Senior Producer/Post Producer
Vivian Zingleman, Editor
Ryan Harrington, Editor
Kris Boban, Lead Motion Designer/VFX
You'll get bored quickly... it's a lot of photos of my adorable husband, our kids and our rescue dog, Porter.