Brand

Snippets of some of my work in the wild

Campaign objective: Generate buzz and seed readership around The Washington Post's new personal health desk, Well+Being.

Deliverables:

• Full-page "double truck" print ad
  
• Suite of social and house ads for use on Facebook/Instagram and The Washington Post
• 4 billboard placements in Times Square

Impact:

• 83.5M estimated total exposure to Well+Being
• 160K+ new registrations at an average cost 18% more efficient than benchmarks
• 2.16M pageviews driven by paid marketing
• Organically, the billboards appeared in the background of celebrity Instagram posts (e.g. The Rock’s promotion of Black Adam, reaching his 355M followers)

Design Director: Tova Diamond;  Copy Director: Sheila Hayes; Senior Designer: Christina Adamson; Animation: Koto Studios; Filming: Koto Studios

Campaign objective: Generate buzz and awareness around relaunch of The Washington Post's Style section. Bring to life The Post's unique approach to Style coverage.

Deliverables:

• Full-page print ad in The Washington Post
• Event collateral for series of Style Sessions at The Rubell Museum in DC
• Two murals in Williamsburg, Brooklyn

Impact:

• 26% lift in average daily visits to Washington Post website from NYC metro area. Among NYC readers, Style section accounted for ~17% of all article views.
• Washington Post recognized as finalist in 2024 OAAA OBIE Awards.

Design Director: Tova Diamond; Copy Director: Sheila Hayes; Senior Designer: Christina Adamson; Illustrator: Max-o-Matic; Media Partners: Colossal Media

Campaign objective: Start the new Congress term by reintroducing the Early 202 newsletter and The Post as an essential part of political leadership’s daily routine. Remind leaders The Post covers all their news needs both on and off Capitol Hill.

Deliverables: 

• Full-page "double truck" print ad
• Suite of social ads for use on Facebook/Instagram and The Washington Post
• Out-of-home media placements in Capitol South metro station

Impact:

• 4-week takeover of Capitol South metro station including during the 2023 State of the Union
• Reached 200K+ commuters amid their daily routines
  
• Corresponding social ads generated 107K+ impressions within Capitol Hill
• Social ads converted 2700+ Early 202 signups (2.73% conversion rate vs. 0.64% benchmark)

Design Director: Tova Diamond; Copy Director: Sheila Hayes; Designer: Camille Rapay; Photography: Trevor Hains