Aiming to make people feel less stressed and better off financially together with Tally, our creative team was tasked with developing new TV spots with a focus on this emotional undertone to garner new acquisitions.

“Wine Night” was one of four ads developed by our team, and was the chosen spot to run during our sponsorship with Hulu/The Kardashians, and also aired during the 2022 MTV VMA Awards.

With this increased visibility, the team was asked to produce a collection of banner and paid social ads featuring stills from “Wine Night” to thread the members who had seen the streaming/TV spot with a simple to access click-through link to check rates and determine their eligibility with Tally.

Creative Strategy • Visual Direction • Creative Execution • Production & Delivery

At the top of 2023, Tally announced a major pivot in the overall business strategy of the company — a redirection from a direct-to-consumer model as its primary focus, to a B2B direction where we would need to market Tally as a SaaS product.

A nimble team of our founder, product VPs, and marketing directors began crafting our sales pitch of a pretty robust and complex application — and our creative team was tasked specifically with producing a video that would explain those unfamiliar with Tally in our introductory sales calls.

After developing the story and honing our script, the remainder of the production was handed off to me to see through to the end. Leading the art direction, storyboarding, and animation/video editing, we landed on a video that was able to condense what had initially taken our sales team roughly one hour to communicate, into a three minute video.

This quickly improved all consequent sales calls, and allowed for more deep discussion on business case, technical queries and even time for us to showcase exploratory product demos to strengthen the pitch.

BRIEF:
In honor of Black History Month, most brands choose to focus on historical figures, running clips of famous MLK speeches with black & white montages of civil rights activists, marches, and sit-ins. However, history is continuing to take shape right now. We wanted to focus on the people who are making history today, and shaping the future of the Black community.

CREATIVE STRATEGY:
Looking to pay homage to the Black change-makers of today, and recognizing their hand in shaping our future, our visual approach looks to create a synergy of these two ideas. Pulling early influence from Black churches of the 60’s and 70’s, that at the time of construction, chose to highlight the contemporary figures of the Civil Rights movement through the use of stained glass imagery. The mosaic of patterned tiles and their converging lines spoke to a feeling of unity, and uplifted the lBack excellence within the community.

Today, these lines and compositions can be seen in the artistic movement of Afrofuturism, featured in Black design, fashion and media (i.e., Beyoncé’s, Black Is King). These depictions look to provide an optimistic, reverent view of Blackness that emphasizes our presence, impact, and beauty.

Merging these two styles together provided us with us a visual direction that gives its roses to today’s Black influencers of change in a way that feels relevant and fresh.

KEY CONCEPTS:
Reverence, Optimism, Unity, Intersectionality, Liberation

VISUAL REFERENCES:
Afrofuturism, Stained Glass

VISUAL ELEMENTS:
Shape: Geometric, Mosaic
Color: Contemporary, Pop, Saturated, Warm
Texture: Contrast between clean and detailed line work

Creative Strategy • Visual Direction • Creative Execution • Production & Delivery

BRIEF:
Recreate the authenticity and energy of Pandora Live events virtually for our Q4 show featuring Dua Lipa, tying in her brand and the placement of nationwide sponsors into pre-show and meet-and-greet activations.

SOLUTION:
The event utilized paid, owned and organic media to target fans of the artist, driving them to RSVP and stream the event on a dedicated landing page via Maestro. Producing over 125 assets, all tied back to the event creative — many of which incorporated sponsors’ specific messaging and content needs for brand placements throughout the show.


RESULT:
60.1k fans watched Dua Lipa’s event, outselling even the largest stadiums, with the virtual event covered in Billboard, Vogue, Teen Vogue, The New York Times and Newsweek.

Visual Direction • Creative Execution • Production & Delivery

BRIEF:
In honor of Pandora’s inaugural celebration of Caribbean American Heritage Month and post-Carnival season, Reggae & Caribbean programming developed the first tier-one, One Caribbean, station to be launched as its main campaign content destination. The aim of this station is to create a pan-Caribbean listening experience that celebrates the diverse cultural tapestry of the region, the history of the music and people, and the influence Caribbean music has had on other genres.

CONCEPT:
Centering our look-and-feel on Caribbean pride and the high-energy feelings and optics of Carnival, we sought to marry these ideas, and have our visual direction garner the notion of celebration and unity. Invoking an escape and the feelings of joy often heard in the spaces where the music is played, the design draws inspiration from the up-tempo, diverse, and vibrant sounds of the Caribbean that’s had a massive cultural influence on mainstream music today. We utilized texture to give a nod to the elements and the actual geographic location from which this influence comes, then tied in the flag colors of the nations within the region.

KEY IDEAS: Carnival, Celebration, Island Pride, High Energy

KEY ELEMENTS: 
Design: Layered, Textured, Punchy, Unified Composition
Color: High saturated, primary and secondary colors from Caribbean national flags 

Creative Strategy • Visual Direction • Creative Execution • Production & Delivery

BRIEF:
We worked with TikTok to amplify our relationship through exclusive content, events, and marketing that created unique content-driven experiences on each other’s platforms to engage existing users and acquire new users. We looked to increase brand affinity and grab younger audiences with first of its kind content from TikTok creators.

CHALLENGE & SOLUTION:
We looked to develop on-platform and marketing assets utilizing TikTok’s branding with emphasis on the highlighted artist while remaining in the existing Pandora tile system and layout.

With a custom background that ties in TikTok’s brand colors and high contrast aesthetic, we paired a deeper color background to punch up the colors of the gradated ring around the artist image, and the playlist and artist names. The visual direction was then applied to paid direct-response ads for Programmatic, email and our OOH billboard placement in Times Square.

Creative Strategy • Visual Direction • Creative Execution • Production & Delivery

BRIEF:
With an emphasis on Black contributions in music and the myriad of ways it’s touched us all, we wanted to develop a creative strategy that spoke to such reach.

CONCEPT:
We began with considering the roots of pan-African sounds, then moved to bring into the story the roots they’ve established in all forms of music and across mainstream culture. We aimed to draw inspiration from the deep root designs seen in nature, and highlight their essence of connectivity, to tell the narrative of Black music and its many touch points of influence. Creating a direction that feels amorphous in shape, pattern, color, and texture to speak to the growing impact the diaspora’s had on music and culture, that remains ever-present through time.

KEY IDEAS:
Roots, Stemming Influence, Growth, Shaping Popular Music and Culture

KEY ELEMENTS:
Shape: Amorphous, Shifting, Organic, Outward Reaching, Connected
Color: Rich, Wide and Varied Palette

Creative Strategy • Visual Direction • Creative Execution • Production & Delivery

BRIEF:
After performing a series of tests on our partnership creative assets on Roku, the brand provided some observations and recommendations to increase our subscriber acquisition on their platform.

SOLUTION:
In our findings, we discovered that the most successful tactic was an artist-centered approach, followed by a Pandora brand-specific option. 

Creative featuring trending artists and their albums performed best, and we wanted to extend our “All-In” brand campaign onto Roku to communicate the benefits of subscribing. Using the artist album artwork as the draw-in image, we scaled the images up to make the artist front-and-center. This also allowed us to include messaging that called out the artist name for the viewer’s reinforcement, in our “All-In” typography format. This direction included our brand font and hand-drawn type, as well as platform iconography for the brand-specific applications.

Visual Direction • Creative Execution • Production & Delivery