FIFTH HOUR THOUGHTS
SELECT ADVERTISING PROJECTS
CLIENT - Sony Audio & Home Electronics
DATE - December 3-4, 2024
PROJECT - Olivia Rodrigo x LinkBuds Event
ROLE - Senior Creative Strategist at SHADOW
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THE ASK -
Design an exclusive event to celebrate Sony's collaboration with Olivia Rodrigo, the GRAMMY®-winning singer/songwriter signed to Interscope Records. The event needed to align with the broader MTA-inspired LinkBuds campaign.
THE IDEA - THE SONY UNDERGROUND WITH OLIVIA RODRIGO
A secret, invite-only event held on an abondoned subway platform, where guests could meet Olivia Rodrigo and experience her music through Sony LinkBuds.
THE EXECUTION -
The two-day, immersive experience brought together media, influencers, and fans to celebrate Olivia Rodrigo’s collaboration with Sony. Hosted in the abandoned wing of Bowery Station in New York’s Lower East Side, the venue was split into two levels:
Upper Level: A newsstand, merch booth, and a “obsessed” mosaic photo opportunity where attendees could capture their experience.
Lower Level: A dynamic, multi-sensory environment with video projections on the tracks, a DJ, a live violinist and portrait artists. Five custom-designed train cars offered unique interactive experiences, including an Amazon Music Listening Car where guests could engage with Olivia’s music using Sony LinkBuds.
PRESS -
Hypebeast, BizBash
THE RESULTS -
9.5M Impressions
345 Guests
CLIENT - Estée Lauder *New Business Win
DATE - August, 2024
PROJECT - Night Repair Social Campaign
ROLE - Senior Creative Strategist at SHADOW
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THE ASK -
Two content pulses featuring a notable talent, promoting the Esteé Lauder night skincare portfolio.
THE IDEA - NIGHT NIGHT CLUB
As we age, our nightlife habits evolve, and with them, our skincare needs. In our 30’s and 40’s, what if the most exclusive club we need to get ready for is the one we find at home—the ultimate destination: our bed.
Night Night Club is the premier nightlife destination that isn’t the typical VIP experience. This is an exclusive chance to bypass the fine lines, make friends with the all too powerful bounce(r), and wake up fully recovered with a radiant glow.
THE EXECUTION -
Two content pulses featuring former-party girl and millennial, Nicole Richie, at Esteé Lauder’s Night Night Club.
Pulse 1: A luxurious delivery experience—our version of “bottle service.” Nicole Richie receives an elegantly presented package of Estée Lauder’s night skincare portfolio from a team of impeccably uniformed "wait staff" as part of her exclusive, at-home pre-bedtime routine.
Pulse 2: As Nicole immerses herself in Estée Lauder's night skincare ritual, the experience transcends the physical. She drifts into a restful slumber, and her dreams transport her to the high-energy dance floor of Night Night Club, where radiance and renewal take center stage. Through dreamy, abstract visuals, we show how Estée Lauder’s night skincare helps Nicole reclaim her glow, without ever leaving the comfort of her bed
PRESS -
Adweek, Glossy, People, Vogue
THE RESULTS -
4B+ Earned Media Impressions
+90% Lift in Skincare EMV YOY
24M+ Organic Video Views
CLIENT - Sony Audio & Home Electronics
DATE - 2023-Present
PROJECT - Community Building Event Series
ROLE - Senior Creative Strategist at SHADOW
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THE ASK -
Design an ongoing event series that builds community and showcases the exceptional sound quality of Sony headphones and speakers.
THE IDEA - SOUNDCLUB LISTENING PARTIES
Staying true to the brand ethos of "For The Music,” this event series elevates the sounds of emerging talent while delivering immersive audio experiences.
THE EXECUTION -
These intimate events spotlight rising musicians' new releases, offering VIP guests live performances, an immersive Sony Listening Station to explore the new album, headphone case customization, refreshments, and the chance to meet the artists.
THE RESULTS -
6 events in LA and NY to date, with plans to continue into 2025.
CLIENT - Tatcha *New Business Win
DATE - August, 2024
PROJECT - Moisture Matchup Campaign
ROLE - Senior Creative Strategist at SHADOW
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THE ASK -
Develop a disruptive campaign to reignite excitement for Tatcha’s iconic moisturizers, Dewy and Water, while driving foot traffic and engagement in-store.
THE IDEA: THE MAJOR MOISTURE LEAGUE
Tatcha Moisturizer stands in a league of its own, with two teams bringing unique strengths to the game — all focused on achieving glowing skin that wins.
To rally fans to pick a side and declare loyalty to their "moisture match," we took a behind-the-scenes look at the competition, stepping into the locker rooms of Team Dewy and Team Water to hear how they strategize to claim victory in the game of glowing skin.
THE EXECUTION -
Social: A social-first campaign featuring four influencers as coaches and players, including teasers, a hero spot, cutdowns, and ongoing content from mid-tier and micro influencers.
