Based on the success of the of the Uber Eats Story on the Side campaign, the MENA team requested their own version. So, our nimble team flew to Dubai to capture more specific scenes with local casting for the Middle East. We leaned into the overall concept of everyday moments made better by delivery to stay true to the global brand. However, we pushed the content and visual style to include locally relevant stories and casting specific to the United Arab Emirates, Saudi Arabia and Egypt. I tailored casting, retouching, and local nuances to these regions to make sure that Uber Eats was represented as understanding local culture.
These assets lowered the overall CPFT (cost per first trip) and increased downloads based on their authenticity in a region that rarely sees targeted visuals from global brands.
Role: Creative Lead, Senior Art Director
CD - Chris Brown
SAD- Whitney Hanson
SCW - Marley Tito
SP - Corinna Banda
PH - Hywell Waters
As Uber continues to strengthen its relationship with drivers and delivery partners, Uber Eats launched a reward program for them, but the details were complex and hard to iron out in a simple email. We created a video and web experience to help our delivery partners not only understand the details of the program, but also get them excited to get out there and start delivering.
Role: Creative Lead, Senior Art Director
CD - Chris Brown
SAD- Whitney Hanson
D - Jon Bunning
SCW - Leo Neri
AD - Daryl Rogers
SP - Corinna Banda
When Uber rebranded, I was tasked with leading an awareness campaign in Canada, where our competitors are local and citizens weren’t quite sure what Uber Eats was yet. Some cities didn’t even have Uber rides! Almost all of the budget was spent on the media buy, so I led a multi-city campaign using only restaurant provided and stock photography, the new Uber visual system (which had a few kinks to work out), and a lot of late nights. The result, 500+ assets for print and digital placements that led to a surge in orders which stayed up once the ads came down.
Role: Creative Lead, Senior Art Director
CD - Chris Brown
SAD- Whitney Hanson
SCW - Leo Neri
SP - Christina Meredith
PD - Maygan Abude and Bunthavin Rajanakhan
We served up delicious food with a story on the side to build a library of evergreen assets for our Uber Eats EMEA team to use across the region on social and owned channels. My goal was to lean into the special moments shared when people eat together, so I cast local talent relevant the region. We shot in Barcelona for authenticity, and created 140+ stills and gifs to tell the story of those wonderful moments when a tasty bite makes all the difference.
The resulting assets continued to fuel WoW (week over week) growth, and were also licensed for global use based on the diverse casting, providing content for our partners all over the world.
Role: Creative Lead, Senior Art Director
CD - Chris Brown
SAD- Whitney Hanson
SCW - Marley Tito
SP - Kelly Leggoe
PH - Aaron Smith
Delivery had a tough rap in the EMEA region. Eaters were concerned that the foods wouldn’t be healthy or fresh, and the Uber Eats team was tasked with creating a library of assets for use across EMEA to dispel this belief. We focused on fresh ingredients and told their story from the kitchen to the delivery bag, making sure that these could be used on a global scale.
We shot five meals and created over 150 assets for our global teams to launch in their regions. This resulted in a lift in brand sentiment as well as a substantial increase in social and email click-through.
Our Burrito To Go video won Best Video/Multimedia at the PDN Awards.
Role: Creative Lead, Senior Art Director
CD - Chris Brown
SAD- Whitney Hanson
SCW - Leo Neri
SP - Kelly Small
PH - Cory Dawson
As Halloween approached, we got to work creating timely videos for Uber Eats social channels that added a lot more fun to the typical how-it-works script. By leaning into the magic of delivery, and the ghoulish themes of the season, we were able to create three videos that went on to be keystone examples of creative execution for the brand.
The result? WoW (week over week) increases in downloads and orders stemming from our applications of the content on social, in-app and email campaigns.
