In Aura’s spot titled "What Are the Odds?," Robert Downey Jr. delves into the reality of being affected by online crime, as compared to other far less likely occurrences that have established themselves as instinctual fears, such as being in a plane crash or routine surgery.

As VP of Creative at Aura, I partnered with the agency Arnold Worldwide (a Havas Creative Group Company) in the development of the spot, from scripting to edit. It ran as a :60 online and in :30 and :15 cuts on linear and CTV.

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The Challenge
Drive awareness of the Aura brand via video spot to run on linear/CTV, paid, and organic.

The Tactic
Leverage Aura’s partnership with Robert Downey Jr., leaning in to his established bonafides as a comedic performer, while balancing the serious nature and real-life consequences of online crime.

The Result
TV spots ran nationally, resulting in a major brand moment for Aura. Led to an aided-awareness lift of 30%, a branded search increase of 81%, and a product enrollment increase of 66%. Organic media coverage on Good Morning America, NBC News, The Wall Street Journal, AdAge, Forbes, Fast Company, Adweek.

Campaign extension: Red Sox Partnership
To launch Aura’s partnership with the Boston Red Sox, we again leveraged Robert Downey Jr. in a continuation of the “What Are the Odds?” campaign, this time focusing on your odds at the ball game.

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Role: VP of Creative
Client: Aura

Shoutable - the app for everyday grand gestures. With Shoutable, users can post customized cards to screens on city streets. Each card plays for 60 seconds on the screen of the user’s choice.

As Senior Creative Director, I oversaw the project from concept to launch. Working closely with the executive team, I directed all creative decisions for product development, user experience, UI design and branding.

I led the product and UX teams, developing user flows, wire frames, and the first MVP version of the app. I then directed the development of final UI designs, overseeing our engineering and UX teams in the development and QA of the final iOS and Android products.

I was responsible for the overall brand and look & feel for the product, managing a team of designers in the development of logos, typography, color, copy and tone of voice.

I directed all external partnerships, curating and managing guest illustrators and designers in the development a suite of over 100 bespoke cards.

Finally, I worked with internal and external partners on the marketing effort, including launch events, press, photoshoots and advertising campaigns for the product.

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Role: Creative Director, Brand Strategist
Client: Intersection

Aura is smart, simple online safety, powered by AI. As technology grows more complex and advanced, so do scams, cybercriminals, and fraudsters. It’s time to rethink how you keep your family’s information safe and secure online.

Aura provides all-in-one, proactive protection to help stop threats before they strike.

As VP of Creative I directed the company rebrand, managing an esteemed external branding agency in the development of future-proof brand principles and positioning. I oversaw the creation of all brand elements, consulting with product, marketing, and executive leadership.

Scope included wordmark, color palette, typography, illustration, iconography, design systems, brand guidelines, websites, and all supporting marketing assets.

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Role: VP of Creative
Client: Aura

Brand identity for Karma, a pay-wall media platform for the business-minded millennial, featuring original video programming and content focused on investing, innovation, and social impact.

Working closely with Karma's CEO and senior leadership team, I developed the brand system for the platform. Inspired the penrose triangle, the mark conveys the complexity of investing with social impact.

The project involved developing the brand from scratch. I worked with leadership and staff to fully understand the brand’s market position, it’s future goals, and project KPIs. I then presented a range of brand solutions to the leadership team, gathering feedback and honing typography, color and iconography. Finally I presented the brand system to the executive team and international board of directors.

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Role: Creative Director, Brand Strategist
Client: Timeless Media

Brand identity and visual system for Link, a first-of-its-kind communications and advertising network, replacing 7,500 pay phones across the five boroughs of New York City.

As creative director on the project, I led a team of designers and worked with content, product, engineering, and UX teams to develop a user-focused brand system for Link’s 55” digital displays. That, in turn, blossomed to become an overall redesign of the Link visual system. This work included brand strategy, UX research, visual design, and development of best practices across cross-platform applications.

The initial LinkNYC project grew, with InLinkUK launching in London and cities across the UK, as well as kiosks in Newark and Philadelphia.

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Role: Creative Director, Brand Strategist
Client: Intersection

Creative direction for the brand identity and website of Place Exchange, a programmatic media company.

Strategizing with marketing and product leads on brand personality, tone, look and feel, I led a team of designers in the development of a brand identity for Place Exchange and directed its implementation across print, digital and UI touch points.

I also managed the placeexchange.com website project from brief to launch, working closely with the CEO and senior sales and product leaders, managing expectations and directing all creative endeavors. I directed my team in the UX and UI design for the project, managed an external development team, presented work to executives for feedback and managed the final launch of the project.

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Role: Creative Director, Brand Strategist
Client: Place Exchange

Leader of all creative at Intersection, an Alphabet-backed company. Reporting to the CMO and serving on her marketing leadership team. Role focuses on ideation, strategy and planning, problem solving, optimization, and driving company-wide results. Work includes leading national team of creatives and elevating and enriching the Intersection brand.

Examples here include video work, illustration sets, presentation templates and internal and external communications.

Website for Link New York, Philadelphia and Newark (“Link Cities”).

As Creative Director I oversaw the project, leading a team of UX and visual designers. I partnered with project managers, developers and executives in realizing the project, in turn presenting to city and external partners.

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Role: Creative Director
Client: Intersection

To launch Aura’s sponsorship of the Minnesota Timberwolves as official NBA jersey patch partners I oversaw the creative direction of a launch video and supporting photoshoot, starring Timberwolves MVP Anthony Edwards.

I managed NBA and agency partners in the development of a bespoke Aura logo optimized for legibility on TV and in-stadium broadcasts. Additionally my team created a range of supporting materials, including press conference step-and-repeats, in-stadium digital signage, and floor graphics.

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Role: VP of Creative
Client: Aura / NBA

UI design of internal intranet system for Starbucks. User experience was built upon enterprise technology system Unily, utilizing Microsoft Sharepoint.

Role: Creative Director, Lead Designer
Client: Brightstarr, for Starbucks

Led user experience redesign of popular real estate media brand Brownstoner.

Brownstoner began as a Brooklyn-based real estate blog 2004 and quickly grew to become one of the most visited real estate sites in New York City. In 2017, after acquisition by Blank Slate Inc., Brownstoner underwent a rebrand, launching a monthly printed edition and a totally redesigned website.

Over a period of three months I partnered with internal product, editorial, and executive teams on the redesign of the user experience, refreshing the brand and UI. I directed a team of designers and external developers on implementation and QA of new UX for mobile and desktop.

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Role: Creative Director, Lead Designer
Client: Blank Slate Inc.

Album packaging design for thrash metal band Gama Bomb's fifth album 'Untouchable Glory'.

Role: Creative Director, Designer
Client: AFM Records

To announce Aura’s multi-year partnership with Robert Downey Jr. I oversaw the creative direction of viral announcement video and supporting photoshoot starring the Hollywood actor.

The spot, titled “Role of a Lifetime” shows Downey in an audition-style parody as he playfully expresses the goals of the partnership. The 2-minute video, launched ahead of media appearances on Good Morning America, and at SXSW, was created in collaboration with DDB San Francisco and Cut.

“I've played a lot of roles in my lifetime, but none more important than my latest. Online crime is an American crisis that requires an innovative solution. Aura is that solution. That's why I'm proud to partner with them. To learn more, check out my audition for the role of a lifetime!“ — Robert Downey Jr.

Role: VP of Creative
Client: Aura