Simply
Simply is all about making the pursuit of creative hobbies simple and fun for all. I had the pleasure to take many different roles thorugh the years, from performance marketing, through product to working on Simply’s brand.
Role —
Creative Lead (Simply Piano)
Head of Creative (Simply Sing)
Creative Director (Simply Brand)
Creative Lead (Simply Piano)
Head of Creative (Simply Sing)
Creative Director (Simply Brand)
Client —
Simply
Simply
2021 - 2025
Role —
Concept, script, directing, production, editing and compositing
Concept, script, directing, production, editing and compositing
Result —
Super ad
Super ad
The ad was later dubbed to 9 other languages and scaled globally
Role —
Directing and editing
Directing and editing
Result —
Minor lift
Minor lift
Role —
Concept, script, directing and editing
Concept, script, directing and editing
Result —
Super ads
Super ads
Role —
Concept, editing and motion graphics
Concept, editing and motion graphics
Result —
Top spender
Top spender
Role —
Concept, script, directing, editing and compositing.
Concept, script, directing, editing and compositing.
Result —
Didn’t scale :(
Didn’t scale :(
Role —
VFX compositing and animation
VFX compositing and animation
Result —
Top spenders
Top spenders
Role —
Concept, script, directing, editing
Concept, script, directing, editing
Result —
Didn’t scale :(
Didn’t scale :(
Role —
Directing, script, editing
Directing, script, editing
Result —
Moderate scale
Moderate scale
Role —
Concepting, directing, editing, compositing
Concepting, directing, editing, compositing
Result—
Over 15% lift in subscriptions
Over 15% lift in subscriptions
Bud Light
After refreshing their package design, Bud Light were in need for new motion assets to include in signage and social media. We were tasked to come up with new logo animations as well as producing a collection of video assets.
Role —
Motion design
Art Direction
Motion design
Art Direction
Client —
Bud Light
Studio —
Jones Knowles Ritchie
Bud Light
Studio —
Jones Knowles Ritchie
2021
Mnemonic lockups
We wanted to utilize the Bud Light logo as a framing device that will lead transitions in three main scenarios: From a core can, from a video and graphic only.
We wanted to utilize the Bud Light logo as a framing device that will lead transitions in three main scenarios: From a core can, from a video and graphic only.
Video assets
We created a series of six simple, yet iconic, shots that could be later used as building blocks to create a variety of edits for a variety of needs.
We created a series of six simple, yet iconic, shots that could be later used as building blocks to create a variety of edits for a variety of needs.
The New York Times - R&D
The Research & Development team at The New York Times develop technical capabilities for the company’s newsroom and new forms of storytelling for their readers. We were tasked to develop and execute a motion system for R&D’s educational videos.
Audible Sleep
From bedtime to rise time, Audible Sleep is a holistic sleep solution that guides poor sleepers to better mornings through personalized audio sessions. Our goal was to create an app engaging enough for users to enjoy, while encouraging them to put their devices away. The app was never released :(
Role —
Motion design
Interaction design
Motion design
Interaction design
Client —
Audible
Studio —
I&CO
Audible
Studio —
I&CO
2020
Animation style guide
To create cohesiveness in motion we defined a limited (but versatile) toolbox, consisting of 8 durations and 3 arches. The animations throughout the product are all constructed using this toolbox.
To create cohesiveness in motion we defined a limited (but versatile) toolbox, consisting of 8 durations and 3 arches. The animations throughout the product are all constructed using this toolbox.
Equinox Explore
In 2019 Equinox launched a new luxury travel-workout experience. The service offers curated trips down to the smallest detail, accompanied by Equinox’s fitness trainers and staff. We were tasked to create a website that matches the up-scale promise as well as the grit and boldness of the Equinox brand.
Cover images
Each trip gets its moment with a full bleed cover image.
Contextualizing box