Creative Brief: Create an augmented reality experience that will launch at SAP Sapphire, SAP’s largest annual event, that will be accessible for attendees both during and after the event, and at other global locations. The augmented reality experience is designed to empower the consumer to purchase their software or service solutions directly from a product-centric world of seamless, integrated, curated layers of information, like the new SAP.com experience.
Creative: The team created SAP Digital Space. The SAP.com buying experience will be emulated through augmented reality in space, where users can easily navigate through their products and services in a fun, transparent, and transformative way, highlighting both interconnectivity and user experience. The users can navigate on their iPad to the planet, which represents the SAP Analytics Cloud, the moons, which are the products, and the planet rings which represent the SAP Training Hub. Users can add the moons/products to “Their Universe,” which allows them to save and share the information they gathered while attending SAP Sapphire.
Ultimately, the team wound up building this experience as Web VR with AR Kit, allowing the client to implement this experience on multiple platforms.
Creative Director: Sherry Russell
Art Director: Eden Papineau
Copywriter: Christina Ellsberg
Production Team: Grammercy Tech
Overview: Eaton's Ephesus Sports Lighting is a LED lighting company that lights Professional, University, and Recreational Stadiums/Arenas. They have been providers for major sports events, such as Super Bowl LII at The U.S. Bank Center in 2018, and at Super Bowl LIII at the Mercedes-Benz Stadium in 2019.
Campaign: As the lead Art Director for Ephesus, I collaborated with strategy, copy, production, photography, and a UX designer to create an entirely new campaign, named, 'Next Level', for the brand. The concept, 'Next Level' is the idea of not only taking one’s team, game, or experience to the next level, but also taking their lighting to the next level. We re-designed the website, print, pre-roll videos, campaign videos, and digital media for the rollout of their new product, The Lumadapt System. All of the videos were concepted in-house on the website, and edited by Visual Goodness. "I am Light," was concepted and created by HH&B, overall direction guided by Ayni-Brigade. The site is currently live on ephesuslighting.com.
Creative Director: Sherry Russell
Art Director: Eden Papineau
Copywriter: Daniel Tompkins
Photographer: Sasha Nialla
UX Designer: Homayoun Kandeloussi
UI Designer: Eden Papineau
Production Company: Visual Goodness
Value Prop Video: HH&B (ECD, Rich Wakefield)
Creative Brief: The Young Marines National Foundation (YMNF) — the fundraising arm of the Young Marines (YM), engaged AB to drive donations for their annual fundraising effort. The annual fundraiser, as it is for most charitable organizations, is the crucial make-or-break effort in a given year. YMNF needed a fully integrated marketing push to attract a large recurring donor base.
Creative Idea-Help Them Be: The future is a blank slate, wide open with possibilities, good and bad. In these chaotic times today’s youth need a guiding light. That’s where the Young Marines come in. The Young Marines believe in strengthening our nation by focusing on that future: the boys and girls who will go on to be leaders; change-makers; and, before all else, good citizens. Help Them Be was created as a way for our donors to decide if they want to Help Them Be anything they aspired to be; the team creative delivered 5 different personas, of children who are actually in the Young Marines, and their passions and ambitions were illustrated over portraits shot by our AB photographer.
Creative Director: Sherry Russell
Art Director: Eden Papineau
Copywriter: Mike Gravagno
Photographer: Morgan Russell
When I first started working at mindbodygreen, my first project was to overhaul the mindbodygreen media kit to appeal to potential advertisers. I changed the entire look and feel of the deck to match the persona of our readers as well as re-interpreting our brand, "Brooklyn, Bohemian, Sanctuary," to be a laid-back, modern, cool girl with alternative taste and style. I advised on/collaborated with the marketing team on the strategy behind the deck and its content flow to best tell the story of mindbodygreen, it's readership, and goals. As a result, the sales/marketing team has doubled their sales in the past year due to the overwhelming positive response of the media kit.
Creative Director + Strategy: Selma-Rachel Swire
Art Director + Strategy: Eden Papineau
Marketing + Strategy: Colleen Wachob, Peter Trombino, Kate McCormick, Rebecca Stump
revitalize is mindbodygreen's invite-only annual event bringing together wellness leaders and other inspiring people relevant to health and wellness. The 2016 event was held in Marana, AZ and included live broadcasted talks held in a large studio and a custom built geodome at the Ritz-Carlton Dove Mountain. Sponsored activities including hikes, yoga, and microbiome checks, as well as sponsored meals and snacks.
