PRODUCT
MARKETING
Overview
I've always loved product marketing, as it's the truest test of a storyteller. Unlike entertainment, where storylines are already set and just need to be marketed, products require developing an emotional connection to a "thing." From web products to shopping tools and even toys, I've marked a wide variety of products using different creative strategies for each.
​
The app promotion above used an educational POV to help consumers navigate the MotorTrend app while informing them of the product offering. Using captivating motion graphics that merged the archival nature of the product with a more modern look that conveyed the tech-first nature of the entry point, the creative turned out very fun while also appealing to the older target audience.
​
Similarly, when MotorTrend wanted to push their streaming service over the holidays, I worked with the incredible team at Denizen Creative to put together an exciting overview of what the product offered, along with a sales push. This creative strategy was slightly more complicated as we needed to not only describe the product and offer, but also ensure the creative felt timely given the holiday season.
Beyond digital products, I've also partnered with Hot Wheels to promote the unique "Rotsun" and "Stubby Bob" toys, from the famous Roadkill franchise. This creative needed a similar informative approach, but this time, ensuring consumers knew how to acquire the product via a subscription to MotorTrend. With the connection to the show, we were able to rely on both show footage and motion graphics to tell the story.
I've also ventured into video game promotion, partnering with Ubisoft to help launch their game "The Chase 2" as part of a collaboration with MotorTrend. I worked closely with the strategy teams from both Ubisoft and MotorTrend to write, produce, and creative direct a campaign that ran across broadcast and digital.
In addition to marketing campaigns for products, I've led branding efforts for mobile apps and digital tools such as MotorTrend+, MotorTrend Buyer's Guide, and MotorTrend.com. I've also helped launch products such as MotorTrend's Marketplace, and mobile games such as fantasy bid games for Barrett-Jackson. I am well versed in creating brand narratives for products across the spectrum and creating strong visual identities that create engagement with the target audiences.
