MORE THAN A CAMPAIGN, A SELF-SUSTAINING BRAND.

Street Soccer is a charity that fights homelessness through sport. Our campaign created a model that raised brand awareness, but also ensured SSUSA enough revenue to sustain the program for years to come.

We started by creating a platform, I PLAY FOR, along with identities and gear for each of the league's 20 teams. We designed branded merchandise that not only helped raise awareness, but generated much needed revenue for the program.

 

THE STREET SOCCER NATIONAL CUP

The pinnacle of the campaign was the National Cup. All 20 teams from around the US arrived in NYC to play in a championship tournament in the middle of Times Square. Over three days, the event drew tens of thousands of spectators.
 

 

BRANDING THE TEAMS

We created team identities based on the life goals players strive toward.

 

ADVERTISING, NON-TRADITIONAL, AND OOH

Our limited budget meant we had to get creative. We were lucky to have donated media buys that appeared on Slate.com and even a Times Square billboard, but everything else was totally guerrilla and up to us.

 

WELL, THIS IS A FIRST.

The players absolutely loved the campaign. It really made a mark on them. Some of them even had such a strong affinity for their team names, they made it permanent.
 

“WILL YOU BE MIME?”
Once upon a time I made a mime snuff film with a bunch of cool people.

 

NATURAL BALANCE | Print Campaign
You’re passionate about your dog. Natural Balance is passionate about what your dog eats. When dog owners do their homework, they’ll be comforted that Natural Balance has done theirs, too.

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CREDITS
Agency: FCB Chicago
CCO: Liz Taylor
ECD: Jon Flannery
ACD: Jaime Flynn
ACD: Jen Stopka

MEOW MIX | TV Campaign
Cats are complicated. Even if we could understand them, we’d still be completely lost.
Luckily, we know Meow Mix makes them happy.

CREDITS

Agency: FCB Chicago
CCO: Liz Taylor
ECD: Jon Flannery
ACD: Jen Stopka
ACD: Jaime Flynn

CHOOSE CHICAGO | Global OOH/print
Chicago’s the kind of city that feels like home no matter where you’re from. For our latest tourism campaign, we invited everyone in.

CREDITS:
Agency: FCB Chicago
CCO: Liz Taylor
ACD: Jen Stopka
ACD: Jaime Flynn
AD: Brian Lamy
 

 
 
 
 

3% CONFERENCE + FCB
Every year at the 3% Conference, FCB hosts a networking event to celebrate women in creative leadership. In 2018, we took a nod from the conference theme of “Bring It” to create FCB’s Bring Your Own event.

 

INVITATIONS
We supplied food and drinks, we encouraged attendees to bring their badass selves. We had several invites themed around what we want candidates to bring to FCB (bravery, vision, voice, brilliance, boldness) along with custom patches and pins.

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DO IT FOR THE GRAM
We also designed a custom installation fit for Instagram.

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YOU NEVER FORGET YOUR FIRST.
The 911 fans remember most — you know, that one — is the 911 in production when they started driving.
We leveraged birthday data to create an immersive historical experience with the 911 they loved at sixteen.

 

 

VIDEO WALK THROUGH:

 

SETTING A NEW HISTORICAL PRECEDENT
In order for these units to be a true deep dive into each model, we worked with the Porsche Museum in Stuttgart, Germany to access their historical asset library. The units covered every detail in, out, and under the hood of each model type, as well as what was "Ever Ahead" about it at the time. Each unit opened with an actual quote from Car and Driver from that era.

 

OVERVIEW OF UNITS

CITI POND

Every year, Citi transforms Bryant Park into a Winter Wonderland: Citi Pond. The complete redesign of the park includes an Olympic-sized ice skating rink and holiday shopping from local vendors. With the Rockefeller Center ice rink only blocks away and always over-stuffed with tourists, we created the 2012-2013 Citi Pond season just for New Yorkers.

 

THE CITI POND SNOW GLOBE

In 2013, we elevated the Citi Pond experience with groundbreaking technology and brought New Yorkers the Citi Snow Globe. We created a life-sized snow globe installation using a combination of 120° camera array, instant video delivery, and a custom iPad app. 

A couple of my personal favorites:

THE RESULTS
- 1200+ snow globe videos created
- 25 million earned views
- Creativity-Online
- Ad Age coverage

 

THE ENVIRONMENT

TAXI TV:

CITI BIKE

New Yorkers are the world's toughest critics. So when it came time to launch Citi Bike, NYC's first ever bike share program, we needed to make it as seamless and simple as possible. 

We did this with the Citi Bike mobile app. At the time of launch, it was the first app that offered bike-specific directions to cyclists. Yep, we beat Google. 
 

And we made it to the front page of the New Yorker.

First month of Citi Bike stats (click through for full article).

 

NEW YORK UNIVERSITY PROMO

After launch, my partner and I had an idea: Citi Bike is $95/year. There was also a Citibank college promo offering kids $100 to open a checking account. Why not combine the two? We did just that for a special NYU campaign. Open a Citibank account, get Citi Bike for free.

After all, free is a college kid's second favorite F word.

