ART DIRECTION
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STRATEGY
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CREATOR OF THINGS
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ART DIRECTION • STRATEGY • CREATOR OF THINGS •
WORK
Art Direction, Strategy, Concept, Design
For over a century, Dr. Scholl’s has been synonymous with foot care. However, consumers—particularly younger men—associate the brand exclusively with senior healthcare, bunion pads, and orthopedic arch support. To expand its market share among Millennial and Gen Z demographics, Dr. Scholl’s needed to transition from an uninspired "pharmacy bottom-shelf medical product" to a relevant, everyday grooming staple. Show me more…
Young men invest heavily in their grooming, and style, yet neglect foot maintenance. Driven by fragile masculinity, many view pedicures as "too feminine," leaving them with callus buildup, rough heels, and unkempt cuticles (“cut”-icles).
With the physical cost falling on their partners: rough brick feet scraping against their skin, and jagged toenails snagging high-thread-count bedsheets during intimate moments.
Instead of trying to convince men that foot care is about "pampering" or "self-care," we reframed foot maintenance using a language men already understand and respect: Bedroom Etiquette and Protection.
Art Direction, Strategy, Concept, Design
The human brain is hardwired to detect threats. When you see a parking citation under your wiper blade, a pink slip on a desk, or an eviction notice taped to your front door, your heart drops before your brain can even process the text. That micro-second of sheer panic is one of the most visceral reactions in life. Show me more…
So we hijacked high-anxiety giving pieces of paper and turned them into jump scare’s with a plot twist.
Art Direction, Strategy, Concept, Design, Copywriting
The “morning routine” has become an obsession with a high performance metric. But most people find the actual effort of these routines exhausting or unattainable and would much rather have a solid breakfast to shortcut the same feeling of intensity. So we positioned Heinz Jalapeño Ketchup as the shortcut to that feeling. By tapping into this behavior, Heinz is kickstarting people’s morning by providing the endorphin rush of the “morning workout” through a bold breakfast experience rather than a treadmill. It’s basically a workout for your tastebuds. Show me more…
We will get goal-oriented individuals who feel pressured by the "high-performance" morning routine culture but find the actual execution of those rituals exhausting, and who want the metabolic spark and mental intensity of a morning workout without the torture of a treadmill or a 5:00 AM gym session, to adopt Heinz Jalapeño Ketchup as the morning shortcut that delivers an immediate sensory kickstart to their day by reframing the heat of jalapeños as a "workout for your tastebuds," positioning a bold breakfast as a high-performance substitute for traditional morning exercise.