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Yes Chef

Square x The Bear

Putting a billboard targeted at restaurant owners on top of a TV set about a restaurant owner is a pretty unique opportunity. Did you get all that? We launched our billboards above Mr. Beef to coincide with the filming of “The Bear”. The show deeply resonates with Square’s target audience and we wanted our Big In Restaurants campaign to seize a cultural moment, to prove that Square gets restaurants in a big way.

It’s a case of: right place, right time, right creative. Like Carmy, we had a vision and wanted to show our respect and admiration for what restaurants do. At our best, a creative team is like a kitchen team - we work in harmony and build on each other’s strengths. We were relentless in seeing this come to life, adding subtle details grounded in the realities of running restaurants such as the green tape (used universally by restaurant staff to label deli and storage containers), authentic language (like chit, IYKYK), and even adding real menu items (from Mr Beef) to the tickets on our kitchen display system.

Let it rip,
Dave + Shawna + Monina

Serving Peace of Mind

Square

“Serving Peace of Mind” showcased how Square can be the control and calm in a chaotic, ever-changing restaurant environment. It’s rooted in the messy reality of the restaurant industry, and was designed to connect with those who know this truth best - restaurant workers and decision makers. Through research, we spoke directly with our audience to ensure our message and visuals were both authentic and resonant. Our photography features real staff and customers. The campaign included social videos, a landing page, digital banners, emails, streaming, OOH, pop-up events and industry trade-shows.

Big In Restaurants

Square

Shot on location at restaurants in Nashville, Los Angeles and Manchester, we wanted to not only capture the realities of running a complex business but also the confidence that over 100,000 restaurants have in Square as their partner.

Love Letter to Restaurants

Square

A restaurant isn’t just the space it takes up in the neighborhood. It’s the emotional space it takes up in the heart of the community it serves. This is our love letter to you.

Shot in three countries, representing different restaurant categories, we crafted a single story, told by a global community, entirely in their own words. As the lead creative director, the intention was to highlight these stories through a mixed media approach, featuring authentic, intimate interviews, recorded audio, phone footage, professional photography, run-and-gun docu-style video and paired back typography titles.

The Inclusive Camera

Microsoft

When it comes to cameras and computer vision algorithms, people with darker skin often don’t show up in photos, videos or live-streams with as much expression, detail or features as those with lighter skin. This felt wrong so I assembled a small team to investigate solutions. Our goal was to create a camera that captures the details and expressions of all people equally and recognize the need to expand the conversation around inclusion in tech. We started by better understanding the user and technical challenges and then looked at the history of cameras and bias that exists in code. This approach helped develop exciting prototypes that went on to influence product teams that integrate with camera software and hardware. 

Partnership with All Black Creatives

Square

In an effort to scale our teams and diversify hiring pipelines, I developed a partnership between Square and All Black Creatives. The partnership grew from ABC providing curated galleries of Black-owned and Black-led candidates to participating in virtual events, discussing topics such as inclusive design strategies that support a culture of empowerment and the impact a distributed workforce has on diversity in the design industry.

Social Soul

Delta Air Lines at TED

Social Soul is an immersive digital experience inspired by the question: how does it feel to be inside someone else's social media stream? Created for Delta Air Lines and TED, I collaborated with artists' Lauren McCarthy, Winslow Porter and Kyle McDonald to design an experience that brings to life a user's Twitter stream in a larger-than-life structure where their social media profile is on display in a 360-degree stream of monitors, mirrors and sound. The installation has since toured various museums and found a permanent home at Samsung’s NYC headquarters.

Remix 3D

Microsoft

Microsoft recruited me to help build the largest 3D content library in the world, Remix 3D. As the Principal Creative Director, I led a team of product designers, copywriters, strategists, motion designers, 3D animators, project managers, and visual designers. The platform quickly became the leading star in Microsoft’s global holiday campaign and we integrated the product functionality into PowerPoint, Paint 3D, Mixed Reality Viewer and Windows 10.

Holiday Matinee

It was the winter of 1999, while listening to The Beach Boys, “Wouldn’t It Be Nice” that I founded Holiday Matinee, a creative agency named after the tradition of taking my grandmother to a movie every xmas. What started in my bedroom doing PR for musicians Jimmy Eat World, Death Cab For Cutie, Sigur Ros, The Album Leaf, Cat Power and Bright Eyes grew into a full service creative agency hired to help market and consult with brands such as Apple, Ford, Zappos, W Hotel TOMS and Xbox.