In October 2018, Cloudflare launched it’s first ever national advertising campaign. With offline placements in both New York and San Francisco (billboards, wildpostings, subway takeovers, bus wraps), along with digital placements across the web – including takeovers on Forbes.com and NYTimes.com. The primary goals of the campaign were to increase brand awareness, and get the attention of enterprise companies in need of web security and performance services. We sought to position Cloudflare as a mission-driven company who cares deeply about democratizing the Internet. The goal was to appear bold, different, and unique and in a way that would stand out from our direct competition. BetterInternet.com
Creative Direction: Jess Rosenberg
Design: Jess Rosenberg, Drew Herron
Copywriting: Ashley Crandall, Mike Haftel
Brand Strategy: Rebecca Clayman
Media agency: Modco Media
Head of Marketing: Jake Anderson
At Cloudflare, I manage, creative direct, and produce all video content that’s produced on the marketing team. This includes customer stories, animated content explaining technical concepts and products, promotional videos around events, and more.
We work with a good amount of acronyms at Cloudflare — from DDoS to WAF to DNS — the list goes on. I saw an opportunity to capitalize on the highly typographic nature of some of the technical terminology we work with and use in our marketing materials. This is a series of graphics that I creative directed, in collaboration with Kasia Bojanowska.
To celebrate Lady Gaga's halftime show appearance, I worked closely with Gaga's team to design promotional stickers and emojis that people could use and interact with on the Twitter platform. Each sticker was inspired by a different Lady Gaga look, and each emoji was inspired by a different Gaga album
For Twitter's 10th birthday, I worked closely with the Social team to design customized messages to Tweet out to users in real-time. The overall campaign strategy was for Twitter to thank its users for everything they've done on the platform in the past ten years. I designed templates in advance of the day, each one having various themes that reflected the different types of people that Tweet on the platform. On the actual day of Twitter's birthday (March 21, 2016), I worked closely with various teams to send these customized designs to users as the Tweets were coming in.
To celebrate Twitter's 8th birthday, I spearheaded an initiative to create a tool where anyone can find their first Tweet. In addition to the site (which went viral), a series of celebrity first Tweets were illustrated and Tweeted out via various Twitter corporate accounts.
Worked closely with the New York Stock Exchange to design and ship artwork and graphical assets for Twitter’s IPO day. From the signage on the trading floor and the large Twitter bird hanging on Wall Street, to the #Ring Tweet that appeared live once the bell was rung.
While working at Kirshenbaum Bond & Partners, I designed and art directed the Wendy's breakfast campaign. This included designing all of the point of sale materials (table tents, newspaper inserts, window decals, drive-thru menu), logo lockups for their new breakfast sandwiches, and packaging (a custom Wendy's + Folger's coffee cup design as well as all breakfast sandwich packaging).
While at Crispin, I art directed a campaign for VW's Sign Then Drive event. Deliverables consisted of two Broadcast commercials, along with point of sale content, and print & digital ads.
Designed Twitter’s ‘year in review’ as a responsive experience, highlighting various global events in the form of curated collections.
Designed my own baby shower invitations back in 2013.
While working as an interactive designer at Crispin Porter + Bogusky (in 2008), I worked on the launch of Volkswagen's first minivan, the Routan. We wanted to position this particular minivan as unique, and for any kind of family. With that strategy in mind, I designed an interactive experience where you could build your own custom family by selecting up to six people, and toggling through their features until you found the ones that fit best. When complete, you had the option to turn your family members into stickers or print out as a family portrait, in front of your new Routan.
Designed a series of GIFs and static graphics that reflected Twitter data stories around the 2015 Oscars. These were Tweeted out by @TwitterMusic along with @GRAMMYs
While working at Sharethrough as their first lead designer, I was responsible for creating a visual design system for the brand. This ranged from designing and maintaining a new website, marketing materials, sales presentations, and promo videos.
There are countless individuals who are using Twitter in extraordinary ways. Their stories are moving, inspiring, and educational. The goal of this pitch campaign was to share these stories with the world and inspire people to sign up for Twitter.
As part of an exploratory brand pitch, I concepted and designed this direction for a potential Twitter branding & ad campaign.
The goals of the campaign were to:
1) Get peoples’ attention!
2) Inspire them!
3) Teach them the ways of Twitter
(in a creative, non-didactic way)
4) Do something we haven’t done before
As a senior designer at Mindjet, I helped rebrand their logo, branding and packaging. I also led a variety of site redesigns.
Designed a variety of social assets to promote using Twitter during the Oscars.
Part of my role at Twitter is to work closely with our data comms & social teams to craft creative and compelling stories around the interesting data on the platform. We usually form stories around certain events (holidays, seasons, popular events, etc). My goal is to make these graphics creative and unconventional.
Some of the GIFs you see on here (#NYFW, Father's Day) are examples of some fun social creative assets I created around certain events.
While working at Crispin, I designed and art directed this interactive brand campaign for Volkswagen called "What the People Want." The experience involved people submitting and voting on polls – on a website and on a large interactive billboard in Times Square. The campaign was a huge success – not only did thousands of people submit polls (and vote!), but we communicated a strong brand message at a time where lots of political change was taking place (2008).
These are a collection of logos and identities that I've designed over the years.
Designed the interior of Amy Sedaris’s hilarious guide to entertaining. The book held a spot on the New York Times Bestseller list.
Check it out here
Back in the day when Facebook apps were all the rage amongst brands, I worked on one for DKNY's Be Delicious campaign. The jist of the app was that you could design your own custom perfume bottle and win a chance to go to New York Fashion Week.
For the launch of Twitter's GIF tool integration, I concepted and executed a two-fold launch announcement. The first announcement went out via @twitter in the form of a "GIF-storm" — a series of GIF Tweets to get the attention of @twitter's 57.4 million followers. The mystery of the GIF-storm was solved when the actual feature announcement Tweet was sent out. The goal here was to get peoples' attention, and once everyone was watching, announce this new and exciting feature.
About three weeks after the announcement, 100% of users had access to the new GIF tool. I came up with the strategy to create a giant GIF party, right on the platform, using the hashtag #GIFparty. The party was a huge success. See some of my team's favorite #GIFparty Tweets here.