Creative efforts included overall art direction, stage design and lighting, presentation graphics, signage, brochures, other event graphics, and custom social media treatment for revitalize 2016.
Creative Director: Selma-Rachel Swire
Art Director: Eden Papineau
Stage, Lighting, Woodwork, and Large Scale Graphics: Nathanael Balon & Brady Mcgowan
Motion Graphics: Anthony Ciannamea
Graphic Designers: Laura Bussanich, Jen Frank, Amanda Rodi
Objective: To generate buzz and excitement for revitalize 2016 in Marana, AZ through mindbodygreen social channels.
Solution: revitalize your life—using custom dedicated emails, banner units, interstitials units, and a free PDF download once a user signs up to accompany the campaign. As a result of these efforts, the revitalize live broadcast had over 1 million views that weekend.
Creative Director: Selma-Rachel Swire
Art Director: Eden Papineau
Graphic Designers: Eden Papineau & Amanda Rodi
Kit and Ace partnered with mindbodygreen to create Pare Down | Power Up, a 3-part shoppable influencer content series with Jordan Younger, the founders of Sakara Life, and Tara Milhem. We created a custom shoppable email featuring influencers' favorite Kit and Ace pieces, hired and sent shot lists to freelance photographers, created a custom lock-up, showed custom video display units, and custom mobile interstitials on mindbodygreen.com
Creative Director: Selma-Rachel Swire
Art Director:: Eden Papineau
UX/UI Designer: Jen Frank
Lock-ups created for mindbodygreen pitch work and/or mindbodygreen.com
Being in the military for over 10 years I've collected a lot of stuff. Deployment after deployment I get more and more uniforms and I found that I cannot get rid of them, for practical and emotional reasons. First off, the military doesn't want them back because we are issued the latest and greatest (uniforms are always changing). We can't donate or sell them, (for legal reasons) so we are forced to shred and throw them away. I don't want to throw them away because they are meaningful to me. I've grown so much as a person and traveled the world in these uniforms. I've been at my best and my worst in them and I felt that I needed to figure out a way to commemorate them.
This project is ongoing. I cut up the uniforms and reconstructed the camouflage into flowing typography. I want the words to be meaningful and not necessarily decipherable to everyone at first. As an artist in the military, people aren't able to decode who I really am right away, and I think that goes for others in the military as well.
While at mindbodygreen, I was in charge of mindbodygreen's social media. I shifted the art direction to match our new media kit, and as a result, we gained over 70k followers in the first 5 months. My role as managing art director for social media was to assist the social media manager in creative decisions with advertising and the look/feel of our instagram.
Concepted + created the inline images and hero image for mindbodygreen's 2017 Zodiac Guide, "The Complete Zodiac Guide To 2017. What's In The Stars For You?"
Series of pitch ideas for REI:
Why I Do It: We tapped mbg's most empowered female influencers to share how they ground themselves and find inspiration through their female friendships and girl tribe. We featured personal stories of adventures and friendships to illustrate how they bring the outside into their every day. This campaign featured co-branded banner units, shoppable posts, and influencer content.
Balanced Connections: We created a custom mbg + REI video series, featuring fearless female influencers who show gratitude to the women who inspire them daily. REI gear was incorporated into the story through custom video of both the influencers and their tribe, while emphasizing the transformative nature of the outdoors. This campaign featured co-branded banner units, custom video, and influencer content.
A world where I create the food chain.
Be Well's "3-Day Summer Reset" campaign on mindbodygreen included a downloadable e-book, custom landing page with email capture, custom interstitial units with email capture (desktop 640x480 and mobile 300x250) with a social promotion on mindbodygreen channels.
Creative Director:: Selma-Rachel Swire
Art Director/Graphic Designer: Eden Papineau
"Primal Nutrition" is 1 out of 3 trends pieces that was created by mindbodygreen to PepsiCo. The purpose of Primal Nutrition is to outline trends in primal food and culture as well as trends already cultivated by PepsiCo brands.
Creative Director: Selma-Rachel Swire
Art Director/Graphic Designer: Eden Papineau
