In the fall of 2019, Rice-A-Roni and Pasta Roni teamed up with San Francisco’s other famous Rice – beloved NFL superstar Jerry Rice. Jerry brought his hall of fame charm to social feeds and grocery aisles near you in an attention-grabbing partnership with everyone’s favorite sides.
Leveraging our great taste and Jerry’s popularity, we created a 360º program that was impossible for shoppers to ignore — eye-catching POS, captivating content and prizes everyone wants to win. Together with Jerry, we offered up a playbook for dinner that could make home chefs everywhere the Kitchen MVP.
CW: Francesca Pendola
AD: Lucas Knip
CD: Rebecca Reid
Producer: Stephanie Murdoch
This internal content series might be the project I am most proud of. Frito-Lay North America asked us to come up with a captivating way to make their employees from every discipline feel connected and informed.
Not only did I get to meet many Frito-Lay employees across the country, I got the pleasure of telling the stories of these fine folks as well. And I learned so much! We created this series from the ground up and learned how to produce content along the way. Over the next 4.5 years, I got to learn and grow while I served as writer, roadie, gaffer, driver, hair and makeup, producer and director. This is one of the last episodes we made and I’m so proud of how we — and the series as a whole — evolved.
CW: Philip Laue
AD: Betsy Dewitt
CD: Rebecca Reid
Producer: Arturo Sheimberg
Baylor Scott + White Health wanted to show how their newly renovated, state-of-the-art Labor + Delivery wing was ready to receive expecting families and help them prepare for one of life’s most precious moments.
CW: Rebecca Reid
AD: Amanda Martin
Editor: Will Aker
Insight/Problem to Solve:
The 2020 school year sapped kids’ excitement around learning. So in 2021 they were entering the school year with less enthusiasm and optimism than previous years. Quaker challenged our team with this question - “How can we help parents get kids excited about learning again?”. We knew we wanted to enable access to STEAM experiences that stoke curiosity and empower students to connect the “stuff I have to learn at school” to the world around them.
We connected Quaker and Smithsonian Magazine to give families everywhere access to exclusive STEAM fun. Through this partnership, families had the chance to win various STEM kits from the Smithsonian store.
And even better, you could win the grand prize of a virtual field trip at a participating museum for your child’s entire class that invited them to explore real life examples of STEAM.
CW: Darby Byrd
AD: Kelly Begley
CD: Rebecca Reid
This was one of those projects that falls in to your lap as a “maybe” kind of thing. You know, the kind of job that probably won’t go anywhere IF they even select your concept to begin with. My partner and I were undeterred — so excited at the prospect of finally getting to work on TV — and we worked incessantly to perfect every detail. We were so grateful for an encouraging team, collaborative clients and extraordinary directors. This performed very well for Quaker — in fact, they bought more run time, broadcast it internationally and asked us back for a second option the following year.
CW: Rebecca Reid
AD: Whitney Hill
CD: Ben Day
Producer: Carol Leftwich
There is nothing that gets your kids excited about summer more than the awesome adventure of going to camp. That’s because summer camp is a place for kids to keep busy, make friends and continue learning all while having the most fun ever.
Our team created a 360º program for the Chewy brand that let families bring the magic of discovery to their own homes. By simply entering a code online, families could win a Science, Music, Arts or Sports Camp Kit full of awesome learning activities.
So no matter what the summer of 2021 looks like, kids can keep exploring their passions, finding new interests and enjoying the fun of camp wherever they are.
CW: Sarah Ellison
AD: Kelly Begley + Austin Avery
CD: Rebecca Reid
When our Lay’s Kettle Cooked client asked us to play up appetite appeal, my partner and I wanted to use flavor cues and actual product to tell the story. This was the first time I wrote a script without dialogue and it was fun thinking strictly in visuals.
CW: Rebecca Reid
AD: Jeremy Hughes
CD: Whitney Hill
Producer: Marolyn Locke
Cap’n Horatio Crunch always has a sense of adventure and fun. But in 2020, the Cap’n came to life like never before with his greatest adventure yet – an awesome AR experience launched right from your Crunch box!
All you had to do to join him on this wild virtual ride was scan the Snapcode on your box of Crunch. From there, the Cap’n came to life right on your phone, acting as your fearless leader through a world full of treasures and excitement. And as an extra treat for the kids and the kids at heart, you could collect classic Cap’n figurines that commemorated all of your digital adventures.
It was so fun bringing adventure to the breakfast table (and your phone) with the fun of the Cap’n and the flavor of Crunch!
CW: Francesca Pendola
AD: Danielle Yuede
CD: Rebecca Reid
Quaker loved the test kitchen thematic from our Breakfast Flats spots, so when they expanded their portable breakfast portfolio to include Breakfast Squares they asked us to create a sister spot. We focused on highlighting real ingredients and a delicious breakfast made with care.
CW: Rebecca Reid
AD: Betsy Dewitt
CD: Whitney Hill
When Cheetos and Burger King partnered up to create Cheetos Chicken Fries, we rolled up our sleeves to create some rollicking fun. This concept never went into production but it has remained one of the most enjoyable projects I’ve worked on because both brands were more than eager to make some mischief.
CW: Rebecca Reid
AD: Betsy Dewitt
CD: Whitney Hill
Storyboard: Ben Vincent
PepsiCo’s then-CMO, Ann Mukherjee, wanted to rally her large team of marketers and encourage them to push the envelope. We didn’t have a lot of time or money to make this video so my partner and I found a way to tell our story with footage of inspiring people from all walks of life.
As a passionate writer and strategic marketer I’ve always loved exploring the parallels between artists and scientists. I was able to dig deep with this script — and although we made this a few years ago, I still feel compelled when I see this.
CW: Rebecca Reid
AD: Jeremy Hughes
CD: Whitney Hill
Producer: Marolyn Locke
In the fall of 2019, Quaker asked us to establish oats as a versatile ingredient for tasty and healthy holiday recipes, and to drive penetration across two of their mainstay products by retaining current users, reclaiming lapsed ones and acquiring new oatmeal fans. And of course — we wanted to show the versatility of Quaker as delicious and nutritious choice during the holiday season.
My team dreamed BIG for this, and we dared Quaker to publish their very own cookbook full of local recipes submitted by people across the country. While the client couldn’t get the cookbook off the ground, the accompanying consumer engagement was extremely successful. We saw high engagement overall with +101k unique site visits and 121,470 recipe submissions.
This is also the project where I fell absolutely head over heels in love with photoshoots. Enjoy some of my favorite shots in the gallery.
CW: Francesca Pendola
AD: Danielle Yuede
CD: Rebecca Reid
Photographer: Tyllie Barbosa
