WNBA 25TH ANNIVERSARY



Agency: Saatchi & Saatchi
Client: WNBA | 25th Anniversary
Role: Creative Direction + Art Director + Designer

Designed in collaboration with Caroline Chas, Carly and Victor Roman. Creative Director: Adrian Chan







To mark its 25th anniversary, the Women's National Basketball Association aimed to honor the league's standout players since its creation in 1997.

To commemorate this occasion, we created a set of 25 unique and individually customized patches and jackets. These custom pieces are a tribute to the remarkable athletes who have played a significant role in shaping the WNBA's impressive legacy.







We wanted the patches to symbolize their achievements and that the players felt proud to showcase their personal stories, accomplishments, interests, and identities. The color choices were taken from their respective teams and their logos.





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The inside of every jacket featured hand-stitched names of the players along with their accomplishments.




The jacket's lining included a pattern  of the WNBA's logo
and their "Count it" brand platform.









The #W25 were honored at Game 1 of the Finals, were each member received a custom W25 varsity jacket.















To conclude the campaign, WNBA invited the public to vote for the 'Greatest WNBA Player of All Time,' a.k.a the 'GOAT.' As a tribute to this exceptional player, we designed and produced a unique trophy to honor Diana Taurasi.










We were looking to snag some jackets for ourselves–which never actually happened.
Meanwhile on the internet, other people began to ask about them too.











CLOROX - BLEACH DOES THAT

Agency: FCB San Francisco
Client: Clorox | Bleach
Role: Art Direction; Creative Direction; Designer







Background

Before 2020's Bleach high demand, its perception as the nuclear option of household cleaners was alienating younger generations. They were afraid of it, and they were unsure of how or when to use it. So we needed to remove the fear and make it feel user-friendly.

Goal

We had two goals: uncovering interesting new ways for Millennials and Gen-z’s to use bleach in daily life and flip a fear of our product into a curiosity about its possibilities.

Solution

We made a music video that could inform, entertain and surprise a notoriously skeptical audience. We disguised instructional information as karaoke-worthy lyrics, teaching a new generation how to use our product.










RESULTS


Even with limited media support, the video took off and quickly grew to +10 million views and 4.7k+ likes on YouTube.
Our average view duration was 54 seconds! Almost everyone who saw this video decided to watch to the end.

*On Youtube, the average view duration for a 60 second ad is 7 seconds. Most advertisers are lucky to get someone more than two seconds past the ‘skip ad’ button. (Take that best digital practices!)










We also did some fun animations to support it

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What people were saying


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Someone actually went ahead and did a 20 min version of it >>>

 https://tinyurl.com/4p2rz6y3 


 





 




       








CONTIAGIOUS X TIDE

Agency: Saatchi & Saatchi
Client: Tide | Contagious
Role: Creative + Art Direction + Designer +  Food target





Contagious Magazine is a curated source for the latest marketing, technology, and business creativity trends. Known for its stunning and memorable covers, the Magazine has collaborated with big names like Snapchat, Cadbury, and Ben & Jerry's.

For the 70th issue, Contagious reached out to us to create the cover for the Magazine's front, back, and interior pages using Tide's design style. Our idea was to highlight the brand's powerful cleaning ability and superior performance. To achieve this, we created a unique artwork highlighting Tide's stains and strengths in a beautifully crafted way, capturing attention and inspiring curiosity in readers.



THE WORK
























The palette consisted of different notes of blues and oranges, a nod to Tide’s brand equity colors.







HOW IT HAPPENED








Since we're a bunch of dedicated teammates, we ended up being the ones who got hit with a food onslaught:





Credits
Photographer: Travis Rathbone
CD: Adrian Chan
ACD: Juliana Ardila
Sr Designer: Ralph Bachir
Illustrations: Preethi Balakrishnan


Agency: Saatchi & Saatchi
Client: Women in Film | The $1.000 For Your Consideration Campaign
Role: Creative + Art Direction + Designer







Background

Women have made up only 12% of Oscar winners in the last decade.

Women in Film, an organization dedicated to advocating for women in Hollywood, wanted to ensure women’s films received equal consideration by Academy Awards voters.








The $1.000 “For Your Consideration” Campaign




Year after year, the Academy Awards has been lambasted for its lack of diverse nominees and winners. Hashtags including “OscarsSoWhite” and “OscarsSoMale” seem to recur far too frequently. From 2011 to 2020, Insider found that 71.1% of awards in top categories went to male recipients.

In the six weeks leading up to the Oscars, voters view the nominated films and decide which they'll vote for. Unfortunately, they have to view many films in a short amount of time. Hollywood studios spend an average of $15 million per film, saturating Los Angeles with "For Your Consideration" campaigns to get their votes.




“For Your Consideration” billboards in L.A



Idea



To reach Academy voters across the industry, we hijacked the one thing always present in their workplaces: coffee cups. We decided to turn simple coffee sleeves into a targeted For Your Consideration campaign.

During the 6 weeks leading up to the Oscars, when voters are viewing films and considering their vote (ahead of the week-long voting period), we got our coffee sleeves everywhere we knew voters would be. With a simple QR code, we reached out to voters that allowed them to easily see all of the Oscar-nominated films women worked on in one place.













During the 6 weeks leading up to the Oscars, when voters are viewing films and considering their vote (ahead of the week-long voting period), we got our coffee sleeves everywhere we knew voters would be.

By infiltrating film sets, edit suites, sound studios, and post production houses where Academy Awards voters work, we ensured that the films made by women got directly into the hands of Academy voters.









Results



We distributed coffee sleeves to 25 locations including film sets and post production facilities, getting the work of Oscar-nominated women into the hands of industry professionals and Academy voters. They engaged with the QR code at a rate 700% higher than the average QR code. The campaign was also promoted by primetime actors Keri Russell, Matthew Rhys, writer/director/producer Lake Bell, and Marvel film star Benedict Wong.

At this year’s Academy Awards women took home some of the night’s biggest awards with Jane Campion taking home Best Director for "The Power of the Dog" and Sian Heder winning both Best Picture and Best adapted screenplay for "CODA".











With a budget of less than $1,000 vs 15M, we infiltrated all the places Academy voters would be. Making sure that as they consider their vote, they consider the films made by women.







CLEAN IS THE BEGINNING

Agency: FCB San Francisco
Client: Clorox | Brand
Role: Creative & Art Direction








Cleaning is often viewed as a mundane and necessary task that marks the end of fun and excitement. But what if we could change this perception and turn cleaning into an inspiring and motivating experience?

Our solution was to transform the chore of cleaning into a moment of empowerment, using Clorox to create a fresh and clean canvas that allows for extraordinary moments, shifting our perspective from a dull task to a starting point for creativity and positivity.












Through contrasts between clean spaces and sudden, unpredictable bits of life, we showed that a clean home is a springboard for life’s best moments.










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