Aaliyah was an iconic R&B artist of her day and featured on one of i-D’s most iconic covers. Seventeen years later, MAC Cosmetics and i-D, a VICE-owned global platform for emerging talent that celebrates fashion, culture, individuality, and youth partnered up to create a tribute film that celebrates the life and legacy of the late singer with help from her friends, fans, and family.
*group creative director
— — — — — — — — — —
Excerpt from Adweek
Donna Lamar, group creative director of Vice (and an Adweek Creative 100 honoree for 2018), said:
“This project birthed creativity in ways that mirror Aaliyah’s influence on culture. 20 years ago she broke convention and created a style that young people could look up to and find their own beauty in. Many still do. So, we tried to honor her legacy by making her A- Z reflective of an artist who thought of herself as an interpreter, ‘the one who takes your words and bring them to life.’ She deconstructed the expected and made something new. Keke Palmer said it best, ‘…she (Aaliyah) epitomizes someone so fierce, so dope, so much of an individual that she inspired other people to feel like, you know what? I can be my own person too.’”
W Records, part of the Marriot Group signed their first artist, Amber Mark. They partnered with VICE to create this homage to their first signed artists and new talent.
*group creative director
With values as a top priority, the Alba Botanica® brand sought an opportunity to communicate the brand's story in an authentic and compelling way with the Do Good. Do Beautiful. campaign, #DoGoodDoBeautiful.
This campaign features intimate documentary-style videos that journey through a day in the life of five amazing women and celebrate how they are making a difference. The five women highlighted identify and align with the core values of the Alba Botanica®brand, including protecting animal rights, women's empowerment, environmental conservation and vegetarianism, and demonstrate their commitment through community service, activism and social cause.
*writer/director/producer
This campaign introduces the 2016 MKX. Matthew McConaughey playing himself, goes out one evening to meet friends. We follow him on his journey and are with him as his night unfolds.
The three character biopics provide backstory while also highlighting features of the new MKX.
*producer
Our mission was to rebrand Gatorade, a heritage brand that was losing relevance with their market. Kids thought of Gatorade as their grandfather's sports drink. We brought the brand back, giving it pop cultural relevance while also retaining it's heritage. And we started a chant that's still used in high school's today. Now, That's G.
*Copywriter
Quest for G was the first long format, multi-platform creative for Gatorade. Originally, slotted to run on the Super Bowl, this conceptual idea based upon Monty Python's The Quest for the Holy Grail set the tone for the breakout creative we wanted for the rebrand of Gatorade. This content includes a trailer, individual spots and a nine minute mini move.
*Copywriter
The task was to introduce Gatorade's New G Series, which we did with this campaign by sending our athletes back in time with Gatorade's newest innovation. Serena Queen of Aces became the centerpiece of this this campaign, airing just after she won the Australian Open with 5 aces.
*copywriter