 

BIC SOLEIL: Rebranding Campaign

The women’s razor category sucks. We rebranded BIC Soleil and gave the brand a new tone and a much needed dose of real talk.

Our success on Soleil was the result of a truly integrated team effort. We launched their Instagram in March 2016 and have seen success with conceptual influencer partnerships, calculated media buys, and custom content.

Here are a few of my favorite headlines (click to scroll through):

 

CUSTOM CONTENT SERIES: SHOWER YOGA

If you're a woman, you know you contort yourself into all kinds of positions trying to achieve a smooth shave. And...if you're a man, well, now you know. We created, shot, and produced this "Shower Yoga" series to bring this insight to life. All moves are based on actual yoga poses.

 

CUSTOM CONTENT SERIES: BEAUTY SHORTCUTS

Every woman has an arsenal of beauty hacks they turn to in a pinch. We personified some of the more notorious ones. Like the Peep-Toe Pedi: Why paint all 10 toes when only a few show? Or, the Capri Shaver: The illusion of a fully shaved leg achieved with minimal effort.

 

PARTNERSHIP: FIFTH HARMONY

Millennial women are the most optimistic generation in history. They also hate advertising. So how do we find an authentic way to connect with them? By showing them more of what they love. In this case, Fifth Harmony. Our partnership with Fifth Harmony culminated in a media day, an Instagram takeover, and a Spotify partnership. Well, the Harmonizers definitely showed up. We more than tripled our following in 24 hours.

A short video on our partnership:

 

MEDIA KIT

During our media day with Fifth Harmony, we released a media kit with information on our survey of millennial women. In it, we included shaving tips, product details, and our findings from the survey.

SPOTIFY PARTNERSHIP

Our Spotify partnership gave fans a way to connect with Fifth Harmony (and other influencers) like never before. Influencers created individual playlists featured on our BIC Soleil hub. These units resulted in a 230% increase in listening time and 33MM earned impressions. 

(Click through to view all)

CREDITS:
Agency: Cramer Krasselt
ECD: Ken Erke
CD: Jimmy Dietzen
CW: Jen Stopka
AD: Jaime Flynn
Designer: Sarah Murphy

VALSPAR TV
Paint is the easiest way to completely change a room. With Valspar’s affordable colors, you have the power to change it up whenever you like.

CREDITS:
Agency: FCB Chicago
ECD: École Weinstein
ACD/CW: Jen Stopka (concept + execution)
ACD/AD: Jaime Flynn (concept)
ACD/AD: Laura Wood (execution)

SOCIAL MEDIA
The following is a snapshot of my work as the social AOR for these brands. I’ve worn a lot of hats working on social. My role has included everything from manager, writer, strategist, set designer, seamstress, prop stylist, hair stylist, gaffer, photographer, personal shaving cream applicator, and hand model. Here's where it got me:
 

MAYBELLINE NEW YORK
5.3MM followers. Facebook, Pinterest, Tumblr. 

 

SNAPPLE
3.4MM followers. Facebook, Twitter. 

 

7UP (#7X7UP)
3.2MM followers. Facebook, Instagram, Tumblr. 
7X7UP is 7UP’s EDM initiative. The brand sponsors DJs and is the main soda sponsor at seven (hence 7X7UP) EDM festivals in the US.
I covered Miami’s Ultra Music Festival. It was…interesting. I met a guy named Tiesto, apparently he’s big. I also met Avicii (RIP).

 

MOTT'S
1.4MM followers. Facebook, Pinterest, Twitter. 

 

ESSIE NAIL POLISH
3.9MM followers. Facebook, Pinterest, Instagram. 

BIC SOLEIL
600K followers. Facebook, Instagram, Spotify.

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COX COMMUNICATIONS | PROOF POINTS TV CAMPAIGN
Not dealing with your service provider means you have more time for things that matter to you.

CREDITS

Agency: FCB Chicago
CCO: Liz Taylor
ECD: Avi Pinchevsky
VP/CD: Monse Valera
ACD: Jen Stopka (concept + execution)
ACD: Laura Wood (concept)

CEDAR FAIR AMUSEMENT PARKS: 360 Campaign
During the 2016 Haunt season at Cedar Fair’s amusement parks, we tortured visitors’ psyches by toying with their imaginations.  

Client: Cedar Fair Amusement Parks (Cedar Point, Knott's Berry Farm, Kings Island, Kings Dominion, California's Great America, et al.)

 

:30 TV "THE HALLS"

 

"THE MAZE" RADIO: Our radio used sound design that made users use their imagination to put together the type of experience they might have at Haunt. 

 

OUTDOOR

 

"INSTACUTS" SOCIAL VIDEOS:  We used jump cuts to stitch together three scenes and let the viewer's imagination fill in the blanks. 

 

HAUNT SOCIAL CONTENT SERIES
With so many terrifying creatures and monsters at Halloween Haunt, we created a content series to hint at the story behind the creatures.

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CREDITS:
Agency: Cramer Krasselt
CCO: Marshall Ross
ECD: Ken Erke
CD: Jimmy Dietzen
CD: Josh Mizrachi
Sr. CW: Jen Stopka
Sr. AD: Jaime Flynn