Simply
Simply is an educational app dedicated to making creative hobbies simple and fun for everyone. Over four years I took on many different challenges, from performance marketing director through product research to eventually leading Simply's brand.
Roles —
Creative Lead (Simply Piano)
Creative Product Lead (Simply Sing)
Head of Creative (Simply Sing)
Creative Director (Simply Brand)
Creative Lead (Simply Piano)
Creative Product Lead (Simply Sing)
Head of Creative (Simply Sing)
Creative Director (Simply Brand)
Company —
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 packaging design, Bud Light was in need of new motion assets for signage and social media. We were tasked with creating new logo animations and producing a collection of video assets that could be used for various purposes.
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 to lead transitions in three main scenarios: from a can, from a video, and from graphics.
Video assets
We created a series of six simple and iconic shots that could be later used as building blocks for any need.
We created a series of six simple and iconic shots that could be later used as building blocks for any need.
The New York Times - R&D
The Research & Development team at The New York Times develops technical capabilities for the company's newsroom as well as new forms of storytelling for their readers. We were tasked with developing and executing a motion system for R&D's web series following their work and featuring their team members.
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