Role: Creative Lead, Art Director
CD - Chris Brown
AD- Whitney Hanson
CW - Leo Neri
P - Corinna Banda
PH - The Werehaus
FS - Randy Mon
P/WS - Oak and Roma
Uber Rush piloted Walmart’s first same-day delivery service in Arizona, and the world didn’t quite know what that meant yet. So, we decided to show the first five cities how same-day delivery was going to work. We created videos and ads showing how groceries would make it from store to stoop. We even outfitted Ubers with giant fruits and vegetables for each city launch.
The fruit cars were a hit! People took pictures with them and smiled when they went by. Even better, they ordered! The program began with a bang, and continued to expand, using these assets to promote delivery with Uber Rush. Walmart continued with the idea and created limited edition toy fruit cars to surprise and delight customers after the original stunt.
Role: Art Director, Designer, Fruit Car Driver
CD - Chris Brown
AD - Whitney Hanson
CW - Carly Leahy
P - Shayla Love
Back to school presented a fantastic opportunity to engage our collegiate eaters, and help them skip the cafeteria in favor of significantly better eats. Fridge too full of beer to hold food? We got you. Exploded your microwave? Order Uber Eats! I was surprised how hard it was to stage a soupy explosion.
With a mix of lifestyle and studio shots, we caught eyes on campus and engaged new eaters. We expanded the campaign beyond social to paid media and owned channels for a significant rise in on-campus orders as school came back into session.
Role: Creative Lead, Art Director, Designer, Illustrator
CD - Chris Brown
AD- Whitney Hanson
CW - Sam Holler
P - Kelly Small
PH - The Werehaus
FS - Tiffany Yeh
We brought the outside in for REI’s Evrgrn brand with an influencer experience that turned a beautiful San Francisco flat into the perfect glamping site. I designed the print and social materials, helped with the execution of the actual space, photographed the Evrgrn elements, and built (carved? planted?) the living Evrgrn logo.
The result? 10,000+ posts from fans and 1.3 million engagements across social platforms, as well as over 65.4+ million total impressions and an epic bump in sales of Evrgrn products to the outdoorsy and the not-so-outdoorsy too.
Role: Art Director, Designer, Photographer, Living Logo Maker
GCD - Michelle Franzoia
SAD - Olga Montserrat
AD - Whitney Hanson
CW - Amy Winston
P - Kirsten Golden
I concepted and designed numerous social posts for Adobe’s user-friendly Photoshop Elements, focusing on what the tools can do for the user. Working within the Adobe brand constraints, and thinking specifically about the people who love to document their lives visually, we showcased quick and easy edits such as sharpening, guided color corrections and color pops to encourage creativity and sharing.
Role: Art Director, Designer, Photographer
GCD - Michelle Franzoia
AD - Whitney Hanson
CW - Jenn Schmuckler
I concepted and designed numerous posts for Sunkist, showcasing the delight of citrus fruit on Facebook, Twitter and Pinterest. Leaning into the power of recipes on Pinterest, we focused on an infographic style and getting creative with the visuals to keep them from feeling too much like brand marketing, and more like a beautiful recipe that you’d actually use. This sparked a massive move from the brand towards the Pinterest platform as one where they could show up and join the conversation.
On Facebook and Twitter, we played with the fruit itself in different ways for eye-catching posts that increased user interaction 5x. From concept, to styling the shots, taking the photos and retouching for delivery, the execution was scrappy but strong and led to top performing posts for the brand.
Role: Art Director, Designer, Photographer, Fruit Ninja
GCD - Michelle Franzoia
ACD - Kate Shay
AD - Whitney Hanson
CW - Jenn Schmuckler, Ross Viator
Sunkist’s site needed an overhaul, badly, and not just the Consumer site. Sites for Foodservice, Growers, and Retail partners needed to fall in line. Together with a tight team, we championed the beautiful visuals of farms and fruit to breath life back into the Sunkist site. I came in to make pages of wireframes come to life and decided to focus on the beautiful photography that the brand provided, and shooting some of my own. Here’s a taste:
Role: Designer
GCD - Michelle Franzoia
ACD - Kate Shay
D - Whitney Hanson
CW - Ross Viator, Jenn Schmuckler