Experiential: To bring the campaign to life IRL, a branded “team bus” activation outside Sephora stores in NYC gave fans the chance to interact with the brand, try the products, and show their allegiance to their "team" in person.
RESULTS -
Social:
12.8M+ Views for #MoistureMatchup on TikTok
1.5M+ Views across creator partners’ content
100,000+ New followers on @tatcha Instagram
Experiential: Engaged over 2,000 consumers in just two days.
CLIENT - Neutrogena *New Business Win
DATE - April, 2024
PROJECT - Coachella SPF Sponsorship, Talent Program
ROLE - Senior Creative Strategist at SHADOW
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THE ASK -
Create a social campaign to build relevance, credibility, and buzz around Neutrogena’s official sun care sponsorship of Coachella 2024.
Make a mark at the cultural hub by ensuring creator content is seamlessly integrated into the moment—capturing timely trends and buzz throughout both weekends. Shift from traditional science-forward brand storytelling to authentic, real-life use cases that reflect the Coachella experience.
THE IDEA - THE SUNCARE GAMES
Attending a festival takes stamina, and over the course of Coachella’s two weekends, VIP festival-goers' endurance and skin were put to the test. Neutrogena provided the perfect training and preparation, helping them dance through the weekend with ease and protection.
THE EXECUTION:
Provided a comprehensive content guide for mid-tier and micro creators to cover pre, during, and post-festival moments.
Partnered with a celebrity makeup artist to apply Neutrogena SPF on Justine Skye prior to her festival performance.
Staged paparazzi-style shots featuring Neutrogena SPF.
Hosted an influencer trip for 18 talent partners.
CLIENT - Chicago Fire FC
DATE - October, 2021
PROJECT - Anniversary Celebration
ROLE - Supporting Creative Strategist at rEvolution
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THE ASK - Celebrate CFFC’s new crest by tapping into key elements of Chicago culture.
THE IDEA - A CELEBRATION FOR ALL CHICAGO
Leveraging local culture, we built positive sentiment throughout the city as the Fire officially launched its new crest, while also honoring the 150th anniversary of the Great Chicago Fire and the 1997 founding of the club.
This week-long series of events and activations brought together Chicago's cultural luminaries to celebrate the unveiling of the new CFFC crest.
THE EXECUTION -
Hosted a private panel discussion at Soho House Chicago with crest designer Matthew Wolff.
Traveled the city’s neighborhoods with a Fire Merch Truck, offering local fans the first chance to grab new gear.
Sent a special mailer to Local Legends, encouraging them to share their new team gear online.
Gave away a Fire + Ice Diamond Chain, in partnership with a local jeweler Torres Omar, to a lucky fan.
Commissioned murals by local artists such as Sentrock across city neighborhoods, featuring creative imagery inspired by the club’s history.
The week culminated in a free concert at the iconic Metro venue: “Ten/Eight: A Night at the Metro with Chicago Fire FC,” in partnership with Heineken.
CLIENT - Chicago Fire FC *New Business Win
DATE - January-October, 2021
PROJECT - Club Rebrand
ROLE - Supporting Creative Strategist at rEvolution
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THE ASK - Rebrand Chicago Fire FC after a failed attempt in 2019 that sparked backlash from fans.
THE IDEA - A CREST FOR ALL CHICAGO
By actively involving the community, we uncovered what it truly means to support Chicago Fire FC. The new logo and revamped fan experience reflected our findings, capturing the heart and soul of Chicago, the club's rich history, and a forward-looking vision for the future.
THE EXECUTION -
We gathered insights from fans across Chicago and beyond to shape a new crest design and fan experience. Designer Matthew Wolff used this feedback to craft a timeless logo, while the matchday experience was reimagined as Burnham Downs, inspired by architect Daniel Burnham’s reconstruction after the Great Fire.
PRESS -
Forbes
THE RESEARCH RESULTS -
The rebrand successfully reignited fan pride and strengthened the club’s connection with its community.
1,400+ web submission forms
20 roundtables
2,100+ fan quantitative surveys
We heard from fans across all 77 Chicago neighborhoods, 150+ cities across Illinois, 28 states, and 10 countries outside of the U.S.
CLIENT - American Family Insurance *New Business Win
DATE - September, 2021 - Executed Annually
PROJECT - Summerfest Music Festival Sponsorship
ROLE - Supporting Creative Strategist at rEvolution
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THE ASK - Create a fan activation for Summerfest Music Festival in Milwaukee, WI, sponsored by American Family Insurance.
THE IDEA - THE AMFAM HOUSE
American Family Insurance aims to make life better under their iconic red roof. The AmFam House enhances the festival experience by creating a dedicated hub where fans can reconnect with the music, relax, recharge, and prepare for the next part of the day.
THE EXECUTION - The AMFAM House has become an annual fixture at Summerfest, serving as the go-to destination for a more comfortable and unforgettable festival experience. It offers festival-goers intimate performances from main-stage acts, fanny pack customization, and exclusive photo ops.