For their Better For It campaign, Nike wanted to speak not to the hardcore fitness demo, but to the every day girl who is struggling to get out of bed an hour early to go for a jog. To help inspire this every day girl in an accessible way, Nike turned to Tumblr. I worked with the Nike client and creative agency (Wieden&Kennedy) to guide their Tumblr site strategy, their content strategy, and content execution, helping them get into the mindset of their audience and finesse their posts to help each and every piece of content serve as a piece of micro-motivation.
How do you inspire the next generation of car buyers that Lexus is a progressive, high-style brand? First, meet them where they are, Tumblr. Second, instead of giving them a car-focused Tumblr, give them a fashion Tumblr brought to them by a car company. This blog helped Lexus join the fashion conversation, turned heads within the fashion community on Tumblr, won a Shorty for best Tumblr campaign (and was a finalist for Tumblr of the year), and led to my transition from creative agency side to being hired by Tumblr.
It started as a pun, it became a phenomenon, and now May the 4th is officially Star Wars Day. To promote Disney's home entertainment release of The Force Awakens, we recommended an unconventional approach for Tumblr - instead of promoting on the day of the dvd launch, wait to align with May the 4th, a huge day for Star Wars fans on Tumblr, as a way to leverage the existing organic conversation to drive the attention and engagement Disney was looking for. I developed the media and content strategy and worked with the Disney team to make the content speak to the native behaviors of Star Wars fans on Tumblr.
Over 200 Instagrammers joined us in a world’s first collaboration. The goal? To create a film, one Instagram photo at a time. We called it #LexusInstaFilm. Part event, part video production, part social media campaign, this idea was an interesting creative and technical challenge to say the least. Not only was the video collaboration a success, but the organic activity generated by having so many influential Instagrammers taking and sharing photos at one time was the perfect was to launch Lexus onto Instagram. See each and every frame on Instagram - @lexusinstafilm.
Nestlé Sweetarts official dot com is built on Tumblr, leading to an interesting question - how do you showcase a CPG product (including packaging) in a way that feels less like an ad and more like shareable content? To help them from the Tumblr side, we actually took on making a bunch of their posts. I came up with the content and media strategy, briefed our incredible content partners at Moon Tide Media, wrote the copy and guided the content through client reviews.
As Netflix's dedicated creative strategist for Tumblr, I enjoy working with them and their creative agencies to provide guidance for their Tumblr strategy and content across many of their Original series - including Stranger Things, House of Cards, Orange is the New Black, Unbreakable Kimmy Schmidt, and their Netflix global tumblr presence. Since they have so many individual tumblrs, I focus on bringing them a unique strategy and tone for each show that matches their objectives for the show while leaning into specific Tumblr native behaviors that fans on Tumblr will appreciate. Here's just a small sampling of their content...
What could possibly be better than your best childhood Christmas gift? That's the question we asked in this series of spots for the Lexus December to Remember Sales Event. Also, a little animated web film called Bow Farm where we explored the magic in an even more whimsical way.
As a fun personal project, I've enjoyed creating this minimal series during my many trips to Disneyland. I call it Tink's View. You can the hundreds of photos this collection has inspired on Instagram at #tinks_view.
I worked with Starbucks for several years on all of their Tumblr presences, but Frappuccino was the most interesting since the Tumblr also served as Frappuccino.com. I led the Tumblr strategy, working with Starbucks and several of their creative agencies to balance the priorities for the site versus the desire for shareable content focused on a teen audience - providing many brainstorm tools, inspiration sessions, and content playbooks to guide the tone, trends and styles for their content strategy. The result was a zany playground of content that didn't feel like a dot com but definitely felt like frappuccino.
What better way to show off the stunning technology of the Lexus ES then to create a piece of stunning technology? We invented a new technique called CinePrint - a way to combine the printed page with the capabilities of the iPad - leading Mashable to ask, "Is this the World's Most Interactive Print Ad?"
One of the most interesting things about developing ideas for Lexus TV spots was that instead of simply talking about great engineering, we wanted to prove it. This led us to pursue ideas that were engineering challenges in themselves. In "Pitch," we needed to show off the incredible engine tuning of the LFA super car. In "Music Track," we asked ourselves what challenge could we attempt to show off the most precise drive ever?