THINKING: OpenTable launched in 1998 and is the global leader in online restaurant reservations. They’ve been trying to appeal to more millennials and evolve past their long-held association with fine dining. In order to do that, they needed to sound younger, funnier, and more casually accessible.
Restaurant Summit Event Signage
Holiday push notifications - the Halloween push was featured in a best-of listwith several other brands.
THINKING: The Warriors are a beloved and iconic Bay Area brand, so it was important for all of the copy to resonate with DubNation, but I also wanted to help the team feel more relatable to women and casual fans.
Enter The Oracle - Commercial
This spot was promoting one of the final games of the '16-'17 season.
Symphony - Commercial
The Warriors wanted a commercial that could pull in new fans. I was inspired by how gracefully the team moved and how interconnected they were.
Warriors + BMW Go Green Initiative
I worked on this initiative since its inception and wrote the script for this sizzle reel.
Fan Night is always the last game of the regular season, but in '15-'16 it doubled as the night the team would potentially break the NBA record for 73 wins. We needed to tease the double significance of the night without promising we'd break the record.
'16-'17 Crossover Jersey
The Warriors were introducing a new heritage jersey and needed a name for it that would hold significance for fans. I named it the "Crossover Jersey," because it harkens back to the “Run TMC”-era Warriors of the early 90’s. It features the same diagonal lettering worn by the team then, mixed with the color scheme and design of the road jerseys worn in '16-'17. This jersey not only symbolizes a crossover of eras, but it nods to Run TMC’s Tim Hardaway, who was known for his “Killer Crossover.”
Andre Iguodala Limited-Edition Hobby Bobblehead
The Warriors had already released two other bobbleheads for Andre, so they wanted this one to be personal, unique, and do more storytelling. I was asked to come up with the storyline, name it, and write copy for the box. This bobblehead—which marries his passion for golf and technology—got a lot of attention and was featured in the SF Chronicle and also made the list for ESPN's top 5 NBA Giveaways of the season.
Special Edition '16-'17 Bobblehead Box Set
After hearing Warriors' Season Ticket Holders' gripes about missing out on too many bobblehead giveaways over the years, we decided to create a very special box set that included all six from the '16-'17 season, and we sent it to them for the holidays.
'16-'17 Bobblehead Box Copy
In the past, the copy on the back of the Warriors' bobblehead boxes tended to sound like a list of stats and basketball jargon. I wanted to make them more accessible for fans of all ages to understand and to do more personalized storytelling for each one.
[DIGITAL/SOCIAL, PRODUCT CREATION]
THINKING: For most of us, PayPal was the original online payment software we used, but they still want to be relevant. When they started adding new ways to pay—One Touch, Credit, and Peer-to-Peer—they wanted people to know more and adjust the way they thought about the brand.
PayPal - Father’s Day
PayPal - Outside Lands
In 2015, Paypal partnered with The Knot to put out their annual Wedding Finance Survey. In order to introduce this partnership to the bridal media and help PayPal stay top-of-mind, we created a 16-month desk calendar that could be referenced year-round. Each month features a particular wedding purchase paired with an example of how PayPal can be used to make that purchase easier.
THINKING: I wanted this Cal-Asian restaurant—with a cabaret featuring the finest drag queens in San Francisco—to seem mysteriously alluring and appeal to a wider audience.
The Window Shop (product innovation)
THINKING: Some people like shopping locally and seeing what unique boutiques have to offer, but wish the experience could be as efficient and “on demand” as online shopping. This idea marries the two.
Bike Slices (product innovation)
THINKING: San Francisco streets are crowded enough already, but when you add in all the bicycles the city is trying to accommodate, the sidewalks get ever more congested.