Wilde Irish Gin is a luxury alcohol brand which launched in Dublin, Ireland in October of 2019 and is inspired by one of my favorite writers of all time, Oscar Wilde. I have worked with the founders for the last three years on developing the brand launch strategy and took over the social marketing in February of 2020. In just 3 months, I have increased their followers by 300% mostly organically.
My initial responsibilities included social strategy, post copy, posting, community management and influencer outreach to activate an authentic, core audience. My passion for the brand, resourceful nature and a lack of resources and assets due to the Covid-19 Pandemic, inspired me to learn how to create my own social videos by combining a variety of still images, with graphical elements, animations and license-free music. I have also done my own photoshoots and created a variety of static content pieces to promote Wilde Irish Gin.
I recently art directed and produced a mural project with one of my favorite artists Muck Rock and Sony Pictures that was painted and filmed near the Venice Boardwalk. The mural features Tom Hanks as Mister Rogers, along with other elements from the film to encourage selfies and sharing across social to promote the film’s holiday release.
This was one of my favorite projects because it brought together my love for film, statement socks, hip hop and skateboarding culture. IFC wanted a unique way to reach its core youth audience for the film, “The Land.” In order to do so, it was essential that we tap into the soul of street-culture-cool to generate a groundswell of earned media in an authentic and non-traditional fashion.
Inspired by the street, skateboarding culture in IFC’s film, “The Land,” the 40’s & Shorties, HUF Worldwide limited edition cross-promotional capsule began with socks and pins and expanded into a complete collection which included, a tie dye tee, coaches jacket, drawstring bag, and a skateboard deck, which were signed by the film’s executive producer and legendary hip hop artist Nas.
Premium items were given away to the ensemble cast and influencers at the exclusive LA movie premiere, posted throughout the campaign across official film and brand social channels, and used as contest giveaways to promote the film. Exclusive Nas signed skateboards can still be found on marketplaces such as ebay for $1000.00 and up today.
My dad says that timing is everything! This was certainly the case when my friend, and former co-worker, Karin Levinson told me that her uncle Michael Friedman, former music manager, and his wife had just found nearly 1,000 never-developed negatives in their attic of music legends like, The Rolling Stones, Janis Joplin, Kris Kristofferson and The Band!
Presumed lost for over 40 years, we knew now was definitely the time to develop these into a legendary exhibit at The California Heritage Museum.
The exhibit invited music and pop culture lovers of all ages to witness the intimate moments, both on and off stage, from this never- before-seen music time capsule. In addition to the Awkward Family Photos exhibit, it was one of the most successful exhibits to date and was extended several months after its original close date.
The exhibit was so well received that on Wednesday, October 23rd, 2019, Friedman will join the Rock & Roll Hall of Fame, where his never-before-seen photos will serve as a permanent collection- Exposed! Music Legends 1969-1973: The Once-Lost Photography of Michael Friedman.
https://www.shootonline.com/spw/long-lost-photographs-iconic-rock-music-legends-rolling-stones-janis-joplin-band-others
https://www.rockhall.com/rock-roll-hall-fame-unveil-never-seen-photos-rock-legends
I loved this project because I worked with one of my favorite social platforms, Awkward Family Photos, and was challenged to enlist the trust of the board members to let me bring in a broad new audience of families, youth and a whole new era of awkward art lovers into the California Heritage Museum.
The Awkward Family Photo exhibition at the California Heritage Museum invited everyone through its doors to celebrate those less than picture-perfect moments through humanistic themes we can all relate to: The Family Portrait; Siblings; Vacation; The Kids; The Holidays; Weddings; Dad; Mom; The Grandparents; Birthdays; and The Family Pet. A giphy booth allowed people to pick props and pose for new Awkward Family photos that could be posted to social.
The show was one of the most successful to date and garnered millions of earned media impressions and International press coverage for the museum from, Good Morning America to the Today Show, to NBC Nightly News, to Time and People Magazine.
Following its debut at the California Heritage Museum, the exhibit went on to become a national tour across America.
https://awkwardfamilyphotos.com/the-exhibition
https://www.fastcompany.com/3028383/awkward-family-photos-become-art-with-new-museum-exhibit
This project was one of my favorites because I love exploring Los Angeles and experiencing the different cultures, foods and stories behind the people that make up this vibrant city. IFC’s documentary, “City of Gold” takes us on an unexpected culinary tour of Los Angeles with the legendary Pulitzer Prize Winning food critic, Jonathan Gold.
It was so inspiring to partner up with the food bloggers and influencers in Chicago, NY, SF and LA and invite them to the table. We all came together at Grand Central Market and I interviewed, Gold and the chefs from the restaurants featured in his film for a Facebook Live video.
Postcards featuring key art on one side and an iconic roadmap of Gold’s favorite restaurants were also distributed throughout LA to hipster restaurants and other establishments to encourage people to step out of their comfort zones and explore Los Angeles through the eyes of Jonathan Gold.
Sadly, Jonathan died in July of 2018, but his legend will always live on and I feel very fortunate to have learned so much from this icon’s unique LA experience.
Concept a kid’s party for adults…happily! Nothing says Insta-Worthy fun like a giant operation table, jumbo rocking horse, rainbow LED cotton candy, adult-size light bright and highly inappropriate face painting to celebrate Fullscreen’s series premier for “Magic Funhouse.”
Fullscreen does not do traditional marketing in any form, instead they leveraged their network of influencers to help launch new original series by throwing Insta-Worthy parties that push the boundaries with a plethora of opportunities for posting pics to all their followers.
This was a fun opportunity to work fast and entertain in irreverent and surprising ways.
The first time that I saw the “portal series,” or giant butt canvas paintings and sketches that Jason Schwartzman creates in the adult comedy, “The Overnight,” I knew we needed to show them in a real world, “Pucker Up Pop Up Gallery” event.
A crowd of people lined up at the NerdMelt Showroom, LA’s most beloved comic book shop, to experience this once-in-a lifetime event, which promoted the film’s on-demand and home entertainment release.
I also partnered with a new liquor partner to create signature “Pucker Up” inspired cocktail specials, worked the bar, and went across the street to pick up a few cases of PBR for those who weren’t in the mood to ‘pucker up’ that night!
In attendance to support the show were writer/director Patrick Brice, as well as Adam Scott and Wife Naomi Scott, who both served as producers on the film. Attendees could take their selfies with props like branded robes from the film and post to social.
At the end of the night, I was awarded my very own “portal series” butt sketch from the film to commemorate the event’s epic success! Yes…you can see it…it’s the one that my friend is pointing up to ironically in the picture down below.
https://www.pastemagazine.com/articles/2015/09/the-butthole-of-the-joke.html
To kick off the social campaign for Sony’s, “Beautiful Day In The Neighborhood” movie, starring Tom Hanks as Mister Rogers. I reached out to Tom Hanks’ team, whom I have worked with for over 13 years, to request a special birthday post to Mister Rogers.
Tom Hanks had never posted on his official channels to promote any of his film projects, so this was an extra special request and it turned out to be one of his most liked posts across all of his social channels.
Neon’s NFFF (Not Family Friendly Film) Assassination Nation, was a dark coming of age satire about the dangers of social media, trolling, stereotypes and a generation growing up without privacy. Think “Mean Girls meets The Purge.”
I worked with Neon to concept disruptive influencer activations and cross-promotional concepts designed to be IG worthy, that would be amplified by key talent, influencers and a broader social audience.
Leading up to the film’s release, propaganda hats and t-shirts with the phrase “Ass Ass In Nation” were printed, and posted by influencers, as well as given away at TIFF and other screening events leading up to the release.
