The Step Up to the Mac campaign was created to celebrate the classic flavor of the Big Mac, and to introduce the new Mac Snack Wrap.
Television/Web Video With this spot, we are reminding people of the flavor they love – the delicious taste of the Big Mac. It’s truly an icon, because it has the distinctive, crave-able secret sauce and unique combination of ingredients that truly makes it a one-of-a-kind and an original classic. Craig Mack’s Flava In Ya Earwas a natural fit. As a result, Step Up to the Mac became the connection between the younger generation and historical tunes in contemporary retro music. The spot is simple: each scene reflects an individual’s personality and simply exudes coolness in a unique way.
Web Banner & Page Takeover The web banner continued the classic hip hop theme by having the rhythm of the music in the background form the Big Mac and Mac Snack Wrap from within the pulsating bands of an equalizer.
Big Mac Beats! Music Maker App A music app was also created that celebrated the Big Mac and its iconic status, The Big Mac Beats! Music Maker. With this program, a mobile phone or tablet is quickly turned into a hand-held remixing machine. Users can drag and drop the song snippets and samples provided and create their own custom remixes of classic songs like Flava in Ya Earby playing with different filters, delays, reverbs and other effects.
Each one of the unique ingredients of the Big Mac is represented [[[on the side menu]]] as you build tracks for your composition. For example, there’s Sesame Bass and Beefy Beats for your drum kits and basslines, Leafy Loops for adding audio samples, and Pickled Piano for making melodies with different synths.
And the digital display of the waveforms of each track section is color coded so that the final composition actually turns into the unmistakable shape of the Big Mac.
Virginia State University Athletic Rebrand
When we began this project, we knew we wanted to do two things— (1) attempt to salvage what I could from the current mark and (2) create a mascot that was specific to the university.
The original Virginia State athletic logo features an old watercolored illustration of a trojan. That inspired this idea to recreate an identity system that gives us a unified look and represents a fresh opportunity that our student-athletes, alumni, and the entire VSU community can rally behind. In the original VSU logo, the trojan does not have an athletic appearance. Our goal was to accentuate both the agility and strength of a trojan.
The Most Wicked Party Activation
REDD’S Wicked Apple has pitted the world’s top promoters against each other to see who can throw the most wicked party. It’s Afropunk in Atlanta versus Legendary Damon and Alaska Gedeon in NYC.
My Black is Beautiful
As the Brand Agency Leader (BAL) for My Black is Beautiful, my task was to provide creative direction and consulting for the re-design of the MBIB website.
Xfinity Revolt TV Collaboration
The Uprising is a series of action-packed music videos. It's designed to seamlessly integrate Facebook data into the narrative experience, making the viewer play a part of the video. Facebook connects music videos highlights relationships, music and memories by accessing the user's information. The app pulls in mutually tagged photos of the user and his/her chosen friends, check-in locations and status updates—incorporating the user's relationship into the music video.
Various campaigns for the All-New Nissan Maxima, Nissan Altima and BET Experience at L.A. Live.
Rising Tide exemplifies the Tide brand’s commitment to service. Rising Tide is here as a source of access, inspiration and guidance as you strive to show up at the highest level in your adult life. This community will connect you with influential people, events, and, most importantly, the knowledge you need on your path to success.