OREO. STAY PLAYFUL.

Role / Creative Director, Client + Agency Partner, Client + Agency Management, Creative + Art Direction, Post Production, Creative Effectiveness

OREO IN 3D

The iconic OREO cookie is the primary brand asset, and understandably takes the leading role in almost every piece of content. Craft culture being at our core and knowing we had to maintain the integrity of the OREO cookie—we introduced new tech to our clients as a creative solution! Aligning to the longevity this innovation would provide, clients invested in the development of a 3D OREO cookie—allowing creative and production teams to expand the capabilities of content while maximizing budgets. Win, win! …win!

Blending 3D technologies (Houdini and UnReal Engine), I led creative teams through 2 projects, showcasing fit-for-format, DCO, and smart production, and navigated production collaborations across continents—US, Netherlands, and India. 1 animation x 7 messages/music tracks x 4 ratio sizes = 28 assets. We also created an evergreen Twitter campaign allowing users to choose the flavor they’d most like to taste next, featuring our 3D OREO cookies raining from the sky.

Holiday Twist

’Tis the season, and no one needs a special treat more than Santa and all his helpers to keep the holiday spirit alive. This year’s 360, holiday promotional campaign included standard TV and unique narratives for digital/social, short form recipe videos, and character photography and gifs for organic use. With an emphasis in live action film and VFX, I led creative teams through the development of this cross-platform content and collaborated with internal capabilities in Hilversum, Netherlands. I also navigated multiple workstream collaborations across NY, LA, and BA. Did you know you can unblur a blurred shot? Yep, you can. And we did!

playful end cards

As a Creative Director knowing the brand is essential, after which honing in on the details comes second nature and is, in itself, sometimes the only contribution needed.