Women have been transforming the world every day in ways both big and small. But these achievements are not reflected in online search. Cultural stereotypes have taught search engines to become biased, impacting the present and future generation’s ability to fathom how far they can go.
Search engines play a powerful role in shaping the opinions of society, impacting how we think and behave– 66% of Americans believe that “search engines are an unbiased source of information”. It was time for the brand that stands for hair transformations to give people a tool that has the power to transform the world around them.
That’s why with Pantene we created S.H.E. – a browser extension that takes the bias out of search, presenting a more accurate representation. By using S.H.E. anyone can influence on search engines algorithms, giving women’s transformations the visibility they deserve, and allowing future generations to see what’s possible.
In 2013, Tori Locklear created a hair tutorial that went viral, searing off her hair and stealing our hearts. Now it's 2019 and Tori is back and better than ever. Pantene Rescue Shots brought her burned mane back to life in this Dateline mocumentary spoof that went viral from Funny or Die.
The world wants to know, HOW'S TORI'S HAIR?!
For the first time in Brazilian broadcast history, we featured pregnant woman in a Gillette Venus ad shaving her (actually hairy yes hairy!) legs. TV personality Sabrina Sato is glowing on an iconic Brazilian beach with friends as they feel the benefits of 100% smoother skin.
Sandile Mkhize is from Johannesburg, South Africa. Four and a half years ago he was paralyzed from the waist down in a motorcycle accident. He struggled to find a sense of purpose until he got the support and mindset he needed. Sandile wanted to share the following intimate experience to inspire all of us to move beyond barriers and live with determination. #MyReasonIs
Your Challenges Will Change you won a Bronze Lion for Film Craft in 2018.
The best fairytale stories retold in :06s and shortform videos. In partnership with Google & YouTube, we recreated Little Red Riding Hood. A tale long overdue for a new moral, we reversed the roles of prey and predator. Introducing, the Feast of the Wolf.
The videos premiered as a part of You Tube's installations at Sundance, SXSW and finally at Cannes Lions Festival of Creativity.
Fitbit's incredible impact around the world has helped individuals transform their lives through fitness and self-awareness. We brought to life these incredible stories in an effort to honor these people and highlight Fitbit's role.
Kaiwiola C., Hawaii
Managed his health through his sleep, so he could be there for others.
Rachel W., New Zealand
Healed her body to reverse diabetes and get pregnant.
Sandile M., South Africa
Overcame his disability to find his purpose.
Kiyoshi M., Japan
Overcame debilitating anxiety and stage fright.
Linnea F., Sweden
Found focus and balance through training for the Swedish Classic.
These spots launched our "Half-Washed" campaign for Downy in the fall of 2017. It was the beginning of a massive brand refresh for Downy, moving the brands tone towards humor with self-awareness.
What happens when you surprise the first every COVERBOY with his idol? Make it a make up showdown. James Charles, COVERGIRL's first ever COVERBOY made headlines. That same year COVERGIRL donned their newest face Zendaya and we paired the two for the ultimate makeup match. A ten minute GRWM challenge to create the fiercest looks from the latest colors. This made You Tube's top viewed videos of the month, and garnered over 8 million impressions.
Coverboy won a Bronze Clio for Integrated Campaign 2017
There is a huge stigma around addiction, thats leaves the many suffering from it isolated and alone. GREY NY worked with SHATTERPROOF, a national non-profit anti-addiction organization, and created RISE UP Against Addiction. A national activation program that has been able to generate money to help provide support and programs for the families affected by drug adduction.
BEAUTY U, the only makeup APP that gets to know the real you! We created a makeup app for real people, NOT one size fits all. We went above the AR face recognition that we all love and to got to know our customers. Providing them with an at home makeup consultation and daily inspiration customized to their specific wants and needs. The app not only recognizes distinctions in face features, it also taps into personality so that you can always look and feel like the real you. DO BEAUTY U!
This AR makeup app was created with the help of two young female coders we chose from “Girls Who Code” in NYC and brought them to Berlin to develop the APP. We filmed their experience and integrated their thinking into the app. We had the girls who coded the app launch the app.
Omnichannel campaign launching the Covergirl and Star Wars collaboration across broadcast, digital, interactive, print, and social.
Are you the Dark Side or the Light?
Introducing Zendaya to COVERGIRL! This shoppable video gives us a taste of her personality and style, and introduced her latest single with Chris Brown, "Something New". We partnered with Shazaam to bring this new song to her fans and Covergirl customers and created a shoppable video for you tube highlighting all of the products Zendaya used in her video.
Tool Kit Assets for Covergirl Melting Pout Lip Laquer.
The ask: Drive sales of complimentary eye makeup like eyeliner and brow gel and demonstrate their unique product benefits in addition to pushing base mascara.
The idea: Create the cutest how-to video ever and teach the consumer how to 'draw attention' in 2 very cool ways. We designed 2 unique COVERGIRL eye looks and created regimen-based spots to entertain, educate and drive trial.
We painted Times Square pink (and red, and nude and plum) when we took over 5 digital billboards and NYC taxi cabs on New Years Eve to launch our New formula of Colorlicious lipsticks. We partnered with the Mill and played with texture, colors, delicious foods and gorgeous lip to create a fantasy land of lipstick that played right after the ball dropped.
This is a collection of letterpress pieces that I made. I love the ability to craft something with my hands, its an art that has been lost as we loose ourselves in the expansion of digital art. There is something magical about stamping a delicious piece of paper with a block of wood or plate to create something. I took letterpress to another level by creating with my designs. I created a found poetry book that folds out and opens into the shape of a heart with the message, LOVE LIFE. I worked with clear gloss to create a tint/transparency with the colors. On the second piece I took a picture of an atomic bomb testing my father took in Guam and created a pointillism plate to create an ombre effect on the paper. I the third piece I create a triptych of eggs by spray painting 3 stages of the egg and running the paper through the letterpress after. Lastly i created a blind embossed and pastel graduation announcment card.
OOH and Print campaign.
For a few years I worked with Bob and Courtney Novogratz (Bravo's Nine by Design) as a design consultant for their home goods line with their collabs for CB2 and Macy's and Stark Paint. We worked on everything from bedding to tabletop, to candles, art and rugs and even a collection of paint colors.
A few bits and bobs of some still life styling and art direction over the course of my career.
Clairol introduces a reformulated hair color that cares for you hair, so you can color fearlessly. With 47 shades of color that conditions every strand, we tap 47 real women to tell their hair color stories of hair color driven by care. We start the series by introducing the hair color stories of 4 real women with different colors and textures.